Analytics - marketing hell week 2015 -- tammy camp

Marketing Hell Week // February 2015 @TammyCamp
Analytics
The No B.S. Framework to Measure Growth

Join the Conversation on Twitter
#500distro

Tammy Camp // @TammyCamp
Distribution Hacker in Residence
@ 500 Startups
● 14 years of growth experience
● $100s of millions in affiliate sales
● Product lead for the @Walmart API growth team
● Used cassette tapes for computer programs at age 6

What are Analytics?

What is Analytics?
Systematic
Computational
Analysis of Data

Why Analytics?

Why Analytics?
Paid channels can be highly effective, when
efficient...

...but they never start off efficient

Why Analytics?
Think about paid channels as hypotheses that
need to be tested before being broadly used

Why Analytics?
These tests produce
data as an output

Why Analytics?
Analyzing this data enables a digital marketer to
determine what is working, what is not and
where to focus for improvement

Types of Growth Channels
● Email
● SEM
● SEO
● Social/Community
● Content Marketing
● Referral
● Affiliate

What to Track with Your Analytics?
● Discovery
● Activation
● Identify
● Conversion
● Engagement
● Referral

Tools

History of Analytics // 1990s

History of Analytics // 2000s

Analytics of the Now // 2010s

What is Segment?
A single hub to collect, translate and route your data with a flip of a switch.

Pro Tips // Analytics Strategy
● Analytics should reflect
business strategy
● Test and Iterate
● Quantified hypothesis,
review results, make
revisions

What are the most important reports?
● Segmentation (Cohorting)
● Retention
● Funnels
● Revenue Tracking
● Marketing Campaign Effectiveness
● Path Analysis
● Notifications

The How of Analytics
How do we set up analytics
to get this information?

Setup Overview
● Tracking Plan // How to plan out your analytics tracking.
● Important Pages // Only record what you need.
● Identifying Users // Keep users and anonymous activity segmented.
● Recording Funnel Events // Iteratively record funnel steps and revenue

Tracking Plan
Know what you need to track

Analytics Planning Outline
First, prepare an outline of all the things you want to track
The outline is useful:
● Brainstorming your most valuable events and properties
● Team collaboration make sure everyone on the team has the data they need
● Thinking ahead so your data structure is flexible enough to evolve
● Scheduling iteration phases of development cycles

Events & Properties
Event // Broader description of the action
taking place. (ex. Add to Cart)
Properties // Properties that are only sent with
a particular event. (ex.price of item, shipping
charges, location)

Detailed Tracking Plan
Why
collect each data point?
Ensure that all the events from your outline are
important and useful.
What
data gets recorded
Exact event names, properties and how each
one is calculated.
How
does the data get recorded?
Supply an example code snippet for
developers.
When
should the tracking script fire?
Explain firing rules for the event.
e.g. When a new user sees the Thank You page
after registration.

Detailed Tracking Plan Example

Detailed Tracking Plan // Vango
Event Why? Properties Firing Rules Code
Signed Up
Registered User!
Also, the key
identifying event.
type: ‘invite’ if the
users was invited
and ‘organic’ if they
signed up directly
On the welcome
page after a new
user registers.
analytics.track
(‘SignedUp’
{userLogin:
‘TammyCamp’,
type: ‘invite’,
userId: ‘12345’
});
Referral
Key metric to
understand virality in
the marketplace
Referral: the user
referred a friend to
Vango
User refers a friend
to Vango and they
sign up for an
account
analytics.track
(‘Referral’ {userid:
‘12345’,
referralSource:
‘Facebook’,
});
Vango’s Tracking Plan is available for download here:
http://500.com/Vango

Example an Inefficient Sign Up Flow
54%

Stellar conversion rate
50%
50%

Pro Tips
Keep things up to date
Integrate updating the tracking plan and installing analytics into your existing
business processes
● Sending marketing emails
● Launching new products
● Running advertising campaigns

Pro Tips
Be obsessive about Formatting and Consistency
Formatting and Consistency is paramount. This saves time so any new person on the team
can easily search for and add new events.
● Name all your events with past tense verbs
● Capitalize letters (ex: Signed Up)
● Name properties in camelcase (lowercaseCapital form) for easy reading

Correct Formatting

Incorrect Formatting

Important Pages
Group important content together

Treat pages just like events
• Create a short list of your important page types
• Group them together (use Google Analytics content groupings
and/or KISSmetrics events and properties)
Looking at pages this way allows you to really understand how
different groups of pages affect your funnel. And how each variation
inside those groups perform.

Important Pages for Vango
Featured Style Pages
Blog
Artist Pages

Identifying Users
Who are our users?

When to Identify
Email Opt In
• Pro: You know the user early
• Con: Less accurate
User Account Created
• Pro: Database ID is available
• Con:

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.

Good Traits
• Email
• Plan
• Address
• Phone
• Company
• Created Date
• Friend Count
• Lifetime Revenue

Analytics Help Segment Targeted Users

Send an Email to All Your NYC Users

What psychographic profile are your users?

Funnel Events
Focus on 3 to 5 key events

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

An E-Commerce Funnel
Viewed Product Interested
Added Product to Cart Activated
Completed Order Purchase and Identified
Viewed Blog/ Promotion
Engaged

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

If You Have Traction, Double Down

Questions?
#500Distro
Tammy Camp
Distribution Hacker
in Residence
@TammyCamp
tammy@500.co

Analytics - marketing hell week 2015 -- tammy camp

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