Squarespace is dedicated to helping creative individuals succeed, but creative clients pose unique challenges to analytics professionals, as they use the company’s product in different ways across a number of use cases. At the same time, Squarespace’s product and marketing teams create new features and channels regularly, further muddying the picture around whether any particular user is directed to the right experience and able to get what they need out of the software.
The question of understanding the product and marketing effectiveness is not just a conceptual one: keeping tabs on teams of engineers building different user pathways becomes more and more difficult as a company grows. Squarespace’s advertising partners provide it with different sets of data, which makes attribution difficult. Enforcing semantics around tracking is critical when engineering and external teams who do not work together contribute to the same event log, especially if we expect nontechnical team members to be able to interact with and learn from the data.
Joshua Laurito explores systems Squarespace built for acquiring and enforcing consistency on obtained data and for inferring conclusions from a company’s marketing and product initiatives. Joshua discusses the intricacies of gathering and evaluating marketing and user data, from raising awareness to driving purchases, and shares results of previous analyses.
Josh Laurito is the director of analytics at Squarespace. Previously, Josh worked at Gawker Media and Univision Digital and taught data visualization at the City University of New York. He also helped start a data visualization company and cowrote a book on simulation modeling in finance. Long before any of that, he asked for an abacus for his fourth birthday. If you are interested in learning more, please visit his website.
For exhibition and sponsorship opportunities, email strataconf@oreilly.com
For information on trade opportunities with O'Reilly conferences, email partners@oreilly.com
View a complete list of Strata Data Conference contacts
©2018, O'Reilly Media, Inc. • (800) 889-8969 or (707) 827-7019 • Monday-Friday 7:30am-5pm PT • All trademarks and registered trademarks appearing on oreilly.com are the property of their respective owners. • confreg@oreilly.com