Analytics infrustructure
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This document provides guidance on identifying and tracking users for marketing purposes. It discusses when and how to identify users, including using email, account creation date, and client-side and server-side methods. Good user traits to track are listed, and it is noted that analytics can help segment targeted users. Funnel events and a sample funnel format are presented, including examples for e-commerce and an art website. Maintaining an analytics strategy is important for testing, understanding user behavior, and determining next steps. The document emphasizes establishing a finite set of standardized event names and properties for consistency.
Analytics infrustructure
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- 37. Important Pages for Vango Featured Style Pages Blog Artist Pages
- 38. Marketing Hell Week // February 2015 @TammyCamp Identifying Users Who are our users?
- 39. Marketing Hell Week // February 2015 @TammyCamp When to Identify Email Opt In • Pro: You know the user early • Con: Less accurate User Account Created • Pro: Database ID is available • Con:
- 40. Marketing Hell Week // February 2015 @TammyCamp How to Identify Client Side Important for merging anonymous browsing history. Server Side Usually unnecessary. Only send user properties from your server if they are sensitive.
- 41. Marketing Hell Week // February 2015 @TammyCamp Good Traits • Email • Plan • Address • Phone • Company • Created Date • Friend Count • Lifetime Revenue
- 42. Marketing Hell Week // February 2015 @TammyCamp Analytics Help Segment Targeted Users
- 43. Marketing Hell Week // February 2015 @TammyCamp Send an Email to All Your NYC Users
- 44. Marketing Hell Week // February 2015 @TammyCamp What psychographic profile are your users?
- 45. Marketing Hell Week // February 2015 @TammyCamp Funnel Events Focus on 3 to 5 key events
- 46. Marketing Hell Week // February 2015 @TammyCamp A Sample Funnel Interested A visitor to your sites shows interest in your product or service Identified An anonymous visitor raises their hand and identifies themselves Engaged This type of event signals engagement with your product Purchased You got paid Referral A user has invited a friend and they have successfully signed up
- 47. Marketing Hell Week // February 2015 @TammyCamp An E-Commerce Funnel Viewed Product Interested Added Product to Cart Activated Completed Order Purchase and Identified Viewed Blog/ Promotion Engaged
- 48. Marketing Hell Week // February 2015 @TammyCamp VangoArt’s Funnel Viewed Artist/ Featured Style / Blog Interested Signed Up Identified Favorited a piece of art Engaged Purchase Summary Purchase Invited friends on Facebook Referral
- 49. Marketing Hell Week // February 2015 @TammyCamp If You Have Traction, Double Down
- 50. Marketing Hell Week // February 2015 @TammyCamp Questions? #500Distro Tammy Camp Distribution Hacker in Residence @TammyCamp tammy@500.co
- 51. Marketing Hell Week // February 2015 @TammyCamp Get Amplitude Timeline data
- 52. Marketing Hell Week // February 2015 @TammyCamp Discovery - no more than 3, pricing, Identify - The user Activation - 3 events Conversion - buy, sell Referral - Engagement - Not applicable to the main funnel
- 53. Marketing Hell Week // February 2015 @TammyCamp Tracking Revenue Client Side • Pro: Easy to setup & maintain • Con: Numbers won’t be perfect Sync in Batches • Pro: Accurate (when it’s working) • Con: Hard to maintain, not always up to date Trigger in Real Time • Pro: Accurate and up to date • Con: Hardest to maintain (without zapier, iron.io)
- 54. Marketing Hell Week // February 2015 @TammyCamp Example of Bad Grouping
- 55. Marketing Hell Week // February 2015 @TammyCamp Choosing a User ID Database ID • Pro: Unlikely to change • Con: Not always available Email Address • Pro: Easy to get • Con: Most likely to change
- 56. Marketing Hell Week // February 2015 @TammyCamp The Data Driven Lean Startup The Goal // Optimize a set of business objectives in a logical progression leveraging quantitative and qualitative facts in order to deliver value to customers in a scalable, repeatable fashion
- 57. Marketing Hell Week // February 2015 @TammyCamp Why You Need an Analytics Strategy ● Learn faster by testing and iterating ● Understand user behavior ● Clear understanding on next actionable step
- 58. Marketing Hell Week // February 2015 @TammyCamp Pro Tips No unbounded event names! Establish a finite set of events and event properties for your team to choose from. ● Rather than Clicked X Button use Clicked CTA with properties for type, label and destination. ● Rather than Bought Blue Shirt, record Completed Order with properties for color and product. Example Best Practice Guides: Tracking Call to Actions and Tracking Landing Pages