1.
7 Pitfalls That Will Ruin Your
Analytics Data and Prevent You
from Getting Any Insights
Ruben Ugarte, Founder at Practico Analytics

2.
@Kissmetrics
#Kisswebinar
@thuelmadsen

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.
#Kisswebinar
@ugarteruben

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.
(1) Introduction to Event
Driven Tools

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.
INTRODUCTION TO EVENT DRIVEN TOOLS
#Kisswebinar
An example report from Kissmetrics.

9.
(2) Pre-Implementation
Mistakes

10.
Mistake 1: Lack of a Plan
or Strategy

11.
LACK OF A PLAN OR STRATEGY
#Kisswebinar

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.
LACK OF A PLAN OR STRATEGY
#Kisswebinar
The solution is to create a tracking plan.

14.
Mistake 2: Poor Naming
Habits

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.
Mistake 3: Tracking Too
Many Things

17.
TRACKING TOO MANY THINGS
#Kisswebinar

18.
TRACKING TOO MANY THINGS
#Kisswebinar
Use “Phases” to prioritize your events.

19.
Mistake 4: Too Many
Tools

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.
(3) Post-Implementation
Mistakes

22.
Mistake 5: Locking Your
Data Behind Doors

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.
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.
Mistake 6: Lack of
Maintenance for Your
Data

26.
LACK OF MAINTENANCE FOR YOUR DATA
#Kisswebinar
Mistakes in tracking will screw up your data.

27.
Mistake 7: Being Too
Data Driven

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.
THUE MADSEN
Marketing Operations Manager, Kissmetrics
@ThueLMadsen
tmadsen@kissmetrics.com
Questions?
RUBEN UGARTE
Founder, Practico Analytics
@ugarteruben
ruben@practicoanalytics.com