Auditing Tags in Intranet Sites

October 24, 2014 Brad Perry

Intranet sites can be an extremely useful and valuable tool for your company, with many possible uses. According to Rebecca Rodgers of CMSWire, internal sites have five essential purposes: content delivery, to be a key communication tool, to enable company collaboration, to support company culture, and to create efficiencies through supporting business activities.

Naturally, intranet sites should be tracked and optimized, so as a data quality analyst, you might want to know how to work intranet sites into your regular auditing cadence.

Evaluate Priorities

As a general rule, data quality in intranet sites are less critical than on production sites. If this is true, auditing is probably a lower priority here than in other places. The fact is, your intranet sites are lower priority than production web sites, so bad data, although still bad, isn’t as detrimental to your company on your intranet.

There are some important exceptions to this – such as when the primary focus of the intranet is to support important internal processes and create internal efficiencies. If a your business invests significantly in building and maintaining its internal tools, and analyzing the use of those tools is a requirement, auditing should be a part of the plan as well.

As a technical note, we have several techniques for auditing internal content through the use of cookies, automatic log-ins, custom VPN settings, and so forth. So if this is something you need to do, we can handle it.

Questions to ask

When determining how often to perform intranet audits, keep three things mind. First, what is the site’s purpose; second, how is the site used; third, what is impact the impact of bad data.


Consider the purpose of the investment, maintenance, and tracking of this content. Is something as simple as keeping employees informed about the lastest goings-on at the company? Or is it a access-restricted site built for franchise owners, or perhaps a CRM-like environment for field sales? The more financial interest your stakeholders have in the success of the site, the acute is your data quality concern. Likewise, the more casual the intranet site is, the more casual you might be, in context with all of your other competing priorities, about auditing tags in that area.

How the site is used

Who has access to the site and how are they using it? And how important are these people? Use your judgment here. If a small number but all important people access the site, pay attention. Hopefully it won’t take much time to make sure tags are set up right. And if your data is right, you can make suggestions on how the business can better leverage what is likely an underutilized asset.

What is the impact of bad data

This is perhaps the most important question. What’s the relative risk? If bad data can have a large negative impact, you need to be aware of it and watch it closely. Once your digital marketing data goes from good to mediocre to bad and affects key business functions, the damage to your reputation has already been done. It can take a long time and money to turn around an analytics program gone bad.

When it comes to auditing intranet sites, be aware that it can be done technically. But it’s important to use judgement and extra vigilance in evaluating your business purposes of such an audit before embarking on that journey. Intranet audits can be more tricky to pull off technically because of the security protocols put in place by IT, and if there isn’t a clear business value to the activity, it can become a distraction. On the other hand, when your protected sites are critical to your business, auditing tags can be just as important as on any other site. Contact us for a complementary tag audit.


About the Author

Brad Perry

Brad Perry has been Director of Demand Generation at ObservePoint since June 2015. He is, in his own words, “unhealthily addicted to driving marketing success” and has demonstrated his unrelenting passion for marketing in various verticals. His areas of expertise include demand generation, marketing operations & system design, marketing automation, email campaign management, content strategy, multi-stage lead nurturing and website optimization.

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