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When	
  analy)cs	
  projects	
  go	
  wrong	
  
Julien	
  Coquet	
  –	
  B&D	
  Group	
  
About	
  yours	
  truly	
  
                         Julien	
  COQUET	
  
                         Principal	
  Analy)cs	
  Consultant,	
  	
  
                         Business	
  &	
  Decision	
  Group	
  
                         Digital	
  Analy)cs	
  Associa)on,	
  France	
  
                         	
  
                         Other	
  job	
  )tles	
  include:	
  

     @juliencoquet	
     •     KPI	
  Therapist	
  
                         •     Implementa)on	
  Surgeon	
  
                         •     Data	
  Chiropractor	
  
                                                           	
  
@daaorg
       Digital Analytics Association
       (some time ago)	





Web analytics is the measurement, collection, analysis 
    and reporting of Web data for purposes of  	


                                      	

understanding and optimizing Web usage.
@juliencoquet	
  
Some	
  consultant	
  from	
  France	
  
(some	
  )me	
  ago)	
  




         Web Analytics is when you tell
          your clients how to fix their
         crappy (and costly) websites,	

          save the world and
      get warm and fuzzy inside!
Man plans.
God laughs.
          	

      -- Old Yiddish proverb
Quick	
  show	
  of	
  hands	
  #1:	
  

•  successful	
  analy5cs	
  projects?	
  
Quick	
  show	
  of	
  hands	
  #2:	
  

•  how	
  much	
  do	
  you	
  trust	
  your	
  data?	
  
    –  25%	
  confident	
  
    –  50%	
  confident	
  
    –  75%	
  confident	
  
    –  100%	
  confident	
  
The	
  3	
  reasons	
  why	
  
analy5cs	
  projects	
  fail	
  
Technology	
  
  People	
  
Processes	
  
      	
  
Technology	
  
  People	
  
Processes	
  
      	
  
BIG	
  DATA	
  

aka	
  the	
  same	
  recipes	
  we've	
  been	
  using	
  in	
  BI	
  for	
  
the	
  last	
  20	
  years	
  	
  
the	
  fruit	
  of	
  decades	
  of	
  IT	
  incompetence	
  and	
  
vendor	
  abuse	
  
but	
  with	
  sexier	
  dashboards	
  
and	
  a	
  gazillion	
  bytes	
  of	
  data	
  to	
  play	
  with	
  
(oh,	
  and	
  privacy	
  issues	
  too)	
  
	
  
	
  
Context	
  is	
  mandatory	
  
Rela5onships	
  provide	
  value	
  
Data quality
    is the new
conversion rate
@daaorg	

         Digital Analytics Association
         (some time ago)	





             Web analytics is the 
        measurement, collection,
         analysis and reporting 
         of Web data for purposes of  	


                                      	

understanding and optimizing Web usage.
The	
  analy5cs	
  process	
  

        KPIs	
  	
  business	
  requirements	
  

             Data	
  collec5on	
  strategy	
  


Data	
  collec5on,	
  integra5on	
  	
  segmenta5on	
  


        Datamining,	
  analysis	
  	
  insights	
  
KPIs	
  	
  business	
  requirements	
  


     Data	
  collec5on	
  strategy	
  


  Data	
  collec5on,	
  integra5on	
  
          	
  segmenta5on	
  


Datamining,	
  analysis	
  	
  insights	
  
KPIs	
  	
  business	
  requirements	
  


     Data	
  collec5on	
  strategy	
  


  Data	
  collec5on,	
  integra5on	
  
          	
  segmenta5on	
  


Datamining,	
  analysis	
  	
  insights	
  
1996
           Omniture founded	

                                                2005
     1995
                                                Google Analytics	

     Webtrends software	





1991                                2002
World's first website	

                custom variables, advanced tagging	

      1995                                                2008
      Javascript	

                                          tag management,
                1997                                      QA solutions	

                first web 'beacon'
This	
  is	
  2013	
  
 and	
  s5ll,	
  the	
  main	
  issue	
  	
  
with	
  analy5cs	
  is	
  tagging?!	
  
Sure,	
  tags	
  are	
  annoying,	
  
but	
  we	
  have	
  tag	
  management	
  
   systems	
  for	
  that,	
  right?	
  
Issues with TMSes
- Encapsulation 	

- DLS (Data Layer syndrome)
- Rule-based engines…
     	

vs performance
     	

vs exhaustivity	
  
70%	
  of	
  your	
  web	
  data	
  is	
  lost.	
  
                     Live	
  with	
  it	
  
         …	
  or	
  make	
  correc5ons.	
  



Source: Hub'Scan, ObservePoint
Geng	
  website	
  tagging	
  up	
  and	
  running	
  
  can	
  take	
  lots	
  of	
  5me	
  on	
  large	
  web	
  proper5es	
  

120000	


100000	


 80000	


 60000	


 40000	


 20000	


      0	




             Number of pages	

      Number of correctly tagged pages	


                       Source: Brian Clifton Advanced Web Metrics
Tagging	
  quality	
  loss	
  is	
  inevitable	
  
160000	

           for	
  fast	
  moving	
  sites	
  
140000	

120000	

100000	

 80000	

 60000	

 40000	

 20000	

      0	




             Number of pages	

      Number of correctly tagged pages	


                      Source: Brian Clifton Advanced Web Metrics
We	
  need	
  more	
  tools	
  
   to	
  validate	
  data	
  
  captured	
  by	
  tools	
  
    we	
  don't	
  trust	
  
Volume and robustness	

                                                  Scanner	

                   10	




                      9	




                      8	

                                    Browsers	

                      7	


                                                                                      Hub'Scan	

                      6	

                                                                                      ObservePoint	

                      5	

                                                            WASP	

                      4	

                                                                                      Maxamine	

                                                                                      DigitalPulse	

                      3	

                                                                                      AnalyticsScanner	

                      2	

                                                            ScanGA	


                      1	

                          Crawlers	

                      0	

                             0	

     2	

   4	

   6	

   8	

   10	

       12
Goals	
  for	
  analy5cs	
  QA	
  

Check	
  for:	
  
-­‐	
  tag	
  presence	
  and	
  execu5on	
  
-­‐	
  tag	
  compliance	
  with	
  business	
  values	
  
	
  
Evolu5on	
  of	
  QA	
  over	
  5me	
  
Consistency	
  of	
  tagging	
  QA	
  
Consistency	
  of	
  tagging	
  QA	
  
Fix	
  your	
  tagging	
  
Restore	
  confidence	
  in	
  data	
  
             Analyze	
  
            Op5mize	
  
              Profit!	
  
Which type
 are you?
Technology	
  
  People	
  
Processes	
  
      	
  
People	
  

•  Not	
  enough	
  
•  Not	
  qualified	
  
•  Not	
  enough	
  internal	
  sponsorship	
  
•  The	
  HiPPO	
  syndrome	
  
HiPPOs	
  ?	
  


Highest	

Paid 	

Person's	

Opinion
HiPPOs	
  are	
  cute	
  
HiPPOs	
  can	
  be	
  very	
  annoying	
  
People:	
  Solu5ons	
  

•    Evangelize	
  
•    Train	
  
•    Coach	
  
•    Promote	
  /	
  incen5vize	
  
Technology	
  
  People	
  
Processes	
  
      	
  
Processes	
  

•  No	
  incen5ve	
  for	
  op5miza5on	
  
•  No	
  one	
  realizes	
  they	
  receive	
  automated	
  reports	
  

•  What	
  processes?	
  
Processes:	
  solu5ons	
  

•  Define	
  workflow	
  
•  Define	
  internal	
  repor5ng	
  on…	
  repor5ng	
  

•  Define	
  penal5es	
  

•  Incen5vize	
  
Thank you
for your attention	

     About Hub'Scan:
 http://www.hub-scan.com

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2013 01-23 when analytics projects go wrong

  • 1. When  analy)cs  projects  go  wrong   Julien  Coquet  –  B&D  Group  
  • 2. About  yours  truly   Julien  COQUET   Principal  Analy)cs  Consultant,     Business  &  Decision  Group   Digital  Analy)cs  Associa)on,  France     Other  job  )tles  include:   @juliencoquet   •  KPI  Therapist   •  Implementa)on  Surgeon   •  Data  Chiropractor    
  • 3. @daaorg Digital Analytics Association (some time ago) Web analytics is the measurement, collection, analysis and reporting of Web data for purposes of understanding and optimizing Web usage.
  • 4. @juliencoquet   Some  consultant  from  France   (some  )me  ago)   Web Analytics is when you tell your clients how to fix their crappy (and costly) websites, save the world and get warm and fuzzy inside!
  • 5. Man plans. God laughs. -- Old Yiddish proverb
  • 6. Quick  show  of  hands  #1:   •  successful  analy5cs  projects?  
  • 7. Quick  show  of  hands  #2:   •  how  much  do  you  trust  your  data?   –  25%  confident   –  50%  confident   –  75%  confident   –  100%  confident  
  • 8. The  3  reasons  why   analy5cs  projects  fail  
  • 9. Technology   People   Processes    
  • 10. Technology   People   Processes    
  • 11. BIG  DATA   aka  the  same  recipes  we've  been  using  in  BI  for   the  last  20  years     the  fruit  of  decades  of  IT  incompetence  and   vendor  abuse   but  with  sexier  dashboards   and  a  gazillion  bytes  of  data  to  play  with   (oh,  and  privacy  issues  too)      
  • 12.
  • 13. Context  is  mandatory   Rela5onships  provide  value  
  • 14. Data quality is the new conversion rate
  • 15. @daaorg Digital Analytics Association (some time ago) Web analytics is the measurement, collection, analysis and reporting of Web data for purposes of understanding and optimizing Web usage.
  • 16. The  analy5cs  process   KPIs    business  requirements   Data  collec5on  strategy   Data  collec5on,  integra5on    segmenta5on   Datamining,  analysis    insights  
  • 17. KPIs    business  requirements   Data  collec5on  strategy   Data  collec5on,  integra5on    segmenta5on   Datamining,  analysis    insights  
  • 18. KPIs    business  requirements   Data  collec5on  strategy   Data  collec5on,  integra5on    segmenta5on   Datamining,  analysis    insights  
  • 19. 1996 Omniture founded 2005 1995 Google Analytics Webtrends software 1991 2002 World's first website custom variables, advanced tagging 1995 2008 Javascript tag management, 1997 QA solutions first web 'beacon'
  • 20. This  is  2013   and  s5ll,  the  main  issue     with  analy5cs  is  tagging?!  
  • 21. Sure,  tags  are  annoying,   but  we  have  tag  management   systems  for  that,  right?  
  • 22. Issues with TMSes - Encapsulation - DLS (Data Layer syndrome) - Rule-based engines… vs performance vs exhaustivity  
  • 23. 70%  of  your  web  data  is  lost.   Live  with  it   …  or  make  correc5ons.   Source: Hub'Scan, ObservePoint
  • 24.
  • 25. Geng  website  tagging  up  and  running   can  take  lots  of  5me  on  large  web  proper5es   120000 100000 80000 60000 40000 20000 0 Number of pages Number of correctly tagged pages Source: Brian Clifton Advanced Web Metrics
  • 26. Tagging  quality  loss  is  inevitable   160000 for  fast  moving  sites   140000 120000 100000 80000 60000 40000 20000 0 Number of pages Number of correctly tagged pages Source: Brian Clifton Advanced Web Metrics
  • 27. We  need  more  tools   to  validate  data   captured  by  tools   we  don't  trust  
  • 28.
  • 29. Volume and robustness Scanner 10 9 8 Browsers 7 Hub'Scan 6 ObservePoint 5 WASP 4 Maxamine DigitalPulse 3 AnalyticsScanner 2 ScanGA 1 Crawlers 0 0 2 4 6 8 10 12
  • 30. Goals  for  analy5cs  QA   Check  for:   -­‐  tag  presence  and  execu5on   -­‐  tag  compliance  with  business  values    
  • 31. Evolu5on  of  QA  over  5me  
  • 34. Fix  your  tagging   Restore  confidence  in  data   Analyze   Op5mize   Profit!  
  • 36. Technology   People   Processes    
  • 37. People   •  Not  enough   •  Not  qualified   •  Not  enough  internal  sponsorship   •  The  HiPPO  syndrome  
  • 38. HiPPOs  ?   Highest Paid Person's Opinion
  • 40. HiPPOs  can  be  very  annoying  
  • 41. People:  Solu5ons   •  Evangelize   •  Train   •  Coach   •  Promote  /  incen5vize  
  • 42. Technology   People   Processes    
  • 43. Processes   •  No  incen5ve  for  op5miza5on   •  No  one  realizes  they  receive  automated  reports   •  What  processes?  
  • 44. Processes:  solu5ons   •  Define  workflow   •  Define  internal  repor5ng  on…  repor5ng   •  Define  penal5es   •  Incen5vize  
  • 45. Thank you for your attention About Hub'Scan: http://www.hub-scan.com