why big data needs good digital analytics data
DESCRIPTION
In this presentation, Julien Coquet, VP of Product Management and Chief Evangelist at Hub’Scan, takes you through analytics and big data pitfalls and how they can be avoided and prevented. Big Data is driven by multiple, heterogenous sources that hardly ever get checked for quality. This skews reporting and any decision making process linked to underlying data. When digital data points become legion, measurement strategies need to be structured and analytics tags need to be tamed. Julien shares best practices for achieving optimal digital analytics data quality, from tagging strategies to automating quality assurance processes with cutting-edge solutions such as Hub’Scan.TRANSCRIPT
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Julien COQUET VP Product Management & Chief Evangelist
Tag Therapist
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Why Big Data Needs Quality Data
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“Big data is an all-encompassing term for any collection of data sets so large and complex that it becomes difficult to process using traditional data processing applications.”
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BIG DATA
BUSINESS INTELLIGENCE
CRM
DIGITAL ANALYTICS
SOCIAL MEDIA
CALL CENTERS
MORE SOURCES
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ORGANIC SEARCH
NEWSLETTER SIGNUP
CRM GETS CALLED
CREATES PROFILE
TARGETED EMAILS
VISITS PHYSICAL
STORE
MORE SITE TOUCHPOINTS
CUSTOMER VALUE CHAIN
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WRONG DATA
BUSINESS INTELLIGENCE
CRM
DIGITAL ANALYTICS
SOCIAL MEDIA
CALL CENTERS
MORE SOURCES
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Wrong Data leads to
Wrong Decisions
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DATA IN GENERAL
• Data quality is an afterthought
• Quality checks are not integrated into analytics process
• Statistical / sample-based checks are not enough
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IT BOILS DOWN TO TAGS
insert analytics vendor
name(s) here
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HOW WE GOT THERE
Logs Pixels Tags TMS ?
We’re still relying on a methodology that’s 19 years old
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IT’S NOT ABOUT TAGS, IT’S ABOUT DATA
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IT’S NOT ABOUT TAGS, IT’S ABOUT DATA
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• Tagging plan
• Deployment processes
• Quality assurance processes
SO HOW DO WE FIX THIS?
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• Make sure you know where your tagging plan is
• Make sure you know who’s in charge
• Make sure it supports your KPIs
• Make sure it’s consistent
• Revise it at least once a year
TAGGING PLAN BEST PRACTICES
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EXPERT OPINION
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• In-page tags
• Using a tag management
DEPLOYMENT METHODS
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• If using a TMS, plan for complete retagging
• Use a data layer (even if you don’t use a TMS)
• Keep IT in the loop at every step
DEPLOYMENT BEST PRACTICES
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Tag management is not a miracle cure,
it’s chicken soup for your tags
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• Make sure new content gets tagged
• Make sure it is consistent with your tagging plan
• Make room for new tags…
• … or removing old tags
HANDLING NEW CONTENT
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EXPERT OPINION
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• Make sure tags do not conflict with other scripts
• Make sure tag variables match your tagging plan
• Build a functional map of the website
• Test critical user journeys (events, forms, funnels)
QUALITY ASSURANCE PROCESSES
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THAT SOUNDS LIKE A LOT OF WORK
© Kimberly Wilkins aka Sweet Brown!
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HUB’SCAN EX
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• Runs exhaustive scans
• Replays key user journeys
• Validates and manages tagging plans
• Scans millions of pages
• Fires millions of tags
• Checks billions of data points/sec.
HUB’SCAN EX
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HUB’SCAN
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ORGANIC SEARCH
NEWSLETTER SIGNUP
CRM GETS CALLED
CREATES PROFILE
TARGETED EMAILS
VISITS PHYSICAL
STORE
MORE SITE TOUCHPOINTS
CUSTOMER VALUE CHAIN
![Page 27: Why big data needs good digital analytics data](https://reader034.vdocuments.net/reader034/viewer/2022042613/5479c0025906b516358b45c2/html5/thumbnails/27.jpg)
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QUALITY BIG DATA
BUSINESS INTELLIGENCE
CRM
DIGITAL ANALYTICS
SOCIAL MEDIA
CALL CENTERS
MORE SOURCES
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Big Data needs
Quality Data to make
Good Decisions
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Thank you! Come see us at booth 663 @hubscan http://www.hub-scan.com
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