Like most digital marketing projects, digital analytics projects suffer from a lack of vision and planning. This leads to poorly executed projects that yield poor results. Sometimes, analytics become a concern after a new manager arrives, only to discover how bad things turned out! Renowned digital analytics expert Julien Coquet shares stories about the worse analytics situations he ever encountered - along with simple yet effective solutions to these problems.

1. Analytics Nightmares
Customer stories from Hell - and how to prevent them
Superweek 2K18

2. • @juliencoquet
• Industry veteran
• Expert consultant, evangelist, speaker, author
• VP, Product Management @ Hub’Scan
• Mentor for team of 30+ consultants
at Business & Decision / Orange
Speaker bio - Julien Coquet

3. Quick show of hands
Have you ever run a digital analytics project
from start to finish successfully?

4. Project success factors
● Vision / leadership
● Planning
● Execution
● Culture

5. Examples from
Digital Analytics Hell

6. “My reports are empty!”
Test phase
Go live

7. “Where are my orders?”

8. “Where are my orders?”

9. “We tracked that campaign, right?”
2018
edition!

10. “My campaigns don't make sense!”
Source Channel Campaign Revenue
Google Adwords 2017 - Brand 153K €
Google Paid Search 2017 - Cart abandoners 85K €
Gooogle Doubleclick 17 - Visited product page 82K €
GOOGLE ADWORDS Retargeting 56K €

11. Fun fact: UTM is an alternative to GPS
● Classification
● Nomenclature
● UTM/CID systemization

12. “That 9% bounce rate is awesome!”

13. Start stocking up on bread

14. “My data doesn’t make sense!”
Product line Product Revenue
Appliances Sofas 153K €
Appliances Refrigerators 85K €
Appliances Milk, 1L 312K €
Appliances Rocket parts 474K €

15. “Screw IT, let's livepatch the website”

16. "There is no such thing
as a non-technical
digital marketer"
"But I don't know JavaScript!"
@simoahava

17. “The CRM guys are breathing down my neck!”
Customer ID?
Customer attributes?
LTV metrics?

18. “Privacy? Meh.”
Customer ID E-Mail CC Number Revenue
5e7cbf68-a31b-459a-90a5-acb9b2671e89 john.smith@gmail.com 4539 8111 5732 2472 490.90 €
2a24606e-7cdd-455e-99ce-f6cabf142385 ema.nymton@live.com 4916 8170 8691 0876 42.90 €
4ea1311c-982f-4977-b274-390ea7b8ed67 spam@anon.org 4532 1691 9443 6640 35.90 €
5e7cbf68-a31b-459a-90a5-acb9b2671e89 john.smith@gmail.com 4082 4995 5462 5480 13.90 €

19. “Hey guys, who’s paying that GDPR penalty?”

20. “But analytics is hard!”

21. Staying away from Hell

22. ICYMI: Project success factors
● Vision / leadership
● Planning
● Execution
● Culture

23. Solution: Vision
● Define business requirements
● Define goals, KPIs and KPI drivers
● Design a digital performance measurement plan to support KPIs

24. Solution: Planning
● Identify clear project phases (dev., staging, production)
● Sync up with technical agencies/vendors on dependencies
● Allow enough time in between phases to test

25. Solution: Execution
● Don’t just follow a technical implementation document blindly
● Agree on testing windows to validate major project phases
● Align on data quality ownership
● Regression testing is not fun but it’s required

26. Solution: Culture
● Get everyone to understand digital performance measurement
● Cultivate a data-driven culture
● Communicate to promote adoption
● Get support and sponsorship from higher management

27. Aren’t we missing
something?

28. You need processes to ensure data quality

29. “But I don’t physically have time for this!!!”

30. PRO TIP
BE LAZY:
AUTOMATE

31. Processes need to be automated
Super subtle plug for Hub’Scan

32. Processes need to be automated
Pages are not tagged
Analytics data does not match requirements
Punish your
front-end developer
Save time running boring audits
How many Google Analytics
accounts do you need?!
Super subtle plug for Hub’Scan

33. Now with GDPR audit features

34. Thank you!
@juliencoquet
@hubscan
hub-scan.com