Very few analytics initiatives are rolled out without problems: definition, management sponsorship, tagging, quality, third-party agencies just to name a few! Even though it is easier to fail on the Web, many important lessons are ignored or overlooked. This presentation is based on 15 years of experience in web analytics project management and shows all-too-common technical pitfalls your company can avoid to launch a successful website with top-notch measurement. Among many things that can go wrong, Julien Coquet points out areas of analytics implementation you should pay special attention to if you are serious about measuring your online performance.

1. When analytics projects go
wrong
how to fix them, get reliable data, find insights and optimize!
Julien Coquet – Hub'Sales B&D
eMetrics Stockholm 2012

2. Julien COQUET
Principal Consultant, Hub'Sales
Business Development, Hub'Scan
DAA Country Mgr., France
Other job titles include:
•KPI Therapist
•Implementation Surgeon
•Data Chiropractor

3. @daaorg
Digital Analytics Association
(some time ago)
Web analytics is the measurement, collection,
analysis
and reporting of Web data for purposes of
understanding and optimizing Web usage.

4. @juliencoquet
Some consultant from France
(some time ago)
Web Analytics is when you tell
your clients how to fix their
crappy (and costly) websites,
save the world and
get warm and fuzzy inside!

5. Man plans.
God laughs.
-- Old Yiddish proverb

6. In all seriousness…

7. Quick show of hands #1:
successful analytics projects

8. Quick show of hands #2:
how much do you
trust your data?

9. The 3 reasons why
analytics projects fail

10. - Technology
- People
- Processes

11. BIG DATA
aka the same recipes we've been using in
BI for the last 20 years
but with sexier dashboards
and a gazillion bytes of data to play with
(oh, and privacy issues too)

13. Context is mandatory
Relationships give value

14. Data quality
is the new
conversion rate

15. @daaorg
Digital Analytics Association
(some time ago)
Web analytics is the
measurement, collection,
analysis and reporting
of Web data for purposes of
understanding and optimizing Web usage.

19. 1996
Omniture founded
2005
1995
Google Analytics
Webtrends software
1991 2002
World's first website custom variables, advanced tagging
1995 2008
Javascript tag management,
1997 QA solutions
first web 'beacon'

20. This is 2012
and still, the main issue
with analytics is tagging?!

21. "Sure, tags are annoying but we
have tag management systems
for that, right?"

22. Issues with TMSes
- Encapsulation
- DLS (Data Layer syndrome)
- Rule-based engines…
vs performance
vs exhaustivity

23. 70% of your web data is lost.
Live with it
… or make corrections.
Source: Hub'Scan, ObservePoint

24. Getting website tagging up and running
can take lots of time on large web properties
Source: Brian Clifton Advanced Web Metrics

25. Tagging quality loss is inevitable for fast moving sites
Source: Brian Clifton Advanced Web Metrics

26. We need more tools
to validate data
captured by tools
we don't trust

28. Volume and robustness "Scanner"
"Browsers"
"Crawlers"
Speed Bubble size: feature set

29. Check for:
- tag presence and execution
- tag compliance with business values

30. Fix your tagging
Restore confidence in data
Analyze
Optimize
Profit!

31. Which type
are you?

32. DON'T PANIC:
IT GETS BETTER

33. Thank you
for your attention

34. About Hub'Scan:
http://www.hub-scan.com