Executive Summary
In 2015 Web Analytics Demystified and ObservePoint called aention to the need for a
greater focus on data collection and accuracy in online and mobile sites and applications.
Our white paper, When More Is Not Beer: Page Tags, described the dramatic proliferation
of script-based data collectors including Web Analytics, Voice of Customer, Customer
Experience Management and related solutions. We detailed the risks associated with
failing to pay close aention to where and how tags were deployed.
Our recommendation to assign executive responsibility for the flow of data into and out
of the Enterprise, is one that companies have increasingly been following. To follow-
up, ObservePoint offered to sponsor this white paper to examine the requirements for
creating a trustworthy, high-value tag management practice within organizations. "It's
like an oil change on your car, an insurance policy against bigger problems down the
road," says Tim Munsell, ObservePoint customer and Web Analyst at DaveRamsey.com.
To this end, we provide ten tested tips to help you institutionalize an effort to ensure data
accuracy, integrity, and trustworthiness across your entire business. Each of the tips are
reasonably easy to execute, and in total they will result in a world-class program of data
management in your online and mobile-connected channels.
Web Analytics Demystified has worked with clients the world over to help ensure the
Data Quality and the Digital World
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