Why the "web analytics guy" is your key to digital leadership
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The document emphasizes the importance of a web analytics consultant in achieving digital leadership by 2020 through a data-driven approach. It discusses the complexities of modern web environments, including dynamic content and varied digital platforms, which necessitate effective data tracking and quality assurance. By standardizing tracking codes and clearly defining roles between IT and marketing teams, organizations can improve data visibility and achieve better insights for customer experience enhancements.
Why the "web analytics guy" is your key to digital leadership
- 1. Why the “web analytics guy” is your key to digital leadership
- 2. Let me introduce myself… Jente De Ridder Web Analytics Consultant Humix jente.deridder@humix.be @Nihiel 12017 ? Humix, all rights reserved
- 3. Your company’s ambition 22017 ? Humix, all rights reserved - Random CEO, 2017 Our goal is to be the digital leader in our industry by 2020. Our data-driven approach, will enable us to deliver the best customer experience.
- 4. Challenges of data gathering
- 5. A website does not consist of static pages anymore 42017 ? Humix, all rights reserved Single Page Applications are used more and more often.
- 6. A website does not consist of static pages anymore 52017 ? Humix, all rights reserved Widgets are used to interact with the visitor
- 7. A website does not consist of static pages anymore 62017 ? Humix, all rights reserved Not all content is visible on page load.
- 8. A website does not consist of static pages anymore 72017 ? Humix, all rights reserved VS Personalization entails dynamic content
- 9. There’s no such thing as a default device 82017 ? Humix, all rights reserved Content visibility differs between devices and browsers VS
- 10. 92017 ? Humix, all rights reserved IT and marketing are lost in translation IT/DEVELOPMENT TEAM Owns the code and strives for standardization and reliability. Follows procedures to maintain stability. MARKETING/ANALYTICS TEAM Manages advertising efforts and needs flexibility to apply optimizations and additional tools quickly.
- 11. Multitude of digital platforms 102017 ? Humix, all rights reserved In an enterprise environment, you often maintain a wide variety of digital platforms. To make the data of all these touch points actionable, you need a universal implementation. Shop.telenet.be Playsports.be Netweters.be mijn.telenet.beYeloplay.beTelenet.be Marketing department Ecommerce department Customer Services
- 12. Multitude of tracking tools 112017 ? Humix, all rights reserved The data gathered on a website is often needed in multiple tools. What results in lot of additional code as each vendor uses its own data structure. Adobe Audience Manage r
- 13. How to guarantee data quality?
- 14. Case study
- 15. 142017 ? Humix, all rights reserved Generic Digital Data Tracking How to go from page based tracking to event based tracking?
- 16. Page based tracking 152017 ? Humix, all rights reserved https://www.essent.nl/content/particulier/producten/stroom_gas/index.html https://www.essent.nl/content/particulier/energie-besparen/index.html ? Data collection on page load ? URL based https://www.essent.nl/content/particulier/index.html#energie-besparen https://www.essent.nl/content/particulier/producten/index.html#stroom-gas
- 17. Event based tracking 162017 ? Humix, all rights reserved IMPRESSION CLICK FOCUS SUBMIT ERROR COMPLETE
- 18. Provide context for the event 172017 ? Humix, all rights reserved TRACKING INFO EXAMPLE PLACEMENT top NAME nest-learning-thermostat-banner PRODUCTID SKU00879 INCENTIVEID none VARIANT smart-home
- 19. Event tracking example 182017 ? Humix, all rights reserved data-tracking-event=‘banner-impression’ data-tracking-info=‘{ “placement”:“top”, ”name”:” nest-learning-thermostat-banner”, ”productid”:“SKU00879”, “incentiveid”:“none”, “variant”:“smart-home”}’ Site component = event + info
- 20. Sent events to a tag manager 192017 ? Humix, all rights reserved IMPRESSION CLICK FOCUS SUBMIT
- 21. 202017 ? Humix, all rights reserved Data tracking flow TMS SPA NAV CLICK “energie_besparen”
- 22. 212017 ? Humix, all rights reserved Data tracking flow TMS BANNER IMPRESSIO N “Comfort”
- 23. How does this solve the data gathering challenges?
- 24. Overcome uncertainties concerning content visibility 232017 ? Humix, all rights reserved VS By focussing on events happening on site components, we can accurately analyse for every content block if it was visible or not.
- 25. 242017 ? Humix, all rights reserved Overcome communication issues between IT/Marketing TMS By dividing the tasks and clearly defining role responsibilities, each team can focus on it’s own expertise.
- 26. 252017 ? Humix, all rights reserved Overcome data quality issues TMS Data – attributes are known ? Event names ? Fields in info structures Events are known ? Data structure of event is known Rules are known By standardizing the code and making it a default part of site components, IT can include the tracking code in their automated QA testing.
- 27. Overcome implementation differences across platforms 262017 ? Humix, all rights reserved Shop.telenet.be Playsports.be Netweters.be mijn.telenet.be Yeloplay.beTelenet.be By standardizing the code and making it a default part of site components, the same tracking will be used across all platforms.
- 28. Overcome tracking code overload & vendor lock-in 272017 ? Humix, all rights reserved Adobe Audience Manage r By standardizing the code and working with a tag manager, the same code can be used to feed different tools.
- 29. … and that’s why the web analytics guy is your key to digital leadership! 282017 ? Humix, all rights reserved
- 30. How data driven is your company? 292017 ? Humix, all rights reserved Come test your digital analytics maturity at our booth, here on DigitalFirst.
- 31. Questions? www.Humix.be Jente.deridder@humix.be @Nihiel Visit us today at booth 17
Editor's Notes
- #22: Consider the SPA navigation change… The developer sends the event “hey the navigation tab is clicked, and the context has changed”. The analyst might interpret this event as a new page hit.
- #23: Or in the case of dynamic content, the banner impression is sent as an event to the TMS, and the analyst converts it into a impression or view event to the analytics page, and even might fire a Doubleclick impression pixel. It’s the analyst who decides what to track and how to track, not the developer… and the analyst migth still change his mind or alter his tactics after coding…