Heap vs Mapp Intelligence, powered by Webtrekk

• Heap makes it simple to define elements in your application to track engagement with.
• Heap is great because it's always tracking everything so you don't have to define everything you want to track immediately. The data is always there for you to investigate.
• Support is great and perhaps the thing that is most valuable. They're always happy to help you in whatever you're trying to achieve with Heap.

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• Good visualization in reports for marketing and c-level.
• Part of the big picture Mapp Suite (Engage Intelligence Aquire).
• Integrated tag management.
• No sampled data.
• It is possible to combine 90% variables and metrics.

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• Heap creates a "misunderstanding" between marketing and our data team. It is easy to create a report that shows a story that is not true due to incorrect filters/data elements.
• Breakdowns on some data is not available and it makes it hard to get the exact report you need.
• We have tons of reports, all almost the exact same. It is too hard to find them unless you already know that they exist.

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• Webtrekk (Mapp Intelligence) should invest to go real time or near real time.
• Build more APIs to use 3rd-party data in Webtrekk and use Webtrekk Data in 3rd-party tools.
• Webtrekk should build better click-path-analysis and journeys.

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• At Boardable we use data from Heap to calculate a Product Qualified Lead score, and a churn score, to first qualify Free Trial accounts and assign them to Sales reps and then to find customers at risk of churning. Having the ability to find the highest opportunity prospects has made our Sales team a lot more efficient (70% of our trials spend less than 5 minutes in the product and we keep those off the Sales team's desk, focusing them on the 30% that are indicated to convert, which brought our overall conversion rate up 40% month-over-month).
• Heap is critical for our Growth team to optimize the user journey to find the value in our product as quickly as possible. We formed the Growth team and bought Heap at the same time, and the first couldn't operate without the second. Our first big win using Heap was improving our sign-up flow (a very common blind-spot for product led companies), increasing the number of successful sign-ups by 200%.
• Saving person-hours: Heap has freed up so many hours of time (20/wk ~= $1000/wk) that we were spending doing analytics manually. Taking things off the Engineering team's plate was key, and Heap more than pays for itself just in the amount of time we get back.

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• Get insights into your web data.
• Use the marketing automation for easy use cases (save your money by not using expensive 3rd-party tools for simple marketing automation use cases).
• 1 tool for over 20 apps and 100 websites.

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