Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Superweek 2018 julien coquet - analytics nightmares

1,062 views

Published on

Like most digital marketing projects, digital analytics projects suffer from a lack of vision and planning. This leads to poorly executed projects that yield poor results. Sometimes, analytics become a concern after a new manager arrives, only to discover how bad things turned out! Renowned digital analytics expert Julien Coquet shares stories about the worse analytics situations he ever encountered - along with simple yet effective solutions to these problems.

Published in: Data & Analytics

Superweek 2018 julien coquet - analytics nightmares

  1. 1. Analytics Nightmares Customer stories from Hell - and how to prevent them Superweek 2K18
  2. 2. • @juliencoquet • Industry veteran • Expert consultant, evangelist, speaker, author • VP, Product Management @ Hub’Scan • Mentor for team of 30+ consultants at Business & Decision / Orange Speaker bio - Julien Coquet
  3. 3. Quick show of hands Have you ever run a digital analytics project from start to finish successfully?
  4. 4. Project success factors ● Vision / leadership ● Planning ● Execution ● Culture
  5. 5. Examples from Digital Analytics Hell
  6. 6. “My reports are empty!” Test phase Go live
  7. 7. “Where are my orders?”
  8. 8. “Where are my orders?”
  9. 9. “We tracked that campaign, right?” 2018 edition!
  10. 10. “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 €
  11. 11. Fun fact: UTM is an alternative to GPS ● Classification ● Nomenclature ● UTM/CID systemization
  12. 12. “That 9% bounce rate is awesome!”
  13. 13. Start stocking up on bread
  14. 14. “My data doesn’t make sense!” Product line Product Revenue Appliances Sofas 153K € Appliances Refrigerators 85K € Appliances Milk, 1L 312K € Appliances Rocket parts 474K €
  15. 15. “Screw IT, let's livepatch the website”
  16. 16. "There is no such thing as a non-technical digital marketer" "But I don't know JavaScript!" @simoahava
  17. 17. “The CRM guys are breathing down my neck!” Customer ID? Customer attributes? LTV metrics?
  18. 18. “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 €
  19. 19. “Hey guys, who’s paying that GDPR penalty?”
  20. 20. “But analytics is hard!”
  21. 21. Staying away from Hell
  22. 22. ICYMI: Project success factors ● Vision / leadership ● Planning ● Execution ● Culture
  23. 23. Solution: Vision ● Define business requirements ● Define goals, KPIs and KPI drivers ● Design a digital performance measurement plan to support KPIs
  24. 24. 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
  25. 25. 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
  26. 26. 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
  27. 27. Aren’t we missing something?
  28. 28. You need processes to ensure data quality
  29. 29. “But I don’t physically have time for this!!!”
  30. 30. PRO TIP BE LAZY: AUTOMATE
  31. 31. Processes need to be automated Super subtle plug for Hub’Scan
  32. 32. 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?! Super subtle plug for Hub’Scan
  33. 33. Now with GDPR audit features
  34. 34. Thank you! @juliencoquet @hubscan hub-scan.com

×