Enterprise Analytics - Superweek 2016 - February 2nd 2016
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Transcript of Enterprise Analytics - Superweek 2016 - February 2nd 2016
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ENTERPRISE ANALYTICS
making it
BIG
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MAKINGGSENSE
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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”
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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
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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.
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THEENTERPRISE
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Challenges of Enterprise Analytics
Technical Setup The ‘Human Factor’ User Access
Multiple sites Data Quality
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TECHNICALSETUP
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TECHNICALSETUP
Data sent to analytics can be of mixed quality
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TECHNICALSETUP
Difficult to compare different sites
Data gets incorrectly inflated
Test – and production data gets mixed
THE PAIN
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TECHNICALSETUP THE SYMPTOMS
http://www.brand.co.uk/homepage/fashionhttp://www.brand.dk/home/fashion
http://www.brand.co.uk/home/fashion/footwearhttp://www.brand.dk/home/fashion/shoes-boots
http://www.brand.co.uk/?query=shoeshttp://www.brand.dk/?keyword=shoes
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TECHNICALSETUP THE SYMPTOMS
http://www.brand.co.uk/homepage/fashionhttp://www.brand.dk/home/fashion
http://www.brand.co.uk/home/fashion/footwearhttp://www.brand.dk/home/fashion/shoes-boots
http://www.brand.co.uk/?query=shoeshttp://www.brand.dk/?keyword=shoes
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TECHNICALSETUP THE SYMPTOMS
http://www.brand.co.uk/homepage/fashionhttp://www.brand.dk/home/fashion
http://www.brand.co.uk/home/fashion/footwearhttp://www.brand.dk/home/fashion/shoes-boots
http://www.brand.co.uk/?query=shoeshttp://www.brand.dk/?keyword=shoes
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TECHNICALSETUP THE SYMPTOMS
http://www.brand.co.uk/homepage/fashionhttp://www.brand.dk/home/fashion
http://www.brand.co.uk/home/fashion/footwearhttp://www.brand.dk/home/fashion/shoes-boots
http://www.brand.co.uk/?query=shoeshttp://www.brand.dk/?keyword=shoes
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TECHNICALSETUP THE SYMPTOMS
http://www.brand.co.uk/homepage/fashionhttp://www.brand.dk/home/fashion
http://www.brand.co.uk/home/fashion/footwearhttp://www.brand.dk/home/fashion/shoes-boots
http://www.brand.co.uk/?query=shoeshttp://www.brand.dk/?keyword=shoes
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TECHNICALSETUP
Before Analytics
Send data as consistent as possibleSeparate test and staging data from that of the
production environment
REMEDY #1
TMS is a great help here
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TECHNICALSETUP
In AnalyticsRefine and clean incoming dataLowercase, include, exclude, and in some cases rewrites
Define correct settingsPaths, search, qs params, goals ...
REMEDY #2
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HUMANFACTOR
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HUMANFACTOR
HUMANS THINK DIFFERENTLY
(and act accordingly)
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Same campaigns multiple timesLooks like different ones
Difficult to overview
Campaigns non-functionalInsufficiently set up
THE PAINHUMANFACTOR
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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
HUMANFACTOR
Different values = different campaigns
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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
HUMANFACTOR
Different values = different campaigns
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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
HUMANFACTOR
Different values = different campaigns
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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
HUMANFACTOR
Different values = different campaigns
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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
HUMANFACTOR
Different values = different campaigns
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Tools
REMEDY #1HUMANFACTOR
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utm_id
REMEDY #2HUMANFACTOR
/page1?utm_id=abc987
ga:campaignCode ga:source ga:medium
123abc Winter Newsletter email
abc987 Summer Newsletter email
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USERACCESS
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USERACCESS
Various business units needs access the same data,
but with
different angles or access levels
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Analytics users’ accessWrong data
Too much dataNot enough data
THE PAINUSERACCESS
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RollupsMake use of rollups per country,
business unit, brand or something else
REMEDY #1USERACCESS
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REMEDY #1USERACCESS
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APIControl access to analytics
through API
REMEDY #2USERACCESS
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MULTIPLESITES
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MULTIPLESITES
Demands to analytics implementations
differ
from website to website
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MULTIPLESITES THE PAIN
Cookies are not allowed before a policy has been
seen by the users
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Use a TMS to connect cookie-less tracking with normal cookie tracking
A REMEDYMULTIPLESITES
+
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A REMEDYMULTIPLESITES
First visited page tracked without a cookie
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MULTIPLESITES
For some countries you need to anonymize users
THE PAIN
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Use a TMS to anonymize users
A REMEDYMULTIPLESITES
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DATAQUALITY
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DATAQUALITY
Site changes tend to happen, without the web
analysts knowing it
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DATAQUALITY
Pages and functionalityNot tracked
Tracked incorrectlyUnknown tags on siteData Quality uncertain
THE PAIN
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DATAQUALITY
Analytics AlertsUse Analytics Alerts to inform
you about important data changes
REMEDY #1
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DATAQUALITY
Test and Audit tool
REMEDY #2
Added bonus:Find tags not supposed to be there
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THEBIG PICTURE
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The MarTec Stack
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Challenges of Enterprise Analytics
Technical Setup The ‘Human Factor’ User Access
Multiple sites Data Quality
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(+45) 70 20 29 19
www.iihnordic.dk
dk.linkedin.com/in/pmeyerdk
Senior Web Analytics TechnicianPeter Meyer
(+45) 70 20 29 [email protected]/in/steenrasmussen
Senior PartnerSteen Rasmussen