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7 Pitfalls That Will Ruin Your Analytics Data and Prevent You from Getting Any Insights

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We all want that insight that will 2x our revenue or bump up our conversion rate by 20%. Before you can get that though, you need to have accurate data that you can actually trust.

In this webinar, Ruben Ugarte, founder of Practico Analytics will show you the most common mistakes that companies make when they are setting up their analytics tools. Some of these mistakes might not seem important in the beginning but they will become obvious 6 months after your implementation.

You'll learn:

Why you need a plan before you ever write a single line of code and how skipping this almost guarantees you will fail.
How a little detail like event names can make your data a joy or a pain to work with.
Why adding more tools isn't always better despite how fun it may seem.

Publié dans : Marketing
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7 Pitfalls That Will Ruin Your Analytics Data and Prevent You from Getting Any Insights

  1. 1. 7 Pitfalls That Will Ruin Your Analytics Data and Prevent You from Getting Any Insights Ruben Ugarte, Founder at Practico Analytics
  2. 2. @Kissmetrics #Kisswebinar @thuelmadsen
  3. 3. Thue is the Kissmetrics Webinar Wizard and Marketing Ops Manager. Before joining forces with Kissmetrics, he was a Lyft driver in SF, which is also how he ended up as a Kissmetrics marketer. Whenever Thue is not trying to automate everything around him, you can find him hiking in the Sierras. THUE MADSEN Marketing Operations Manager, Kissmetrics @ThueLMadsen RUBEN UGARTE Founder, Practico Analytics @ugarteruben Ruben is the founder of Practico Analytics which helps companies use data to grow their companies and products. You can usually find him longboarding to his next meeting while listening to the latest pop hits.
  4. 4. #Kisswebinar @ugarteruben
  5. 5. 1 Introduction to Event Driven Tools 1. Lack of a Plan or Strategy 2. Poor Naming Habits 3. Tracking Too Many Things 4. Too Many Tools 2 Pre-Implementation Mistakes 3 Post-Implementation Mistakes TABLE OF CONTENTS #Kisswebinar 5. Locking Your Data Behind Doors 6. Lack of Maintenance for Your Data 7. Being Too Data Driven
  6. 6. (1) Introduction to Event Driven Tools
  7. 7. Events have two component: the event name and the properties INTRODUCTION TO EVENT DRIVEN TOOLS #Kisswebinar Event name: Registered Event Properties: a) plan: Pro Annual b) account type: Facebook
  8. 8. INTRODUCTION TO EVENT DRIVEN TOOLS #Kisswebinar An example report from Kissmetrics.
  9. 9. (2) Pre-Implementation Mistakes
  10. 10. Mistake 1: Lack of a Plan or Strategy
  11. 11. LACK OF A PLAN OR STRATEGY #Kisswebinar
  12. 12. Brian Balfour Reforge I estimate that greater than ⅔ of data efforts at companies fail. This is trouble because data plays a key horizontal role in the growth process and mindset. Without good data, it’s not possible to run a legitimate experimentation cycle. “
  13. 13. LACK OF A PLAN OR STRATEGY #Kisswebinar The solution is to create a tracking plan.
  14. 14. Mistake 2: Poor Naming Habits
  15. 15. POOR NAMING HABITS #Kisswebinar Good event names should be logical to the point of being obvious. This helps new team members get familiar with the data quicker. Almost all analytics tools are case sensitive so these are completely different to analytics tools.
  16. 16. Mistake 3: Tracking Too Many Things
  17. 17. TRACKING TOO MANY THINGS #Kisswebinar
  18. 18. TRACKING TOO MANY THINGS #Kisswebinar Use “Phases” to prioritize your events.
  19. 19. Mistake 4: Too Many Tools
  20. 20. TOO MANY TOOLS #Kisswebinar Common analytics “stack”. Choose one of each. 1. Analyze marketing traffic 2. Analyze user behavior 3. Engage users through email, SMS or push notifications
  21. 21. (3) Post-Implementation Mistakes
  22. 22. Mistake 5: Locking Your Data Behind Doors
  23. 23. Karen Church, Sr Manager, Product Analytics Intercom Of course, educating people takes some overhead early on. But we noticed that once people got the first leg-up, they started analyzing data for themselves… As a result, there are a number of teams and individuals within the company who are building their own dashboards to track key metrics that they care about. “
  24. 24. 1. Company wide education sessions. 2. One on ones with key team members 3. Slack channel (#tracking) where people can post specific questions e.g. how do I create this report or what data do we have for this question? LOCKING YOUR DATA BEHIND DOORS #Kisswebinar
  25. 25. Mistake 6: Lack of Maintenance for Your Data
  26. 26. LACK OF MAINTENANCE FOR YOUR DATA #Kisswebinar Mistakes in tracking will screw up your data.
  27. 27. Mistake 7: Being Too Data Driven
  28. 28. BEING TOO DATA DRIVEN This gives me some ideas on what this user is thinking but sometimes it’s better to actually talk to them. #Kisswebinar
  29. 29. THUE MADSEN Marketing Operations Manager, Kissmetrics @ThueLMadsen tmadsen@kissmetrics.com Questions? RUBEN UGARTE Founder, Practico Analytics @ugarteruben ruben@practicoanalytics.com

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