why the "web analytics guy" is your key to digital leadership
TRANSCRIPT
Why the “web analytics guy”
is your key to digital leadership
Let me introduce myself…
Jente De Ridder
Web Analytics Consultant
Humix
@Nihiel
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Your company’s ambition
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- 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.
Challenges of data gathering
A website does not consist
of static pages anymore
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Single Page Applications are
used more and more often.
A website does not consist
of static pages anymore
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Widgets are used to interact
with the visitor
A website does not consist
of static pages anymore
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Not all content is visible on
page load.
A website does not consist
of static pages anymore
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VS
Personalization entails
dynamic content
There’s no such thing as a default device
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Content visibility differs
between devices and
browsers
VS
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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.
Multitude of digital platforms
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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
Multitude of tracking tools
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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
How to guarantee data quality?
Case study
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Generic Digital Data Tracking
How to go from page based tracking to event based tracking?
Page based tracking
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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
Event based tracking
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IMPRESSION
CLICK
FOCUS
SUBMIT
ERROR
COMPLETE
Provide context for the event
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TRACKING INFO EXAMPLE
PLACEMENT top
NAME nest-learning-thermostat-banner
PRODUCTID SKU00879
INCENTIVEID none
VARIANT smart-home
Event tracking example
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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
Sent events to a tag manager
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IMPRESSION
CLICK
FOCUS
SUBMIT
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Data tracking flow
TMS
SPANAV CLICK
“energie_besparen”
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Data tracking flow
TMS
BANNER IMPRESSIO
N
“Comfort”
How does this solve the data
gathering challenges?
Overcome uncertainties concerning
content visibility
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VS
By focussing on events happening on site components, we can accurately
analyse for every content block if it was visible or not.
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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.
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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.
Overcome implementation differences
across platforms
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Shop.telenet.be Playsports.be Netweters.be
mijn.telenet.beYeloplay.beTelenet.be
By standardizing the code and making it a default part of site components, the
same tracking will be used across all platforms.
Overcome tracking code overload
& vendor lock-in
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Adobe
Audience Manage
r
By standardizing the code and working with a tag manager, the same code can
be used to feed different tools.
… and that’s why the web analytics guy is your
key to digital leadership!
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How data driven is your company?
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Come test your
digital analytics maturity
at our booth, here on
DigitalFirst.
