Product Analytics at Web Analytics Wednesday
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This document contains a series of tweets by Martijn Scheybeler discussing product analytics and web analytics. He talks about analyzing different business models like RV rentals, food delivery, and marketplaces. Specifically, he discusses how product analytics can provide more context than traditional web analytics by tracking things like user interactions, feature usage, and satisfaction across multiple audiences and vendors. The tweets also mention challenges like integrating backend data and the complexity of building holistic analytics solutions.
Product Analytics at Web Analytics Wednesday
- 1. MARTIJN SCHEYBELER VP MARKETING DIGITAL ANALYTICS FOR DIGITAL PRODUCTS
- 2. Page
- 3. @MARTIJNSCH #DMSS Enabling people to travel with an RV/Motorhome/Camper across the US.
- 4. ‘Specializing’ in business where demand & supply meet.
- 5. Publishing Ecommerce Business Models versus Analytics (Infrastructure) @MARTIJNSCH #WEBANALYTICSWEDNESDAY B2B/SaaS Marketplaces
- 6. Supply DemandAnd / Or The Logistics of a Marketplace Business @MARTIJNSCH #WEBANALYTICSWEDNESDAY
- 7. The problem is: page views don’t tell your enough, but events don’t give enough context. The question that always comes back. Over and over. This is what we’ll talk about today. @MARTIJNSCH #WEBANALYTICSWEDNESDAY
- 8. That’s where Product Analytics comes in. @MARTIJNSCH #WEBANALYTICSWEDNESDAY
- 9. What are the differences? Context, Goals, Multiple Funnels, Multiple Audiences, Many Vendors. @MARTIJNSCH #WEBANALYTICSWEDNESDAY
- 10. It’s not all different, it has overlap (obviously) with many other models & industries. @MARTIJNSCH #WEBANALYTICSWEDNESDAY
- 11. Find answers to questions that don’t end up with a monetary value. @MARTIJNSCH #WEBANALYTICSWEDNESDAY
- 12. “What % of users enable a certain feature?” “How do people interact with the product?” “How do people interact with other users in a product?” “How does Marketing change if the user is not satisfied?” @MARTIJNSCH #WEBANALYTICSWEDNESDAY
- 13. Example: Food Delivery Delivery Person @MARTIJNSCH #WEBANALYTICSWEDNESDAY Delivery 1: Success/Fail Delivery 2: Success/Fail Delivery 3: Success/Fail Somebody Hangry 🍔
- 14. Example: Food Delivery Delivery Person @MARTIJNSCH #WEBANALYTICSWEDNESDAY Delivery 1: Success/Fail Delivery 2: Success/Fail Delivery 3: Success/Fail Somebody Hangry 🍔 Marketing/Growth Channels (Customer) Satisfaction
- 15. Example: RVshare Renter @MARTIJNSCH #WEBANALYTICSWEDNESDAY Owner X Owner Y Owner Z Responds, Makes Offer Responds, Booked Ignored
- 16. Acquisition Supply Data ‘Business’ Analytics/Intelligence Example: RVshare Renter @MARTIJNSCH #WEBANALYTICSWEDNESDAY Owner X Responds, Makes Offer Responds, Booked Ignored Owner Y Owner Z
- 18. The Analytics Stack (Alpha) Website @MARTIJNSCH #WEBANALYTICSWEDNESDAY
- 20. Krista Seiden Founder & Principal Consultant, KS Digital @kristaseiden Analytics Trends & What’s Next
- 21. Why do you need this? If you want to grow fast(er), you need a playbook on what works, when. @MARTIJNSCH #WEBANALYTICSWEDNESDAY
- 22. Flexibility, Context, Goal Driven. @MARTIJNSCH #WEBANALYTICSWEDNESDAY
- 23. Product Analytics Tools & Vendors @MARTIJNSCH #WEBANALYTICSWEDNESDAY
- 24. … Sneaking in some Google Analytics App & Web @MARTIJNSCH #WEBANALYTICSWEDNESDAY
- 25. … Sneaking in some Google Analytics App & Web Plenty of Properties, ‘Unlimited’ Goals & Funnels, User Properties & Event Properties, Export to Google BigQuery. Small side-note, it’s far from perfect. @MARTIJNSCH #WEBANALYTICSWEDNESDAY
- 26. Combine Context with Events/Product Needs. This answers: analytics, marketing and business (& compliance) questions. Duh! @MARTIJNSCH #WEBANALYTICSWEDNESDAY
- 27. Database/Back-end data in an analytics world. @MARTIJNSCH #WEBANALYTICSWEDNESDAY
- 28. The Problems: It’s Hard, It’s Expensive, It’s hard(er) to teach. @MARTIJNSCH #WEBANALYTICSWEDNESDAY
- 29. My problem, can you help? 🤔 @MARTIJNSCH #WEBANALYTICSWEDNESDAY
- 30. Trying to build this ‘holistically’ @MARTIJNSCH #WEBANALYTICSWEDNESDAY and
- 31. What’s the goal? Lifecycle activity (of Customers). @MARTIJNSCH #WEBANALYTICSWEDNESDAY
- 32. Page Anyway… thanks for listening to me. Don’t forget: Measure. Eat. Sleep. Repeat. 32 @MARTIJNSCH #WEBANALYTICSWEDNESDAY
- 33. Page Thank you, have fun! 33 @MartijnSch / @KristaSeiden @MARTIJNSCH #WEBANALYTICSWEDNESDAY