This document discusses four tricks for using analytics to accelerate business growth: 1. Create a tracking plan that defines the key events and user behaviors to measure 2. Carefully select a small number (e.g. three) of important events to track initially 3. Include detailed property information with each event to provide useful insights 4. Establish a clear naming convention for events and properties to facilitate analysis

1. 4 “Crystal Ball” Analytics Tricks for
Accelerating Growth
I WAS DOING IT WRONG FOR 2.5 YEARS

3. • 500 Startups Distribution Hacker in Residence
ABOUT TAMMY

4. ABOUT TAMMY

5. @TAMMYCAMP
Entrepreneur
MAKING A
PROFIT

6. @TAMMYCAMP
tracking.code
(‘Magic’
={false});

7. @TAMMYCAMP

9. @TAMMYCAMP

15. Acquisition - users come to the site from various channels
Activation - users enjoy 1st visit: “happy” user experience
Retention - users come back, visit the site multiple times
Referral - users like the product enough to refer other
Revenue - users conduct some monetization behavior
@TAMMYCAMP
A
A
R
R
R

16. Acquisition - users come to the site from various channels
Activation - users enjoy 1st visit: “happy” user experience
Retention - users come back, visit the site multiple times
Referral - users like the product enough to refer other
Revenue - users conduct some monetization behavior
@TAMMYCAMP
A
A
R
R
R

17. Acquisition - users come to the site from various channels
Activation - users enjoy 1st visit: “happy” user experience
Retention - users come back, visit the site multiple times
Referral - users like the product enough to refer other
Revenue - users conduct some monetization behavior
@TAMMYCAMP
A
A
R
R
R

18. Acquisition - users come to the site from various channels
Activation - users enjoy 1st visit: “happy” user experience
Retention - users come back, visit the site multiple times
Referral - users like the product enough to refer other
Revenue - users conduct some monetization behavior
@TAMMYCAMP
A
A
R
R
R

19. Acquisition - users come to the site from various channels
Activation - users enjoy 1st visit: “happy” user experience
Retention - users come back, visit the site multiple times
Referral - users like the product enough to refer other
Revenue - users conduct some monetization behavior
@TAMMYCAMP
A
A
R
R
R

20. Acquisition - users come to the site from various channels
Activation - users enjoy 1st visit: “happy” user experience
Retention - users come back, visit the site multiple times
Referral - users like the product enough to refer other
Revenue - users conduct some monetization behavior
A
A
R
R
R

21. @TAMMYCAMP
1
9
9
0
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22. 2
0
0
0
s

23. 2
0
1
0
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24. 2
0
1
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25. 2
0
1
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26. @TAMMYCAMP

27. 1. Create a Tracking Plan
2. Carefully select events
3. Put detail in the properties
4. Define a naming convention
@TAMMYCAMP

28. 1. Create a Tracking Plan
2. Carefully select events
3. Put detail in the properties
4. Define a naming convention
@TAMMYCAMP

29. 1. Create a Tracking Plan
2. Carefully select events
3. Put detail in the properties
4. Define a naming convention
@TAMMYCAMP

30. @TAMMYCAMP
Event =
An event is a description
of the action that is
taking place.

31. @TAMMYCAMP
A common mistake is to track
EVERYTHING

33. @TAMMYCAMP
Always ask WHY you are
tracking each event

34. @TAMMYCAMP
Start with THREE events

35. @TAMMYCAMP
Yep, only THREE events

36. E-Commerce Funnel
Item Viewed
Item Added to Cart
Item Purchased

37. 1. Create a Tracking Plan
2. Carefully select events
3. Put detail in the properties
4. Define a naming convention
@TAMMYCAMP

38. @TAMMYCAMP
Property =
Properties are the traits
that make up the event.

39. @TAMMYCAMP
How many new sign ups did we
have today?

40. @TAMMYCAMP
Track Event
signedUp
Properties
userName
email
referrer
location
device

41. 1. Create a Tracking Plan
2. Carefully select events
3. Put detail in the properties
4. Define a naming convention
@TAMMYCAMP

42. @TAMMYCAMP
Name properties in camelcase
(lowercaseCapital form)
for easy reading

44. @TAMMYCAMP
Naming convention can be
“Object” + “Action”
(in past tense)

46. 1. Create a Tracking Plan
2. Carefully select events
3. Put detail in the properties
4. Define a naming convention
@TAMMYCAMP

47. Tammy Camp
tammy@500.co