Why tracking less got VSCO more

In the face of overwhelming and disorganized data, VSCO's team, led by product manager Matt Turner and iOS engineer Steven Tang, undertook a comprehensive effort to regain control over their analytics, which had become unmanageable as the app and user base expanded. Initially, the company was tracking an excessive number of events, many of which were unnecessary or redundant, leading to confusion and underutilization of data. By meticulously reviewing and consolidating these events, they reduced clutter and improved data quality, making metrics more reliable and actionable. This process was complemented by documenting metrics and educating staff on data utilization through personalized training sessions. As a result, VSCO fostered a data-informed culture that empowered employees to make decisions based on accurate and relevant insights, significantly enhancing their ability to respond to user behavior and drive product improvements.