2013 01-23 when analytics projects go wrong

•

2 likes•750 views

Julien Coquet

This presentation by Julien Coquet at Superweek 2013 describes the common errors in digital analytics projects.

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

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

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

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

Fix
your
tagging

Restore
conﬁdence
in
data

Analyze

Op5mize

Proﬁt!

People

•  Not
enough

•  Not
qualiﬁed

•  Not
enough
internal
sponsorship

•  The
HiPPO
syndrome

HiPPOs
?

Highest

Paid

Person's

Opinion

People:
Solu5ons

•  Evangelize

•  Train

•  Coach

•  Promote
/
incen5vize

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

[French] La mesure de la performance digitale et de la conversion peuvent sembler naturel ou même évidents et faciles à mettre en œuvre mais c’est loin d’être le cas. Trop souvent, des problèmes d’installation, de configuration et d’utilisation des outils comme Google Analytics conduisent à de graves erreurs de prise de décision ou d’investissement. Dans cette présentation, Julien Coquet partage des scénarios catastrophes analytics, comment les corriger et surtout les prévenir pour pouvoir mesurer sa performance et optimiser sereinement son activité digitale.

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

Why big data needs good digital analytics data

Julien Coquet

In this presentation, Julien Coquet, VP of Product Management and Chief Evangelist at Hub’Scan, takes you through analytics and big data pitfalls and how they can be avoided and prevented. Big Data is driven by multiple, heterogenous sources that hardly ever get checked for quality. This skews reporting and any decision making process linked to underlying data. When digital data points become legion, measurement strategies need to be structured and analytics tags need to be tamed. Julien shares best practices for achieving optimal digital analytics data quality, from tagging strategies to automating quality assurance processes with cutting-edge solutions such as Hub’Scan.

Tag Management Is Not A Miracle Cure

Julien Coquet

Tag Management is the latest craze in digital analytics implementations. It's supposed to change the way we deploy analytics/tracking capabilities and yet, success is not guaranteed. In this presentation originally given at Superweek 2014 in Hungary, digital analytics expert Julien Coquet details where tag management systems (TMS) fail their end users. Julien also presents best practices on how to deploy of tags via a TMS. About Julien Coquet: Julien is a digital analytics expert, consultant and evangelist. A veteran of digital performance measurement, Julien assists companies with their online analytics strategies by translating business requirements into measurable goals and key performance indicators into actionable reports - and more!

Julien coquet eMetrics stockholm 2012

Julien Coquet

Very few analytics initiatives are rolled out without problems: definition, management sponsorship, tagging, quality, third-party agencies just to name a few! Even though it is easier to fail on the Web, many important lessons are ignored or overlooked. This presentation is based on 15 years of experience in web analytics project management and shows all-too-common technical pitfalls your company can avoid to launch a successful website with top-notch measurement. Among many things that can go wrong, Julien Coquet points out areas of analytics implementation you should pay special attention to if you are serious about measuring your online performance.

5 Steps to Measure Lead-to-Cash Performance [Webinar]

G3 Communications

Firms that manage by metrics report better alignment between sales and marketing, accelerated pipeline performance and deeper insights into ROI and other key performance areas. Key areas of measurement include web metrics, funnel metrics, as well as opportunity and revenue reporting. With investments in demand generation programs on the rise, this webinar will provide insights into how BtoB organizations can better analyze and track how the leads they are generating are converting to closed business.

How much time do you spend mashing up web analytics data vs. looking for data insights? Your Analytics Site automates the data extraction form multiple marketing channels, including WebTrends, Google Analytics, Twitter, YouTube, Slideshare and Flickr with more be added. Each dashboard is customized to satisfy each clients specific business needs. What you get, one cohesive, actionable and visually interactive reporting mechanism for your all your analytics.

Geniushive- Ruby on Rails

Geniushive Inc

Dashlane Mission Teams

Dashlane

6 Areas Of Focus to Maximize the Success of Your Digital Marketing Analytics ...Webtrends

Google Analytics for Developers: GTUG KL Edition

Vinoaj Vijeyakumaar

Webinar: SAP BW Dinosaur to Agile Analytics Powerhouse

Agilexi

Organisations who can quickly harness their corporate data to make optimum decisions will outperform their competitors. Use the corporate data in your SAP Business Warehouse to create significant business value and competitive advantage for your organisation. View this webinar presentation to learn about: • The business imperative to go analytics directly with SAP BW • How you can rapidly, and at low cost, turn SAP BW into an analytics powerhouse • Comprehensive and market leading integration of SAP BW with TIBCO Spotfire Analytics See how SAP BW can be used to deliver analytics at speed and power not seen before. Empower your business and delighting your users beautifully presented insights. The webinar can be viewed online at: http://bit.ly/sapbwanalytics1

Hub16: Why Bespoke Supply Chain Analytics?

Anaplan

Who wouldn’t prefer to wear a custom-tailored suit over something bought off the rack? Especially if it can be had for the same price, or even cheaper? In much the same way, we find that companies have a taste for supply chain analytics that are carefully tailored to their own business, quirks and all. In this talk we will discuss supply chain analytics broadly, provide some examples, and then address conditions when a custom approach to creating a supply chain decision support tool makes good sense.

Big Data for the CMOBruno Aziza

Conversion conference london nov 2011 - multi channel testing - craig sullivan

Craig Sullivan

Product Management 101 for Data and Analytics

Ravi Padaki

More Test&Target – Less Time and Money

Ensighten

Test & Target is a phenomenal marketing tool but it is notoriously difficult to deploy and use effectively. Marketing organizations are excited by its potential but then spend countless hours and consulting dollars trying to get it to work. In this educational one-hour session, former Adobe product optimization gurus will share how Ensighten can help you get the most from your Test & Target investment. • Simplify and reduce deployment costs – Ensighten has the technology, techniques, and deep domain expertise to make deployment a breeze • Reduce testing costs - Run more tests at less cost with greater testing control that allows you to turn tests on and off more quickly • Enhance functionality – Ensighten has developed and field-tested a number of templates and other techniques that make even complex tasks simple

Choosing an Analytics ProductEnlighten

Think Big Analytics AWS for Financial ServicesAmazon Web Services

Why Embracing Digital Transformation Keeps Manufacturers Ahead of the Competi...

Microsoft Advanced Analytics and Internet of Things

With shrinking production cycles, increasing demand for customized products, and a growing skills gap in the workforce, there are many pressures affecting the manufacturing industry. Technology offers many potential solutions, along with its own set of changes and challenges, including data overload. Advanced analytics solutions can help address these issues. Some enterprises are already reaping the benefits, like automated supply chains and predictive maintenance, but often it’s unclear where to begin. Learn how manufacturing analytics solutions can improve core production and supply chain operations like quality assurance and inventory optimization. With the right approach and tools, and using your existing technology investments, you can uncover potential insights and solutions in the information you already have.

Lean Startup Tools for Scrum Product Owners

TechWell

In just a few years, the Lean Startup movement has gained influence by promoting a powerful but simple agile product management toolset—one that complements agile software development approaches such as Scrum and kanban. Arlen Bankston explores the tools and techniques product owners at startup companies and others are employing today for project visioning, experimental design, evaluating new feature impact, prototyping, split testing, and gaining early customer feedback. He demonstrates tools like Google Analytics and reveals where to find and how to exploit "pirate metrics." With case studies, Arlen illustrates how these approaches have been applied on large and small projects. Because the Scrum Product Owner role is often oversimplified yet difficult to execute well, these techniques have been welcomed in organizations ranging from Silicon Valley startups to the US government and its contractors. Join Arlen and add your name to the list!

Analytics Tune Up! Insights and methods to achieve a manageable approach to...

Brian Alpert

The Role of AI and Automation

mcoello

Search y 2019 cauchemars analytics

Julien Coquet

Analytics Matters - LOOP Riga 2018

Julien Coquet

Similar to 2013 01-23 when analytics projects go wrong

Emetrics - Oct 19 2011 - New York - X channel optimisationCraig Sullivan

Run IT as Business Meetup self-service BIMark Wu

Open Analytics DC April 2012 Meetupikanow

Faster Ways To Data Insights

Your Analytics Site

Geniushive- Ruby on Rails

Geniushive Inc

Dashlane Mission Teams

Dashlane

6 Areas Of Focus to Maximize the Success of Your Digital Marketing Analytics ...Webtrends

Google Analytics for Developers: GTUG KL Edition

Vinoaj Vijeyakumaar

Webinar: SAP BW Dinosaur to Agile Analytics Powerhouse

Agilexi

Hub16: Why Bespoke Supply Chain Analytics?

Anaplan

Big Data for the CMOBruno Aziza

Conversion conference london nov 2011 - multi channel testing - craig sullivan

Craig Sullivan

Product Management 101 for Data and Analytics

Ravi Padaki

More Test&Target – Less Time and Money

Ensighten

Choosing an Analytics ProductEnlighten

Think Big Analytics AWS for Financial ServicesAmazon Web Services

Why Embracing Digital Transformation Keeps Manufacturers Ahead of the Competi...

Microsoft Advanced Analytics and Internet of Things

Lean Startup Tools for Scrum Product Owners

TechWell

Analytics Tune Up! Insights and methods to achieve a manageable approach to...

Brian Alpert

The Role of AI and Automation

mcoello

Similar to 2013 01-23 when analytics projects go wrong (20)

Emetrics - Oct 19 2011 - New York - X channel optimisation

Run IT as Business Meetup self-service BI

Open Analytics DC April 2012 Meetup

Faster Ways To Data Insights

Geniushive- Ruby on Rails

Dashlane Mission Teams

6 Areas Of Focus to Maximize the Success of Your Digital Marketing Analytics ...

Google Analytics for Developers: GTUG KL Edition

Webinar: SAP BW Dinosaur to Agile Analytics Powerhouse

Hub16: Why Bespoke Supply Chain Analytics?

Big Data for the CMO

Conversion conference london nov 2011 - multi channel testing - craig sullivan

Product Management 101 for Data and Analytics

More Test&Target – Less Time and Money

Choosing an Analytics Product

Think Big Analytics AWS for Financial Services

Why Embracing Digital Transformation Keeps Manufacturers Ahead of the Competi...

Lean Startup Tools for Scrum Product Owners

Analytics Tune Up! Insights and methods to achieve a manageable approach to...

The Role of AI and Automation

Recently uploaded

20240607 QFM018 Elixir Reading List May 2024

Matthew Sinclair

Why You Should Replace Windows 11 with Nitrux Linux 3.5.0 for enhanced perfor...

SOFTTECHHUB

The choice of an operating system plays a pivotal role in shaping our computing experience. For decades, Microsoft's Windows has dominated the market, offering a familiar and widely adopted platform for personal and professional use. However, as technological advancements continue to push the boundaries of innovation, alternative operating systems have emerged, challenging the status quo and offering users a fresh perspective on computing. One such alternative that has garnered significant attention and acclaim is Nitrux Linux 3.5.0, a sleek, powerful, and user-friendly Linux distribution that promises to redefine the way we interact with our devices. With its focus on performance, security, and customization, Nitrux Linux presents a compelling case for those seeking to break free from the constraints of proprietary software and embrace the freedom and flexibility of open-source computing.

The Art of the Pitch: WordPress Relationships and Sales

Laura Byrne

Clients don’t know what they don’t know. What web solutions are right for them? How does WordPress come into the picture? How do you make sure you understand scope and timeline? What do you do if sometime changes? All these questions and more will be explored as we talk about matching clients’ needs with what your agency offers without pulling teeth or pulling your hair out. Practical tips, and strategies for successful relationship building that leads to closing the deal.

FIDO Alliance Osaka Seminar: Passkeys at Amazon.pdf

FIDO Alliance

GraphRAG is All You need? LLM & Knowledge Graph

Guy Korland

Guy Korland, CEO and Co-founder of FalkorDB, will review two articles on the integration of language models with knowledge graphs. 1. Unifying Large Language Models and Knowledge Graphs: A Roadmap. https://arxiv.org/abs/2306.08302 2. Microsoft Research's GraphRAG paper and a review paper on various uses of knowledge graphs: https://www.microsoft.com/en-us/research/blog/graphrag-unlocking-llm-discovery-on-narrative-private-data/

Elizabeth Buie - Older adults: Are we really designing for our future selves?

Nexer Digital

Communications Mining Series - Zero to Hero - Session 1

DianaGray10

This session provides introduction to UiPath Communication Mining, importance and platform overview. You will acquire a good understand of the phases in Communication Mining as we go over the platform with you. Topics covered: • Communication Mining Overview • Why is it important? • How can it help today’s business and the benefits • Phases in Communication Mining • Demo on Platform overview • Q/A

SAP Sapphire 2024 - ASUG301 building better apps with SAP Fiori.pdf

Peter Spielvogel

Building better applications for business users with SAP Fiori. • What is SAP Fiori and why it matters to you • How a better user experience drives measurable business benefits • How to get started with SAP Fiori today • How SAP Fiori elements accelerates application development • How SAP Build Code includes SAP Fiori tools and other generative artificial intelligence capabilities • How SAP Fiori paves the way for using AI in SAP apps

Generative AI Deep Dive: Advancing from Proof of Concept to Production

Aggregage

The Future of Platform Engineering

Jemma Hussein Allen

GraphSummit Singapore | The Art of the Possible with Graph - Q2 2024

Neo4j

Encryption in Microsoft 365 - ExpertsLive Netherlands 2024

Albert Hoitingh

By Design, not by Accident - Agile Venture Bolzano 2024

Pierluigi Pugliese

GraphSummit Singapore | Graphing Success: Revolutionising Organisational Stru...

Neo4j

Sudheer Mechineni, Head of Application Frameworks, Standard Chartered Bank Discover how Standard Chartered Bank harnessed the power of Neo4j to transform complex data access challenges into a dynamic, scalable graph database solution. This keynote will cover their journey from initial adoption to deploying a fully automated, enterprise-grade causal cluster, highlighting key strategies for modelling organisational changes and ensuring robust disaster recovery. Learn how these innovations have not only enhanced Standard Chartered Bank’s data infrastructure but also positioned them as pioneers in the banking sector’s adoption of graph technology.

Free Complete Python - A step towards Data Science

RinaMondal9

LF Energy Webinar: Electrical Grid Modelling and Simulation Through PowSyBl -...

DanBrown980551

Do you want to learn how to model and simulate an electrical network from scratch in under an hour? Then welcome to this PowSyBl workshop, hosted by Rte, the French Transmission System Operator (TSO)! During the webinar, you will discover the PowSyBl ecosystem as well as handle and study an electrical network through an interactive Python notebook. PowSyBl is an open source project hosted by LF Energy, which offers a comprehensive set of features for electrical grid modelling and simulation. Among other advanced features, PowSyBl provides: - A fully editable and extendable library for grid component modelling; - Visualization tools to display your network; - Grid simulation tools, such as power flows, security analyses (with or without remedial actions) and sensitivity analyses; The framework is mostly written in Java, with a Python binding so that Python developers can access PowSyBl functionalities as well. What you will learn during the webinar: - For beginners: discover PowSyBl's functionalities through a quick general presentation and the notebook, without needing any expert coding skills; - For advanced developers: master the skills to efficiently apply PowSyBl functionalities to your real-world scenarios.

Climate Impact of Software Testing at Nordic Testing Days

Kari Kakkonen

My slides at Nordic Testing Days 6.6.2024 Climate impact / sustainability of software testing discussed on the talk. ICT and testing must carry their part of global responsibility to help with the climat warming. We can minimize the carbon footprint but we can also have a carbon handprint, a positive impact on the climate. Quality characteristics can be added with sustainability, and then measured continuously. Test environments can be used less, and in smaller scale and on demand. Test techniques can be used in optimizing or minimizing number of tests. Test automation can be used to speed up testing.

Observability Concepts EVERY Developer Should Know -- DeveloperWeek Europe.pdf

Paige Cruz

Monitoring and observability aren’t traditionally found in software curriculums and many of us cobble this knowledge together from whatever vendor or ecosystem we were first introduced to and whatever is a part of your current company’s observability stack. While the dev and ops silo continues to crumble….many organizations still relegate monitoring & observability as the purview of ops, infra and SRE teams. This is a mistake - achieving a highly observable system requires collaboration up and down the stack. I, a former op, would like to extend an invitation to all application developers to join the observability party will share these foundational concepts to build on:

20240605 QFM017 Machine Intelligence Reading List May 2024

Matthew Sinclair

Essentials of Automations: The Art of Triggers and Actions in FME

Safe Software

In this second installment of our Essentials of Automations webinar series, we’ll explore the landscape of triggers and actions, guiding you through the nuances of authoring and adapting workspaces for seamless automations. Gain an understanding of the full spectrum of triggers and actions available in FME, empowering you to enhance your workspaces for efficient automation. We’ll kick things off by showcasing the most commonly used event-based triggers, introducing you to various automation workflows like manual triggers, schedules, directory watchers, and more. Plus, see how these elements play out in real scenarios. Whether you’re tweaking your current setup or building from the ground up, this session will arm you with the tools and insights needed to transform your FME usage into a powerhouse of productivity. Join us to discover effective strategies that simplify complex processes, enhancing your productivity and transforming your data management practices with FME. Let’s turn complexity into clarity and make your workspaces work wonders!

Recently uploaded (20)

20240607 QFM018 Elixir Reading List May 2024

Why You Should Replace Windows 11 with Nitrux Linux 3.5.0 for enhanced perfor...

The Art of the Pitch: WordPress Relationships and Sales

FIDO Alliance Osaka Seminar: Passkeys at Amazon.pdf

GraphRAG is All You need? LLM & Knowledge Graph

Elizabeth Buie - Older adults: Are we really designing for our future selves?

Communications Mining Series - Zero to Hero - Session 1

SAP Sapphire 2024 - ASUG301 building better apps with SAP Fiori.pdf

Generative AI Deep Dive: Advancing from Proof of Concept to Production

The Future of Platform Engineering

GraphSummit Singapore | The Art of the Possible with Graph - Q2 2024

Encryption in Microsoft 365 - ExpertsLive Netherlands 2024

By Design, not by Accident - Agile Venture Bolzano 2024

GraphSummit Singapore | Graphing Success: Revolutionising Organisational Stru...

Free Complete Python - A step towards Data Science

LF Energy Webinar: Electrical Grid Modelling and Simulation Through PowSyBl -...

Climate Impact of Software Testing at Nordic Testing Days

Observability Concepts EVERY Developer Should Know -- DeveloperWeek Europe.pdf

20240605 QFM017 Machine Intelligence Reading List May 2024

Essentials of Automations: The Art of Triggers and Actions in FME

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

32. Consistency of tagging QA

33. Consistency of tagging QA

34. Fix your tagging Restore conﬁdence in data Analyze Op5mize Proﬁt!

35. Which type are you?

36. Technology People Processes

37. People •  Not enough •  Not qualiﬁed •  Not enough internal sponsorship •  The HiPPO syndrome

38. HiPPOs ? Highest Paid Person's Opinion

39. HiPPOs are cute

40. HiPPOs can be very annoying

41. People: Solu5ons •  Evangelize •  Train •  Coach •  Promote / incen5vize