This is a guide to building successful event analytics systems within a company. The podcast addresses the common pitfalls and symptoms of poor event tracking, which include a lack of shared language and trust in the data. It then outlines the root causes of these problems, such as a developer-centric mindset rather than a business-user focus and a lack of visual communication around events. It also concludes with a step-by-step process for building an event tracking dictionary and establishing a culture of data-driven decision making. This process involves understanding the needs of the business user, tracking user journeys instead of just metrics, and defining the properties associated with each event.