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Building Analytics Backwards: Identify Your Downstream Goals First

Trying to track without a purpose creates a lot of noise. Instead start with your desired outcomes, and then identify the metrics that will get you there.

A Customer Event vs. Cohort-Based Approach to Customer Data

Heap and Freshpaint can automatically track customer actions on your product and site. And both products can send that customer data to messaging and onboarding tools. So what's the difference?

Minimum Viable Analytics: Don't Overbuild Your Stack

For the early-stage startup, step one is remembering not to overbuild your analytics stack — it seems tempting, but trust us, Minimum Viable Analytics (MVA) is the way to start.