Jake Peterson

Jake Peterson

St Joseph, Minnesota, United States
2K followers 500+ connections

About

I'm currently working at Lightdash as Analytics Engineering Advocate.

From 2016…

Experience

  • Lightdash Graphic

    Lightdash

    St Joseph, Minnesota, United States

  • -

    Pasadena, California, United States

  • -

    San Francisco, California, United States

  • -

    San Francisco, California, United States

  • -

    San Francisco, California, United States

  • -

    Minneapolis, MN

Education

Publications

  • How Behavior Based Marketing Cut This Startup's Onboarding Time in Half

    Autopilot Webinar

    Delivering a "wow" onboarding experience helps people fall in love with your product and become customers for life.

    Join Autopilot's CMO Guy Marion along with Segment's VP, Customer Success Jake Peterson and Narrative's Community Manager Sarah Massengale as they share how Narrative improved their customer onboarding using behavior based marketing automation.

    In this webinar, you’ll learn:
    - How a highly personalized onboarding experience can accelerate your customer conversion…

    Delivering a "wow" onboarding experience helps people fall in love with your product and become customers for life.

    Join Autopilot's CMO Guy Marion along with Segment's VP, Customer Success Jake Peterson and Narrative's Community Manager Sarah Massengale as they share how Narrative improved their customer onboarding using behavior based marketing automation.

    In this webinar, you’ll learn:
    - How a highly personalized onboarding experience can accelerate your customer conversion rate
    - Key steps to optimizing your onboarding and activation funnel
    - How Narrative, the startup behind the world's most wearable camera, built their onboarding journey and cut conversion time in half

    See publication
  • Best Practices: What to Track with Your Analytics

    Kissmetrics Webinar

    You Need to Know What to Track to get the Value Back from Analytics
    The worst thing you can do when diving into Analytics is to track everything under the sun. Instead, start with a brainstorming session with your team. Ask yourselves what you think you’ll need to track (in terms of events) before you get started. Write this down and make it an official company document.

    Schedule Phases to Install and Set up Tracking
    Install in phases so you can have early success with the first…

    You Need to Know What to Track to get the Value Back from Analytics
    The worst thing you can do when diving into Analytics is to track everything under the sun. Instead, start with a brainstorming session with your team. Ask yourselves what you think you’ll need to track (in terms of events) before you get started. Write this down and make it an official company document.

    Schedule Phases to Install and Set up Tracking
    Install in phases so you can have early success with the first events that are tracked. Then you can iterate and figure out what events you really need to track as you grow.

    Don’t Get Into the Habit of Creating Unbounded Event Names
    It’s imperative that you set up an event naming convention before you get started. For example, instead of naming your event “Clicked Red Button,” name the event “Clicked CTA” with properties for type (“Button” or “Link”), label (“Signed Up” or “Learned More”), and destination (“URL”).

    Have a Process to Keep Things up to Date
    There is nothing more frustrating than walking into an organization using disorganized analytics. Every company will have new developers coming on board who will not know about the original planning that went into setting up the company’s analytics. Not only that, as time goes on, you’ll have “analytics erosion” where left over events and tracking that’s not useful anymore will be gumming up your system.

    That’s why it’s really important to have a process in place to go through all your events every quarter or so and make sure you are running a tight ship. Have you changed your site or app recently? Are there things that are no longer being tracked? Keep your records and planning documents clean and organized. It will save tons of time and frustration if you make this a routine.

    See publication
  • How Segment Tracks Data with Segment

    Segment Blog

    Your analytics are only as good as the data you’re tracking. And deciding what to track is the hardest part about making your data useful. It’s overwhelming to create a tracking plan from scratch, so this article will give you a head start.

    After discussing with hundreds of customers, reviewing best practices across all our partners, and some good ol’ trial and error, we’ve revamped Segment’s own tracking plan. We’re sharing it with you today, so you can use it as a reference.

    See publication
  • 8 tips for measuring e-commerce ad campaigns

    The Next Web

    The e-commerce industry will reach $294 billion in 2014 alone, and accounts for nearly 10 percent of all retail sales according to Forrester research. Clearly, it’s a competitive market, and many online retailers rely on marketing to break out of the pack and get more customers.

    Here are a few tips for measuring e-commerce ad campaigns that will help you make the most of that marketing budget.

    See publication
  • Are You a Victim of Your Own A/B Test's Deception?

    Kissmetrics Blog

    Usually the goal of an A/B test is to get people to take a single action on a single page. Common actions include clicking the signup button on your home page or joining an email list. Those actions are great vanity metrics, but the fact is that more visits to your signup page or a bigger email list aren’t very sound business goals.

    The problem with the single-action approach is that it assumes a single action provides value to your business, which it usually doesn’t. Most A/B tests are…

    Usually the goal of an A/B test is to get people to take a single action on a single page. Common actions include clicking the signup button on your home page or joining an email list. Those actions are great vanity metrics, but the fact is that more visits to your signup page or a bigger email list aren’t very sound business goals.

    The problem with the single-action approach is that it assumes a single action provides value to your business, which it usually doesn’t. Most A/B tests are done at the top of an acquisition funnel, long before visitors have proven their worth.

    The goal of an A/B test should be to move the visitors who are most likely to become high-value customers from the top of your funnel to the bottom of your funnel.

    See publication

Honors & Awards

  • Challenging the Process Leadership Award Nominee

    College of St. Benedict | St. John's University

  • Intercultural Awareness Leadership Certificate

    College of St. Benedict | St. John's University

Languages

  • English

    Native or bilingual proficiency

  • Spanish

    Limited working proficiency

  • Mandarin Chinese

    Limited working proficiency

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