Analytics - marketing hell week 2015 -- tammy camp

Marketing Hell Week // February 2015 @TammyCamp

AnalyticsThe No B.S. Framework to Measure Growth

Marketing Hell Week // February 2015 @TammyCamp

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Marketing Hell Week // February 2015 @TammyCamp

Tammy Camp // @TammyCampDistribution 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

Marketing Hell Week // February 2015 @TammyCamp

What are Analytics?

Marketing Hell Week // February 2015 @TammyCamp

What is Analytics?

Systematic Computational Analysis of Data

Marketing Hell Week // February 2015 @TammyCamp

Why Analytics?

Marketing Hell Week // February 2015 @TammyCamp

Why Analytics?

Paid channels can be highly effective, when efficient...

Marketing Hell Week // February 2015 @TammyCamp

...but they never start off efficient

Marketing Hell Week // February 2015 @TammyCamp

Why Analytics?

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

Marketing Hell Week // February 2015 @TammyCamp

Why Analytics?

These tests produce data as an output

Marketing Hell Week // February 2015 @TammyCamp

Why Analytics?

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

Marketing Hell Week // February 2015 @TammyCamp

Types of Growth Channels

● Email● SEM● SEO● Social/Community● Content Marketing● Referral ● Affiliate

Marketing Hell Week // February 2015 @TammyCamp

What to Track with Your Analytics?

● Discovery ● Activation● Identify● Conversion ● Engagement● Referral

Marketing Hell Week // February 2015 @TammyCamp

Tools

Marketing Hell Week // February 2015 @TammyCamp

History of Analytics // 1990s

Marketing Hell Week // February 2015 @TammyCamp

History of Analytics // 2000s

Marketing Hell Week // February 2015 @TammyCamp

Analytics of the Now // 2010s

Marketing Hell Week // February 2015 @TammyCamp

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

Marketing Hell Week // February 2015 @TammyCamp

Pro Tips // Analytics Strategy

● Analytics should reflect business strategy

● Test and Iterate

● Quantified hypothesis, review results, make revisions

Marketing Hell Week // February 2015 @TammyCamp

What are the most important reports?

● Segmentation (Cohorting)● Retention● Funnels● Revenue Tracking● Marketing Campaign Effectiveness● Path Analysis● Notifications

Marketing Hell Week // February 2015 @TammyCamp

The How of AnalyticsHow do we set up analytics

to get this information?

Marketing Hell Week // February 2015 @TammyCamp

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

Marketing Hell Week // February 2015 @TammyCamp

Tracking PlanKnow what you need to track

Marketing Hell Week // February 2015 @TammyCamp

Analytics Planning OutlineFirst, 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

Marketing Hell Week // February 2015 @TammyCamp

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)

Marketing Hell Week // February 2015 @TammyCamp

Detailed Tracking Plan

Whycollect each data point?

Ensure that all the events from your outline are important and useful.

Whatdata gets recorded

Exact event names, properties and how each one is calculated.

Howdoes the data get recorded?

Supply an example code snippet for developers.

Whenshould the tracking script fire?

Explain firing rules for the event.e.g. When a new user sees the Thank You page after registration.

Marketing Hell Week // February 2015 @TammyCamp

Detailed Tracking Plan Example

Marketing Hell Week // February 2015 @TammyCamp

Detailed Tracking Plan // Vango

Event Why? Properties Firing Rules Code

Signed UpRegistered 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’});

ReferralKey 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

Marketing Hell Week // February 2015 @TammyCamp

Example an Inefficient Sign Up Flow

54%

Marketing Hell Week // February 2015 @TammyCamp

Stellar conversion rate

50%

50%

Marketing Hell Week // February 2015 @TammyCamp

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

Marketing Hell Week // February 2015 @TammyCamp

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

Marketing Hell Week // February 2015 @TammyCamp

Correct Formatting

Marketing Hell Week // February 2015 @TammyCamp

Incorrect Formatting

Marketing Hell Week // February 2015 @TammyCamp

Important PagesGroup important content together

Marketing Hell Week // February 2015 @TammyCamp

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.

Marketing Hell Week // February 2015 @TammyCamp

Important Pages for Vango

Featured Style Pages

Blog

Artist Pages

Marketing Hell Week // February 2015 @TammyCamp

Identifying UsersWho are our users?

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:

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.

Marketing Hell Week // February 2015 @TammyCamp

Good Traits

• Email • Plan • Address • Phone

• Company • Created Date • Friend Count • Lifetime Revenue

Marketing Hell Week // February 2015 @TammyCamp

Analytics Help Segment Targeted Users

Marketing Hell Week // February 2015 @TammyCamp

Send an Email to All Your NYC Users

Marketing Hell Week // February 2015 @TammyCamp

What psychographic profile are your users?

Marketing Hell Week // February 2015 @TammyCamp

Funnel EventsFocus on 3 to 5 key events

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

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

Marketing Hell Week // February 2015 @TammyCamp

VangoArt’s FunnelViewed Artist/ Featured

Style / Blog Interested

Signed Up Identified

Favorited a piece of art Engaged

Purchase Summary Purchase

Invited friends on Facebook Referral

Marketing Hell Week // February 2015 @TammyCamp

If You Have Traction, Double Down

Marketing Hell Week // February 2015 @TammyCamp

Questions?

#500Distro

Tammy CampDistribution Hacker

in Residence@TammyCamptammy@500.co