Analyze Retreeb SaaS usage with the HubSpot API

Analyzing usage with customized customer care

In the online payment sector, protecting sensitive data is a major issue. Retreeb called on Make the Grade to establish real usage tracking for their application. The challenge was to synchronize the data to better pilot their growth, while remaining RGPD compliant.

Linking HubSpot CRM to a responsible payment solution 

More and more companies are moving towards sustainable consumption: recyclable packaging, zero waste, natural materials, production that respects the environment and people. At the same time, the number of digital transactions is increasing worldwide, and numerous online payment tools are being developed. Yet it was precisely this last link in the chain that was not ecologically responsible.

In this sense, Retreeb intends to revolutionize payment methods to make them more engaged and responsible. The solution is aimed at stores and merchants who want to take their responsible approach to the next level.

Their promise? To donate 33% of commissions to a social and solidarity cause.

This is their promise.

The Retreeb principle is simple :

1. Users download the application
.
2. Choose the project they want to support financially
3. Shop in partner boutiques
.

Retreeb works via a QR code payment that takes place between a customer app and a retailer app. So they have a B2B target as well as a B2C one. They called on Make the Grade because they lacked visibility on the uses of their application.

They wanted to be able to track merchant sign-ups in real time.

Several steps were necessary in order to better pilot their growth with data, while remaining RGPD compliant.

Connecting the SaaS application to HubSpot CRM

A first part of the project concerns the technical synchronization of the Retreeb solution with the HubSpot CRM.

To enable this API connection to take place, the Make the Grade teams followed a specification drawn up by the Retreeb teams, which covers all the integration features. In this way, the objectives to be achieved were clearly established to start the project between the two parties.

Concretely, to synchronize the data, Kafta microservices were connected to their system. This enables them to detect user events and actions on the application. For example, the number of downloads of the application, the number of transactions activated, and so on. Each time these events occur, the information is sent via code to the HubSpot API. In addition, a logging system has been installed to detect anomalies and enable real-time notification.

Several technical actions have been carried out :

1. Working in parallel with Retreeb on its application and Make the Grade on data reception.
2. Following the CRM integration process: creating Kafka microservices, testing and then deploying the code for Retreeb.
   Example : every time a user logs into the Retreeb application or a user status update is made, the data is synchronized with HubSpot.
3. Taking into account a specific feature: Retreeb is a payment solution, but HubSpot CRM does not store sensitive data.

Retreeb needed Make the grade for its expertise on the HubSpot API and its know-how to cleanly connect data.

What is an API ? An Application Programming Interface: a set of rules and protocols that enable software or computer systems to be synchronized. APIs facilitate the integration of tools and access to a company's databases.

This data synchronization is essential to use the HubSpot tool to its full potential. Here are some examples of actions that Retreeb will be able to perform thanks to the API :

• Collect relevant information to better understand the uses of their SaaS and improve its operation
• Deploy targeted marketing campaigns based on their users' behaviors
• Centralize all sales transactions and opportunities in its CRM

Data security and RGPD compliance

The online payment sector is special in that it deals with sensitive user information. Credit card information and bank details are particularly sensitive user data. In this project, the challenge was to successfully distinguish between the data that Retreeb could feed back into the CRM and that which should be kept confidential.

To remember : HubSpot undertakes not to store or process any credit card information of any tool user.

As a reminder, the CNIL has published legal points of vigilance regarding the application of the RGPD in the field of payments. Here are some of its recommendations :

• Preserve the anonymity of payments
• Protect transaction confidentiality
• Localize your payment data in the EU to contribute to European digital sovereignty

"Innovative players [must] make their RGPD compliance an asset of trust for customers led to entrust their data."

The benefits of this new integration for Retreeb teams

As a result of this synchronization of their application with HubSpot CRM, Retreeb teams can benefit from real tracking of registrations and usage of their SaaS. The idea is to be able to deploy complementary actions to facilitate their activation and retention.

Here are the benefits brought by HubSpot integration :

• Monitor merchant behavior on the app in real time
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• Analyze app usage to deploy targeted marketing campaigns
• Monitor payment volumes by merchant and drive activation actions accordingly

Monitor merchants' registration to their application in real time

With the new HubSpot CRM integration, they are now notified in real time of new merchant registrations. This enables them to automate their app registration process. Their objective is to be able to measure and maximize the number of active users in order to further push the use of the solution.

Launch B2B marketing campaigns based on app usage

The app usage data brought up in HubSpot will enable marketing teams to understand app usage. They will be able to carry out targeted marketing campaigns to relaunch merchants :

• those who are experiencing a drop in activity on the app
• those not using the app

Pilot your growth through data with HubSpot dashboards

The HubSpot tool also lets you create reports and dashboards based on data from the Retreeb application. In this way, marketing and sales teams will be able to analyze their performance in greater detail.

HubSpot dashboards enable data-informed decision-making. They list a number of detailed data on their customers and companies, such as industry sector, company size, whether they share common values, etc.

HubSpot dashboards enable data-driven decision-making.

Results obtained

To conclude this synchronization project, the Retreeb teams now have a solid CRM that is indispensable for serenely pursuing their activities. The integration and synchronization of data between their SaaS application and HubSpot enables them to establish new analysis keys and an overview of their product's usage.

The particularity of this project was the importance of maintaining compliance and respecting the RGPD with HubSpot as the banking sector holds sensitive data.

Many ambitions now lie ahead for the Retreeb teams, including connecting with other tools such as Amplitude and Cohortes to have massive, anonymous user movements. Find out how to build an API synchronization project to centralize your data and generate revenue.