Engage 2013 - Improving Data Quality
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Improving Data Quality: Why's & How's Robert Seolas, Co-founder, ObservePoint
Jeff Jobe, Lead Tech Support Engineer, Webtrends
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The Truth About Tags
• Tagging Technology is Fragile – Prone to Inaccuracy and Error – Prone to Leakage – Prone to Loss
• 46% of companies made an inaccurate decision based on bad or outdated data
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Web Analytics Data is full of Invisible Inaccuracy
Cause Incomplete Tagging JavaScript Errors Long Load Times Broken Links Unauthorized Tags
Effect Inaccurate Reports Poor User Experience Lost Sales Broken Pathing Data Leakage & Privacy Breach
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The Top 5 Problems Seen in Webtrends Implementations
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#1 Pages Not Tagged
• The most common problem – Skews data in various reports
• Bounce rate • Page views • Exit rates • Conversions
– Causes self-referral problems • Creates noise in referral reports
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#2 Tag Versions
• Different versions of the tag – Tag versions can have alternative definitions
of what “visitor” means, which causes inconsistent calculations
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#3 Tag Remnants
• Some tags should not be deployed – Tags might remain from previous
implementations – Worse, these may be “intruder” tags
• Data collected is not accessible to the web site owner
• Data is available to unknown third parties • Such collection may violate company policy,
regulatory constraints, or EU “cookie law”
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#4 Links & Redirects
• Broken links degrade data integrity and frustrate users. – Conversion process killers – Negative SEO value
• Excessive redirecting – Causes web site bloat – Negatively impacts conversion rates
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#5 JavaScript Errors
• JavaScript errors cause the page to load incompletely – Errors interfere with execution of tracking code – Results in data loss – Unexpected visitor behavior – Poor User Experience
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How do you find out about your data quality problems?
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Data Quality Best Practices
• Audits – Page-by-page tagging
inventory – Identify common and
uncommon problems – Confirm web analytics
data accuracy
• Simulations – Real-world user
simulation confirms continuous functionality
– Real-time fault notifications
– For pages, tags, and complex multi-step processes
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Recap: 5 Most Common Problems • Missing or inaccurate data
– Pages missing tags
• Inconsistent data – Different tag versions across site
• Data Leakage – Tag remnants
• Poor User Experience – Broken links & excessive redirecting
• Broken Objects – JavaScript errors
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Quality & Results: Here’s How
• Webtrends Data Quality Assessment – Comprehensive Audit – Expert Assessment &
Recommendations • Contact your Account
Manager
• ObservePoint – Self-managed platform – Full Service – Multi-Vendor Audits
• Conference Attendees get 5% off
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Rate Session
& Speakers/ Panelists
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Thank You
Jeff Jobe Lead Tech Support Engineer, Webtrends
Robert Seolas Co-founder, ObservePoint
[email protected] blogs.webtrends.com
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