This document provides tips on getting started with event driven analytics. It recommends starting with a plan by building out all event and property tags first according to an analytics specification. It also suggests getting developer review and approval of the spec, integrating the tags, deploying them, and then analyzing data and repeating the process. The document promotes the services of EffinAmazing for helping companies audit and optimize their analytics and growth strategies.

1. Dan McGaw
CEO @EffinAmazing
How to get
started with
event driven
analytics

2. PREVIOUSLY
VP of Growth at CodeSchool.
Increased revenue 400% and users by
1000% in 18 months.
WHO AM I?
DanielMcGaw
CMO at Effin Amazing

3. PREVIOUSLY
Head of Marketing at KissMetrics.
Helped increase leads 330% in 90 days and
traffic by 50% in 5 months.
WHO AM I?
DanielMcGaw
CMO at Effin Amazing

4. NOW
As a consultant I have helped over 12,000
animals get adopted into a new home in one
year.
WHO AM I?
DanielMcGaw
CMO at Effin Amazing

5. NOW
As CMO of Effin Amazing, I have helped
dozens of brands learn how to measure,
optimize and grow their business.
WHO AM I?
DanielMcGaw
CMO at Effin Amazing

6. WE PRIDE OURSELVES ON AMAZING WORK

7. WHETHER YOU WANT PUPPIES ADOPTED..

8. OR PROFITS IN YOUR POCKETS

9. WE GOT YOUR BACK

10. 1. How do I analytics?

11. LOTS OF OPTIONS

13. Digital Business Intelligence

14. Tracking too much?

15. Analytics is all about asking yourself, Is this
metric going to create action in our
organization?
Dan McGaw

16. I Have One Metric

17. What is most important to you?
MRR
ARR
Bookings
Leads
Meetings
Opptys
Close deals

18. Not everything that can be counted
counts, and not everything that
counts and be counted.
Albert Einstein

19. 2. START WITH A PLAN

20. Start with Segment

21. Events and Properties
http://bit.ly/AnalyticsSpec
Event = Action take by user
Event Property = Context about action

22. Build out all events first
http://bit.ly/AnalyticsSpec
Event = Past tense verb
Property = Adjective

23. Build out customer profiles (traits)
http://bit.ly/AnalyticsSpec

24. Do an internal review
- Make sure the naming makes sense
to everyone involved, especially people
you have not hired yet.
- Keep things short, no 45 character
event names please
- Use dates instead of true or false
- Consolidate as much as possible, let
the properties do most of the work

25. Make sure everyone agree’s
- Use strike through to
deprecate things
- Leave great details on
what an event or
property mean
- This spec will be your
bible for analytics

26. Make Sure it Works

27. 3. Developer Review

28. Don’t make them pull their hair out

29. Come prepared with your clean spec

30. Be prepared to explain
- Don’t get defensive
- Understand that you will have to
compromise to get anywhere
- Engineering does not hate you,
they just don't work for you.
- When you are told no, find a
workaround

31. Revise your spec!

32. 3.1 How to cheat!

33. Get sh*t done on your own

34. Build a funnel without a developer

35. Kissmetrics makes this dead simple

36. Built a funnel in 5 minutes with no dev!

37. 4. Integrate the things

38. Don’t be afraid to pair

39. Audit on staging using Live View

40. What and how are you auditing
- Audit every event name and
property for spelling,
capitalization and correct firing
- Do this all in a test account on
staging environment.
- Nothing goes to production until
audited
- Once it is in, it is in, don’t f*ck it up

41. Everyone is cool with it?

42. 5. Deploy and Analyze

43. Traffic

44. Cohorts

45. Funnels

46. Money

47. Segmentation

48. 6. Repeat

49. Wouldn’t it be great to get our
personalized opinion of
exactly what to do to help
your unique situation?
?

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52. CONVERSION OPTIMIZATION AUDIT
Don't waste your time sending traffic to your
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53. MARKETING AUTOMATION AUDIT
Automation is the secret killer that you are
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54. THANK YOU
www.effinamazing.com
An Analytics and Growth Consultancy
@DanielMcGaw

55. www.effinamazing.com
An Analytics and Growth Consultancy
@DanielMcGaw
QUESTIONS?