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Important Pages for Vango

Featured Style Pages

Blog

Artist Pages

Marketing Hell Week // February 2015 @TammyCamp

Identifying UsersWho are our users?

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:

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.

Marketing Hell Week // February 2015 @TammyCamp

Good Traits

• Email • Plan • Address • Phone

• Company • Created Date • Friend Count • Lifetime Revenue

Marketing Hell Week // February 2015 @TammyCamp

Analytics Help Segment Targeted Users

Marketing Hell Week // February 2015 @TammyCamp

Send an Email to All Your NYC Users

Marketing Hell Week // February 2015 @TammyCamp

What psychographic profile are your users?

Marketing Hell Week // February 2015 @TammyCamp

Funnel EventsFocus on 3 to 5 key events

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

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

Marketing Hell Week // February 2015 @TammyCamp

VangoArt’s FunnelViewed Artist/ Featured

Style / Blog Interested

Signed Up Identified

Favorited a piece of art Engaged

Purchase Summary Purchase

Invited friends on Facebook Referral

Marketing Hell Week // February 2015 @TammyCamp

If You Have Traction, Double Down

Marketing Hell Week // February 2015 @TammyCamp

Questions?

#500Distro

Tammy CampDistribution Hacker

in Residence@TammyCamptammy@500.co

Marketing Hell Week // February 2015 @TammyCamp

Get Amplitude Timeline data

Marketing Hell Week // February 2015 @TammyCamp

Discovery - no more than 3, pricing, Identify - The userActivation - 3 eventsConversion - buy, sellReferral - Engagement - Not applicable to the main funnel

Marketing Hell Week // February 2015 @TammyCamp

Tracking RevenueClient 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)

Marketing Hell Week // February 2015 @TammyCamp

Example of Bad Grouping

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

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

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

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