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When analytics projects go
wrong
how to fix them, get reliable data, find insights and optimize!




Julien Coquet – Hub'Sales B&D
eMetrics Stockholm 2012
Julien COQUET
Principal Consultant, Hub'Sales
Business Development, Hub'Scan
DAA Country Mgr., France


Other job titles include:
•KPI Therapist
•Implementation 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 time 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
In all seriousness…
Quick show of hands #1:
successful analytics projects
Quick show of hands #2:
  how much do you
    trust your data?
The 3 reasons why
analytics projects fail
- Technology
- People
- Processes
BIG DATA
aka the same recipes we've been using in
         BI for the last 20 years
       but with sexier dashboards
 and a gazillion bytes of data to play with
            (oh, and privacy issues too)
Context is mandatory
Relationships give 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.
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 2012
and still, the main issue
with analytics 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 corrections.


Source: Hub'Scan, ObservePoint
Getting website tagging up and running
can take lots of time on large web properties




          Source: Brian Clifton Advanced Web Metrics
Tagging quality loss is inevitable for fast moving sites




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




                                     "Crawlers"

                                              Speed     Bubble size: feature set
Check for:
- tag presence and execution
- tag compliance with business values
Fix your tagging
Restore confidence in data
        Analyze
       Optimize
         Profit!
Which type
 are you?
DON'T PANIC:
IT GETS BETTER
Thank you
for your attention
About Hub'Scan:
http://www.hub-scan.com

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Julien coquet eMetrics stockholm 2012

Editor's Notes

  1. Intro slides
  2. Yours truly
  3. Definition
  4. Apples and oranges, yadda yadda yadda
  5. Back to the 4 pillars
  6. Suggested approach
  7. Suggested approach
  8. Suggested approach
  9. Really just 2 WA QA solutions on the market