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Analytics: Getting the Data - 500 Startups Accelerator Marketing Hell Week

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Analytics: Getting the Data - 500 Startups Accelerator Marketing Hell Week

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Analytics: Getting the Data - 500 Startups Accelerator Marketing Hell Week

  1. 1. Andy Young // @andyy // andy@500.co How do I analytics? a practical guide for pragmatic startups Part B: Getting the Data
  2. 2. Andy Young // @andyy // andy@500.co TO RECAP: Today’s tools make it super-easy to track things Google Analytics Mixpanel KissMetrics Localytics Branch Metrics..
  3. 3. Andy Young // @andyy // andy@500.co Today’s tools make it super-easy to track things BUT they also make it really easy to - become overwhelmed with data - focus on the wrong things
  4. 4. Andy Young // @andyy // andy@500.co Typical analytics challenges/pitfalls Drowning in too much data Failure to select + focus on the top metrics that matter Not tracking the data you need to answer key questions
  5. 5. Andy Young // @andyy // andy@500.co Why analytics? 1. How are we doing? - are KPIs on the right track? 2. What are the results of our experiments? - so we can learn 3. What’s happening right now? - did something great or terrible just happen?
  6. 6. Andy Young // @andyy // andy@500.co Getting the Datas
  7. 7. Andy Young // @andyy // andy@500.co Collecting data Don’t use Google Analytics!
  8. 8. Andy Young // @andyy // andy@500.co Don’t use Google Analytics! It’s the wrong type of tool for most key questions. Designed around sessions & pageviews Instead: focus on unique users and key actions Specific user journeys are not that important Instead: what % of unique users reached a particular step eventually? Collecting data
  9. 9. Andy Young // @andyy // andy@500.co Collecting data Use an analytics tool focused on tracking events/actions and individual user behaviour e.g. Mixpanel, Localytics, Amplitude
  10. 10. Andy Young // @andyy // andy@500.co Collecting data Events vs. Properties vs. People Events: something happened Properties: something about what just happened People: connect events to particular users (people can also have properties)
  11. 11. Andy Young // @andyy // andy@500.co What to Track?
  12. 12. Andy Young // @andyy // andy@500.co What to Track All key user behaviours ● pages/screens viewed, key actions taken ● anything that writes a new row or updates an existing row in your database or user’s session store ○ e.g. add to cart, post new content ● do you have all key steps in the user funnel? ● anything that has external impact, e.g. share
  13. 13. Andy Young // @andyy // andy@500.co Tracking events Tip #1: Choose easy-to-read and meaningful event names Short! Pick a convention; stick to it Omit superfluous words “user_viewed_homepage” “Viewed homepage”
  14. 14. Andy Young // @andyy // andy@500.co Tracking events
  15. 15. Andy Young // @andyy // andy@500.co Tracking events [Object] + [Action]
  16. 16. Andy Young // @andyy // andy@500.co Tracking events
  17. 17. Andy Young // @andyy // andy@500.co Tip #2: Track each user based on a distinct ID Don’t use email address - use autogenerated user_id from your own DB Use aliasing to connect up events tracked pre/post signup Tracking events
  18. 18. Andy Young // @andyy // andy@500.co Tip #3: Annotate your users with source data referrer; utm tags; install tracking via AppsFlyer 1. Track a signup event 2. Add as user properties 3. Potentially also as properties to key events Tracking events
  19. 19. Andy Young // @andyy // andy@500.co Tip #4: (Mixpanel specific) - People vs. Events Mixpanel won’t let you query for users who did particular events So, our options: - Do this using your own DB - Annotate your users (People) with properties for each key event Tracking events
  20. 20. Andy Young // @andyy // andy@500.co Tip #5: Ecommerce/revenue tracking Mixpanel/AppBoy etc have native support for tracking revenue Annotate your Purchase events with revenue data using the relevant properties for each platform Tracking events
  21. 21. Andy Young // @andyy // andy@500.co Tip #6: Use a development project for testing Tracking events
  22. 22. Andy Young // @andyy // andy@500.co Track events from where? Client/app vs. server Tracking events
  23. 23. Andy Young // @andyy // andy@500.co Tracking the funnel
  24. 24. Andy Young // @andyy // andy@500.co Tracking the funnel Start with the pirate metrics AARRR Top of funnel: acquisition; signups/installs Mid funnel: post-install events; engagement; retention Bottom of funnel: purchase / monetisation.
  25. 25. Andy Young // @andyy // andy@500.co Tracking the funnel Looking at each stage (AARRR) in aggregate is a good start but it will only get you so far the “truth” is much more nuanced
  26. 26. Andy Young // @andyy // andy@500.co Tracking the funnel Users acquired via different channels will have different behaviours Different cohorts will have different experiences of your product Different users will have been exposed to different A/B tests
  27. 27. Andy Young // @andyy // andy@500.co Tracking the funnel Key: these are all properties of your users UTM tags: source, medium, campaign, terms Landing page Signup time A/B test buckets Referrer Viral source
  28. 28. Andy Young // @andyy // andy@500.co Tracking the funnel Annotate your users in your database/analytics system with these attributes UTM tags: source, medium, campaign, terms Landing page Signup time A/B test buckets Referrer Viral source
  29. 29. Andy Young // @andyy // andy@500.co Let’s get Technical..
  30. 30. Andy Young // @andyy // andy@500.co Implementing Tracking Use a Tag Manager (e.g. Google Tag Manager) Check out Segment.com for flexibility & agility
  31. 31. Andy Young // @andyy // andy@500.co www.sitehound.co - Free code! -
  32. 32. Andy Young // @andyy // andy@500.co Implementing Tracking Add your Facebook + Google Custom Audience / Remarketing Pixels Now! Start building your audience
  33. 33. Andy Young // @andyy // andy@500.co Revisiting Cohort Analysis
  34. 34. Andy Young // @andyy // andy@500.co
  35. 35. Andy Young // @andyy // andy@500.co
  36. 36. Andy Young // @andyy // andy@500.co Problems with Cohort Analysis Time consuming Delays to get the latest data Inflexible
  37. 37. Andy Young // @andyy // andy@500.co Rolling Cohorts
  38. 38. Andy Young // @andyy // andy@500.co
  39. 39. Andy Young // @andyy // andy@500.co Rolling Cohorts
  40. 40. Andy Young // @andyy // andy@500.co How?
  41. 41. Andy Young // @andyy // andy@500.co Use your existing database Users Learn SQL! It's not hard Just need a slave database for analytics - “read replica” - i.e. a live copy
  42. 42. Andy Young // @andyy // andy@500.co Use your existing data Users SELECT COUNT(*) FROM users
  43. 43. Andy Young // @andyy // andy@500.co Use your existing data Users SELECT COUNT(*) FROM users WHERE created > ‘2013-07-01’ AND created < ‘2013-08-01’
  44. 44. Andy Young // @andyy // andy@500.co Use your existing data SELECT COUNT(*) FROM users LEFT JOIN sales USING (user_id) WHERE users.created > ‘2013-07-01’ AND users.created < ‘2013-08-01’ AND sales.date < DATE_ADD(users.created, 1 MONTH)
  45. 45. Andy Young // @andyy // andy@500.co 1. Automate running queries (every hour!) 2. Store the results in a simple database 3. Create a page to graph the results (HighCharts..) Roll your own
  46. 46. Andy Young // @andyy // andy@500.co
  47. 47. Andy Young // @andyy // andy@500.co Visitor numbers Usage / engagement Revenue Conversion rates Pirate metrics
  48. 48. Andy Young // @andyy // andy@500.co Good luck!

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