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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.
CRM 
DIGITAL 
ANALYTICS 
BIG 
DATA BUSINESS 
INTELLIGENCE 
SOCIAL 
MEDIA 
CALL CENTERS 
MORE 
SOURCES 
converts your traffic into business eMetrics Boston 2014 - © 2013-2014 Hub’Scan Inc.
ORGANIC 
SEARCH 
NEWSLETTER 
SIGNUP 
TARGETED 
EMAILS 
CREATES 
PROFILE 
CRM GETS CALLED 
VISITS 
PHYSICAL 
STORE 
MORE SITE 
TOUCHPOINTS 
CUSTOMER 
VALUE CHAIN 
converts your traffic into business eMetrics Boston 2014 - © 2013-2014 Hub’Scan Inc.
CRM 
DIGITAL 
ANALYTICS 
SOCIAL 
MEDIA 
WRONG 
DATA BUSINESS 
INTELLIGENCE 
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.
SO HOW DO WE FIX THIS? 
• Tagging plan 
• Deployment processes 
• Quality assurance processes 
converts your traffic into business eMetrics Boston 2014 - © 2013-2014 Hub’Scan Inc.
TAGGING PLAN BEST PRACTICES 
• 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 
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.
DEPLOYMENT METHODS 
• In-page tags 
• Using a tag management 
converts your traffic into business eMetrics Boston 2014 - © 2013-2014 Hub’Scan Inc.
DEPLOYMENT BEST PRACTICES 
• 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 
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.
HANDLING NEW CONTENT 
• Make sure new content 
gets tagged 
• Make sure it is consistent with 
your tagging plan 
• Make room for new tags… 
• … or removing old tags 
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.
QUALITY ASSURANCE PROCESSES 
• 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) 
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.
HUB’SCAN EX 
• 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. 
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 
TARGETED 
EMAILS 
CREATES 
PROFILE 
CRM GETS CALLED 
VISITS 
PHYSICAL 
STORE 
MORE SITE 
TOUCHPOINTS 
CUSTOMER 
VALUE CHAIN 
converts your traffic into business eMetrics Boston 2014 - © 2013-2014 Hub’Scan Inc.
CRM 
DIGITAL 
ANALYTICS 
SOCIAL 
MEDIA 
QUALITY 
BIG DATA BUSINESS 
INTELLIGENCE 
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.
converts your traffic into business eMetrics Boston 2014 - © 2013-2014 Hub’Scan Inc.

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Why big data needs good digital analytics data

  • 1. Julien COQUET VP Product Management & Chief Evangelist Tag Therapist converts your traffic into business eMetrics Boston 2014 - © 2013-2014 Hub’Scan Inc.
  • 2. Why Big Data Needs Quality Data converts your traffic into business eMetrics Boston 2014 - © 2013-2014 Hub’Scan Inc.
  • 3. “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.
  • 4. CRM DIGITAL ANALYTICS BIG DATA BUSINESS INTELLIGENCE SOCIAL MEDIA CALL CENTERS MORE SOURCES converts your traffic into business eMetrics Boston 2014 - © 2013-2014 Hub’Scan Inc.
  • 5. ORGANIC SEARCH NEWSLETTER SIGNUP TARGETED EMAILS CREATES PROFILE CRM GETS CALLED VISITS PHYSICAL STORE MORE SITE TOUCHPOINTS CUSTOMER VALUE CHAIN converts your traffic into business eMetrics Boston 2014 - © 2013-2014 Hub’Scan Inc.
  • 6. CRM DIGITAL ANALYTICS SOCIAL MEDIA WRONG DATA BUSINESS INTELLIGENCE CALL CENTERS MORE SOURCES converts your traffic into business eMetrics Boston 2014 - © 2013-2014 Hub’Scan Inc.
  • 7. Wrong Data leads to Wrong Decisions converts your traffic into business eMetrics Boston 2014 - © 2013-2014 Hub’Scan Inc.
  • 8. 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.
  • 9. IT BOILS DOWN TO TAGS insert analytics vendor name(s) here converts your traffic into business eMetrics Boston 2014 - © 2013-2014 Hub’Scan Inc.
  • 10. 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.
  • 11. IT’S NOT ABOUT TAGS, IT’S ABOUT DATA converts your traffic into business eMetrics Boston 2014 - © 2013-2014 Hub’Scan Inc.
  • 12. IT’S NOT ABOUT TAGS, IT’S ABOUT DATA converts your traffic into business eMetrics Boston 2014 - © 2013-2014 Hub’Scan Inc.
  • 13. SO HOW DO WE FIX THIS? • Tagging plan • Deployment processes • Quality assurance processes converts your traffic into business eMetrics Boston 2014 - © 2013-2014 Hub’Scan Inc.
  • 14. TAGGING PLAN BEST PRACTICES • 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 converts your traffic into business eMetrics Boston 2014 - © 2013-2014 Hub’Scan Inc.
  • 15. EXPERT OPINION converts your traffic into business eMetrics Boston 2014 - © 2013-2014 Hub’Scan Inc.
  • 16. DEPLOYMENT METHODS • In-page tags • Using a tag management converts your traffic into business eMetrics Boston 2014 - © 2013-2014 Hub’Scan Inc.
  • 17. DEPLOYMENT BEST PRACTICES • 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 converts your traffic into business eMetrics Boston 2014 - © 2013-2014 Hub’Scan Inc.
  • 18. 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.
  • 19. HANDLING NEW CONTENT • Make sure new content gets tagged • Make sure it is consistent with your tagging plan • Make room for new tags… • … or removing old tags converts your traffic into business eMetrics Boston 2014 - © 2013-2014 Hub’Scan Inc.
  • 20. EXPERT OPINION converts your traffic into business eMetrics Boston 2014 - © 2013-2014 Hub’Scan Inc.
  • 21. QUALITY ASSURANCE PROCESSES • 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) converts your traffic into business eMetrics Boston 2014 - © 2013-2014 Hub’Scan Inc.
  • 22. 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.
  • 23. HUB’SCAN EX converts your traffic into business eMetrics Boston 2014 - © 2013-2014 Hub’Scan Inc.
  • 24. HUB’SCAN EX • 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. converts your traffic into business eMetrics Boston 2014 - © 2013-2014 Hub’Scan Inc.
  • 25. HUB’SCAN converts your traffic into business eMetrics Boston 2014 - © 2013-2014 Hub’Scan Inc.
  • 26. ORGANIC SEARCH NEWSLETTER SIGNUP TARGETED EMAILS CREATES PROFILE CRM GETS CALLED VISITS PHYSICAL STORE MORE SITE TOUCHPOINTS CUSTOMER VALUE CHAIN converts your traffic into business eMetrics Boston 2014 - © 2013-2014 Hub’Scan Inc.
  • 27. CRM DIGITAL ANALYTICS SOCIAL MEDIA QUALITY BIG DATA BUSINESS INTELLIGENCE CALL CENTERS MORE SOURCES converts your traffic into business eMetrics Boston 2014 - © 2013-2014 Hub’Scan Inc.
  • 28. Big Data needs Quality Data to make Good Decisions converts your traffic into business eMetrics Boston 2014 - © 2013-2014 Hub’Scan Inc.
  • 29. 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.
  • 30. converts your traffic into business eMetrics Boston 2014 - © 2013-2014 Hub’Scan Inc.