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Improving Data Quality: Whys & Hows Robert Seolas, Co-founder, ObservePoint Jeff Jobe, Lead Tech Support Engineer, Webtrends
The Truth About Tags• Tagging Technology is Fragile – Prone to Inaccuracy and Error – Prone to Leakage – Prone to Loss• 46% of companies made an inaccurate decision based on bad or outdated data
The Top 5 Problems Seen inWebtrends Implementations
#1 Pages Not Tagged• The most common problem – Skews data in various reports • Bounce rate • Page views • Exit rates • Conversions – Causes self-referral problems • Creates noise in referral reports
#2 Tag Versions• Different versions of the tag – Tag versions can have alternative definitions of what “visitor” means, which causes inconsistent calculations
#3 Tag Remnants• Some tags should not be deployed – Tags might remain from previous implementations – Worse, these may be “intruder” tags • Data collected is not accessible to the web site owner • Data is available to unknown third parties • Such collection may violate company policy, regulatory constraints, or EU “cookie law”
#4 Links & Redirects• Broken links degrade data integrity and frustrate users. – Conversion process killers – Negative SEO value• Excessive redirecting – Causes web site bloat – Negatively impacts conversion rates
How do you find out aboutyour data quality problems?
Data Quality Best Practices• Audits • Simulations – Page-by-page tagging – Real-world user inventory simulation confirms – Identify common and continuous uncommon problems functionality – Confirm web analytics – Real-time fault data accuracy notifications – For pages, tags, and complex multi-step processes
Quality & Results: Here’s How• Webtrends Data • ObservePoint Quality Assessment – Self-managed platform – Comprehensive Audit – Full Service – Expert Assessment & – Multi-Vendor Audits Recommendations • Conference• Contact your Account Attendees get 5% off Manager