SlideShare uma empresa Scribd logo
ENTERPRISE
ANALYTICS
making it
BIG
MAKING
GSENSE
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”
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
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.
THE
ENTERPRISE
Challenges of Enterprise Analytics
Technical Setup The ‘Human Factor’ User Access
Multiple sites Data Quality
TECHNICAL
SETUP
TECHNICAL
SETUP
Datasent to analytics
can be of mixed quality
TECHNICAL
SETUP
Difficult to compare different sites
Data gets incorrectly inflated
Test – and production data gets mixed
THE PAIN
TECHNICAL
SETUP THE SYMPTOMS
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 THE SYMPTOMS
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 THE SYMPTOMS
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 THE SYMPTOMS
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 THE SYMPTOMS
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
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
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
HUMAN
FACTOR
HUMAN
FACTOR
HUMANS
THINK DIFFERENTLY
(and act accordingly)
Same campaigns multiple times
Looks like different ones
Difficult to overview
Campaigns non-functional
Insufficiently set up
THE PAINHUMAN
FACTOR
THE SYMPTOMS
?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
HUMAN
FACTOR
Different values = different campaigns
THE SYMPTOMS
?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
HUMAN
FACTOR
Different values = different campaigns
THE SYMPTOMS
?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
HUMAN
FACTOR
Different values = different campaigns
THE SYMPTOMS
?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
HUMAN
FACTOR
Different values = different campaigns
THE SYMPTOMS
?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
HUMAN
FACTOR
Different values = different campaigns
Tools
REMEDY #1HUMAN
FACTOR
utm_id
REMEDY #2HUMAN
FACTOR
/page1?utm_id=abc987
ga:campaignCode ga:source ga:medium
123abc Winter Newsletter email
abc987 Summer Newsletter email
USER
ACCESS
USER
ACCESS
Various
business units
needs access the same data,
but with
different angles
or access levels
Analytics users’ access
Wrong data
Too much data
Not enough data
THE PAINUSER
ACCESS
Rollups
Make use of rollups per country,
business unit, brand or something
else
REMEDY #1USER
ACCESS
REMEDY #1USER
ACCESS
API
Control access to analytics
through API
REMEDY #2USER
ACCESS
MULTIPLE
SITES
MULTIPLE
SITES
Demands
to analytics implementations
differfrom website to website
MULTIPLE
SITES THE PAIN
Cookies are not allowed
before a policy has been
seen by the users
Use a TMS to connect
cookie-less tracking with
normal cookie tracking
A REMEDY
MULTIPLE
SITES
+
A REMEDY
MULTIPLE
SITES
First visited page tracked without a cookie
MULTIPLE
SITES
For some countries you need to
anonymize users
THE PAIN
Use a TMS
to anonymize users
A REMEDY
MULTIPLE
SITES
DATA
QUALITY
DATA
QUALITY
Site changes tend to
happen, without the web
analysts knowing it
DATA
QUALITY
Pages and functionality
Not tracked
Tracked incorrectly
Unknown tags on site
Data Quality uncertain
THE PAIN
DATA
QUALITY
Analytics Alerts
Use Analytics Alerts to inform
you about important data
changes
REMEDY #1
DATA
QUALITY
Test and Audit tool
REMEDY #2
Added bonus:
Find tags not supposed to be there
THE
BIG PICTURE
The MarTec Stack
Challenges of Enterprise Analytics
Technical Setup The ‘Human Factor’ User Access
Multiple sites Data Quality
Enterpriseanalytics superweek 2016 presentation

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