June 2020 Summaries

In late 2018, Heap sought to implement autocapture for React Native, similar to its existing functionalities for web and iOS, by injecting custom code during the app build process. The approach involved developing a Babel plugin that modifies the Abstract Syntax Trees (AST) of the source code, enabling autocapture of user interactions like touches on components such as TouchableOpacity. Unlike creating a custom React Native fork, which would be maintenance-heavy, code injection at build time leverages the React Native Metro Bundler and Babel to transform JSX and experimental JavaScript features into plain JavaScript. The process entails identifying specific AST nodes that correspond to React Native's Touchable components and injecting instrumentation code that logs user interactions. The strategy allows for scalable and maintainable autocapture without altering app-specific code, providing a seamless developer experience. The blog post also emphasizes the versatility of Babel plugins for various code transformations and encourages exploring resources like the Babel Plugin Handbook for further learning.

Lasso Gear, a Los Angeles-based apparel company specializing in joint stabilization compression socks, has launched the #movewithcompassion campaign to donate their products to healthcare workers on the frontlines of the COVID-19 pandemic. Initially attracting doctors and nurses as key customers due to the supportive design of their socks, the company decided to give back during the crisis by leveraging insights from Heap, an analytics platform. Using Heap's capabilities, Lasso Gear efficiently identifies past customers and hospitals to target for donations, reducing lengthy analytics processes to just an hour and enabling agile decision-making. The company particularly focuses on the campaign's return on ad spend (ROAS), employing cross-device attribution and dashboards to evaluate performance. This strategic use of analytics not only streamlines their operations but also enhances their marketing decisions, allowing them to better support healthcare professionals and operate effectively during the pandemic.

In "The Heap Guide to Activation," the focus is on the concept of activation as a pivotal metric for product teams, emphasizing its role in forming critical first impressions with new users and reducing churn. Activation is described as the moment when users experience the promised value of a product, which can lead to improved net retention and business growth. The text differentiates activation from engagement, highlighting that activation is a specific event where a customer perceives value, unlike engagement, which involves ongoing interaction. The guide advises prioritizing activation over other growth metrics like acquisition and retention, as it serves as a bridge between gaining new customers and fostering loyalty, ultimately benefiting other metrics. By encouraging product teams to focus on activation, the guide suggests that businesses can foster deeper connections with users, leading to increased retention, renewals, and referrals.