When launching new products, and campaigns, the most successful teams plan out their strategy, and analytics by implementing a data tracking or tracking plan.
Usually, a tracking plan is a document or spreadsheet used across your team members to standardize how it tracks data. It is often serving as a project management tool and a central reference document, aligning multiple team members. It should be treated as an active document that is continuously updated with any implementation changes or notes that can be referenced by your team. A tracking plan should be the source of truth for questions about your Intempt implementation.
For the tracking plan to be able to act as a central reference point for setting up your project, it needs to answer and justify the following statements:
By answering the aforementioned questions, you will be able to correctly identify your core use cases, important customers, and commodities. Furthermore, with a great tracking plan, your stakeholders will be constantly and efficiently monitoring your project progress.
In the tracking plan, your core focus is your users. If we look at this from another angle, the actions performed by your users, in other words - events. Thus, by listing all of your events, you will be able to map the most important steps of the customer journey, from free trial sign-up to recurring subscriptions to churn. Note that your tracking plan is not limited and can grow constantly as your team and product grow. As time passes, you will understand which events are crucial in achieving your core use cases.
Building an efficient and easy-to-understand tracking plan in order to monitor your customers is at the root of customer analysis. To create a tracking plan you simply need to follow these 3 steps:
Let's have a look at each step in a more detailed view.
The first step in building an efficient and easy-to-understand tracking plan is to define your business objectives and core use cases. You need to think about your company's overall goals as well as the key metrics and KPIs you are trying to analyze in the short or long run. Some of the examples could be:
Once the business objectives have been identified, you need to be questioning them on how they work, what value they bring, and what the potential customer should do or not. For example, you are interested in a use case to increase your customer engagement through a mobile app. Thus, you ask yourself:
After the use case and the assigned questions have been brought up, you can proceed to identify the necessary data points to find the answers you need.
You want to begin thinking about the different steps your customer does in a journey and how that customer may potentially go through them. Let's say we want to know what product generates the most revenue.
From the user flow, we have determined that the most important metric we want to track is the purchase amount of the product of interest.
Mapping out the process is an important step as you are able to visualize what your customer must do from start to finish. Now that we have determined the flow, we can create a clear definition for each step. Let's say, we want to list the actions to take for a customer to be in the Category page step:
After listing the events for each step in the flow, you can now think about more specific aspects of them. For instance, what values should the events have, and what properties to assign to them. Some of the event properties, such as date and time can be applied to all events.
As a final step, you need to create a single repository of all the steps to do in order to test your use case and find the correct answer:
NOTE: Events are source-based, meaning that if customer data comes from the iOS source, the creation of an iOS source-based event will be tracking actions in that very source for that customer.
Because tracking plans can take some time to understand and create, we suggest you have a deeper look into our developed sample tracking plans before digging deeper into more complicated tracking:
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