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Friday, May 10 • 1:00pm - 1:45pm
Beyond Google Analytics – Using Event-Based Tracking for UX and Product Decisions

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Session Survey

I’ll share some best practices I’ve learned for collecting and analyzing event-based web tracking data. I’ll also share ways we’ve used analytics data to inform product design decisions. You’ll learn how you can do the same thing at your organization.

Qualitative and quantitative user research methods are both necessary to make informed product design decisions. In the past few years I’ve implemented a few different tracking and reporting systems for quantifying the user experience with web analytics data.

Event-based tracking systems provide a deeper understanding of user behavior than traditional pageview tracking systems like Google Analytics. I’ll walk through the process of setting up event-based tracking with examples from our implementation on a CMS administration UI. I’ll share some highlights from our implementation spec and describe what worked well and what we would have done differently in our implementation.

I’ll describe the benefits we gained by collecting detailed, structured data about user engagement. We could definitively answer the questions that arise at each stage of the design and development process. We were able to follow a Lean Startup, MVP-based product development process because we completed the build-measure-learn feedback loops with real user data.

Don’t get stuck making assumptions based on anecdotes. Join me to learn how we derive actionable insights for product design from analytics data and find out how you can implement or improve your own product analytics. This presentation is geared towards UX practitioners with some familiarity with analytics.

avatar for Daniel Fitek

Daniel Fitek

Head of Product and UX, Applause
I wear a lot of hats. I'm responsible for both product management and UX at GTxcel. We provide a SaaS digital publishing platform for publishers. Among other things, I've been diving deeper and deeper into the world of analytics for the past few years. Outside of work, I spend most... Read More →

Friday May 10, 2019 1:00pm - 1:45pm EDT
1 - Back Bay A/B