dv 2016: beyond the web - measurement of today's channel hopper

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Beyond the Web: Measurement of Today’s Channel Hopper

Andrea Kebalo, A+E Networks


Andrea KebaloSr. Manager, Digital Measurement StrategyA+E Networks• Lead digital analytics implementations across all brands and platforms• Previously, Analytics Product Manager at Univision Communications • Huge fan of the way that Tealium helps increase control over your own

data integrations while speeding up the implementation process • A+E Networks: comprised of A&E®, Lifetime®, HISTORY®, LMN®,

Bio.®, HISTORY en Español™, Crime & Investigation Network®, Military HISTORY®, A&E IndieFilms®, A+E Networks International®, A+E Networks Digital® and A+E Networks Consumer Products™

• Draws over one billion video views annually and 30 million unique visitors every month across its digital platforms

• Mobile apps have garnered 50 million downloads

Headshot Here


Principles of Digital Analytics Measurement and Implementation

Coverage

Consistency

Credibility


CoverageMore data with less development effort

Define your requirements– What are your company’s key performance indicators?– Ensure you’re capturing this information in all variations of your implementation– Use extensions to build logic over existing information and create new parameters

Track critical components of your sites and apps with minimal dev effort– Capture metadata already present on your web page

Page title, url domain, url pathname– Leverage it towards robust page-level tracking across multiple analytics vendors

with a single line of Tealium code


CoverageMore data with less development effort

When in doubt, put it in the data layer– Your data layer is like your information pantry– Keep it stocked with as many ingredients as possible!

Use extensions to: Combine existing parameters to create new ones

– Build page names and page types Customize your data so it meets your teams’ needs

– Video duration in seconds whole minutes or 30-minute increments

– There’s more than one way to say “true” or “false”


ConsistencyCrucial to cross-platform reporting

Inconsistencies can wreak havoc on your data– Multiple apps + multiple teams = multiple implementations

Tealium can help to smooth out the details– Overwrite variables so that they report out the information you need– Remove spacing and special characters using javascript– Keep casing consistent– Push out changes simultaneously to prevent gaps in your reporting


CredibilityPossibly the most important component of all

Your data is like a reservoir of water– Keep it clean!

Verify your implementation quickly and easily– One source of data, one piece of code to test and maintain

– Easily QA your implementation using the developer console of your Chrome browser

Reduces the need for special testing software

– Experiment and be bold! Make and undo changes easily and quickly


CredibilityPossibly the most important component of all

Test using your “live” site!– Lower environments may not always mirror production

– Tealium Web Companion allows you to verify on the same version of your site that your users visit

Control when you start passing data to your vendors– Data remains in your data layer until you decide to activate it


Put Your Data in Your Own Hands


AUDIENCE Q&A


Thank [email protected]

dv 2016: beyond the web - measurement of today's channel hopper

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