Enterprise Analytics - WAW Copenhagen - January 20th 2016

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Enterprise Analytics Making it big…

Transcript of Enterprise Analytics - WAW Copenhagen - January 20th 2016

Page 1: Enterprise Analytics - WAW Copenhagen - January 20th 2016

Enterprise AnalyticsMaking it big…

Page 2: Enterprise Analytics - WAW Copenhagen - January 20th 2016

• 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 me Peter

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1. Technical setup

2. The ”Human factor”

3. User access

4. Multiple or different sites

5. Data quality

Challenges of Enterprise Analytics

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1. Technical setup

2. The ”Human factor”

3. User access

4. Multiple or different sites

5. Data quality

Challenges of Enterprise AnalyticsA couple of tips

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Technicalsetup

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Data sent to analytics can be of mixed quality

Technical setup

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The pain

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

Technical setup

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The pain

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

Technical setup

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The pain

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

Technical setup

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The pain

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

Technical setup

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The pain

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

Technical setup

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Remedy #1 – Before analytics• Send data as consistent as possible

• Separate test and staging data from that of the production environment

TMS is a great help here

Technical setup

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Remedy #2 – In analytics

• Refine and clean incoming dataLowercase, include, exclude, and in some cases rewrites

• Define correct settingsPaths, search, qs params, goals ...

Technical setup

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The”Human factor”

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Humans think differently(and act accordingly)

The ”Human factor”

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The pain

?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

Different values = different campaigns

The ”Human factor”

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The pain

?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

Different values = different campaigns

The ”Human factor”

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The pain

?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

Different values = different campaigns

The ”Human factor”

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The pain

?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

Different values = different campaigns

The ”Human factor”

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Remedy #1 – Tools

More hands off the keyboard

The ”Human factor”

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Remedy #2 – utm_id

/page1?utm_id=abc987

Minimizes the ‘human error factor’

The ”Human factor”

ga:campaignCode ga:source ga:medium

123abc Winter Newsletter email

abc987 Summer Newsletter email

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Multiple or different sites

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Demands to analytics implementations differ from website to website

Multiple or different sites

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The pain

Cookies are not allowed before a policy has been seen by the users

Multiple or different sites

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A remedy

• Use a TMS to connect cookie-less tracking with normal cookie tracking

Multiple or different sites

+

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Multiple or different sites

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The pain

For some countries you need to anonymize users

Multiple or different sites

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A Remedy

• Use a TMS to anonymize users

Multiple or different sites

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1. Technical setup

2. ”Human factor”

3. User access

4. Multiple or different sites

5. Data quality

Challenges of Enterprise Analytics

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(+45) 70 20 29 19

[email protected]

www.iihnordic.dk

www.linkedin.com/in/pmeyerdk

Senior Web Analytics TechnicianPeter Meyer