event-analytics

Files (4)

• SKILL.md
• framework-notes.md · references/
• check-output.py · scripts/
• output-template.md · templates/

SKILL.md (first lines)

# Event Analytics

## Overview

Events are the atomic unit of customer understanding. Every signup, click,
feature use, upgrade, and cancellation is an event. The mistake: tracking
events haphazardly ("track everything!") with no taxonomy, creating a data
swamp instead of a data pipeline. This skill covers event analytics across
every GTM system — how to design an event taxonomy, implement tracking, and
unify event data across your stack to build a complete customer picture.

## Authoritative Foundations

- **Segment** — Customer Data Platform (CDP) and event taxonomy
- **Amplitude** — Behavioral analytics and event design
- **Mixpanel** — Product analytics and event-based reporting
- **Intercom** — Event-driven messaging and automation
- **Avo** — Event taxonomy and governance
- **Snowplow** — Open-source event pipeline

## When to Use

Trigger phrases: "event analytics setup", "customer event tracking",
"implement Segment", "Amplitude setup for SaaS", "event taxonomy design",
"customer data pipeline", "product analytics events", "Intercom events",
"event-driven workflows"

## Step-by-Step Process

### Phase 1: Event Taxonomy Design

**The 4 event types (Segment spec):**

1. **Identify:** Who is the user? `identify(userId, traits)`
2. **Track:** What did they do? `track(eventName, properties)`
3. **Page:** What page did they view? `page(name, properties)`
4. **Group:** What account/workspace are they in? `group(groupId, traits)`

**Event naming convention (object-action framework):**
```
Format: [Object] [Action] (Past tense. Write events as things that HAPPENED.)

Good: "Project Created" "Invoice Paid" "Campaign Sent"
Bad: "createProject" "user_clicked_button" "page3-conversion-v2"

Rules:
- Title case: "Signed Up" not "signed_up"
- Past tense: "Viewed" not "View"
- Object first: "Report Exported" not "Exported Report"
- No technical jargon: "Payment Completed" not "stripe_webhook_200"
```

**Event taxonomy — core events every SaaS should track:**
```
ACCOUNT EVENTS:
- Signed Up (properties: plan, source, referrer, UTM params)
- Subscription Started (properties: plan, price, billing period)
- Subscription Upgraded (properties: from_plan, to_plan, reason)
- Subscription Downgraded (properties: from_plan, to_plan, reason)
- Subscription Canceled (properties: plan, reason, tenure_days)
- Trial Started / Trial Converted / Trial Expired

USAGE EVENTS:
- Feature Used (properties: feature_name, context, duration)
- Search Performed (properties: query, results_count)
- Integration Connected (properties: integration_name)
- Invite Sent / Invite Accepted (properties: role)
- File Uploaded / Exported (properties: type, size)

ENGAGEMENT EVENTS:
- Email Opened / Clicked (properties: email_type, campaign_id)
- Notification Viewed / Clicked
- Support Ticket Created / Resolved (properties: category, priority)
- NPS Submitted (properties: score, comments)
- QBR Attended (properties: attendees)

REVENUE EVENTS:
- Invoice Created / Paid / Overdue
- Credit Card Added / Updated / Failed
- Refund Processed

MILESTONE EVENTS:
- Activation Complete (properties: time_to_activate_hours)
- First Value Achieved (properties: milestone, time_to_value_days)
- 7-Day Active / 30-Day Active
- Power User Threshold Reached
```

### Phase 2: Implementation Strategy

**Source → CDP → Destinations architecture:**

```
Your App (client/server)
    │
    ▼
Segment (or Rudderstack / mParticle / Snowplow)
    │
    ├── Amplitude (product analytics)
    ├── Mixpanel (product analytics)
    ├── Intercom (event-triggered messaging)
    ├── Salesforce / HubSpot (CRM events)
    ├── Google Analytics (web analytics)
    ├── Data Warehouse (Snowflake / BigQuery / Redshift)
    └── Webhook → custom integrations
```

**Implementation pattern (server-side preferred):**
```javascript
// Identify on login
analytics.identify(userId, {
  email: user.email,
  name: user.name,
  plan: user.plan,
  createdAt: user.createdAt,
  company: { id: workspace.id, name: workspace.name }
});

// Group for B2B (account-level context)

From LeadMagic/gtm-skills, MIT.

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