Dive Deeper into Product Analytics Tools- Session #2
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?
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!
With this, session 2 comes to an end. You can refer to the details of the previous session over here!
C u until then!!
