Engage 2013 - Improving Data Quality
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This document discusses common data quality issues with web analytics tagging implementations and provides best practices for improving data quality. It summarizes that tagging technology is prone to inaccuracy, error, and leakage; 46% of companies make inaccurate decisions due to bad data; and the top 5 problems seen are pages not being tagged, different tag versions, leftover tag remnants, broken links and redirects, and JavaScript errors. It recommends conducting audits and simulations to identify problems and ensure continuous functionality, then provides an overview of Webtrends and ObservePoint services that can help assess and improve data quality.
Engage 2013 - Improving Data Quality
- 1. Improving Data Quality: Why's & How's Robert Seolas, Co-founder, ObservePoint Jeff Jobe, Lead Tech Support Engineer, Webtrends
- 2. 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Inaccuracy and Error – Prone to Leakage – Prone to Loss • 46% of companies made an inaccurate decision based on bad or outdated data
- 3. Web Analytics Data is full of Invisible Inaccuracy Cause Effect Incomplete Tagging Inaccurate Reports JavaScript Errors Poor User Experience Long Load Times Lost Sales Broken Links Broken Pathing Unauthorized Tags Data Leakage & Privacy Breach
- 4. The Top 5 Problems Seen in Webtrends Implementations
- 5. #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
- 6. #2 Tag Versions • Different versions of the tag – Tag versions can have alternative definitions of what “visitor” means, which causes inconsistent calculations
- 7. #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”
- 8. #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
- 9. #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
- 10. How do you find out about your data quality problems?
- 11. Data Quality Best Practices • Audits • Simulations – Page-by-page tagging – Real-world user inventory simulation confirms – Identify common and continuous uncommon problems functionality – Confirm web analytics – Real-time fault data accuracy notifications – For pages, tags, and complex multi-step processes
- 12. 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
- 13. Quality & Results: Here’s How • Webtrends Data • ObservePoint Quality Assessment – Self-managed platform – Comprehensive Audit – Full Service – Expert Assessment & – Multi-Vendor Audits Recommendations • Conference • Contact your Account Attendees get 5% off Manager
- 14. Rate Session & Speakers/ Panelists
- 15. Thank You Jeff Jobe Lead Tech Support Engineer, Webtrends jeff.jobe@webtrends.com Robert Seolas Co-founder, ObservePoint rob@observepoint.com blogs.webtrends.com