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Docker × Census

How Docker uses Census to drive product-led growth for over 10M users

With Matt Carter, VP Marketing at Docker

As Docker pivoted its business, Census helped the team revamp its data stack to support its new direction. With a 360-degree view of their users, they’re uncovering opportunities to drive growth and customer success.

Stats

Industry:  Developer SaaS
Headquarters: 
Company type:  B2C, Product-led Growth
Team:  Marketing
Use cases:  Community engagement, Product metrics in CRM, Upsell opportunities
Featured integrations:  Marketo, Salesforce, Snowflake

Summary

Docker provides a platform that allows developers to collaborate without the need to build identical development environments on each machine. With their freemium model, developers can upgrade to support larger-scale applications and access advanced features like parallel builds and granular access control.

In late 2019, Docker sold the enterprise portion of its business and pivoted to a focus on the application developer audience. That pivot included a shift to product-led growth that required robust systems to process the massive quantities of data and help them learn from their customers.

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Results

What are the results of using Census and the business impacts on the customer?

  1. 360° view of customer activity

  2. Self-serve data access for the Marketing team

  3. Getting a better return on Developer Relations investments

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