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Analytics Nightmares
Customer stories from Hell - and how to prevent them
MeasureCamp London, June 2018
Oh hi!
• @juliencoquet
• Industry veteran
• Expert consultant, evangelist, speaker, author
• VP, Product Management @ Hub’Scan
• Mentor for team of 40+ consultants @ Orange
Speaker bio - Julien Coquet
Quick show of hands
Have you ever run a digital analytics project
from start to finish successfully?
Project success factors
● Vision / leadership
● Planning
● Execution
● Culture
Examples from
Digital Analytics Hell
“My reports are empty!”
Test phase
Go live
“Where are my orders?”
“Where are my orders?”
“We tracked that campaign, right?”
“My campaigns don't make sense!”
Source Channel Campaign Revenue
Google Adwords 2017 - Brand 153K €
Google Paid Search 2017 - Cart abandoners 85K €
Gooogle Doubleclick 17 - Visited product page 82K €
GOOGLE ADWORDS Retargeting 56K €
Fun fact: UTM is an alternative to GPS
● Classification
● Nomenclature
● UTM/CID as second nature
“That 9% bounce rate is awesome!”
Start stocking up on bread
“My data doesn’t make sense!”
Product line Product Revenue
Appliances Sofas 153K €
Appliances Refrigerators 85K €
Appliances Milk, 1L 312K €
Appliances Rocket parts 474K €
“Screw IT, let's livepatch the website”
"There is no such thing
as a non-technical
digital marketer"
"But I don't know JavaScript!"
@simoahava
“The CRM guys are breathing down my neck!”
Customer ID?
Customer attributes?
LTV metrics?
“Privacy? Meh.”
Customer ID E-Mail CC Number Revenue
5e7cbf68-a31b-459a-90a5-acb9b2671e89 john.smith@gmail.com 4539 8111 5732 2472 490.90 €
2a24606e-7cdd-455e-99ce-f6cabf142385 ema.nymton@live.com 4916 8170 8691 0876 42.90 €
4ea1311c-982f-4977-b274-390ea7b8ed67 spam@anon.org 4532 1691 9443 6640 35.90 €
5e7cbf68-a31b-459a-90a5-acb9b2671e89 john.smith@gmail.com 4082 4995 5462 5480 13.90 €
“Hey guys, who’s paying that GDPR penalty?”
I dare you…
SAY "GDPR"
ONE MORE GODDAMN TIME
“But analytics is hard!”
Staying away from Hell
ICYMI: Project success factors
● Vision / leadership
● Planning
● Execution
● Culture
Solution: Vision
● Define business requirements
● Define goals, KPIs and KPI drivers
● Design a digital performance measurement plan to support KPIs
Solution: Planning
● Identify clear project phases (dev., staging, production)
● Sync up with technical agencies/vendors on dependencies
● Allow enough time in between phases to test
Solution: Execution
● Don’t just follow a technical implementation document blindly
● Agree on testing windows to validate major project phases
● Align on data quality ownership
● Regression testing is not fun but it’s required
Solution: Culture
● Get everyone to understand digital performance measurement
● Cultivate a data-driven culture
● Communicate to promote adoption
● Get support and sponsorship from higher management
Aren’t we missing
something?
You need processes to ensure data quality
“But I don’t physically have time for this!!!”
PRO TIP
BE LAZY:
AUTOMATE
Processes need to be automated
Super subtle plug for Hub’Scan
Processes need to be automated
Pages are not tagged
Analytics data does not match requirements
Punish your
front-end developer
Save time running boring audits
How many Google Analytics
accounts do you need?!
Now with GDPR audit features
And with mobile app auditing features
Thank you!
@juliencoquet
@hubscan
hub-scan.com

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Measurecamp 2018 London - Analytics Nightmares

Editor's Notes

  1. Quick interaction with audience
  2. Most times, digital analytics data is not collected into the right silo, which can lead to confusion - and sometimes panic
  3. Setting up ecommerce transaction code is easy but most times there is an issue blocking transaction measurement
  4. Setting up ecommerce transaction code is easy but most times there is an issue blocking transaction measurement
  5. Untracked campaigns means no ROI because you can’t attribute on-site behavior with a digital marketing channel. Your agency needs to know campaign tagging: the practice has been around for 15 years now
  6. Double tagging overinflates stats and breaks your bounce rate
  7. Bad data integration with ERP / product database
  8. GDPR means (among other things) complying with user acceptance of data collection
  9. When you don’t support behavioral metrics with customer-related attributes, you miss out of opportunities to generate more leads or sales via CRMs such as Salesforce, HubSpot, PipeDrive...
  10. GDPR means (among other things) complying with user acceptance of data collection
  11. GDPR means (among other things) complying with user acceptance of data collection
  12. All success factors we described need to follow a process