.

1. Th
e PS&A meetup group
(Product Strategy & Analytics)
How hard can defining an Analytics
event be? Really?
By
Yoav Yechiam
Chief Analytics Consultant

2. Th
e PS&A meetup group
(Product Strategy & Analytics)
A word about this group and our mission…

3. Th
e PS&A meetup group
(Product Strategy & Analytics)
About me Yoav Yechiam
● Product lead in 8 companies
● Served >50M unique users
● Founder of 4 startups
● 4 times CEO
● Managing partner at the Product Alliance
● Head instructor for Amplitude and Mixpanel’s Analytics Mastery Course
● Lecturer: Berkeley, Shenkar, Netcraft, IDF
● Published articles in MindTheProduct,VentureBeat,PMInsider

4. Th
e PS&A meetup group
(Product Strategy & Analytics)
Case study

5. Th
e PS&A meetup group
(Product Strategy & Analytics)
Our ‘mantra’
What we need to UNDERSTAND
What we need to MEASURE

6. Th
e PS&A meetup group
(Product Strategy & Analytics)
But enough with the strategy…
Let’s talk action
How do I do it?
Define an event

7. Th
e PS&A meetup group
(Product Strategy & Analytics)
Our main event - ‘Song played’
Event = trigger + context
When to fire?
+
Which info to include?

8. Th
e PS&A meetup group
(Product Strategy & Analytics)
One event - ‘Song played’
Q. How many Rock songs were played last week?
A. 3,543,234
The tracking code

9. Th
e PS&A meetup group
(Product Strategy & Analytics)
Adding a few more properties
Event name Properties / Action Options Example Details
Song played Fired upon a 'play' button selected
song name Waka Waka Song name as appears in player
artist Shakira Artist name as appears in player
genre World cup, Pop Array of all genres included
album Wakaka forever Album name
song duration 210 Song duration in seconds
The Product Alliance event table format

10. Th
e PS&A meetup group
(Product Strategy & Analytics)
Moving on to the next 99 event?

11. Th
e PS&A meetup group
(Product Strategy & Analytics)
Do we understand the user’s behavior?
● Is playing the 1st song the same as 100th?
● Manually played or followed a previous?
● Playlist or chosen by Spotify?
● Played by (at the time) free/premium user?
Event name Properties / Action Options Example Details
Song played Fired upon a 'play' button selected
song name Waka Waka Song name as appears in player
artist Shakira Artist name as appears in player
genre World cup, Pop Array of all genres included
album Wakaka forever Album name
song duration 210 Song duration in seconds

12. Th
e PS&A meetup group
(Product Strategy & Analytics)
Understand context!
Event name Properties / Action Options Example Details
Song played Fired upon a 'play' button selected
song name Waka Waka Song name as appears in player
artist Shakira Artist name as appears in player
genre World cup, Pop Array of all genres included
album Wakaka forever Album name
song duration 210 Song duration in seconds
● Is our trigger accurate?
● How many ‘play’s do I need to hit to play 10 songs?

13. Th
e PS&A meetup group
(Product Strategy & Analytics)
Understand context!
Event name Properties / Action Options Example Details
Song played Fired upon a 'play' button selected song finished playing
song name Waka Waka Song name as appears in player
artist Shakira Artist name as appears in player
genre World cup, Pop Array of all genres included
album Wakaka forever Album name
song duration 210 song duration in seconds
● Fire when finished allows us more context

14. Th
e PS&A meetup group
(Product Strategy & Analytics)
Understand context!
Event name Properties / Action Options Example Details
Song played Fired upon a 'play' button selected song finished playing
song name Waka Waka Song name as appears in player
artist Shakira Artist name as appears in player
genre World cup, Pop Array of all genres included
album Wakaka forever Album name
song duration 210 song duration in seconds
initiated by
manually, playlist,
Spotify How was this song selected
occurrence in session 5 This was the X song played in this user session

15. Th
e PS&A meetup group
(Product Strategy & Analytics)
Understand context!
Event name Properties / Action Options Example Details
Song played Fired upon a 'play' button selected song finished playing
song name Waka Waka Song name as appears in player
artist Shakira Artist name as appears in player
genre World cup, Pop Array of all genres included
album Wakaka forever Album name
song duration 210 song duration in seconds
initiated by
manually, playlist,
Spotify How was this song selected
occurrence in session 5 This was the X song played in this user session
user status free/trial/sub User status at time of event
Q. Why do I need the user status?

16. Th
e PS&A meetup group
(Product Strategy & Analytics)
So, are we done?
● What if I hated the first 10 songs and immediately skipped them?
● What can I understand from - song played 2:30 for minutes?
● What if it was out of 2:32 minutes?
● Or if it was a 7:55 ‘stairway to heaven’?

17. Th
e PS&A meetup group
(Product Strategy & Analytics)
Deeper context we must understand
Event name Properties / Action Options Example Details
Song played Fired upon song finished playing
song name Waka Waka Song name as appears in player
artist Shakira Artist name as appears in player
genre World cup, Pop Array of all genres included
album Wakaka forever Album name
song duration 210 Song duration in seconds
initiated by manually, playlist, Spotify How was this song selected
occurrence in session 5 This was the X song played in this user session
user status free/trial/sub User status at time of event
ended by song/skip/stop/selection Why did the song end?
time played 150 In seconds
Q. What do we need to understand from ‘time played’?

18. Th
e PS&A meetup group
(Product Strategy & Analytics)
Deeper context
Event name Properties / Action Options Example Details
Song played Fired upon song finished playing
song name Waka Waka Song name as appears in player
artist Shakira Artist name as appears in player
genre World cup, Pop Array of all genres included
album Wakaka forever Album name
song duration 210 Song duration in seconds
initiated by manually, playlist, Spotify How was this song selected
occurrence in session 5 This was the X song played in this user session
user status free/trial/sub User status at time of event
ended by song/skip/stop/selection Why did the song end?
time played 150 98% In seconds % out of total song duration
● Can it get more complex than that?

19. Th
e PS&A meetup group
(Product Strategy & Analytics)
Keep track, but keep efficient
Event name Properties / Action
Song played Fired upon song finished playing
song name
artist
genre
album
song duration
initiated by
occurrence in session
user status
ended by
time played

20. Th
e PS&A meetup group
(Product Strategy & Analytics)
Keep track, but keep efficient
Event name Properties / Action
Song played Fired upon song finished playing
song name
artist
genre
album
song duration
initiated by
occurrence in session
Super property user status
ended by
time played

21. Th
e PS&A meetup group
(Product Strategy & Analytics)
Keep track, but keep efficient
Event name Properties / Action
Song played Fired upon song finished playing
song name
artist
genre
album
song duration
initiated by
Increm S.property occurrence in session
Super property user status
ended by
time played
We must be done now, right?

22. Th
e PS&A meetup group
(Product Strategy & Analytics)
Let’s rewind
● Could we have lost our ‘play’ button event?
Event name Properties / Action
Song played Fired upon song finished playing

23. Th
e PS&A meetup group
(Product Strategy & Analytics)
“What else have we forgot to track?”
Careful with that questions
What we should actually be asking is:
“What else do we want to understand?”

24. Th
e PS&A meetup group
(Product Strategy & Analytics)
“What else have we forgot to track?”
Careful with that questions
What we should actually be asking is:
“What else do we want to understand?”

25. Th
e PS&A meetup group
(Product Strategy & Analytics)
Questions?
Thank you
Yoav Yechiam

26. 8 tips to make
user behavior
events work
Gil Luz
☂

27. Who am I?
Gil Luz
Father of three, husband of one
Data Guild CEO
Playing with data for 20+ years
Data Guild = Trusted data advisor for the tech industry

28. Why do we fail?
* Data I wish I had

29. I got this

30. Management
R&D
Data Product

32. idea production

33. Agility is a
key factor

34. 5 minutes
rule

35. How do we
track this?

36. Get the initial
mapping out
of the way

37. invest in
reliability

38. website or app Segment
Mixpanel /
Amplitude
Snowflake /
Bigquery

39. Client Server Database
Reliability
Easiness and cost efficiency

40. Let’s sum up?
1. We want to involve management, R&D, Product and Data in the
process
2. MVP is the minimum events that are sent in a reliable way
3. Invest in finding the right time to define events in the product cycle
4. Add “How do we track this?”
5. Keep the 5 minute rule
6. Get the initial mapping out of the way
7. Same events should be sent to the lakehouse and to the product
analytics tool
8. Client first, mini conversions in the server too, the critical data
should come from the database

41. Let’s sum up?
Try to involve product related departments,
including management
MVP = min events max reliability
Agree on event definition phase in the
production cycle
Add “How do we track this?”
5 minute per event Invest in initial mapping
Lakehouse and product analytics are based on
the same events
Client first, mini conversions from server
Critical from database