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Bring order to your tagging chaos
with data quality assurance
Julien Coquet - VP Product & Chief Evangelist @ Hub’Scan
eMetrics San Francisco 2015
About Hub’Scan
- A digital analytics quality assurance company
- Based in Boston
- Corporate member of the DAA
- Nominated for DAA Excellence Award
About yours truly
- Digital analytics veteran
- Implementation specialist
- Level 80 Tag Warrior
- Keeper of the One True Tagging Plan
A common schema for analytics
Data collection ▸ Reporting ▸ Analysis ▸ Optimization
Yes, we’re still using tech that’s 20 years old
As a consultant, I’ve seen it all.
And some of it cannot be unseen.
Analytics nightmares
Lack of structure or specification
Lack of communication between teams
Lots of time spent doing QA
Analysts turned into debuggers
Blaming IT does not solve problems
Analytics solutions don’t provide QA
SAMPLED TAG AUDIT
EXHAUSTIVE TAG AUDIT
“I thought tag management could
automagically guarantee data collection?”
Tag management is not a miracle cure
It’s chicken soup for your tags
Business IT
Specification Specify data collection plan Translates into tagging plan
Implementation Gets data and reports Deploys tags manually or via TMS
Quality assurance Verify data Verify tagging
Evolution Update tagging plan Update tags
Business IT
Specification Specify data collection plan Translates into tagging plan
Implementation Gets data and reports Deploys tags manually or via TMS
Quality assurance Verify data Verify tagging
Evolution Update tagging plan Update tags
Wasted resources : time & money
Wasted talent
Digital analysts are being

used as tag custodians,

not data scientists
It’s time for business processes
Address your data ecosystem
BIG
DATA
BUSINESS
INTELLIGENCE
CRM
DIGITAL
ANALYTICS
SOCIAL
MEDIA
CALL CENTERS
MORE
SOURCES
Address all analytics phases
Acquisition ▸ Behavior ▸ Conversion
Focus on data, not tags
• Don’t just collect data
• Collect the right data
• Make data comply to your tagging plan
Business case: Peugeot
• 1800+ automotive websites
• Migrated from Sophus to GA Premium
• Global deployment of digital marketing tags
• Distrust in data due to poorly executed implementations
Business case: Peugeot
With Hub’Scan, PSA was able to
• reduce tagging QA time from months to hours
• facilitate collaboration between marketing and IT
• certify conversion measurement
• restore faith in data through quality
Improve acquisition, behaviour & conversion
Reduce TTM,TCO and COS
Boost volume of visitors
Boost business conversion
Hub’Scan EX
Demos, free trials and MOAR?
- BOOTH #612 (can’t miss it)
- Get your Summit game card tagged
- Goodies
- A chance to win a seat at the DAA Gala on Apr. 1st
- French accents
Thank you!
Hub’Scan - @hubscan
Julien Coquet - @juliencoquet
Scans entire websites

for digital marketing tags
Hub’Scan EX
Manages tagging plans
& data quality
Hub’Scan EX
Supports most TMS platforms
(tag management systems)
Hub’Scan EX
TMS data layer validation
Hub’Scan EX
Checks your website against

50+ SEO best practices
Hub’Scan EX
Replays key user journeys
Hub’Scan EX
User-friendly & responsive
Hub’Scan EX
Full-featured developer API
Hub’Scan EX
Can’t find your tag in our library?
Add it yourself in a couple clicks!
Hub’Scan EX
Cookie audit
Hub’Scan EX
Custom performance dashboards
Hub’Scan EX
Correlates data quality
with conversion rate
Hub’Scan EX
Benchmarks your data quality
versus competitors
Hub’Scan EX
TIME TO MARKET
Automate your tag audits

& save thousands of dollars!
DATA LAYERS
We ensure that your TMS fires the

right tags with the right values
CAMPAIGNS
Hub’ScanEX lets you scan and monitor

fully custom tags
COST OF OWNERSHIP
Reduce your TCO by getting the most of your
investments in traffic acquisition & digital
analytics

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Hub'Scan - Bring order to your tagging chaos with data quality assurance - Julien Coquet

Editor's Notes

  1. [Thank Jim]
  2. [Thank Jim] 1995 - JS for half my life
  3. Kitchen nightmares have it easy I have seen things that cannot be unseen
  4. Lack of maintenance leads to irrelevant data
  5. Lack of structure means data may not meet business objectives
  6. Because in the end you’ll get reports and dashboards but they may not provide any insights because they’re flawed.
  7. In all seriousness…
  8. We need a structuring methodology
  9. Run quality assurance for all phases
  10. Backup