Inventory before insight
Charts cannot outrun an event catalogue nobody has read in months.
Teams often jump straight to dashboard redesign when leadership distrusts the numbers. The quieter fix is an inventory: list every event, every required property, and every owner. Synonyms appear in the first afternoon; fragile funnels appear by the end of the week.
Prefer verbs that describe user intent over UI widgets. Keep platform in a property, not in the event name, so web and app stay comparable. Document allowed values the same day you create the event.
A Measurement Baseline Review at nodelinksys spends the opening days only on inventory—because until the mess is visible, every later recommendation guesses at the wrong root.