Diana Smith of Segment tells us how to get the most out of our analytics tools. In the pursuit of trying to be data-driven, we have been conditioned to track everything. Diana tells us why this can be dangerous if we want to draw useful insights from our data.
"It’s more about awareness. It’s about telling you okay, what’s currently going on with my customers."
"I’d question that it’s easy to track analytics to your own database."
"I like to break it down into three core parts of the user experience that are important to track."
"Only add more events as you have more questions that you can’t answer."
"It’s a lot of noise that won’t help until they have a question that it's is actually useful for."
"We are big sticklers for naming conventions, because we’ve seen what happens if you’re not strict."
"Things are changing today. Because you have this event data, it’s easy to make more targeted campaigns."
"This type of data that discovery/engagement/conversion information is super useful in a lot of tools."
"The other cool thing that you can do with this data is use it in e-mail tools."
"It goes down to like when you’re actually in the tool, which one do you find to be more useful."
"How do you focus on the tools that matter when there’s all of this choice?"
"Run it like you’re back in 5th grade and learning about the scientific method."