Enterprise Analytics - WAW Copenhagen - January 20th 2016
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Transcript of Enterprise Analytics - WAW Copenhagen - January 20th 2016
![Page 1: Enterprise Analytics - WAW Copenhagen - January 20th 2016](https://reader033.fdocuments.net/reader033/viewer/2022051706/58eca5e41a28ab381c8b4661/html5/thumbnails/1.jpg)
Enterprise AnalyticsMaking it big…
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• 10+ years of analytics
– Including log file analyzing ;-)
• 19 years of web development
– 7 years of Sitecore coding
– C#, SQL, HTML, CSS and the likes
• Certified in Google Analytics, Adobe Analytics, Ensighten TMS, Tealium TMS, Sitecore + some
• Have worked at Aller Media and GN ReSound between 2006 and 2014, and then at IIH Nordic from 2014
Call me Peter
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1. Technical setup
2. The ”Human factor”
3. User access
4. Multiple or different sites
5. Data quality
Challenges of Enterprise Analytics
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1. Technical setup
2. The ”Human factor”
3. User access
4. Multiple or different sites
5. Data quality
Challenges of Enterprise AnalyticsA couple of tips
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Technicalsetup
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Data sent to analytics can be of mixed quality
Technical setup
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The pain
http://www.brand.co.uk/homepage/fashionhttp://www.brand.dk/home/fashion
http://www.brand.co.uk/home/fashion/footwearhttp://www.brand.dk/home/fashion/shoes-boots
http://www.brand.co.uk/?query=shoeshttp://www.brand.dk/?keyword=shoes
Technical setup
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The pain
http://www.brand.co.uk/homepage/fashionhttp://www.brand.dk/home/fashion
http://www.brand.co.uk/home/fashion/footwearhttp://www.brand.dk/home/fashion/shoes-boots
http://www.brand.co.uk/?query=shoeshttp://www.brand.dk/?keyword=shoes
Technical setup
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The pain
http://www.brand.co.uk/homepage/fashionhttp://www.brand.dk/home/fashion
http://www.brand.co.uk/home/fashion/footwearhttp://www.brand.dk/home/fashion/shoes-boots
http://www.brand.co.uk/?query=shoeshttp://www.brand.dk/?keyword=shoes
Technical setup
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The pain
http://www.brand.co.uk/homepage/fashionhttp://www.brand.dk/home/fashion
http://www.brand.co.uk/home/fashion/footwearhttp://www.brand.dk/home/fashion/shoes-boots
http://www.brand.co.uk/?query=shoeshttp://www.brand.dk/?keyword=shoes
Technical setup
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The pain
http://www.brand.co.uk/homepage/fashionhttp://www.brand.dk/home/fashion
http://www.brand.co.uk/home/fashion/footwearhttp://www.brand.dk/home/fashion/shoes-boots
http://www.brand.co.uk/?query=shoeshttp://www.brand.dk/?keyword=shoes
Technical setup
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Remedy #1 – Before analytics• Send data as consistent as possible
• Separate test and staging data from that of the production environment
TMS is a great help here
Technical setup
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Remedy #2 – In analytics
• Refine and clean incoming dataLowercase, include, exclude, and in some cases rewrites
• Define correct settingsPaths, search, qs params, goals ...
Technical setup
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The”Human factor”
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Humans think differently(and act accordingly)
The ”Human factor”
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The pain
?utm_source=Newsletter&utm_medium=e-mail&utm_campaign=octo10?utm_source=newsletter&utm_medium=E-mail&utm_campaign=October10?utm_source=newsleter&utm_medium=mail&utm_campaign=OCT10?utm_source=nyhedsbrev&utm_medium=Email&utm_campaign=oktober10
Different values = different campaigns
The ”Human factor”
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The pain
?utm_source=Newsletter&utm_medium=e-mail&utm_campaign=octo10?utm_source=newsletter&utm_medium=E-mail&utm_campaign=October10?utm_source=newsleter&utm_medium=mail&utm_campaign=OCT10?utm_source=nyhedsbrev&utm_medium=Email&utm_campaign=oktober10
Different values = different campaigns
The ”Human factor”
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The pain
?utm_source=Newsletter&utm_medium=e-mail&utm_campaign=octo10?utm_source=newsletter&utm_medium=E-mail&utm_campaign=October10?utm_source=newsleter&utm_medium=mail&utm_campaign=OCT10?utm_source=nyhedsbrev&utm_medium=Email&utm_campaign=oktober10
Different values = different campaigns
The ”Human factor”
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The pain
?utm_source=Newsletter&utm_medium=e-mail&utm_campaign=octo10?utm_source=newsletter&utm_medium=E-mail&utm_campaign=October10?utm_source=newsleter&utm_medium=mail&utm_campaign=OCT10?utm_source=nyhedsbrev&utm_medium=Email&utm_campaign=oktober10
Different values = different campaigns
The ”Human factor”
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Remedy #1 – Tools
More hands off the keyboard
The ”Human factor”
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Remedy #2 – utm_id
/page1?utm_id=abc987
Minimizes the ‘human error factor’
The ”Human factor”
ga:campaignCode ga:source ga:medium
123abc Winter Newsletter email
abc987 Summer Newsletter email
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Multiple or different sites
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Demands to analytics implementations differ from website to website
Multiple or different sites
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The pain
Cookies are not allowed before a policy has been seen by the users
Multiple or different sites
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A remedy
• Use a TMS to connect cookie-less tracking with normal cookie tracking
Multiple or different sites
+
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Multiple or different sites
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The pain
For some countries you need to anonymize users
Multiple or different sites
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A Remedy
• Use a TMS to anonymize users
Multiple or different sites
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1. Technical setup
2. ”Human factor”
3. User access
4. Multiple or different sites
5. Data quality
Challenges of Enterprise Analytics
![Page 30: Enterprise Analytics - WAW Copenhagen - January 20th 2016](https://reader033.fdocuments.net/reader033/viewer/2022051706/58eca5e41a28ab381c8b4661/html5/thumbnails/30.jpg)
(+45) 70 20 29 19
www.iihnordic.dk
www.linkedin.com/in/pmeyerdk
Senior Web Analytics TechnicianPeter Meyer