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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@[email protected]
Marketing Hell Week // February 2015 @TammyCamp
Get Amplitude Timeline data
Marketing Hell Week // February 2015 @TammyCamp
Discovery - no more than 3, pricing, Identify - The userActivation - 3 eventsConversion - buy, sellReferral - Engagement - Not applicable to the main funnel
Marketing Hell Week // February 2015 @TammyCamp
Tracking RevenueClient 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)
Marketing Hell Week // February 2015 @TammyCamp
Example of Bad Grouping
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
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
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
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
