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Product Analytics 101 - Session #2

This document provides an overview of product analytics tools and how to use them effectively. It discusses that people and processes are more important than tools alone. It also notes that "product analytics" is not defined by any single tool, but by how various tools are used. The document outlines key considerations in selecting a tool, including user requirements and costs. It also distinguishes between explicit and implicit tracking methods and provides examples. Finally, it presents a three-step process for configuring analytics in a tool: data capture, data quality checks, and defining events, segments and reports.

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Isha
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50 views3 pages

Product Analytics 101 - Session #2

This document provides an overview of product analytics tools and how to use them effectively. It discusses that people and processes are more important than tools alone. It also notes that "product analytics" is not defined by any single tool, but by how various tools are used. The document outlines key considerations in selecting a tool, including user requirements and costs. It also distinguishes between explicit and implicit tracking methods and provides examples. Finally, it presents a three-step process for configuring analytics in a tool: data capture, data quality checks, and defining events, segments and reports.

Uploaded by

Isha
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Download as PDF, TXT or read online on Scribd
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Product Analytics 101 – Session #2

Dive Deeper into Product Analytics Tool

This week, the following are the key takeaways from the session “Dive Deeper into Product
Analytics Tool”.
● People and Processes are always more important than tools.
● Product Analytics doesn’t exist.
● Explicit and implicit tracking are different methods.

People and Processes are always more important than tools.

What is a Product Analytics Tool?


Product Analytics tools are all about the balance between your requirements and the effort that
it needs to start using them.
Before you start using a tool, you might have to ask yourselves these questions,
● What is the user planning to achieve by using that tool?
● Does it meet the user’s requirements and how much resources it’s going to cost, based
on time and money?

Following are the features available among various Product Analytics tools you find in the
market.

Well, that's a lot of features!!


Product Analytics “Tool” doesn’t exist.

Usually, it’s not like a particular tool is present especially for Product Analytics. It all depends on
how we use a particular tool, for what purpose and what kind of processes we are going to
structure to achieve the desired results.

To start with, you might have to do a Requirement Engineering!

Basically what you do in Requirement Engineering is collect your requirements and then
establish “Evaluation Criteria”, where you prepare a list of shortlisted Analytical tools and
compare its features, pricing and how it will be useful to solve your requirements.

Now comes the part, where the user decides to use a particular analytics tool based on the key
differentiation it offers.

Explicit and implicit tracking

Tracking is the first step in the data collection process and determining what and how to collect
information makes a difference.

Most of the Analytics tool supports either of these tracking methods and it is up to the user or
the organization to select what kind of track he wants to implement and measure the outcome.

So, what’s the difference between Explicit and Implicit tracking?

Explicit/ Classic Tracking Implicit/ Retroactive Tracking

● Captures only the events that are ● Captures as many events as possible
explicitly mentioned by the user as default and makes them visible to
● No Historical data is available the user.
● Only page views are captured as ● Historical data is available.
default. ● The user defines these events later
● Used in scenarios where only a and uses them as required, for reports
specific action needs to be measured or segmentation etc.
in your product ● Used in scenarios where your product
offers several features and you might
need more user behaviour to capture
and analyze.
Now that you have identified the kind of Analytics tool you want to use, let’s proceed to see

How you can configure the Analytics in 3 simple steps,

Data Capture: A snippet of code (by javascript) will be placed on specific pages, to track from
which source the user comes, or to track a particular action on that page. It is important to
follow proper naming conventions to address such trackers.

Data Quality: Data attributes must be used to ensure correct naming and syntactic conventions
that never change in your product. You can read more about Data Attributes here.

Events, Segments and Reports: Here you will be addressing the following,

Dimensions: The “what” you want to know about. Ex: It could be as simple as a Page Name.
Metrics: The “How much” of “ what” you want to know about. Ex: Pageviews of that page.
Segments: Rules about dimensions and metrics. Ex: No of clicks made on a particular event

For instance, you can define a page name Create Invoice (Dimensions), track the number of
page views (who landed on that page) and click on “Save as Draft” to complete the event
(Segment).

With all Tool Selection and Configuration done, it’s time to see how you can Measure it!

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