In this presentation, Julien Coquet, VP of Product Management and Chief Evangelist at Hub’Scan, takes you through analytics and big data pitfalls and how they can be avoided and prevented. Big Data is driven by multiple, heterogenous sources that hardly ever get checked for quality. This skews reporting and any decision making process linked to underlying data. When digital data points become legion, measurement strategies need to be structured and analytics tags need to be tamed. Julien shares best practices for achieving optimal digital analytics data quality, from tagging strategies to automating quality assurance processes with cutting-edge solutions such as Hub’Scan.

1. Julien COQUET
VP Product Management & Chief Evangelist
Tag Therapist
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2. Why Big Data
Needs Quality Data
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3. “Big data is an all-encompassing
term for any collection of data sets
so large and complex that it
becomes difficult to process using
traditional data processing
applications.”
converts your traffic into business eMetrics Boston 2014 - © 2013-2014 Hub’Scan Inc.

4. CRM
DIGITAL
ANALYTICS
BIG
DATA BUSINESS
INTELLIGENCE
SOCIAL
MEDIA
CALL CENTERS
MORE
SOURCES
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5. ORGANIC
SEARCH
NEWSLETTER
SIGNUP
TARGETED
EMAILS
CREATES
PROFILE
CRM GETS CALLED
VISITS
PHYSICAL
STORE
MORE SITE
TOUCHPOINTS
CUSTOMER
VALUE CHAIN
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6. CRM
DIGITAL
ANALYTICS
SOCIAL
MEDIA
WRONG
DATA BUSINESS
INTELLIGENCE
CALL CENTERS
MORE
SOURCES
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7. Wrong Data
leads to
Wrong Decisions
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8. DATA IN GENERAL
• Data quality is an afterthought
• Quality checks are not integrated into analytics process
• Statistical / sample-based checks are not enough
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9. IT BOILS DOWN TO TAGS
insert
analytics vendor
name(s) here
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10. HOW WE GOT THERE
Logs Pixels Tags TMS ?
We’re still relying on a methodology that’s 19 years old
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11. IT’S NOT ABOUT TAGS, IT’S ABOUT DATA
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12. IT’S NOT ABOUT TAGS, IT’S ABOUT DATA
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13. SO HOW DO WE FIX THIS?
• Tagging plan
• Deployment processes
• Quality assurance processes
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14. TAGGING PLAN BEST PRACTICES
• Make sure you know where your tagging plan is
• Make sure you know who’s in charge
• Make sure it supports your KPIs
• Make sure it’s consistent
• Revise it at least once a year
converts your traffic into business eMetrics Boston 2014 - © 2013-2014 Hub’Scan Inc.

15. EXPERT OPINION
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16. DEPLOYMENT METHODS
• In-page tags
• Using a tag management
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17. DEPLOYMENT BEST PRACTICES
• If using a TMS, plan for complete retagging
• Use a data layer (even if you don’t use a TMS)
• Keep IT in the loop at every step
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18. Tag management is
not a miracle cure,
it’s chicken soup for your tags
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19. HANDLING NEW CONTENT
• Make sure new content
gets tagged
• Make sure it is consistent with
your tagging plan
• Make room for new tags…
• … or removing old tags
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20. EXPERT OPINION
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21. QUALITY ASSURANCE PROCESSES
• Make sure tags do not conflict with other scripts
• Make sure tag variables match your tagging plan
• Build a functional map of the website
• Test critical user journeys (events, forms, funnels)
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22. THAT SOUNDS LIKE A LOT OF WORK
© Kimberly Wilkins aka Sweet Brown!
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23. HUB’SCAN EX
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24. HUB’SCAN EX
• Runs exhaustive scans
• Replays key user journeys
• Validates and manages tagging plans
• Scans millions of pages
• Fires millions of tags
• Checks billions of data points/sec.
converts your traffic into business eMetrics Boston 2014 - © 2013-2014 Hub’Scan Inc.

25. HUB’SCAN
converts your traffic into business eMetrics Boston 2014 - © 2013-2014 Hub’Scan Inc.

26. ORGANIC
SEARCH
NEWSLETTER
SIGNUP
TARGETED
EMAILS
CREATES
PROFILE
CRM GETS CALLED
VISITS
PHYSICAL
STORE
MORE SITE
TOUCHPOINTS
CUSTOMER
VALUE CHAIN
converts your traffic into business eMetrics Boston 2014 - © 2013-2014 Hub’Scan Inc.

27. CRM
DIGITAL
ANALYTICS
SOCIAL
MEDIA
QUALITY
BIG DATA BUSINESS
INTELLIGENCE
CALL CENTERS
MORE
SOURCES
converts your traffic into business eMetrics Boston 2014 - © 2013-2014 Hub’Scan Inc.

28. Big Data
needs
Quality Data
to make
Good Decisions
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29. Thank you!
Come see us at booth 663
@hubscan
http://www.hub-scan.com
converts your traffic into business eMetrics Boston 2014 - © 2013-2014 Hub’Scan Inc.

30. converts your traffic into business eMetrics Boston 2014 - © 2013-2014 Hub’Scan Inc.