Our event taxonomy is outdated

Problem is that taxonomy is treated as a one-off setup, not a living system. Without governance, your "source of truth" slowly turns into a museum of outdated assumptions. The cost isn't just messy data, it's lost precision in how you understand user behavior and growth.

Problem

When your event taxonomy is outdated, you lose the ability to make confident tradeoffs. As the business scales, the gaps compound: new events get added ad hoc, dashboards diverge, and accountability disappears because no one trusts the source. You end up optimizing what is measurable, not what is meaningful, which quietly pushes spend and effort into the wrong places. The cost is not just reporting confusion. It is slow decisions, misaligned priorities, and growth bets that are impossible to prove or kill. Until this is fixed, every improvement will feel slower than it should.

Insight

An outdated taxonomy is a silent killer of insight. As products evolve, tracking rarely keeps pace. Teams add new events but don't retire old ones, analytics layers become cluttered, and definitions drift quietly over time. The issue isn't bad tagging, it's entropy, every new feature, experiment, or system update pulls tracking a little further from truth. The deeper

How Velocity Approaches It

We rebuild event taxonomies to match how your business actually grows today, not how it worked two years ago. Velocity starts by mapping your real user journeys and the outcomes that matter across marketing, product, and retention. We then design a clean, consistent taxonomy that aligns every event name, property, and definition with measurable intent. From there, we implement validation and governance so it stays accurate as the product evolves. The result is clarity, data that's structured, current, and actionable. If your event taxonomy is holding back insight, we'll help you rebuild it so your data finally keeps up with your growth.