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5 Highlights from Measuring B2B Tech Engagement Talk

I am a big fan of data, analytics, metrics and… you get it. So much so, I’ve recently published several posts:

Fitting that one of my colleagues shared a talk by the Director of Marketing, Diana Smith, of technology startup Segment: “Measuring for B2B Engagement”.

In this talk, Diana shares what and how to measure engagement in technology products/ services, especially (my favorite). It’s a quick sub-14’ video, but if you’re looking for the highlights, I’ve got you covered.
  • Develop a Tracking Plan. What events to track? Why? What properties should be captured? Location of the events to track (i.e. website page, app screen)?
  • Key to the Tracking Plan is defining a naming convention. The naming convention should start with the Object (i.e. user, account, document) and the action (i.e. signUp, delete, edit). Consistent naming conventions enable teams to easily and quickly align on metrics. Examples: userSignUp, accountDelete, documentEdit.
  • Question WHY you want to track. Understand WHAT you want to track and why. Start with 3-5 events. Diana recommends these three areas to start: Discovery(how the user has displayed interest), Engage (how users explore top feature(s)), and Convert (where users pay).
  • Pre-signup, be simple. When considering what to track pre-signup, track the origin of people hitting entering the site and conversion. Use Google Analytics.
  • Think about the important events of an app/ user from the very beginning. This enables everything downstream to be smoother and easier.

Diana gave a decent high-level talk on tracking without getting too technical. Check it out, and ensure your tracking aligns enables your business/ growth strategy.

What are your thoughts on event tracking and analytics? What are the metrics you care about and why?