The Analytics Implementation Workbook

The book that tells you everything you need to know about Analytics Implementations

Analytics and data always look great from the outside. Companies present at big conferences about the huge competitive advantages they have gained because of their data and analytics setup.

So, why is this not working for us? Why is the data we track not fully trustworthy, and no one has a proper idea of how we use it to make faster and better decisions?

In this book, I explain why collecting and tracking event data is complicated and getting insights from the data is even harder. And what you can do to make it easier and faster to use data for better decisions.

Design a great Tracking Plan in just one Week

Insufficient data or too many events are design problems, not implementation problems. Tracking 20 core events will give you the correct data.

Topics covered

When you take the tracking and collection of data seriously, you will need to think about a lot of things. I cover them all.

Why do we need to track event data, and why it fails so often? Data helps us to build better products and services. But it is not easy to get it right.

Track the right amount of events. Most setups with issues have a design issue and this design often includes too many but still not the essential events.

Learn how to find the right product events. Learn how to use cases (jobs to be done) and analyze feature performance, user journeys, and value moments with the right events.

Learn how to track granular interactions. Interaction events are not important enough for an investor's report, but they are still essential for UX and product decisions.

How to implement tracking. Everyone server-side? Yes, and no. I cover all the different scenarios.

How to monitor your event data. Implementations are not perfect and you need to monitor them to make sure they are working as expected.

How to change an event data setup. Tracking data is an ongoing process and you will need to change your setup over time. We cover the different scenarios.

Sample Pages

A workbook looks different than a "normal" book. Here are some sample pages to give you an idea of what you can expect.

Get the workbook

Work in progress edition: I treat this book like a product and constantly release new pages. There are 528 current pages already available. 90% done.

$40

528 pages, 20 years of event data experience baked in, real-life examples.

Buy the book

Testimonials & Proof of Work

"Whether you are starting from scratch or working with a 5-year-old tracking system, the course will guide you through a solid framework to approach your tracking design. I feel confident applying these principles in future companies or scenarios to create a business-oriented design with enough flexibility for product analytics." Obed E., Data Engineer, Vimeo.

"Just wanted to let you know I finally got to reading your Event Data Workbook. It's AMAZING. Truly the best (possibly ultimate?) guide to tracking events from scratch. I've currently mostly skimmed through most sections, deeply reading a few that caught my attention (e.g., intro and implementation), but the content is extremely helpful/practical + I like the book's style." Miguel Curiel, Head of Product Analytics, My Bundle.

"Timo ran two event storming and metric tree workshops with NEUGELB to look at our existing tracking structure and give ideas what we could do better. I really enjoyed how he looked at it from a product perspective, showcasing how understanding the product or the feature would actually define the metric and tracking approach. What made the real difference for me was that product managers were part of the workshops, giving us a shared language to speak about metrics and tracking." Eva Schreier, Head of Data & Analytics, Neugelb GmbH

Amplitude for E-commerce, Step by Step. Watch the masterclass I produced together with Amplitude in setting up digital analytics to understand your customer journey and convert and retain more shoppers. https://amplitude.com/ecommerce-timo-dechau-masterclass

For whom is this book

Not everyone has to think about tracking data (thank god). But maybe you are one of them.

Product Analyst. You need the right product events to support your product team with feature and user performance data.

Marketing Analyst. You want to ensure the core customer journey events are tracked with the right customer context.

Product engineer. Usually they just drop the tracking requirements on your desk. But you want to really understand the benefit and right shape of data to improve the product.

Product manager. Maybe you don't have a product analyst but you want to know if your users get to the value moments you want them to get to.

Chief Executive Officer. You are sick of hearing about hearing about the tracking issues, wrong or missing data and just need to the right book to forward to your team.

Chief Technology Officer. You can't really understand what is so challenging about implementing single lines of code and you want to make it a proper engineering topic.