This is guest blog post by João Correia, Senior Analytics Strategist at YouCaring and an experienced analytics professional, helping organizations embed analytics for growth and innovation. In this post, João explains how to define an analytics strategy with Snowplow Analytics that considers your business context and drives insights and action. Many thanks to João for sharing his views on this topic! If you have a story to share, feel free to get in touch.
Add business context to your event analytics
Insights, that surge of excitement that invades your brain, when suddenly, you comprehend something you didn’t, just a second ago.
As consultants, our core mission is to provide our clients with answers through data products that help them take action on data, optimize their marketing, their inventory, retain their customers, and increase their business profitability.
Read on to find out how to define an analytics strategy that drives insights and action with Snowplow Analytics.
The importance of context
Let’s use as an example an online jewelry store, where different teams are looking to use data to support decision making.
An out-of-the-box analytics solution tracks different events like: pageviews, transactions, add-to-cart, e-mail subscriptions, etc.
When an event is recorded, there is a series of dimensions that are recorded with it, depending on the platform. Among these dimensions are: page, source, campaign, medium, country, browser, operative system, screen resolution, and others.
You can even record additional context in custom dimensions (Google Analytics) or in eVars (Adobe Analytics).
Context is information describing the circumstances that surround an event. Context influences the way an event is understood.
The jewelry business context
Selling jewelry is fundamentally different than selling anything else, first we need to understand the business context, the jewelry taxonomy.
A way to make data more insightful is to enrich events of interest using taxonomies.
Below is a simplified taxonomy for the jewelry example, which provides additional context to necklaces: