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📈 🚀
Andy Young
Amplitude Product Analytics Summit 2017, London
Product analytics tips learnt from 50+ companies
Data-Drive...
Andy Young - @andyy - http://bit.ly/analytics-summit-andy
Hi, I’m Andy!
@andyy
#fb
Photo by Dan Taylor - dan@heisenbergmed...
Andy Young - @andyy - http://bit.ly/analytics-summit-andy
Agenda
Why analytics?
Deconstructing the modern analytics stack
...
Andy Young - @andyy - http://bit.ly/analytics-summit-andy 🤔
Why analytics?
Andy Young - @andyy - http://bit.ly/analytics-summit-andy
Don’t start with the data
Don’t start with the data
Andy Young - @andyy - http://bit.ly/analytics-summit-andy
Common Analytics FAILS
• Drowning in data
• Not identifying 

ke...
Andy Young - @andyy - http://bit.ly/analytics-summit-andy
Common Analytics FAILS
• Drowning in data
• Not identifying 

ke...
Andy Young - @andyy - http://bit.ly/analytics-summit-andy
We need to know how we’re doing
Andy Young - @andyy - http://bit.ly/analytics-summit-andy
• Overall business/product
• Individual features, experiments, c...
Andy Young - @andyy - http://bit.ly/analytics-summit-andy
• Overall business/product
• Individual features, experiments, c...
Andy Young - @andyy - http://bit.ly/analytics-summit-andy
Analytics Pros..
• Start with a hypothesis
• Identify, collect +...
Andy Young - @andyy - http://bit.ly/analytics-summit-andy
Analytics for Growth
📈
Andy Young - @andyy - http://bit.ly/analytics-summit-andy
Growth?
•More users
•More engagement
•More revenue
Andy Young - @andyy - http://bit.ly/analytics-summit-andy
Analytics techniques
• Early stage:

- innovation accounting (Le...
Andy Young - @andyy - http://bit.ly/analytics-summit-andy
Analytics techniques
• Early stage:

- innovation accounting (Le...
Andy Young - @andyy - http://bit.ly/analytics-summit-andy
Early stage questions
Andy Young - @andyy - http://bit.ly/analytics-summit-andy
Are we getting traction?
Andy Young - @andyy - http://bit.ly/analytics-summit-andy
“Traction is the
rate
at which
monetizable value
is extracted
fr...
Andy Young - @andyy - http://bit.ly/analytics-summit-andy
Innovation
accounting?
Andy Young - @andyy - http://bit.ly/analytics-summit-andy
Cohort analysis?
Andy Young - @andyy - http://bit.ly/analytics-summit-andy
Andy Young - @andyy - http://bit.ly/analytics-summit-andy
Andy Young - @andyy - http://bit.ly/analytics-summit-andy
Growth stage questions
Andy Young - @andyy - http://bit.ly/analytics-summit-andy
Are we growing?
Andy Young - @andyy - http://bit.ly/analytics-summit-andy
Growth Accounting
Andy Young - @andyy - http://bit.ly/analytics-summit-andy
Are we growing?
Andy Young - @andyy - http://bit.ly/analytics-summit-andy
Growth Accounting
Andy Young - @andyy - http://bit.ly/analytics-summit-andy
Growth Accounting
👌👉 http://bit.ly/social-capital-growth-account...
Andy Young - @andyy - http://bit.ly/analytics-summit-andy
Funnel performance?
Andy Young - @andyy - http://bit.ly/analytics-summit-andy
As product folks

we need to understand
the full user journey
Andy Young - @andyy - http://bit.ly/analytics-summit-andy
Customer segmentation
For different groups of customers:
• Where...
Andy Young - @andyy - http://bit.ly/analytics-summit-andy
Customer segmentation
Users with different personas & needs

wil...
Andy Young - @andyy - http://bit.ly/analytics-summit-andy
These are all properties of your users
UTM tags: source, medium,...
Andy Young - @andyy - http://bit.ly/analytics-summit-andy
Most experiments FAIL
Andy Young - @andyy - http://bit.ly/analytics-summit-andy
Most experiments fail
..but most every failed experiment will
co...
Andy Young - @andyy - http://bit.ly/analytics-summit-andy
Pulling this all together
Why analytics?
Deconstructing the mode...
Andy Young - @andyy - http://bit.ly/analytics-summit-andy
What to track?
• Discovery / Acquisition
• Activation
• Engageme...
Andy Young - @andyy - http://bit.ly/analytics-summit-andy
So many platforms
Andy Young - @andyy - http://bit.ly/analytics-summit-andy
So many platforms
¯_( )_/¯
Andy Young - @andyy - http://bit.ly/analytics-summit-andy
What functionality
do you need?
Andy Young - @andyy - http://bit.ly/analytics-summit-andy
What functionality do you need?
• Session/Pageview Analytics

Go...
Andy Young - @andyy - http://bit.ly/analytics-summit-andy
What functionality do you need?
• Session/Pageview Analytics

Go...
Andy Young - @andyy - http://bit.ly/analytics-summit-andy
What functionality do you need?
• Session/Pageview Analytics

Go...
Andy Young - @andyy - http://bit.ly/analytics-summit-andy
What functionality do you need?
• Session/Pageview Analytics

Go...
Andy Young - @andyy - http://bit.ly/analytics-summit-andy
What functionality do you need?
• Session/Pageview Analytics

Go...
Andy Young - @andyy - http://bit.ly/analytics-summit-andy
What functionality do you need?
• Session/Pageview Analytics

Go...
Andy Young - @andyy - http://bit.ly/analytics-summit-andy
What functionality do you need?
• Session/Pageview Analytics

Go...
Andy Young - @andyy - http://bit.ly/analytics-summit-andy
What functionality do you need?
• Session/Pageview Analytics

Go...
Andy Young - @andyy - http://bit.ly/analytics-summit-andy
What functionality do you need?
• Session/Pageview Analytics

Go...
Andy Young - @andyy - http://bit.ly/analytics-summit-andy
What functionality do you need?
• Session/Pageview Analytics

Go...
Andy Young - @andyy - http://bit.ly/analytics-summit-andy
What functionality do you need?
• Session/Pageview Analytics

Go...
Andy Young - @andyy - http://bit.ly/analytics-summit-andy
How to pick?
• What functionality do you need?
• Who will be usi...
Andy Young - @andyy - http://bit.ly/analytics-summit-andy
How to pick?
Things to be wary of:
• Data lock-in, future portab...
Andy Young - @andyy - http://bit.ly/analytics-summit-andy
Tools are not a panacea
Andy Young - @andyy - http://bit.ly/analytics-summit-andy
Biggest single factor?
Andy Young - @andyy - http://bit.ly/analytics-summit-andy
Biggest single factor?
Quality of your 

tracking implementation...
Andy Young - @andyy - andy@apexa.co.uk
Use a tag manager
Andy Young - @andyy - andy@apexa.co.uk
Data collection: Segment.com
Andy Young - @andyy - http://bit.ly/analytics-summit-andy
👉 http://sitehound.co
Free code!
Andy Young - @andyy - http://bit.ly/analytics-summit-andy
Dashboards?
Andy Young - @andyy - http://bit.ly/analytics-summit-andy
What makes a
good dashboard?
Andy Young - @andyy - http://bit.ly/analytics-summit-andy
👉 http://bit.ly/kpi-sheet
Andy Young - @andyy - http://bit.ly/analytics-summit-andy
Growth model spreadsheet
• Review weekly - zoom out vs. zoom in
...
Andy Young - @andyy - http://bit.ly/analytics-summit-andy
Metrics are people too
Key growth metrics should be measured in
...
Andy Young - @andyy - http://bit.ly/analytics-summit-andy
Joining the dots
Plugging all these tools and platforms together
Andy Young - @andyy - http://bit.ly/analytics-summit-andy
Initially, manual is OK!
Andy Young - @andyy - http://bit.ly/analytics-summit-andy
Initially, manual is OK!
• Forcing function to ensure we:
• lear...
Andy Young - @andyy - http://bit.ly/analytics-summit-andy
Automate over time
to reduce effort
Andy Young - @andyy - http://bit.ly/analytics-summit-andy
Plumbing for automation
• Zapier, Tray.io
• Supermetrics, Blocks...
Andy Young - @andyy - http://bit.ly/analytics-summit-andy
Why analytics?
Deconstructing the modern analytics stack
Lies, d...
Andy Young - @andyy - http://bit.ly/analytics-summit-andy
The numbers
never add up
Andy Young - @andyy - http://bit.ly/analytics-summit-andy
The 5 stages of

(Analytics) 

Grief
Andy Young - @andyy - http://bit.ly/analytics-summit-andy
The 5 stages of Analytics Grief
• Denial
Andy Young - @andyy - http://bit.ly/analytics-summit-andy
FB ad clicks
vs.
GA visits
Andy Young - @andyy - http://bit.ly/analytics-summit-andy
The 5 stages of Analytics Grief
• Denial
• Anger
Andy Young - @andyy - http://bit.ly/analytics-summit-andy
Analytics vs. own database
Andy Young - @andyy - http://bit.ly/analytics-summit-andy
The 5 stages of Analytics Grief
• Denial
• Anger
• Bargaining
Andy Young - @andyy - andy@apexa.co.uk
Measure
Twice:
Compare
data across
different tools
https://jeffpeachey.com/2010/12/...
Andy Young - @andyy - http://bit.ly/analytics-summit-andy
The 5 stages of Analytics Grief
• Denial
• Anger
• Bargaining
• ...
Andy Young - @andyy - http://bit.ly/analytics-summit-andy
Where did
it all go
wrong?
Andy Young - @andyy - http://bit.ly/analytics-summit-andy
Where did
it all go
wrong?
• The data is bad
• Our definitions a...
Andy Young - @andyy - http://bit.ly/analytics-summit-andy
The numbers never add up
• Absolute truths
• Signups, Transactio...
Andy Young - @andyy - http://bit.ly/analytics-summit-andy
Even if the numbers do add up,
they are still often misleading
Andy Young - @andyy - http://bit.ly/analytics-summit-andy
Andy Young - @andyy - http://bit.ly/analytics-summit-andy
Data discrepancies
Amplitude vs. Google Analytics
• Definition o...
Andy Young - @andyy - http://bit.ly/analytics-summit-andy
Data discrepancies
• Page did not finish loading

- e.g. tag man...
Andy Young - @andyy - http://bit.ly/analytics-summit-andy
The 5 stages of Analytics Grief
• Denial
• Anger
• Bargaining
• ...
Andy Young - @andyy - http://bit.ly/analytics-summit-andy
3-5% discrepancies between
platforms?
Roll with it.
Andy Young - @andyy - http://bit.ly/analytics-summit-andy
Large (>5%) difference?
Debug/analyse to figure out why
Andy Young - @andyy - http://bit.ly/analytics-summit-andy
Takeaways?
Andy Young - @andyy - http://bit.ly/analytics-summit-andy
Secrets to successful analytics
• Start with your questions / hy...
Andy Young - @andyy - http://bit.ly/analytics-summit-andy
The numbers tell us What
They don’t tell us Why
Thanks, & good luck!
@andyy // andy@apexa.co.uk
Slides: bit.ly/analytics-summit-andy
Andy Young - @andyy - http://bit.ly/analytics-summit-andy
References & further reading
• My more in-depth analytics presen...
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Data Driven Growth - Amplitude London Product Analytics Summit

Data Driven Growth - Amplitude London Product Analytics Summit

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Data Driven Growth - Amplitude London Product Analytics Summit

  1. 1. 📈 🚀 Andy Young Amplitude Product Analytics Summit 2017, London Product analytics tips learnt from 50+ companies Data-Driven Growth
  2. 2. Andy Young - @andyy - http://bit.ly/analytics-summit-andy Hi, I’m Andy! @andyy #fb Photo by Dan Taylor - dan@heisenbergmedia.com
  3. 3. Andy Young - @andyy - http://bit.ly/analytics-summit-andy Agenda Why analytics? Deconstructing the modern analytics stack Lies, damn lies, and tech metrics..
 - analytics in the real world
  4. 4. Andy Young - @andyy - http://bit.ly/analytics-summit-andy 🤔 Why analytics?
  5. 5. Andy Young - @andyy - http://bit.ly/analytics-summit-andy Don’t start with the data
  6. 6. Don’t start with the data
  7. 7. Andy Young - @andyy - http://bit.ly/analytics-summit-andy Common Analytics FAILS • Drowning in data • Not identifying 
 key questions to answer • Not starting with
 clear hypotheses
  8. 8. Andy Young - @andyy - http://bit.ly/analytics-summit-andy Common Analytics FAILS • Drowning in data • Not identifying 
 key questions to answer • Not starting with
 clear hypotheses
  9. 9. Andy Young - @andyy - http://bit.ly/analytics-summit-andy We need to know how we’re doing
  10. 10. Andy Young - @andyy - http://bit.ly/analytics-summit-andy • Overall business/product • Individual features, experiments, customer segments We need to know how we’re doing
  11. 11. Andy Young - @andyy - http://bit.ly/analytics-summit-andy • Overall business/product • Individual features, experiments, customer segments We need to know how we’re doing • What is working? • What is not? • Where to focus for improvement?
  12. 12. Andy Young - @andyy - http://bit.ly/analytics-summit-andy Analytics Pros.. • Start with a hypothesis • Identify, collect + analyse necessary relevant data • Conclude & action • Iterate, revise
  13. 13. Andy Young - @andyy - http://bit.ly/analytics-summit-andy Analytics for Growth 📈
  14. 14. Andy Young - @andyy - http://bit.ly/analytics-summit-andy Growth? •More users •More engagement •More revenue
  15. 15. Andy Young - @andyy - http://bit.ly/analytics-summit-andy Analytics techniques • Early stage:
 - innovation accounting (Lean Startup)
 - cohort analysis
  16. 16. Andy Young - @andyy - http://bit.ly/analytics-summit-andy Analytics techniques • Early stage:
 - innovation accounting (Lean Startup)
 - cohort analysis • Growth stage:
 - growth accounting
 - feature lifecycle analysis
 - user segmentation

  17. 17. Andy Young - @andyy - http://bit.ly/analytics-summit-andy Early stage questions
  18. 18. Andy Young - @andyy - http://bit.ly/analytics-summit-andy Are we getting traction?
  19. 19. Andy Young - @andyy - http://bit.ly/analytics-summit-andy “Traction is the rate at which monetizable value is extracted from customers”
  20. 20. Andy Young - @andyy - http://bit.ly/analytics-summit-andy Innovation accounting?
  21. 21. Andy Young - @andyy - http://bit.ly/analytics-summit-andy Cohort analysis?
  22. 22. Andy Young - @andyy - http://bit.ly/analytics-summit-andy
  23. 23. Andy Young - @andyy - http://bit.ly/analytics-summit-andy
  24. 24. Andy Young - @andyy - http://bit.ly/analytics-summit-andy Growth stage questions
  25. 25. Andy Young - @andyy - http://bit.ly/analytics-summit-andy Are we growing?
  26. 26. Andy Young - @andyy - http://bit.ly/analytics-summit-andy Growth Accounting
  27. 27. Andy Young - @andyy - http://bit.ly/analytics-summit-andy Are we growing?
  28. 28. Andy Young - @andyy - http://bit.ly/analytics-summit-andy Growth Accounting
  29. 29. Andy Young - @andyy - http://bit.ly/analytics-summit-andy Growth Accounting 👌👉 http://bit.ly/social-capital-growth-accounting
  30. 30. Andy Young - @andyy - http://bit.ly/analytics-summit-andy Funnel performance?
  31. 31. Andy Young - @andyy - http://bit.ly/analytics-summit-andy As product folks
 we need to understand the full user journey
  32. 32. Andy Young - @andyy - http://bit.ly/analytics-summit-andy Customer segmentation For different groups of customers: • Where do they come from? • How do they behave?
  33. 33. Andy Young - @andyy - http://bit.ly/analytics-summit-andy Customer segmentation Users with different personas & needs
 will have different behaviours Different cohorts will have 
 different experiences of your product Different users will have been exposed to
 different A/B tests
  34. 34. Andy Young - @andyy - http://bit.ly/analytics-summit-andy These are all properties of your users UTM tags: source, medium, campaign, terms Landing page Signup time A/B test buckets Referrer Viral source Customer segmentation
  35. 35. Andy Young - @andyy - http://bit.ly/analytics-summit-andy Most experiments FAIL
  36. 36. Andy Young - @andyy - http://bit.ly/analytics-summit-andy Most experiments fail ..but most every failed experiment will contain partial successes • Plan in advance: how will we know
 at which point in the user journey 
 an experiment failed? • Do things that don’t scale
  37. 37. Andy Young - @andyy - http://bit.ly/analytics-summit-andy Pulling this all together Why analytics? Deconstructing the modern analytics stack Lies, damn lies, and tech metrics..
 - analytics in the real world
  38. 38. Andy Young - @andyy - http://bit.ly/analytics-summit-andy What to track? • Discovery / Acquisition • Activation • Engagement • Conversion / Purchase • Retention • Referral
  39. 39. Andy Young - @andyy - http://bit.ly/analytics-summit-andy So many platforms
  40. 40. Andy Young - @andyy - http://bit.ly/analytics-summit-andy So many platforms ¯_( )_/¯
  41. 41. Andy Young - @andyy - http://bit.ly/analytics-summit-andy What functionality do you need?
  42. 42. Andy Young - @andyy - http://bit.ly/analytics-summit-andy What functionality do you need? • Session/Pageview Analytics
 Google Analytics, Chartbeat
  43. 43. Andy Young - @andyy - http://bit.ly/analytics-summit-andy What functionality do you need? • Session/Pageview Analytics
 Google Analytics, Chartbeat • User/Event-based analytics
 Amplitude, Mixpanel, Heap, Kissmetrics, Localytics
  44. 44. Andy Young - @andyy - http://bit.ly/analytics-summit-andy What functionality do you need? • Session/Pageview Analytics
 Google Analytics, Chartbeat • User/Event-based analytics
 Amplitude, Mixpanel, Heap, Kissmetrics, Localytics • Mobile deep linking and attribution
 Branch, Adjust, AppsFlyer, Tune, Kochava
  45. 45. Andy Young - @andyy - http://bit.ly/analytics-summit-andy What functionality do you need? • Session/Pageview Analytics
 Google Analytics, Chartbeat • User/Event-based analytics
 Amplitude, Mixpanel, Heap, Kissmetrics, Localytics • Mobile deep linking and attribution
 Branch, Adjust, AppsFlyer, Tune, Kochava • Mobile-specific
 Flurry, Swrve, Leanplum
  46. 46. Andy Young - @andyy - http://bit.ly/analytics-summit-andy What functionality do you need? • Session/Pageview Analytics
 Google Analytics, Chartbeat • User/Event-based analytics
 Amplitude, Mixpanel, Heap, Kissmetrics, Localytics • Mobile deep linking and attribution
 Branch, Adjust, AppsFlyer, Tune, Kochava • Mobile-specific
 Flurry, Swrve, Leanplum • A/B testing
 Optimizely, WVO, Google Content Experiments, StoreMaven
  47. 47. Andy Young - @andyy - http://bit.ly/analytics-summit-andy What functionality do you need? • Session/Pageview Analytics
 Google Analytics, Chartbeat • User/Event-based analytics
 Amplitude, Mixpanel, Heap, Kissmetrics, Localytics • Mobile deep linking and attribution
 Branch, Adjust, AppsFlyer, Tune, Kochava • Mobile-specific
 Flurry, Swrve, Leanplum • A/B testing
 Optimizely, WVO, Google Content Experiments, StoreMaven • Querying & Charting
 Mode, Periscope, Tableau, RJMetrics, Statsbot
  48. 48. Andy Young - @andyy - http://bit.ly/analytics-summit-andy What functionality do you need? • Session/Pageview Analytics
 Google Analytics, Chartbeat • User/Event-based analytics
 Amplitude, Mixpanel, Heap, Kissmetrics, Localytics • Mobile deep linking and attribution
 Branch, Adjust, AppsFlyer, Tune, Kochava • Mobile-specific
 Flurry, Swrve, Leanplum • A/B testing
 Optimizely, WVO, Google Content Experiments, StoreMaven • Querying & Charting
 Mode, Periscope, Tableau, RJMetrics, Statsbot • Dashboards
 Geckoboard, Klipfolio
  49. 49. Andy Young - @andyy - http://bit.ly/analytics-summit-andy What functionality do you need? • Session/Pageview Analytics
 Google Analytics, Chartbeat • User/Event-based analytics
 Amplitude, Mixpanel, Heap, Kissmetrics, Localytics • Mobile deep linking and attribution
 Branch, Adjust, AppsFlyer, Tune, Kochava • Mobile-specific
 Flurry, Swrve, Leanplum • A/B testing
 Optimizely, WVO, Google Content Experiments, StoreMaven • Querying & Charting
 Mode, Periscope, Tableau, RJMetrics, Statsbot • Dashboards
 Geckoboard, Klipfolio • Audience demographics, interests & rankings
 Quantcast, Comscore, Alexa, SimilarWeb
  50. 50. Andy Young - @andyy - http://bit.ly/analytics-summit-andy What functionality do you need? • Session/Pageview Analytics
 Google Analytics, Chartbeat • User/Event-based analytics
 Amplitude, Mixpanel, Heap, Kissmetrics, Localytics • Mobile deep linking and attribution
 Branch, Adjust, AppsFlyer, Tune, Kochava • Mobile-specific
 Flurry, Swrve, Leanplum • A/B testing
 Optimizely, WVO, Google Content Experiments, StoreMaven • Querying & Charting
 Mode, Periscope, Tableau, RJMetrics, Statsbot • Dashboards
 Geckoboard, Klipfolio • Audience demographics, interests & rankings
 Quantcast, Comscore, Alexa, SimilarWeb • Marketing Automation, CRM, Email & Push Notifications
 Marketo, Hubspot, AppBoy, Kahuna
  51. 51. Andy Young - @andyy - http://bit.ly/analytics-summit-andy What functionality do you need? • Session/Pageview Analytics
 Google Analytics, Chartbeat • User/Event-based analytics
 Amplitude, Mixpanel, Heap, Kissmetrics, Localytics • Mobile deep linking and attribution
 Branch, Adjust, AppsFlyer, Tune, Kochava • Mobile-specific
 Flurry, Swrve, Leanplum • A/B testing
 Optimizely, WVO, Google Content Experiments, StoreMaven • Querying & Charting
 Mode, Periscope, Tableau, RJMetrics, Statsbot • Dashboards
 Geckoboard, Klipfolio • Audience demographics, interests & rankings
 Quantcast, Comscore, Alexa, SimilarWeb • Marketing Automation, CRM, Email & Push Notifications
 Marketo, Hubspot, AppBoy, Kahuna • Platforms
 Google Firebase, AWS Mobile Analytics
  52. 52. Andy Young - @andyy - http://bit.ly/analytics-summit-andy What functionality do you need? • Session/Pageview Analytics
 Google Analytics, Chartbeat • User/Event-based analytics
 Amplitude, Mixpanel, Heap, Kissmetrics, Localytics • Mobile deep linking and attribution
 Branch, Adjust, AppsFlyer, Tune, Kochava • Mobile-specific
 Flurry, Swrve, Leanplum • A/B testing
 Optimizely, WVO, Google Content Experiments, StoreMaven • Querying & Charting
 Mode, Periscope, Tableau, RJMetrics, Statsbot • Dashboards
 Geckoboard, Klipfolio • Audience demographics, interests & rankings
 Quantcast, Comscore, Alexa, SimilarWeb • Marketing Automation, CRM, Email & Push Notifications
 Marketo, Hubspot, AppBoy, Kahuna • Platforms
 Google Firebase, AWS Mobile Analytics 😱
  53. 53. Andy Young - @andyy - http://bit.ly/analytics-summit-andy How to pick? • What functionality do you need? • Who will be using it? Devs, data scientists, product folks, marketing people? • How do you want to use it? Analysis, reporting, dashboards.. • Which platforms? Web, mobile, server? • Which other tools/data do you need to integrate with? • What data volumes? Data points, events per second, data points per month. • Budget?
  54. 54. Andy Young - @andyy - http://bit.ly/analytics-summit-andy How to pick? Things to be wary of: • Data lock-in, future portability • Building your own
  55. 55. Andy Young - @andyy - http://bit.ly/analytics-summit-andy Tools are not a panacea
  56. 56. Andy Young - @andyy - http://bit.ly/analytics-summit-andy Biggest single factor?
  57. 57. Andy Young - @andyy - http://bit.ly/analytics-summit-andy Biggest single factor? Quality of your 
 tracking implementation - Coverage/depth - Accuracy/lack of bugs
  58. 58. Andy Young - @andyy - andy@apexa.co.uk Use a tag manager
  59. 59. Andy Young - @andyy - andy@apexa.co.uk Data collection: Segment.com
  60. 60. Andy Young - @andyy - http://bit.ly/analytics-summit-andy 👉 http://sitehound.co Free code!
  61. 61. Andy Young - @andyy - http://bit.ly/analytics-summit-andy Dashboards?
  62. 62. Andy Young - @andyy - http://bit.ly/analytics-summit-andy What makes a good dashboard?
  63. 63. Andy Young - @andyy - http://bit.ly/analytics-summit-andy 👉 http://bit.ly/kpi-sheet
  64. 64. Andy Young - @andyy - http://bit.ly/analytics-summit-andy Growth model spreadsheet • Review weekly - zoom out vs. zoom in • Share with whole team • Use to predict and prioritise • What to look at daily vs. weekly vs. monthly 👉 http://bit.ly/kpi-sheet
  65. 65. Andy Young - @andyy - http://bit.ly/analytics-summit-andy Metrics are people too Key growth metrics should be measured in
 unique people or % conversion
  66. 66. Andy Young - @andyy - http://bit.ly/analytics-summit-andy Joining the dots Plugging all these tools and platforms together
  67. 67. Andy Young - @andyy - http://bit.ly/analytics-summit-andy Initially, manual is OK!
  68. 68. Andy Young - @andyy - http://bit.ly/analytics-summit-andy Initially, manual is OK! • Forcing function to ensure we: • learn what works • understand the data • need the data • Paste weekly into a Google Sheet/Excel
  69. 69. Andy Young - @andyy - http://bit.ly/analytics-summit-andy Automate over time to reduce effort
  70. 70. Andy Young - @andyy - http://bit.ly/analytics-summit-andy Plumbing for automation • Zapier, Tray.io • Supermetrics, Blockspring for Google Sheets/Excel • Segment.com • Own database/data warehousing - AWS RDS/Redshift • Custom queries - Tableau, Periscope etc
  71. 71. Andy Young - @andyy - http://bit.ly/analytics-summit-andy Why analytics? Deconstructing the modern analytics stack Lies, damn lies, and tech metrics..
 - analytics in the real world
  72. 72. Andy Young - @andyy - http://bit.ly/analytics-summit-andy The numbers never add up
  73. 73. Andy Young - @andyy - http://bit.ly/analytics-summit-andy The 5 stages of
 (Analytics) 
 Grief
  74. 74. Andy Young - @andyy - http://bit.ly/analytics-summit-andy The 5 stages of Analytics Grief • Denial
  75. 75. Andy Young - @andyy - http://bit.ly/analytics-summit-andy FB ad clicks vs. GA visits
  76. 76. Andy Young - @andyy - http://bit.ly/analytics-summit-andy The 5 stages of Analytics Grief • Denial • Anger
  77. 77. Andy Young - @andyy - http://bit.ly/analytics-summit-andy Analytics vs. own database
  78. 78. Andy Young - @andyy - http://bit.ly/analytics-summit-andy The 5 stages of Analytics Grief • Denial • Anger • Bargaining
  79. 79. Andy Young - @andyy - andy@apexa.co.uk Measure Twice: Compare data across different tools https://jeffpeachey.com/2010/12/02/measure-twice-cut-once-woodcut-for-sale/
  80. 80. Andy Young - @andyy - http://bit.ly/analytics-summit-andy The 5 stages of Analytics Grief • Denial • Anger • Bargaining • Depression
  81. 81. Andy Young - @andyy - http://bit.ly/analytics-summit-andy Where did it all go wrong?
  82. 82. Andy Young - @andyy - http://bit.ly/analytics-summit-andy Where did it all go wrong? • The data is bad • Our definitions are wrong
  83. 83. Andy Young - @andyy - http://bit.ly/analytics-summit-andy The numbers never add up • Absolute truths • Signups, Transactional data, UGC, data from our own DB • Lossy/noisy measurements • Client-side tracking: Amplitude, GA, etc • Nuanced definitions • Uniques vs. totals, funnel conversion rates
  84. 84. Andy Young - @andyy - http://bit.ly/analytics-summit-andy Even if the numbers do add up, they are still often misleading
  85. 85. Andy Young - @andyy - http://bit.ly/analytics-summit-andy
  86. 86. Andy Young - @andyy - http://bit.ly/analytics-summit-andy Data discrepancies Amplitude vs. Google Analytics • Definition of unique user
 - cookie rules • Ad/tag blockers
  87. 87. Andy Young - @andyy - http://bit.ly/analytics-summit-andy Data discrepancies • Page did not finish loading
 - e.g. tag manager, or user gave up & hit back button • Cross-browser JS bugs
  88. 88. Andy Young - @andyy - http://bit.ly/analytics-summit-andy The 5 stages of Analytics Grief • Denial • Anger • Bargaining • Depression • Acceptance
  89. 89. Andy Young - @andyy - http://bit.ly/analytics-summit-andy 3-5% discrepancies between platforms? Roll with it.
  90. 90. Andy Young - @andyy - http://bit.ly/analytics-summit-andy Large (>5%) difference? Debug/analyse to figure out why
  91. 91. Andy Young - @andyy - http://bit.ly/analytics-summit-andy Takeaways?
  92. 92. Andy Young - @andyy - http://bit.ly/analytics-summit-andy Secrets to successful analytics • Start with your questions / hypotheses • Be precise about what to measure, and why • Plan in advance, simplify • Automate required work for weekly/monthly calculations • Document all analysis with simple bullet-points
  93. 93. Andy Young - @andyy - http://bit.ly/analytics-summit-andy The numbers tell us What They don’t tell us Why
  94. 94. Thanks, & good luck! @andyy // andy@apexa.co.uk Slides: bit.ly/analytics-summit-andy
  95. 95. Andy Young - @andyy - http://bit.ly/analytics-summit-andy References & further reading • My more in-depth analytics presentations: Slideshare, YouTube • KPI google sheet • SiteHound website tracking javascript library • UTM Tagging Guide • Lean Analytics • Social Capital blog posts: - Accounting for User Growth

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