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Julien COQUET VP Product Management & Chief Evangelist

Tag Therapist

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Why Big Data Needs Quality Data

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“Big data is an all-encompassing term for any collection of data sets so large and complex that it becomes difficult to process using traditional data processing applications.”

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BIG DATA

BUSINESS INTELLIGENCE

CRM

DIGITAL ANALYTICS

SOCIAL MEDIA

CALL CENTERS

MORE SOURCES

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ORGANIC SEARCH

NEWSLETTER SIGNUP

CRM GETS CALLED

CREATES PROFILE

TARGETED EMAILS

VISITS PHYSICAL

STORE

MORE SITE TOUCHPOINTS

CUSTOMER VALUE CHAIN

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WRONG DATA

BUSINESS INTELLIGENCE

CRM

DIGITAL ANALYTICS

SOCIAL MEDIA

CALL CENTERS

MORE SOURCES

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Wrong Data leads to

Wrong Decisions

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DATA IN GENERAL

•  Data quality is an afterthought

•  Quality checks are not integrated into analytics process

•  Statistical / sample-based checks are not enough

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IT BOILS DOWN TO TAGS

insert analytics vendor

name(s) here

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HOW WE GOT THERE

Logs Pixels Tags TMS ?

We’re still relying on a methodology that’s 19 years old

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IT’S NOT ABOUT TAGS, IT’S ABOUT DATA

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IT’S NOT ABOUT TAGS, IT’S ABOUT DATA

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•  Tagging plan

•  Deployment processes

•  Quality assurance processes

SO HOW DO WE FIX THIS?

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•  Make sure you know where your tagging plan is

•  Make sure you know who’s in charge

•  Make sure it supports your KPIs

•  Make sure it’s consistent

•  Revise it at least once a year

TAGGING PLAN BEST PRACTICES

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EXPERT OPINION

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•  In-page tags

•  Using a tag management

DEPLOYMENT METHODS

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•  If using a TMS, plan for complete retagging

•  Use a data layer (even if you don’t use a TMS)

•  Keep IT in the loop at every step

DEPLOYMENT BEST PRACTICES

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Tag management is not a miracle cure,

it’s chicken soup for your tags

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•  Make sure new content gets tagged

•  Make sure it is consistent with your tagging plan

•  Make room for new tags…

•  … or removing old tags

HANDLING NEW CONTENT

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EXPERT OPINION

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•  Make sure tags do not conflict with other scripts

•  Make sure tag variables match your tagging plan

•  Build a functional map of the website

•  Test critical user journeys (events, forms, funnels)

QUALITY ASSURANCE PROCESSES

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THAT SOUNDS LIKE A LOT OF WORK

© Kimberly Wilkins aka Sweet Brown!

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HUB’SCAN EX

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•  Runs exhaustive scans

•  Replays key user journeys

•  Validates and manages tagging plans

•  Scans millions of pages

•  Fires millions of tags

•  Checks billions of data points/sec.

HUB’SCAN EX

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HUB’SCAN

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ORGANIC SEARCH

NEWSLETTER SIGNUP

CRM GETS CALLED

CREATES PROFILE

TARGETED EMAILS

VISITS PHYSICAL

STORE

MORE SITE TOUCHPOINTS

CUSTOMER VALUE CHAIN

converts your traffic into business eMetrics Boston 2014 - © 2013-2014 Hub’Scan Inc.

QUALITY BIG DATA

BUSINESS INTELLIGENCE

CRM

DIGITAL ANALYTICS

SOCIAL MEDIA

CALL CENTERS

MORE SOURCES

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Big Data needs

Quality Data to make

Good Decisions

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Thank you! Come see us at booth 663 @hubscan http://www.hub-scan.com

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