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