Enterpriseanalytics superweek 2016 presentation
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1) Enterprise analytics faces challenges including technical setup issues, differing human behaviors, user access controls, accounting for multiple sites, and ensuring data quality. 2) Specific issues mentioned include mixed quality data sent to analytics, difficulty comparing sites, test and production data mixing, inconsistent campaign setup, and varying user access needs across business units. 3) Suggested remedies include using a tag management system, refining incoming data, standardized campaign tracking, implementing rollups and APIs, anonymizing users, and setting analytics alerts and audits to monitor data quality.
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Enterpriseanalytics superweek 2016 presentation
- 3. Call me - Steen • Senior partner and co-founder • 15+ years of analytics – Including log file analyzing • Google Partner Academy Trainer • Nominated as global analytics ”Practitioner of the year” both 2014 & 2015 & ”Analytics Industy Contributor”
- 4. Call me - Peter • 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
- 5. Call us – IIH Nordic • One of the largest digital specialist agencies and the largest analytics agency in the Nordics ”Best Danish Analytics House” 13-16 • Nominated as ”agency of the year” at the Digital Analytics Association • 40 people certified i GA • 15 dedicated Web Analysts • Specialists analysts in SEO, Campaign, Conversion, PPC, Remarketing, YouTube etc.
- 7. Challenges of Enterprise Analytics Technical Setup The ‘Human Factor’ User Access Multiple sites Data Quality
- 9. TECHNICAL SETUP Datasent to analytics can be of mixed quality
- 10. TECHNICAL SETUP Difficult to compare different sites Data gets incorrectly inflated Test – and production data gets mixed THE PAIN
- 16. TECHNICAL SETUP Before Analytics Send data as consistent as possible Separate test and staging data from that of the production environment REMEDY #1 TMS is a great help here
- 17. TECHNICAL SETUP In Analytics Refine and clean incoming data Lowercase, include, exclude, and in some cases rewrites Define correct settings Paths, search, qs params, goals ... REMEDY #2
- 18. HUMAN FACTOR
- 19. HUMAN FACTOR HUMANS THINK DIFFERENTLY (and act accordingly)
- 20. Same campaigns multiple times Looks like different ones Difficult to overview Campaigns non-functional Insufficiently set up THE PAINHUMAN FACTOR
- 27. utm_id REMEDY #2HUMAN FACTOR /page1?utm_id=abc987 ga:campaignCode ga:source ga:medium 123abc Winter Newsletter email abc987 Summer Newsletter email
- 28. USER ACCESS
- 29. USER ACCESS Various business units needs access the same data, but with different angles or access levels
- 30. Analytics users’ access Wrong data Too much data Not enough data THE PAINUSER ACCESS
- 31. Rollups Make use of rollups per country, business unit, brand or something else REMEDY #1USER ACCESS
- 33. API Control access to analytics through API REMEDY #2USER ACCESS
- 34. MULTIPLE SITES
- 35. MULTIPLE SITES Demands to analytics implementations differfrom website to website
- 36. MULTIPLE SITES THE PAIN Cookies are not allowed before a policy has been seen by the users
- 37. Use a TMS to connect cookie-less tracking with normal cookie tracking A REMEDY MULTIPLE SITES +
- 38. A REMEDY MULTIPLE SITES First visited page tracked without a cookie
- 39. MULTIPLE SITES For some countries you need to anonymize users THE PAIN
- 40. Use a TMS to anonymize users A REMEDY MULTIPLE SITES
- 41. DATA QUALITY
- 42. DATA QUALITY Site changes tend to happen, without the web analysts knowing it
- 43. DATA QUALITY Pages and functionality Not tracked Tracked incorrectly Unknown tags on site Data Quality uncertain THE PAIN
- 44. DATA QUALITY Analytics Alerts Use Analytics Alerts to inform you about important data changes REMEDY #1
- 45. DATA QUALITY Test and Audit tool REMEDY #2 Added bonus: Find tags not supposed to be there
- 46. THE BIG PICTURE
- 47. The MarTec Stack
- 49. Challenges of Enterprise Analytics Technical Setup The ‘Human Factor’ User Access Multiple sites Data Quality