Save yourself time, money, and frustration with our step-by-step guide to Segment—the best way to implement your analytics tools. When it comes to building and growing a business, your marketing stack plays a key role. But with so many options for analytics, sales, and marketing tools, it can be a massive headache to get all of the tools you want to play nicely with your website, and with each other. Segment is the Rosetta stone of APIs. It can communicate with all of the tools you use to track and analyze your data. This allows you to better understand and control all of your analytics, sales, and marketing tools—with significantly less upkeep, maintenance, and dev hours. In this webinar, Dan McGaw will walk you through the steps you need to take in order to successfully implement your own Martech stack, starting with Segment.

1. Dan McGaw
CEO @EffinAmazing
The Marketers
guide to
getting started
with Segment

2. WTF?
@danielmcgaw

3. Start with Segment

4. Watch the On Demand Webinar Now
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5. 1. How do I analytics?

6. LOTS OF OPTIONS

8. Digital Business Intelligence

9. Tracking too much?

10. Analytics is all about asking yourself, Is this
metric going to create action in our
organization?
Dan McGaw

11. I Have One Metric

12. What is most important to you?
MRR
ARR
Bookings
Leads
Meetings
Opptys
Close deals

13. Not everything that can be counted
counts, and not everything that
counts and be counted.
Albert Einstein

14. 2. START WITH A TAXONOMY PLAN

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16. Events and Properties
Event = Action take by user
Event Property = Context about action
http://bit.ly/EffinSegmentSpec

17. Build out all events first
http://bit.ly/AnalyticsSpec
Event = Past tense verb
Property = Adjective

18. Build out customer profiles (traits)
http://bit.ly/EffinSegmentSpec

19. Do an internal review
- Make sure the naming makes sense
to everyone involved, especially people
you have not hired yet.
- Keep things short, no 45 character
event names please
- Use dates instead of true or false
- Consolidate as much as possible, let
the properties do most of the work

20. Make sure everyone agree’s
- Use strike through to
deprecate things
- Leave great details on
what an event or
property mean
- This spec will be your
bible for analytics

21. Make Sure it Works

22. 3. Developer Review

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24. Don’t make them pull their hair out

25. Come prepared with your clean spec

26. Be prepared to explain
- Don’t get defensive
- Understand that you will have to
compromise to get anywhere
- Engineering does not hate you,
they just don't work for you.
- When you are told no, find a
workaround

27. Revise your spec!

28. 4. Developer Support

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30. Don’t be afraid to pair

31. Audit on staging using Live View

32. What and how are you auditing
- Audit every event name and
property for spelling,
capitalization and correct firing
- Do this all in a test account on
staging environment.
- Nothing goes to production until
audited
- Once it is in, it is in, don’t f*ck it up

33. Everyone is cool with it?

34. 5. Deploy and Analyze

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36. Traffic

37. Cohorts

38. Funnels

39. Money

40. Segmentation

41. 6. Repeat

42. Watch the On Demand Webinar Now
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43. THANK YOU
www.effinamazing.com
An Analytics and Stack Agency
@DanielMcGaw
Founder @EffinAmazing

44. Free Consult?
Dan@effinamazing.com
@DanielMcGaw
Founder @EffinAmazing

45. QUESTIONS?
www.effinamazing.com
An Analytics and Stack Agency
@DanielMcGaw
Founder @EffinAmazing