Meeting Title: Brainforge x LA Mental Health Kickoff Date: 2025-08-20 Meeting participants: Zoran Selinger, Robert Tseng


WEBVTT

1 00:01:20.220 00:01:20.760 Zoran Selinger: Hi, Norman.

2 00:01:20.760 00:01:21.830 Robert Tseng: Hey, Zoran.

3 00:01:21.830 00:01:22.730 Zoran Selinger: Hi, hi.

4 00:01:23.430 00:01:24.400 Robert Tseng: Good to meet you.

5 00:01:24.400 00:01:25.880 Zoran Selinger: Yeah, good to meet you too.

6 00:01:26.730 00:01:28.909 Zoran Selinger: Yeah, happy to be on board.

7 00:01:29.440 00:01:43.520 Robert Tseng: Yeah, excited to have a client for you to kind of work with us on right away. So, yeah, I guess I already added you to a couple channels. I think for this kickoff call, we’re just going to kind of get ourselves briefed on the situation.

8 00:01:43.750 00:01:56.790 Robert Tseng: I think you wouldn’t be able to take action right away, because I think we still need access to a couple things, but, good to… yeah, glad that you were able to just, you know, say hi, and just, like, let the client know that you’re there, so…

9 00:01:58.100 00:02:05.999 Robert Tseng: I don’t know how much of an overview you’ve gotten for the rest of the team on things, but maybe I’ll just share my screen and we can kind of go from there.

10 00:02:06.240 00:02:07.210 Zoran Selinger: Sure, okay.

11 00:02:07.610 00:02:08.250 Robert Tseng: Okay.

12 00:02:09.919 00:02:14.120 Robert Tseng: Give me a second… find the right thing to open…

13 00:02:19.650 00:02:26.719 Robert Tseng: Okay, so… Yeah, here we go. We do…

14 00:02:27.560 00:02:34.650 Robert Tseng: Yeah, so we’re… we run everything in this company off of Notion, pretty much. There is a linear system,

15 00:02:34.830 00:02:36.520 Robert Tseng: Have you worked with Linear before?

16 00:02:37.220 00:02:39.129 Zoran Selinger: No, but Alberta’s similar.

17 00:02:39.610 00:02:47.419 Robert Tseng: Yeah. Yeah, it’s pretty much just, like, Monday.com or asana, yeah, exactly. Very similar. I did have, …

18 00:02:52.200 00:03:12.200 Robert Tseng: Yeah, I had Rico set something up, so we have these projects and issues. I’m not gonna break it out to too much, we’re just gonna have backlog, and so I may, you know, I’ve sorted the documentation in Notion, I typically do exploration there, but when we’re actually, executing work, like, I’ll probably switch over to this, so, you can expect that I’ll…

19 00:03:12.230 00:03:18.450 Robert Tseng: probably follow up with you on threads within… within Linear, so just wanted to make sure you feel good about going in there.

20 00:03:18.740 00:03:20.679 Robert Tseng: And yeah, I think, like.

21 00:03:22.650 00:03:32.550 Robert Tseng: Yeah, so I’m assuming you’ll get in there. I did share a few things with you. I don’t know if you got a chance to look at videos and the documents. You did? Okay, cool.

22 00:03:32.550 00:03:33.020 Zoran Selinger: Yep.

23 00:03:33.020 00:03:43.309 Robert Tseng: Well then, yeah, I think this should be pretty straightforward, at least for now, like, we haven’t really dug too deep into this, so… LA Mental Health, right, it’s like a telehealth platform, so I think just maybe…

24 00:03:43.580 00:03:52.190 Robert Tseng: Satina mentioned, so this is their own domain. Once you get started, and you kind of select, then it switches to a different domain.

25 00:03:52.410 00:03:55.600 Robert Tseng: So this is a white-labeled,

26 00:03:56.090 00:04:00.100 Robert Tseng: scheduling platform, actually, and it’s called, Healthfully.

27 00:04:01.690 00:04:13.350 Robert Tseng: Yeah, so I don’t know if you’ve ever seen this before, but this is basically the system that they use underneath. There were two questions that they had. One is like, okay, well, from a GA4’s perspective, rule as perspective.

28 00:04:13.350 00:04:28.460 Robert Tseng: the conversion, events that are coming out of this platform, which I’m assuming conversion is just when an appointment is booked, that’s not actually flowing into Google Ads correctly, and so that’s something that they want urgently to fix, where I think that you’d be able to be helpful in.

29 00:04:28.490 00:04:35.389 Robert Tseng: And then, they also feel like there’s a discrepancy in reconciling amplitude and healthy events, which

30 00:04:35.760 00:04:41.010 Robert Tseng: From my initial, like, kind of cooking around in it this morning, I didn’t actually see that that was an issue.

31 00:04:41.100 00:04:41.930 Zoran Selinger: ….

32 00:04:41.930 00:04:43.130 Robert Tseng: The amplitude.

33 00:04:43.970 00:04:48.760 Robert Tseng: I was here, I kind of… a lot of these events are already tracked, I’m just looking at the event stream.

34 00:04:48.800 00:05:02.330 Robert Tseng: So, you know, you click through the scheduling link, it switches over to a different, set of events that are kind of brought in through helpfully. So yeah, there isn’t really, like, a breakage. Like, I actually think it’s… I think it’s actually fine. They probably just…

35 00:05:02.330 00:05:12.419 Robert Tseng: they just probably just haven’t, built out reporting in a… in a correct way. So, I think that’s… anyway, so, like, on the amplitude side and making sure that

36 00:05:12.500 00:05:26.379 Robert Tseng: you know, customer IDs are persistent across the entire user journey, setting up the core funnel reports so they can see where the drop-off is, that kind of stuff, like, I’ll probably be working on. And I guess to… or I guess…

37 00:05:26.710 00:05:32.000 Robert Tseng: maybe I’ll pause there and say, is that something that you have experience in as well, or…?

38 00:05:33.380 00:05:48.109 Zoran Selinger: I mean, I can build reports. I think several platforms are similar to, to, to Amplitude. I’ve never, I’ve never built reports in Amplitude before, but from what I can see, it’s…

39 00:05:48.110 00:05:53.610 Zoran Selinger: fairly straightforward. So it’s something that I can do,

40 00:05:54.390 00:06:02.469 Zoran Selinger: But yeah, I mean, let’s see, let’s see how it goes, what would be the priority here? What do you see?

41 00:06:02.470 00:06:03.090 Robert Tseng: Yeah.

42 00:06:03.090 00:06:13.830 Zoran Selinger: I would say… They tend to think to… so they want Google Ads to work right away, and then we go into a kind of a bigger implementation, like.

43 00:06:13.960 00:06:17.220 Zoran Selinger: Including the tagging plan and everything else, right?

44 00:06:17.730 00:06:18.310 Robert Tseng: Yep.

45 00:06:18.420 00:06:22.320 Robert Tseng: That’s correct. So… actually…

46 00:06:22.610 00:06:27.830 Robert Tseng: Let me just go in here, so these things are high. I’ll assign it to myself.

47 00:06:28.590 00:06:29.880 Robert Tseng: …

48 00:06:30.760 00:06:40.159 Robert Tseng: as you’re not a high priority right now. The way we do point estimation, so one point is, like, two hours kind of thing, is kind of how we typically do it.

49 00:06:40.360 00:06:45.150 Robert Tseng: I don’t know why he filled it out as 21. I don’t think we work on anything that… that much, so…

50 00:06:45.250 00:06:50.189 Robert Tseng: I’ll just put 2 points, and for now, leave it off.

51 00:06:51.070 00:06:55.239 Robert Tseng: Define tracking plan, this is pretty simple.

52 00:06:55.240 00:07:00.740 Zoran Selinger: Another team is working on… on their… on their Azure.

53 00:07:00.990 00:07:02.459 Zoran Selinger: Are we gonna do that?

54 00:07:03.610 00:07:06.870 Robert Tseng: Yeah, so the Azure thing, …

55 00:07:07.700 00:07:22.340 Robert Tseng: I… I don’t think that scope has been clearly defined. I don’t think that’s a priority for this scope of work. I think we will… it will be… it’ll be a win if we can do… if we can fix the conversion data, and we give them some basic funnel reporting.

56 00:07:22.340 00:07:28.480 Robert Tseng: We can set up some of these integrations, but there isn’t, like, a clear use case for, like, why we need to do that. Like, I don’t

57 00:07:28.480 00:07:37.440 Robert Tseng: I don’t know what events they have in Azure that are connected to Amplitude, so it’s something that I want to keep exploring, but I’m not entirely sure, like, what we’re going to do with it yet, so….

58 00:07:37.580 00:07:38.730 Zoran Selinger: Sure, sure.

59 00:07:38.730 00:07:39.520 Robert Tseng: Yeah.

60 00:07:40.020 00:07:52.809 Robert Tseng: So, yeah, I know you’re kind of blocked… I mean, you know, just… so this is the only ticket that I’m assigning to you for now, it’s kind of like, I know you’re blocked because you don’t have access to GA4 and ads, like, they haven’t sent that stuff yet, but once they do, yeah, I guess…

61 00:07:52.920 00:08:02.510 Robert Tseng: their preference is to just use Amplitude, because they paid for their CDP product, so maybe I’ll just spend this time doing more of a…

62 00:08:02.660 00:08:07.710 Robert Tseng: See what we’ve gone. … I don’t want to lose this page, so….

63 00:08:07.860 00:08:17.620 Zoran Selinger: Would your preference be integration directly from Amplitude to Google Ads, or you can do GA4 to Google Ads?

64 00:08:18.380 00:08:20.060 Robert Tseng: If we can do…

65 00:08:20.160 00:08:29.840 Robert Tseng: I mean, I don’t mind you doing J4 to Google Ads. It seems like that’s what they had going on, it didn’t work, so… we could try whatever works, but I know for…

66 00:08:30.040 00:08:36.890 Robert Tseng: Amplitude… they have… Huh, something feels like it’s missing.

67 00:08:37.539 00:08:50.499 Robert Tseng: Well, they are using it as a CDP, so, like, they’re connecting different sources into it, as you can test, see, and they’re… yeah, they’re sending data from Amplitude into Google Ads. So, if…

68 00:08:51.930 00:08:55.559 Robert Tseng: I guess these are all disabled right now, because I guess some of these are broken.

69 00:08:55.820 00:09:02.389 Robert Tseng: But… Yeah, so maybe I would just spend some time coming in here and looking through

70 00:09:02.610 00:09:08.819 Robert Tseng: Well, they have it going into GA4 from Amplitude. I think that is challenging, because…

71 00:09:09.110 00:09:27.379 Robert Tseng: the format of data coming in from Amplitude probably needs to be changed before it gets into Google Ads. I’m assuming that’s probably what the issue is, and I think going from GA4 to Google Ads is probably more straightforward, so I guess, I don’t know, I guess leave it to your judgment on, like, what you would prefer.

72 00:09:27.380 00:09:31.949 Zoran Selinger: Okay. … I mean, my immediate thought would be…

73 00:09:32.120 00:09:43.829 Zoran Selinger: I would prefer native initial, like, direct integration between those two. That would be… let’s see, let’s see what, what’s, making this friction there.

74 00:09:44.230 00:09:44.900 Robert Tseng: Okay.

75 00:09:45.780 00:09:53.420 Robert Tseng: Cool. So, I mean, I guess it sounds like you’ll come in here, you’ll look at Google Analytics, you’ll see what’s actually going in there, and then see if you can push any data into Google Ads from there.

76 00:09:53.560 00:10:04.550 Robert Tseng: That sounds fine to me. Let’s see, what else is coming in here? I mean, they have a lot of Facebook events coming in… event…

77 00:10:04.770 00:10:07.229 Robert Tseng: Oh, they have Google ad as a source, too, huh?

78 00:10:07.370 00:10:13.289 Robert Tseng: I… yeah, I mean, once again, this is my first day looking at it, so I don’t really fully understand this either.

79 00:10:13.400 00:10:16.720 Robert Tseng: Why are we ingesting all of these events?

80 00:10:18.310 00:10:22.420 Robert Tseng: … Okay, well anyway, I guess we should.

81 00:10:22.420 00:10:23.720 Zoran Selinger: I’ll have a look. I’ll have a.

82 00:10:23.720 00:10:25.739 Robert Tseng: Yeah, you’ll be able to look at it, yeah.

83 00:10:25.740 00:10:34.599 Zoran Selinger: write my thoughts. … Have you had a chance to look? Their amplitude implementation is client, server…

84 00:10:34.910 00:10:36.060 Zoran Selinger: What do they have?

85 00:10:36.570 00:10:38.279 Robert Tseng: I’m pretty sure it’s client.

86 00:10:39.180 00:10:46.030 Robert Tseng: Yeah, like, if I kind of just went here… And…

87 00:10:47.700 00:10:50.520 Robert Tseng: Oh, I guess it’s already timed out. Let me go here.

88 00:10:51.150 00:11:00.039 Robert Tseng: Yeah, I think they are using… a lot of this stuff is off of the auto tracker that they have set up. Yeah, so…

89 00:11:00.160 00:11:02.300 Robert Tseng: I don’t think there’s any server events.

90 00:11:02.450 00:11:10.879 Robert Tseng: Yeah, browser SDK… they have an API, so… I don’t know what’s coming from here.

91 00:11:13.330 00:11:14.700 Robert Tseng: ….

92 00:11:14.840 00:11:20.310 Zoran Selinger: I think they… in the call, they mentioned, this is the data warehouse, this is Azure.

93 00:11:20.670 00:11:25.260 Robert Tseng: Got it. Okay, so that’s probably how the healthfully data is coming in.

94 00:11:31.280 00:11:34.520 Robert Tseng: Yeah, well, … Hmm.

95 00:11:36.320 00:11:39.000 Zoran Selinger: Yeah, so, okay, I’ll have to check, …

96 00:11:40.030 00:11:49.099 Zoran Selinger: the device ID, but it, like you said, it looks like in… in the… in the user profiles, it looks like it is connected. ….

97 00:11:51.520 00:12:10.020 Robert Tseng: Yeah, I don’t think they’re using profiles correctly, and amplitude, so, yeah, if you’re familiar with other, like, kind of event-based data tools, there’s the event properties, so they’re… they are collecting a lot of those. I was already starting to document, like, kind of, this is, …

98 00:12:11.430 00:12:28.400 Robert Tseng: Yeah, this tagging and tracking, this is a public link. I shared this with the client so they can see that these are all the ways. I’ve already been, like, taking notes and, like, responding to things here. So, I guess I… if you have reference to the stock, you can kind of leave your comments here.

99 00:12:28.400 00:12:33.910 Zoran Selinger: Yeah, yeah, I commented one… I added one comment earlier today. Do you think they’re not using

100 00:12:34.250 00:12:37.589 Zoran Selinger: The identify method on the tracker?

101 00:12:38.380 00:12:39.390 Robert Tseng: Yeah, they’re not.

102 00:12:39.710 00:12:40.560 Zoran Selinger: Okay.

103 00:12:40.980 00:12:41.520 Zoran Selinger: Okay.

104 00:12:41.520 00:12:46.129 Robert Tseng: Yeah, so that might be… that might be why, why they’re not able to stitch correctly, so….

105 00:12:46.130 00:12:48.050 Zoran Selinger: That’s totally fair.

106 00:12:48.650 00:12:54.730 Robert Tseng: Yeah, okay, anyway, so we’ll just keep collaborating on the stock, we’ll share this with them. I’m hoping to get them on a call.

107 00:12:55.280 00:13:03.549 Robert Tseng: I mean, we were supposed to get on a call today, but I don’t know, I feel like we haven’t gotten everything we need, so I might kick that call, a bit further down the line.

108 00:13:03.550 00:13:08.990 Zoran Selinger: I know that you’re based in Europe, so you prefer mornings Eastern, so I’ll try to get them to do a morning.

109 00:13:08.990 00:13:09.730 Robert Tseng: ….

110 00:13:09.730 00:13:21.690 Zoran Selinger: It’s fine if it’s later, even. Like, last night when we were talking, that was kind of really late, but that works, because everyone’s already asleep, so I can work.

111 00:13:21.940 00:13:22.889 Robert Tseng: Okay.

112 00:13:22.890 00:13:24.339 Zoran Selinger: Yeah, so… Okay.

113 00:13:24.340 00:13:24.690 Robert Tseng: Oh yeah.

114 00:13:24.690 00:13:27.539 Zoran Selinger: It’s fine either early or a little bit late.

115 00:13:28.140 00:13:29.409 Robert Tseng: Okay, sounds good.

116 00:13:29.410 00:13:29.900 Zoran Selinger: Yep.

117 00:13:29.900 00:13:38.519 Robert Tseng: Yeah, well, I guess that’s kind of all I have for now. Every… if you have any other questions or things you want to kind of go through while we’re on the call?

118 00:13:38.520 00:13:44.210 Zoran Selinger: Oh yeah, so just technical question on, on the clock, Clockify.

119 00:13:44.590 00:13:45.200 Robert Tseng: Yep.

120 00:13:45.200 00:13:52.030 Zoran Selinger: So I… right now, I only have, like, Brainforge internal onboarding as a… as a choice in the tool.

121 00:13:52.030 00:13:52.420 Robert Tseng: Okay.

122 00:13:52.420 00:13:55.850 Zoran Selinger: Is that important? I mean, I’m… is…

123 00:13:56.090 00:14:01.159 Zoran Selinger: So how do I get, like, individual tasks in there? Or maybe it’s… it’s…

124 00:14:01.510 00:14:04.250 Zoran Selinger: There’s an integration already?

125 00:14:04.600 00:14:24.000 Robert Tseng: Yeah, so, I mean, I’ll tag Rico this time. So, he’s in the… he’s in our cha- we have two channels. We have the internal channel, we have an external channel. In the internal one, if you have any, like, kind of tooling or process questions, I would go to Rico first. Okay. Yeah, just FYI moving forward, but I’ll just say, Zolan doesn’t.

126 00:14:24.000 00:14:34.870 Zoran Selinger: I mean, I can… I can, talk to him on linear. We are… we have a onboarding checklist, task there, so I can talk to him there. That’s fine.

127 00:14:34.870 00:14:35.470 Robert Tseng: Okay.

128 00:14:35.610 00:14:53.519 Zoran Selinger: Yeah, I can handle it. That’s… so, yeah, I’ll just figure it out, because, for example, this kickoff call that I was reviewing, and now the meeting with you, I’m clopping under onboarding, right? Yeah, yeah, that’s fair. As accurate as possible, right?

129 00:14:53.700 00:14:56.230 Zoran Selinger: Okay, cool.

130 00:14:56.670 00:15:05.600 Zoran Selinger: I think that’s it. I mean, for now, just waiting for access, and I’ll dig in. In terms of

131 00:15:05.910 00:15:08.860 Zoran Selinger: documenting… …

132 00:15:09.490 00:15:19.129 Zoran Selinger: So, Notion, I can see, I can add things there, but do you… like, my thoughts and maybe a little bit more technical stuff?

133 00:15:19.950 00:15:24.399 Zoran Selinger: Is that document fine, or should we write in another one?

134 00:15:25.150 00:15:31.120 Robert Tseng: Yeah, so… there is another one… …

135 00:15:35.220 00:15:37.170 Robert Tseng: I’ll share again.

136 00:15:39.950 00:15:52.429 Robert Tseng: Yeah, so if you go into Notion, you look up Ellie Mental Health, I know a lot of this hasn’t been built out yet, we just started it, but yeah, it’ll link to the doc that’s more client-facing, so maybe I’ll make that a bit clearer. So this is client-facing…

137 00:15:52.570 00:15:56.600 Robert Tseng: And then, … Oh.

138 00:15:58.200 00:16:01.270 Zoran Selinger: Let me see if I have… do I have access to everything?

139 00:16:01.510 00:16:02.550 Robert Tseng: Okay.

140 00:16:02.790 00:16:03.980 Robert Tseng: Internal.

141 00:16:04.460 00:16:07.160 Robert Tseng: If not, I can just add you to this one. This is fine.

142 00:16:08.940 00:16:11.629 Zoran Selinger: Yeah, okay, I can see, I can see.

143 00:16:12.590 00:16:16.050 Robert Tseng: Yeah, I was, like, writing out some notes down here, too, but, ….

144 00:16:16.050 00:16:23.350 Zoran Selinger: Okay, I added it to favorites. Okay, I’ll, … Project meeting notes….

145 00:16:23.350 00:16:42.609 Robert Tseng: Yeah, so this was their, I guess, data flow diagram that they shared with me. Obviously, we’re starting at Amplitude, they have these tools. But yeah, I mean, eventually, I would love to just go and be able to get everything. Like, I want to be able to go and get their data warehouse data, I want to go and see everything else, but, we’re just kind of starting here for now.

146 00:16:42.750 00:16:44.509 Robert Tseng: Makes sense, makes sense. Yeah.

147 00:16:45.820 00:16:47.420 Zoran Selinger: Okay, okay.

148 00:16:48.110 00:16:53.880 Robert Tseng: Okay. Oh, cool. Actually, it has a few notes on, like, kind of, what things… what things are going wrong, so…

149 00:16:54.040 00:17:05.139 Robert Tseng: Okay, anyway, I’ll give you time to review that. Yeah, I would say that Slack channel is probably the best way for us to kind of collaborate internally, and then the external stuff, I’m just gonna say…

150 00:17:05.380 00:17:11.950 Robert Tseng: So we have some access, do kick… Our meeting another day.

151 00:17:12.290 00:17:14.869 Robert Tseng: So, we can… Excellent.

152 00:17:25.800 00:17:28.246 Robert Tseng: Who’s got….

153 00:17:31.810 00:17:35.840 Zoran Selinger: Hmm, actually, I don’t have access on the… in Ocean.

154 00:17:38.250 00:17:42.840 Robert Tseng: Okay… Huh? ….

155 00:17:43.290 00:17:48.999 Zoran Selinger: Because when I go to Elemental Health, just the, let’s call it a homepage project.

156 00:17:49.000 00:17:51.730 Robert Tseng: Yeah. I need access to everything, right?

157 00:17:51.730 00:17:56.829 Zoran Selinger: It just tells me to request that. Actually, no, no, sorry, sorry, there’s…

158 00:17:57.360 00:17:59.729 Zoran Selinger: Stuff on top that requires access.

159 00:17:59.730 00:18:03.410 Robert Tseng: But when I scroll down, I see the diagram that you were just showing me, okay.

160 00:18:03.640 00:18:09.350 Robert Tseng: Yeah, there’s really nothing up here anyway, so, like… Oh, okay, cool, cool. Yeah. Okay, I do, I do see it, that’s fine.

161 00:18:10.190 00:18:10.820 Robert Tseng: Okay.

162 00:18:10.820 00:18:12.659 Zoran Selinger: That is really helpful, excellent.

163 00:18:14.730 00:18:29.400 Robert Tseng: Great, yeah, so feel free to create docs as you see fit, like, something else that I’m doing… well, these are the initial tickets that I had, kind of, before I ported them over to Linear, but… so, I don’t… we won’t manage tickets in this doc, like, it’ll… that’ll be in Linear.

164 00:18:29.400 00:18:41.430 Robert Tseng: So I’ll probably delete that. And then this product analytics playbook, I’m just kind of recording some videos and stuff. You can watch this. I… I’m just trying to do this in a methodical way where I can…

165 00:18:41.720 00:18:48.839 Robert Tseng: recorded, and it’s more of, like, a training tool for the team to be able to use this on another client.

166 00:18:49.150 00:18:50.200 Robert Tseng: Yeah.

167 00:18:50.200 00:18:52.730 Zoran Selinger: Okay, cool, I’ll remove that as well, yeah.

168 00:18:53.280 00:18:53.870 Robert Tseng: Yeah.

169 00:18:54.030 00:18:59.469 Robert Tseng: Yeah, so here’s, like, a… yeah, there’s, like, a video of me going through everything on the amplitude side and stuff that I’m working on.

170 00:18:59.610 00:19:01.550 Robert Tseng: Okay, cool.

171 00:19:02.310 00:19:03.260 Zoran Selinger: Excellent.

172 00:19:04.090 00:19:07.550 Zoran Selinger: Well, Robert, thank you. It’s a good one. Productive, short.

173 00:19:07.550 00:19:08.230 Robert Tseng: Yeah.

174 00:19:09.310 00:19:10.470 Zoran Selinger: That’s always good.

175 00:19:10.690 00:19:11.320 Robert Tseng: Yeah.

176 00:19:11.320 00:19:11.840 Zoran Selinger: Yup.

177 00:19:11.840 00:19:13.470 Robert Tseng: Alright, well, talk to you soon.

178 00:19:13.470 00:19:15.760 Zoran Selinger: Yeah, you too. Thanks. Bye-bye.