Analytics - marketing hell week 2015 -- tammy camp

Marketing Hell Week // February 2015 @TammyCamp

AnalyticsThe No B.S. Framework to Measure Growth


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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


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 AnalyticsHow 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 PlanKnow what you need to track


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


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

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.


Detailed Tracking Plan Example


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


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 PagesGroup 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 UsersWho 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 EventsFocus 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 FunnelViewed 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 CampDistribution Hacker

in Residence@[email protected]

mailto:[email protected]

mailto:[email protected]

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Analytics - marketing hell week 2015 -- tammy camp