This document provides guidance on identifying and tracking users for marketing purposes. It discusses when and how to identify users, including using email, account creation date, and client-side and server-side methods. Good user traits to track are listed, and it is noted that analytics can help segment and target users. Funnel events and a sample funnel format are presented, including examples for e-commerce and an art website. Maintaining an analytics strategy is important for testing, understanding user behavior, and determining next steps. The document emphasizes establishing a finite set of standardized event names and properties for consistency.

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37. Important Pages for Vango
Featured Style Pages
Blog
Artist Pages

38. Marketing Hell Week // February 2015 @TammyCamp
Identifying Users
Who are our users?

39. 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:

40. 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.

41. Marketing Hell Week // February 2015 @TammyCamp
Good Traits
• Email
• Plan
• Address
• Phone
• Company
• Created Date
• Friend Count
• Lifetime Revenue

42. Marketing Hell Week // February 2015 @TammyCamp
Analytics Help Segment Targeted Users

43. Marketing Hell Week // February 2015 @TammyCamp
Send an Email to All Your NYC Users

44. Marketing Hell Week // February 2015 @TammyCamp
What psychographic profile are your users?

45. Marketing Hell Week // February 2015 @TammyCamp
Funnel Events
Focus on 3 to 5 key events

46. 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

47. 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

48. Marketing Hell Week // February 2015 @TammyCamp
VangoArt’s Funnel
Viewed Artist/ Featured
Style / Blog
Interested
Signed Up Identified
Favorited a piece of art Engaged
Purchase Summary
Purchase
Invited friends on Facebook Referral

49. Marketing Hell Week // February 2015 @TammyCamp
If You Have Traction, Double Down

50. Marketing Hell Week // February 2015 @TammyCamp
Questions?
#500Distro
Tammy Camp
Distribution Hacker
in Residence
@TammyCamp
tammy@500.co

51. Marketing Hell Week // February 2015 @TammyCamp
Get Amplitude Timeline data

52. Marketing Hell Week // February 2015 @TammyCamp
Discovery - no more than 3, pricing,
Identify - The user
Activation - 3 events
Conversion - buy, sell
Referral -
Engagement - Not applicable to the main
funnel

53. Marketing Hell Week // February 2015 @TammyCamp
Tracking Revenue
Client 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)

54. Marketing Hell Week // February 2015 @TammyCamp
Example of Bad Grouping

55. 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

56. 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

57. 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

58. 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