1. The document discusses the challenges of enterprise analytics, including technical setup issues, the "human factor" of how humans implement things differently, user access challenges, dealing with multiple or different sites, and data quality issues. 2. It provides examples of each challenge area and potential remedies, such as using a tag management system to help with technical setup, standardizing utm parameters to minimize human errors, and using a TMS to help with issues like cookie-less tracking or anonymizing users on some sites. 3. The document is written by someone with over 10 years of analytics experience who provides analytics consulting, setup, and optimization services.

1. Enterprise Analytics
Making it big…

2. • 10+ years of analytics
– Including log file analyzing ;-)
• 19 years of web development
– 7 years of Sitecore coding
– C#, SQL, HTML, CSS and the likes
• Certified in Google Analytics, Adobe
Analytics, Ensighten TMS, Tealium TMS,
Sitecore + some
• Have worked at Aller Media and
GN ReSound between 2006 and 2014,
and then at IIH Nordic from 2014
Call me Peter

3. 1. Technical setup
2. The ”Human factor”
3. User access
4. Multiple or different sites
5. Data quality
Challenges of Enterprise Analytics

4. 1. Technical setup
2. The ”Human factor”
3. User access
4. Multiple or different sites
5. Data quality
Challenges of Enterprise Analytics

5. Technical
setup

6. Data sent to analytics can
be of mixed quality
Technical setup

7. The pain
http://www.brand.co.uk/homepage/fashion
http://www.brand.dk/home/fashion
http://www.brand.co.uk/home/fashion/footwear
http://www.brand.dk/home/fashion/shoes-boots
http://www.brand.co.uk/?query=shoes
http://www.brand.dk/?keyword=shoes
Technical setup

8. The pain
http://www.brand.co.uk/homepage/fashion
http://www.brand.dk/home/fashion
http://www.brand.co.uk/home/fashion/footwear
http://www.brand.dk/home/fashion/shoes-boots
http://www.brand.co.uk/?query=shoes
http://www.brand.dk/?keyword=shoes
Technical setup

9. The pain
http://www.brand.co.uk/homepage/fashion
http://www.brand.dk/home/fashion
http://www.brand.co.uk/home/fashion/footwear
http://www.brand.dk/home/fashion/shoes-boots
http://www.brand.co.uk/?query=shoes
http://www.brand.dk/?keyword=shoes
Technical setup

10. The pain
http://www.brand.co.uk/homepage/fashion
http://www.brand.dk/home/fashion
http://www.brand.co.uk/home/fashion/footwear
http://www.brand.dk/home/fashion/shoes-boots
http://www.brand.co.uk/?query=shoes
http://www.brand.dk/?keyword=shoes
Technical setup

11. The pain
http://www.brand.co.uk/homepage/fashion
http://www.brand.dk/home/fashion
http://www.brand.co.uk/home/fashion/footwear
http://www.brand.dk/home/fashion/shoes-boots
http://www.brand.co.uk/?query=shoes
http://www.brand.dk/?keyword=shoes
Technical setup

12. Remedy #1 – Before analytics
• Send data as consistent as possible
• Separate test and staging data from that
of the production environment
TMS is a great help here
Technical setup

13. Remedy #2 – In analytics
• Refine and clean incoming data
Lowercase, include, exclude, and in some
cases rewrites
• Define correct settings
Paths, search, qs params, goals ...
Technical setup

14. The
”Human factor”

15. Humans think differently
(and act accordingly)
The ”Human factor”

16. The pain
?utm_source=Newsletter&utm_medium=e-mail&utm_campaign=octo10
?utm_source=newsletter&utm_medium=E-mail&utm_campaign=October10
?utm_source=newsleter&utm_medium=mail&utm_campaign=OCT10
?utm_source=nyhedsbrev&utm_medium=Email&utm_campaign=oktober10
Different values = different campaigns
The ”Human factor”

17. The pain
?utm_source=Newsletter&utm_medium=e-mail&utm_campaign=octo10
?utm_source=newsletter&utm_medium=E-mail&utm_campaign=October10
?utm_source=newsleter&utm_medium=mail&utm_campaign=OCT10
?utm_source=nyhedsbrev&utm_medium=Email&utm_campaign=oktober10
Different values = different campaigns
The ”Human factor”

18. The pain
?utm_source=Newsletter&utm_medium=e-mail&utm_campaign=octo10
?utm_source=newsletter&utm_medium=E-mail&utm_campaign=October10
?utm_source=newsleter&utm_medium=mail&utm_campaign=OCT10
?utm_source=nyhedsbrev&utm_medium=Email&utm_campaign=oktober10
Different values = different campaigns
The ”Human factor”

19. The pain
?utm_source=Newsletter&utm_medium=e-mail&utm_campaign=octo10
?utm_source=newsletter&utm_medium=E-mail&utm_campaign=October10
?utm_source=newsleter&utm_medium=mail&utm_campaign=OCT10
?utm_source=nyhedsbrev&utm_medium=Email&utm_campaign=oktober10
Different values = different campaigns
The ”Human factor”

20. Remedy #1 – Tools
More hands off the keyboard
The ”Human factor”

21. Remedy #2 – utm_id
/page1?utm_id=abc987
Minimizes the ‘human error factor’
The ”Human factor”
ga:campaignCode ga:source ga:medium
123abc Winter Newsletter email
abc987 Summer Newsletter email

22. Multiple or
different sites

23. Demands to analytics
implementations differ
from website to website
Multiple or different sites

24. The pain
Cookies are not allowed
before a policy has been
seen by the users
Multiple or different sites

25. A remedy
• Use a TMS to connect cookie-less
tracking with normal cookie tracking
Multiple or different sites
+

26. Multiple or different sites

27. The pain
For some countries you
need to anonymize users
Multiple or different sites

28. A Remedy
• Use a TMS to anonymize users
Multiple or different sites

29. 1. Technical setup
2. ”Human factor”
3. User access
4. Multiple or different sites
5. Data quality
Challenges of Enterprise Analytics