Why the "web analytics guy" is your key to digital leadership

Why the “web analytics guy”

is your key to digital leadership

Let me introduce myself…

Jente De Ridder

Web Analytics Consultant

Humix

[email protected]

@Nihiel

12017 © Humix, all rights reserved

Your company’s ambition


- 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


Single Page Applications are

used more and more often.




Widgets are used to interact

with the visitor




Not all content is visible on

page load.




VS

Personalization entails

dynamic content

There’s no such thing as a default device


Content visibility differs

between devices and

browsers

VS


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


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


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


Generic Digital Data Tracking

How to go from page based tracking to event based tracking?

Page based tracking


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


IMPRESSION

CLICK

FOCUS

SUBMIT

ERROR

COMPLETE

Provide context for the event


TRACKING INFO EXAMPLE

PLACEMENT top

NAME nest-learning-thermostat-banner

PRODUCTID SKU00879

INCENTIVEID none

VARIANT smart-home

Event tracking example


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


IMPRESSION

CLICK

FOCUS

SUBMIT


Data tracking flow

TMS

SPANAV CLICK

“energie_besparen”


Data tracking flow

TMS

BANNER IMPRESSIO

N

“Comfort”

How does this solve the data

gathering challenges?

Overcome uncertainties concerning

content visibility


VS

By focussing on events happening on site components, we can accurately

analyse for every content block if it was visible or not.


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.


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


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


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!


How data driven is your company?


Come test your

digital analytics maturity

at our booth, here on

DigitalFirst.

Questions?

www.Humix.be [email protected] @Nihiel

Visit us today at booth 17

Why the "web analytics guy" is your key to digital leadership

Data & Analytics

Transcript of Why the "web analytics guy" is your key to digital leadership