December 20, 2023 2:11 PM
-
enzo@june.so
Data quality and setup
Enzo Avigo, CEO of June, shares four rules for effective analytics setup to help startups trust their data and focus on growing their business.
The biggest problem every startup has with their analytics For the past year and a half I’ve been onboarding a couple of companies a day to June. The thing I noticed over and over again is that if you can’t trust your data you can’t measure any
December 20, 2023 2:11 PM
-
enzo@june.so
Data quality and setup
Enzo Avigo, CEO of June, shares four rules for effective analytics setup to help startups trust their data and focus on growing their business.
The biggest problem every startup has with their analytics For the past year and a half I’ve been onboarding a couple of companies a day to June. The thing I noticed over and over again is that if you can’t trust your data you can’t measure any
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</style></head><body style="width:100%!important; min-width:100%; box-sizing:border-box; color:#0a0a0a; font-family:Helvetica,Arial,sans-serif; font-weight:normal; text-align:left; line-height:130%; font-size:16px; margin:0; padding:0"><div style="color:transparent; visibility:hidden; opacity:0; font-size:0px; border:0; max-height:1px; width:1px; margin:0px; padding:0px; border-width:0px!important; display:none!important; line-height:0px!important"><img border="0" width="1" height="1" src="https://june-ae3120b73820.intercom-mail.com/q/JVNQ9oTRJCTioEL1P424Uw~~/AAAAAQA~/RgRnZd2VPVcIaW50ZXJjb21CCmV9lViDZf3H0LRSFWVtdWxpc3QwMkBvdXRsb29rLmNvbVgEAAIikg~~" alt=""></div><table class="body intercom-template-body" bgcolor="#ffffff" style="border-spacing:0; border-collapse:collapse; vertical-align:top; text-align:left; background-color:#ffffff; height:100%; width:100%; color:#0a0a0a; font-family:Helvetica,Arial,sans-serif; font-weight:normal; line-height:130%; font-size:16px; margin:0; padding:0"><tbody><tr align="left" style="vertical-align:top; text-align:left; padding:0"><td class="center" align="center" valign="top" style="word-wrap:break-word; border-collapse:collapse!important; vertical-align:top; text-align:left; color:#0a0a0a; font-family:Helvetica,Arial,sans-serif; font-weight:normal; line-height:130%; font-size:16px; margin:0; padding:0"><center style="width:100%; min-width:580px"><table align="center" class="container intercom-template-content" bgcolor="#fefefe" style="border-spacing:0; border-collapse:collapse; vertical-align:top; text-align:inherit; background-color:#fefefe; width:580px; margin:0 auto; padding:0"><tbody><tr align="left" style="vertical-align:top; text-align:left; padding:0"><td align="left" valign="top" style="word-wrap:break-word; border-collapse:collapse!important; vertical-align:top; text-align:left; color:#0a0a0a; font-family:Helvetica,Arial,sans-serif; font-weight:normal; line-height:130%; font-size:16px; margin:0; padding:45px 60px 0px"><table width="100%" class="header" style="border-spacing:0; border-collapse:collapse; vertical-align:top; text-align:left; padding:0"><tbody><tr align="left" style="vertical-align:top; text-align:left; padding:0"><td align="left" valign="top" style="word-wrap:break-word; border-collapse:collapse!important; vertical-align:top; text-align:left; color:#0a0a0a; font-family:Helvetica,Arial,sans-serif; font-weight:normal; line-height:130%; font-size:16px; margin:0; padding:0"><img src="https://june-ae3120b73820.intercom-mail.com/i/o/696114591/e01e817b497fd9016e1ce5d8/june.png" width="80" height="" class="featured" style="width:80px; height:px; outline:none; text-decoration:none; max-width:100%; clear:both; display:block; text-align:left; padding:15px 0 30px"> </td></tr></tbody></table></td></tr></tbody></table></center><center style="width:100%; min-width:580px"><table align="center" class="container intercom-template-content" bgcolor="#fefefe" style="border-spacing:0; border-collapse:collapse; vertical-align:top; text-align:inherit; background-color:#fefefe; width:580px; margin:0 auto; padding:0"><tbody><tr align="left" style="vertical-align:top; text-align:left; padding:0"><td align="left" valign="top" style="word-wrap:break-word; border-collapse:collapse!important; vertical-align:top; text-align:left; color:#0a0a0a; font-family:Helvetica,Arial,sans-serif; font-weight:normal; line-height:130%; font-size:16px; margin:0; padding:0px 60px 45px"><h1 align="left" style="color:#1d364b; font-family:Helvetica,Arial,sans-serif; font-weight:normal; text-align:left; line-height:33px; word-wrap:normal; font-size:26px; margin:30px 0 7px; padding:0"><b>The biggest problem every startup has with their analytics</b></h1><p align="left" style="color:#525252; font-family:Helvetica,Arial,sans-serif; font-weight:normal; text-align:left; line-height:1.5; font-size:15px; margin:0 0 17px; padding:0"><br></p><p align="left" style="color:#000000; font-family:Helvetica,Arial,sans-serif; font-weight:normal; text-align:left; line-height:1.5; font-size:15px; margin:0 0 17px; padding:0">For the past year and a half I’ve been onboarding a couple of companies a day to June.</p><p align="left" style="color:#000000; font-family:Helvetica,Arial,sans-serif; font-weight:normal; text-align:left; line-height:1.5; font-size:15px; margin:0 0 17px; padding:0">The thing I noticed over and over again is that <b>if you can’t trust your data you can’t measure anything</b>.</p><p align="left" style="color:#000000; font-family:Helvetica,Arial,sans-serif; font-weight:normal; text-align:left; line-height:1.5; font-size:15px; margin:0 0 17px; padding:0">I’ve seen too many companies nuke their analytics set up 2 times in a year to start again from scratch. I don’t want you to do the same.</p><p align="left" style="color:#000000; font-family:Helvetica,Arial,sans-serif; font-weight:normal; text-align:left; line-height:1.5; font-size:15px; margin:0 0 17px; padding:0">You can do a couple of things to ensure this doesn’t happen to you.</p><p align="left" style="color:#000000; font-family:Helvetica,Arial,sans-serif; font-weight:normal; text-align:left; line-height:1.5; font-size:15px; margin:0 0 17px; padding:0">A growing number of teams have followed my advice and haven’t looked back since. </p><p align="left" style="color:#000000; font-family:Helvetica,Arial,sans-serif; font-weight:normal; text-align:left; line-height:1.5; font-size:15px; margin:0 0 17px; padding:0">Once you get your set up right, you can keep your focus on delighting your customers and growing your business.</p><p align="left" style="color:#000000; font-family:Helvetica,Arial,sans-serif; font-weight:normal; text-align:left; line-height:1.5; font-size:15px; margin:0 0 17px; padding:0">After repeating myself over and over again I managed to boil it down to 4 simple rules.<br><br></p><p align="left" style="color:#000000; font-family:Helvetica,Arial,sans-serif; font-weight:normal; text-align:left; line-height:1.5; font-size:15px; margin:0 0 17px; padding:0"><b>#1 Track less things</b></p><p align="left" style="color:#000000; font-family:Helvetica,Arial,sans-serif; font-weight:normal; text-align:left; line-height:1.5; font-size:15px; margin:0 0 17px; padding:0">If you’re tracking everything you’re not tracking anything and you won’t be able to maintain all of your events.</p><p align="left" style="color:#000000; font-family:Helvetica,Arial,sans-serif; font-weight:normal; text-align:left; line-height:1.5; font-size:15px; margin:0 0 17px; padding:0">I suggest companies start with a maximum of 10 events. For a B2B company like Stripe here’s what I’d suggest to track:</p><ol style="color:#000000; font-size:15px; margin:0 0 20px 40px; padding:0"><li>Signed up</li><li>KYC completed</li><li>Product created</li><li>Product updated</li><li>Subscription to product created</li><li>Subscription to product canceled</li><li>Invite sent</li></ol><p align="left" style="color:#000000; font-family:Helvetica,Arial,sans-serif; font-weight:normal; text-align:left; line-height:1.5; font-size:15px; margin:0 0 17px; padding:0">With these 7 events anyone at Stripe can get a high level understanding of how the business is going.<br><br></p><p align="left" style="color:#000000; font-family:Helvetica,Arial,sans-serif; font-weight:normal; text-align:left; line-height:1.5; font-size:15px; margin:0 0 17px; padding:0"><b>#2 Follow the object-action framework</b> </p><p align="left" style="color:#000000; font-family:Helvetica,Arial,sans-serif; font-weight:normal; text-align:left; line-height:1.5; font-size:15px; margin:0 0 17px; padding:0">The second worse thing after having too many events is having obscure event names.</p><p align="left" style="color:#000000; font-family:Helvetica,Arial,sans-serif; font-weight:normal; text-align:left; line-height:1.5; font-size:15px; margin:0 0 17px; padding:0">If you need to explain the event names to your teammates you’re getting this wrong.</p><p align="left" style="color:#000000; font-family:Helvetica,Arial,sans-serif; font-weight:normal; text-align:left; line-height:1.5; font-size:15px; margin:0 0 17px; padding:0">What I think is the best way to name events is by following the Object-action framework for naming.</p><p align="left" style="color:#000000; font-family:Helvetica,Arial,sans-serif; font-weight:normal; text-align:left; line-height:1.5; font-size:15px; margin:0 0 17px; padding:0">What this means is that you want to name events putting the object of the action first, followed by the action verb in the past tense.</p><p align="left" style="color:#525252; font-family:Helvetica,Arial,sans-serif; font-weight:normal; text-align:left; line-height:1.5; font-size:15px; margin:0 0 17px; padding:0"><br></p><div class="intercom-container" style="margin-bottom:17px; margin-top:17px; line-height:0"><img src="https://june-ae3120b73820.intercom-mail.com/i/o/716008969/ab57486f72b285002b22e959/object-action.png" width="600" style="outline:none; text-decoration:none; width:auto; max-width:100%; clear:both; display:block"></div><p align="left" style="color:#525252; font-family:Helvetica,Arial,sans-serif; font-weight:normal; text-align:left; line-height:1.5; font-size:15px; margin:0 0 17px; padding:0"><br></p><p align="left" style="color:#000000; font-family:Helvetica,Arial,sans-serif; font-weight:normal; text-align:left; line-height:1.5; font-size:15px; margin:0 0 17px; padding:0">Example of event names would want to give are “Application opened”. If you prefer having no spaces in you event names then pick a convention like <i>snake_case</i> or <i>camelCase</i> and just stick with it.</p><p align="left" style="color:#000000; font-family:Helvetica,Arial,sans-serif; font-weight:normal; text-align:left; line-height:1.5; font-size:15px; margin:0 0 17px; padding:0">There’s no right or wrong decision here, the only wrong decision is not making a decision on how to name your events.<br><br></p><p align="left" style="color:#000000; font-family:Helvetica,Arial,sans-serif; font-weight:normal; text-align:left; line-height:1.5; font-size:15px; margin:0 0 17px; padding:0"><b>#3 Learn what Track, Page, Identify and Groups calls are </b></p><p align="left" style="color:#000000; font-family:Helvetica,Arial,sans-serif; font-weight:normal; text-align:left; line-height:1.5; font-size:15px; margin:0 0 17px; padding:0">Every analytics company in the world has settled on 4 events to collect data on users behavior. Here’s all you need to know about them.</p><p align="left" style="color:#000000; font-family:Helvetica,Arial,sans-serif; font-weight:normal; text-align:left; line-height:1.5; font-size:15px; margin:0 0 17px; padding:0"><b>Identify - </b>Identify is used to collect information about who your users are. Each user has a unique identifier - usually a User id - and some traits, like the country they come from, the device they use and their email address.</p><p align="left" style="color:#000000; font-family:Helvetica,Arial,sans-serif; font-weight:normal; text-align:left; line-height:1.5; font-size:15px; margin:0 0 17px; padding:0"><b>Page -</b> Page is used to collect information about what pages people view. Any time a user visits a page in your website, a data source will send a page event. Every page event will have to contain the same unique identifier you used for your identify event, so the page event will be connected to the right user.</p><p align="left" style="color:#000000; font-family:Helvetica,Arial,sans-serif; font-weight:normal; text-align:left; line-height:1.5; font-size:15px; margin:0 0 17px; padding:0"><b>Track -</b> Track is used to collect information about what your users do. Any time a user performs an action, like “Signed up” you send to your data source a track event. Every track event will contain the unique identifier of the user and the name of the event performed.</p><p align="left" style="color:#000000; font-family:Helvetica,Arial,sans-serif; font-weight:normal; text-align:left; line-height:1.5; font-size:15px; margin:0 0 17px; padding:0"><b>Group - </b>Group is used to collect information about what companies your users belong to. Each company has a unique identifier and like a user some traits. Every group event will have to have a group identifier and a user identifier, so that each user gets connected to the right company.</p><p align="left" style="color:#000000; font-family:Helvetica,Arial,sans-serif; font-weight:normal; text-align:left; line-height:1.5; font-size:15px; margin:0 0 17px; padding:0"><br><b>#4 Server events over browser events</b></p><p align="left" style="color:#000000; font-family:Helvetica,Arial,sans-serif; font-weight:normal; text-align:left; line-height:1.5; font-size:15px; margin:0 0 17px; padding:0">Ad blockers will mess up your metrics if you only rely on browser events. Make sure your engineers are adding events on the server whenever possible.</p><p align="left" style="color:#000000; font-family:Helvetica,Arial,sans-serif; font-weight:normal; text-align:left; line-height:1.5; font-size:15px; margin:0 0 17px; padding:0">By relying on backend events you can make sure all your events are correct. If you want to be even more safe make sure that events are sent only after the action your user is taking succeeds.</p><p align="left" style="color:#525252; font-family:Helvetica,Arial,sans-serif; font-weight:normal; text-align:left; line-height:1.5; font-size:15px; margin:0 0 17px; padding:0"><br></p><p align="left" style="color:#000000; font-family:Helvetica,Arial,sans-serif; font-weight:normal; text-align:left; line-height:1.5; font-size:15px; margin:0 0 17px; padding:0"><b>If you’ve read so far, reply letting me know if you have any questions or suggestions to improve this email.</b></p><p align="left" style="color:#525252; font-family:Helvetica,Arial,sans-serif; font-weight:normal; text-align:left; line-height:1.5; font-size:15px; margin:0 0 17px; padding:0"><br></p><div class="intercom-button-container"><table class="button radius intercom-align-center" align="center" style="border-spacing:0; border-collapse:collapse; vertical-align:top; text-align:center!important; width:auto; margin:0 auto 16px; padding:0"><tbody><tr align="left" style="vertical-align:top; text-align:left; padding:0"><td align="left" valign="top" style="word-wrap:break-word; border-collapse:collapse!important; vertical-align:top; text-align:left; color:#0a0a0a; font-family:Helvetica,Arial,sans-serif; font-weight:normal; line-height:130%; font-size:16px; margin:0; padding:0"><table style="border-spacing:0; border-collapse:collapse; vertical-align:top; text-align:left; padding:0"><tbody><tr align="left" style="vertical-align:top; text-align:left; padding:0"><td align="left" bgcolor="transparent" valign="top" style="color:#ffffff; word-wrap:break-word; border-collapse:collapse!important; vertical-align:top; text-align:left; font-family:Helvetica,Arial,sans-serif; font-weight:normal; line-height:100%; font-size:16px; background-color:transparent; border-radius:3px; margin:0; padding:0; border:1px none rgba(0,0,0,0.2)"><a href="#" style="color:#ffffff; border-radius:8px; background-color:#6868F7; font-family:Helvetica,Arial,sans-serif; font-weight:bold; text-align:left; line-height:130%; text-decoration:none; font-size:14px; display:inline-block; margin:0 0 8px; padding:10px 26px; border:2px solid #6868F7">Log me back into June</a></td></tr></tbody></table></td></tr></tbody></table></div><p align="left" style="color:#525252; font-family:Helvetica,Arial,sans-serif; font-weight:normal; text-align:left; line-height:1.5; font-size:15px; margin:0 0 17px; padding:0"><br></p><p align="left" style="color:#000000; font-family:Helvetica,Arial,sans-serif; font-weight:normal; text-align:left; line-height:1.5; font-size:15px; margin:0 0 17px; padding:0">Until next time,</p><p align="left" style="color:#000000; font-family:Helvetica,Arial,sans-serif; font-weight:normal; text-align:left; line-height:1.5; font-size:15px; margin:0 0 17px; padding:0">Enzo Avigo</p><p align="left" style="color:#000000; font-family:Helvetica,Arial,sans-serif; font-weight:normal; text-align:left; line-height:1.5; font-size:15px; margin:0 0 17px; padding:0">CEO @ June</p><p align="left" style="color:#000000; font-family:Helvetica,Arial,sans-serif; font-weight:normal; text-align:left; line-height:1.5; font-size:15px; margin:0 0 17px; padding:0"><b>PS.</b> Go follow <a href="#" target="_blank" class="intercom-content-link" style="color:#1251BA!important; font-family:Helvetica,Arial,sans-serif; font-weight:normal; text-align:left; line-height:130%; text-decoration:underline; margin:0; padding:0">@JuneDotso</a> to see teasers of more upcoming features as they're being built - it's fun!</p></td></tr></tbody></table></center><center style="width:100%; min-width:580px"><table align="center" class="container intercom-template-content" bgcolor="#ffffff" style="background-color:#ffffff; border-spacing:0; border-collapse:collapse; vertical-align:top; text-align:inherit; width:580px; margin:0 auto; padding:0"><tbody><tr align="left" style="vertical-align:top; text-align:left; padding:0"><td align="left" valign="top" style="word-wrap:break-word; border-collapse:collapse!important; vertical-align:top; text-align:left; 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