ales from the trenches: data disasters and how to avoid them by michele kiss
TRANSCRIPT
TALES FROM THE TRENCHES:Data Disasters and How to Avoid Them
@MicheleJKiss
About Me
@MicheleJKiss
About Me
@MicheleJKiss
@MicheleJKiss
@MicheleJKiss
1. Missing Data / Tracking2. Duplicate Tracking3. Broken Data Capture4. Incorrect Data5. PII6. Spam Data
1@MicheleJKiss
Missing Tracking
Missing TrackingLots of reasons…
Tracking not implemented
@MicheleJKiss
Ways to spot it
Manual check
@MicheleJKiss
@MicheleJKiss
Ways to spot it
Missing TrackingLots of reasons…
Tracking removed
@MicheleJKiss
Example
@MicheleJKiss
Tag removed
@MicheleJKiss
@MicheleJKiss
Train Your Engineers
@MicheleJKiss
Alerts
Useful AlertsBig shifts (+/-) in:• Traffic• Conversion (incl. micro)• Revenue / Orders• Direct / Site Self-Referrals• Site Errors
@MicheleJKiss
Alert Dashboards
@MicheleJKiss
(More Complex)
@MicheleJKiss
2Duplicate Tags
@MicheleJKiss
Duplicate Tags
@MicheleJKiss
Google Analytics UA-123456-1Google Analytics UA-123456-1
Duplicate Tags
@MicheleJKiss
Google Analytics UA-123456-1Google Analytics UA-137895-1
Ways to spot it
@MicheleJKiss
Ways to spot it
@MicheleJKiss
Ways to spot it
@MicheleJKiss
Ways to spot it
@MicheleJKiss
Ways to spot it
@MicheleJKiss
Ways to spot it
@MicheleJKiss
How to Fix
@MicheleJKiss
How to Fix
@MicheleJKiss
3Broken Data Capture
@MicheleJKiss
Broken Data Capture
@MicheleJKiss
Monitor Alerts / Dashboards
@MicheleJKiss
4@MicheleJKiss
Incorrect Data
@MicheleJKiss
-$50
$0
$50
$100
$150
$200
$250
$300
$350
$400
$450
4/24/15 5/1/15 5/8/15 5/15/15 5/22/15 5/29/15 6/5/15
Rev
enue
(in
K)
Inflated Revenue
Negative Revenue
Identify OutliersOutlier orders:
@MicheleJKiss
Purchase ID Products Number Orders Revenue9926105027 Sweater 1 1 $121,6047439559051 Sweater 1 1 $120,2774412523165 Sweater 2 1 $61,1169009799484 Sweater 1 1 $49,6554297921230 Sweater 2 1 $49,1229704363543 Sweater 2 1 -$36,0002835153889 Sweater 1 1 -$69,633
How to FixAdvanced
Calculated Metrics
@MicheleJKiss
Identify OutliersTwo issues:• Outlier orders• Orders triggered prior to
purchase complete
Only affected Sweaters
@MicheleJKiss
Create Segment
@MicheleJKiss
Create New Metric
@MicheleJKiss
Corrected Data
@MicheleJKiss
-$50
$0
$50
$100
$150
$200
$250
$300
$350
$400
$450
4/24/15 5/1/15 5/8/15 5/15/15 5/22/15 5/29/15 6/5/15
Rev
enue
(in
K)
Corrected Revenue
More Details
mkiss.me/adobe-calc-metrics
@MicheleJKiss
Another Option
@MicheleJKiss
Virtual Report Suite
What About Google Analytics?
@MicheleJKiss
5@MicheleJKiss
Google Terms of Service
@MicheleJKiss
Consequences
@MicheleJKiss
Doesn’t Matter Whose Fault!
@MicheleJKiss
Filters are not enough
@MicheleJKiss
How to avoid
@MicheleJKiss
Different Property
Block GA call
6Spam Data
@MicheleJKiss
Spam Data
@MicheleJKiss
Ways to spot it
@MicheleJKiss
@MicheleJKiss
Dig DeeperIdentify by:• Browser, OS & Device• Country / City / Region• ISP etc
Exclude where possible…
Examples
@MicheleJKiss
Examples
@MicheleJKiss
Chrome 26.0.872.36(Chrome 27 already released)
Plenty of Spam to Go Around
@MicheleJKiss
Be Vigilant
@MicheleJKiss
