Presented By O’Reilly and Cloudera
Make Data Work
September 11, 2018: Training & Tutorials
September 12–13, 2018: Keynotes & Sessions
New York, NY

Building it beautiful: Analyzing the effectiveness of platform products and marketing at scale

Josh Laurito (Squarespace)
2:00pm–2:40pm Thursday, 09/13/2018
Data-driven business management, Strata Business Summit
Location: 1E 10/11 Level: Beginner

Who is this presentation for?

  • Data scientists, marketing analysts, and data strategists

Prerequisite knowledge

  • Familiarity with marketing metrics

What you'll learn

  • Learn how to parse and evaluate event and content data
  • Gain a general overview of schema design and implementations
  • Explore Squarespace’s experience of rolling out such a system across a wide range of teams and partners


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.

Photo of Josh Laurito

Josh Laurito


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.