Why big data needs good digital analytics data
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converts your traffic into business eMetrics Boston 2014 - © 2013-2014 Hub’Scan Inc. Julien COQUET VP Product Management & Chief Evangelist Tag Therapist
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In this presentation, Julien Coquet, VP of Product Management and Chief Evangelist at Hub’Scan, takes you through analytics and big data pitfalls and how they can be avoided and prevented. Big Data is driven by multiple, heterogenous sources that hardly ever get checked for quality. This skews reporting and any decision making process linked to underlying data. When digital data points become legion, measurement strategies need to be structured and analytics tags need to be tamed. Julien shares best practices for achieving optimal digital analytics data quality, from tagging strategies to automating quality assurance processes with cutting-edge solutions such as Hub’Scan.
Transcript of Why big data needs good digital analytics data
converts your traffic into business eMetrics Boston 2014 - © 2013-2014 Hub’Scan Inc.
Julien COQUET VP Product Management & Chief Evangelist
Tag Therapist
converts your traffic into business eMetrics Boston 2014 - © 2013-2014 Hub’Scan Inc.
Why Big Data Needs Quality Data
converts your traffic into business eMetrics Boston 2014 - © 2013-2014 Hub’Scan Inc.
“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.”
converts your traffic into business eMetrics Boston 2014 - © 2013-2014 Hub’Scan Inc.
BIG DATA
BUSINESS INTELLIGENCE
CRM
DIGITAL ANALYTICS
SOCIAL MEDIA
CALL CENTERS
MORE SOURCES
converts your traffic into business eMetrics Boston 2014 - © 2013-2014 Hub’Scan Inc.
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.
WRONG DATA
BUSINESS INTELLIGENCE
CRM
DIGITAL ANALYTICS
SOCIAL MEDIA
CALL CENTERS
MORE SOURCES
converts your traffic into business eMetrics Boston 2014 - © 2013-2014 Hub’Scan Inc.
Wrong Data leads to
Wrong Decisions
converts your traffic into business eMetrics Boston 2014 - © 2013-2014 Hub’Scan Inc.
DATA IN GENERAL
• Data quality is an afterthought
• Quality checks are not integrated into analytics process
• Statistical / sample-based checks are not enough
converts your traffic into business eMetrics Boston 2014 - © 2013-2014 Hub’Scan Inc.
IT BOILS DOWN TO TAGS
insert analytics vendor
name(s) here
converts your traffic into business eMetrics Boston 2014 - © 2013-2014 Hub’Scan Inc.
HOW WE GOT THERE
Logs Pixels Tags TMS ?
We’re still relying on a methodology that’s 19 years old
converts your traffic into business eMetrics Boston 2014 - © 2013-2014 Hub’Scan Inc.
IT’S NOT ABOUT TAGS, IT’S ABOUT DATA
converts your traffic into business eMetrics Boston 2014 - © 2013-2014 Hub’Scan Inc.
IT’S NOT ABOUT TAGS, IT’S ABOUT DATA
converts your traffic into business eMetrics Boston 2014 - © 2013-2014 Hub’Scan Inc.
• Tagging plan
• Deployment processes
• Quality assurance processes
SO HOW DO WE FIX THIS?
converts your traffic into business eMetrics Boston 2014 - © 2013-2014 Hub’Scan Inc.
• 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
converts your traffic into business eMetrics Boston 2014 - © 2013-2014 Hub’Scan Inc.
EXPERT OPINION
converts your traffic into business eMetrics Boston 2014 - © 2013-2014 Hub’Scan Inc.
• In-page tags
• Using a tag management
DEPLOYMENT METHODS
converts your traffic into business eMetrics Boston 2014 - © 2013-2014 Hub’Scan Inc.
• 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
converts your traffic into business eMetrics Boston 2014 - © 2013-2014 Hub’Scan Inc.
Tag management is not a miracle cure,
it’s chicken soup for your tags
converts your traffic into business eMetrics Boston 2014 - © 2013-2014 Hub’Scan Inc.
• 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
converts your traffic into business eMetrics Boston 2014 - © 2013-2014 Hub’Scan Inc.
EXPERT OPINION
converts your traffic into business eMetrics Boston 2014 - © 2013-2014 Hub’Scan Inc.
• 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
converts your traffic into business eMetrics Boston 2014 - © 2013-2014 Hub’Scan Inc.
THAT SOUNDS LIKE A LOT OF WORK
© Kimberly Wilkins aka Sweet Brown!
converts your traffic into business eMetrics Boston 2014 - © 2013-2014 Hub’Scan Inc.
HUB’SCAN EX
converts your traffic into business eMetrics Boston 2014 - © 2013-2014 Hub’Scan Inc.
• 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
converts your traffic into business eMetrics Boston 2014 - © 2013-2014 Hub’Scan Inc.
HUB’SCAN
converts your traffic into business eMetrics Boston 2014 - © 2013-2014 Hub’Scan Inc.
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
converts your traffic into business eMetrics Boston 2014 - © 2013-2014 Hub’Scan Inc.
Big Data needs
Quality Data to make
Good Decisions
converts your traffic into business eMetrics Boston 2014 - © 2013-2014 Hub’Scan Inc.
Thank you! Come see us at booth 663 @hubscan http://www.hub-scan.com
converts your traffic into business eMetrics Boston 2014 - © 2013-2014 Hub’Scan Inc.
