Martijn Scheijbeler's talk at Columbus Web Analytics Wednesday, October 16, 2019

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
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B2B/SaaS Marketplaces

6. Supply DemandAnd / Or
The Logistics of a Marketplace Business
@MARTIJNSCH
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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
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8. That’s where
Product Analytics comes in.
@MARTIJNSCH
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9. What are the differences?
Context, Goals, Multiple Funnels, Multiple Audiences, Many Vendors.
@MARTIJNSCH
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10. It’s not all different, it has
overlap (obviously) with
many other models &
industries.
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11. Find answers to questions that don’t end up
with a monetary value.
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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
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13. Example: Food Delivery
Delivery Person
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Delivery 1: Success/Fail Delivery 2: Success/Fail Delivery 3: Success/Fail
Somebody Hangry 🍔

14. Example: Food Delivery
Delivery Person
@MARTIJNSCH
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Delivery 1: Success/Fail Delivery 2: Success/Fail Delivery 3: Success/Fail
Somebody Hangry 🍔
Marketing/Growth
Channels
(Customer)
Satisfaction

15. Example: RVshare
Renter
@MARTIJNSCH
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Owner X Owner Y Owner Z
Responds, Makes Offer Responds, Booked Ignored

16. Acquisition
Supply
Data
‘Business’
Analytics/Intelligence
Example: RVshare
Renter
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Owner X
Responds, Makes Offer Responds, Booked Ignored
Owner Y Owner Z

17. What’s currently happening?
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18. The Analytics Stack (Alpha)
Website
@MARTIJNSCH
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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
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22. Flexibility, Context, Goal Driven.
@MARTIJNSCH
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23. Product Analytics Tools & Vendors
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24. … Sneaking in some Google Analytics App & Web
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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
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26. Combine Context with Events/Product Needs.
This answers: analytics, marketing and
business (& compliance) questions. Duh!
@MARTIJNSCH
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27. Database/Back-end data in an analytics world.
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28. The Problems:
It’s Hard, It’s Expensive, It’s hard(er) to teach.
@MARTIJNSCH
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29. My problem, can you help? 🤔
@MARTIJNSCH
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30. Trying to build this ‘holistically’
@MARTIJNSCH
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and

31. What’s the goal?
Lifecycle activity (of Customers).
@MARTIJNSCH
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32. Page
Anyway… thanks for listening to me.
Don’t forget:
Measure. Eat. Sleep. Repeat.
32
@MARTIJNSCH
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33. Page
Thank you, have fun!
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@MartijnSch / @KristaSeiden
@MARTIJNSCH
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