Three Reasons Automated Web Analytics Audits Empower Enterprises

December 4, 2015 Chelsi Linderman

1. Know that your big data is telling the truth

MarTech chaos can lead to a lack of clarity and security when it comes to digital data, causing marketing executives and decision-makers to become increasingly wary of their data. The Wall Street Journal reported in July of 2015:

“The recent study found a notable decline in marketing executives’ comfort with big data from last year. Only 14% of respondents said they’re confident with their company’s use of big data, compared with 39% in the 2014 study.”

So how do you begin to trust your data?

You audit, and audit regularly with automated systems that alert you to any problems before they impact your business decision-making.

2. Make better business decisions

As consumers continue to interact with your organization’s website across multiple channels and multiple devices, the amount of data you are gathering to make business decisions grows even larger in volume, more complex in variety, greater in speed–and, all too often, more conflicting from report to report.

Big data is bigger than ever before, bringing with it both magnified business risks and opportunities.

However, your data quality is only as good as your last audit. And if you have little assurance in your data quality, business users are forced to make decisions based on incomplete information. This can result in incorrect analysis, bad decisions and disastrous business results.

Automated web analytics audits keep a constant pulse on your data quality, ensuring that you are delivering the right data to the right people and the right time, empowering them to make the right decisions.

3. Prevent Data Leakage

Are you leaking data to unknown parties? Data privacy is paramount. Do you know definitively which tags are deployed across all pages of your site index? Do you still have tags from former technologies on your website? ObservePoint will regularly scan your site to ensure your data is only available to approved parties.

Is Personally Identifiable Information (PII) escaping? Many companies are unaware that they are accidentally sharing customer emails, phone numbers, or even payment information. ObservePoint monitors your digital channels to make sure your PII is secure.

Your audit will likely reveal additional tracking technologies on your site. Some of these may be authorized, some of them may not be authorized and could be sending proprietary data to third parties.

As you audit your pages, track which technologies you are finding on each page, and then evaluate the presence of those technologies to be sure their use is known and authorized within your organization.

Additionally, you may find that there is proprietary data in clear text being passed to the variables. Sometimes cost of goods sold or other sensitive data might be set in a variable. But any competitor can access the data by simply looking at the page source.

One way to protect your sensitive data is to encode it on the page and decode it on the server side using Processing Rules or a VISTA rule.

The 21 Point Adobe Analytics Audit eBook presents a list of questions to ask about the current state of your tag implementation processes and the quality your collected data.

  • How often does your company make marketing investments based on analytics data?
  • Does your company contract with analysts, consultants or agencies to help your group gather or interpret data?
  • Do you see data quality as a project or a process?
  • Do you believe that data quality is an IT problem or a company problem?
  • Are your KPI’s and metrics an integral, designed part of your marketing campaigns?
  • Are changes to on-site web tags managed by a centralized, controlled process?
  • How often do your site tags undergo a QA process?
  • Does your QA process cover your complete index, spot-check random pages, cover critical paths or fix broken pages only?
  • Does your company have a process for adding, changing and removing tags?
  • Is your process for data quality assurance proactive or reactive?

If these questions made you aware of your company’s need for better web tag implementation and validation processes, conduct a free website audit now and give thanks for being able to trust your data and your decisions.

 

About the Author

Chelsi Linderman

For more than a decade, Chelsi Linderman has helped companies shape their stories, creating content for organizations such as VersaTables, America First Credit Union, InsideSales.com and more. Her past professional experience also includes administrative and faculty positions for Utah State University and Dixie State University, where she taught composition and literature courses and directed various writing programs. Now, as the Senior Content Strategist at ObservePoint, Chelsi guides the end-to-end creation, distribution and governance of content designed to educate and delight the MarTech and web analytics communities. If you catch her in the office when she’s not typing, she will show you her double-jointed elbow tricks.

LinkedIn More Content by Chelsi Linderman
Previous Video
Chris Slovak - 5 Steps For Balancing Customer Experience with Data Governance
Chris Slovak - 5 Steps For Balancing Customer Experience with Data Governance

Learn to make sense of the current legal landscape, and ensure successful integration across your organizat...

Next Article
Data Governance, Privacy and Regulation
Data Governance, Privacy and Regulation

This article discusses the necessity of developing data governance practices to conform to new EU regulatio...