Web analytics, data quality & data governance
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Free web analytics & tag management data quality audit

Free web analytics & tag management data quality audit | Web analytics, data quality & data governance | Scoop.it


Free web analytics data quality audit

Do you know for sure that you are making the right data driven decisions? Or do you just assume that your web analytics reports are based on correct data?

20% of web analytics data are wrong

Crucial for collecting web data are web analytics tags. These are placed on a website to collect data and send them to a web analytics solution. Based on these data, reports are made. But research actually shows that errors occur in 20% of all web analytics tags, seriously impacting your data quality.


The impact of poor data quality

Gartner study Measuring the Business Value of Data Quality (2011) concluded that:

  • Poor data quality is a primary reason for 40% of all business initiatives failing to achieve their targeted benefits.
  • Data quality effects overall labour productivity by as much as 20%.
  • As more business processes become automated, data quality becomes the rate limiting factor for overall process quality.
Implications

So what are the implications of tagging errors? We have made a list of frequently occurring issues, based on our experiences with our clients:


  • Incorrect attribution of orders and campaigns

To measure the success of your online campaigns, you should have insights in the entire path from an ad to an order. With these data, you can determine which campaigns lead to which orders and make decisions about budgets and optimisation. If these data are wrong, you will often end up investing in the wrong campaigns.


  • Multiple payments to affiliates

If you use affiliates for advertising on the web, incorrectly configured tags can make you pay the wrong party for a click. Double and multiple payments are very common implications of tagging errors.


  • Differences in the number of orders

In practice, it turns out that most companies have a difference of 5 to 25% in the orders in the order management system and those in their web analytics solution. This leads to multiple versions of the truth within your organisation and a mistrust of data.


Free tag audit

Want to see how the status of your web analytics data quality? Sign up for a free web analytics data quality audit with Qmon! This audit contains:

  • Auditing before a release
  • Auditing all orders, browsers, operating systems, devices and tags in your live site
  • Test both tag execution and the data sent to your analytics tool
Sign up for a free tag audit now!

You will find that Qmon doesn’t only improve your web analytics. It improves your entire online business, by simplifying data quality, securing your trust in data and creating an actionable and sustainable focus on increasing business value.


Sign up for your free web analytics audit

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UPCOMING WEBINARS

UPCOMING WEBINARS | Web analytics, data quality & data governance | Scoop.it
HOW TO IMPROVE CUSTOMER EXPERIENCEBY IDENTIFYING AND QUANTIFYING MULTICHANNEL USABILITY ISSUESEvery online professional knows that the usability of a website is key for the amount of sales it generates. For improving the customer experience of their website, many online marketeers use tools to ‘replay’ visits on their website. However, they encounter quite some challenges when it comes to identifying, quantifying and solving the most urgent issues.In the webinar Ronald van Loon and CX-expert Yvonne van Laarhoven, together with Fabian Lustig, technical CX-expert at our partner IBM,
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Discover Global catalyst regeneration market that will be worth $5002.47 ... - WhaTech

Discover Global catalyst regeneration market that will be worth $5002.47 ... - WhaTech | Web analytics, data quality & data governance | Scoop.it
This report defines and segments the catalyst regeneration market with an analysis and forecast of value by technologies, such as off-site regeneration and on-site regeneration.
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2 Google Analytics Segments & 1 Report To Help You Better Understand Your Visitors - GrowthHackers

[Analytics] Data segmentation is really about trying to answer a question or solve a problem. In the segments the author has created here, those questions are: 1. Why do big spenders spend higher than average?
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How to Create Buyer Personas With Google Analytics |

How to Create Buyer Personas With Google Analytics | | Web analytics, data quality & data governance | Scoop.it

How to Create Buyer Personas With Google Analytics

By Ben Jacobson
Published May 8, 2014 

Do you want to learn more about your social media followers?

Have you created social media buyer personas?

You have to know your audience before you can serve them on social media.

In this article I’ll show you how to create buyer personas for your social media audience using Google Analytics.

Why Buyer Personas?

A buyer persona goes beyond the definition of your target audience. You use them tocreate fictional identities that represent people within your target audience who share similarities.

Use Analytics data to find information you need to create your buyer personas.


With solid buyer personas informing your social media messaging, you can formulate content to better target your audience’s interests and concerns. This will in turn make for a more engaged audience.

You can find a lot of information about your brand’s online audience in the search data from your website’s analytics.

Here’s how to build buyer personas with Google Analytics.

#1: Research Your Website Traffic by Keyword

Begin by opening up Google Analytics, then go to Acquisition > All Traffic > Google/Organic and set the Secondary Dimension to Keyword.

Go into Google Analytics to find your keyword traffic.

This shows you the keyword searches that bring visitors to your site over a relatively long time period.

While the vast majority of the referring keywords will be “not provided,” the remaining data will be enough to get you started.

Here is an example of top organic keywords displayed in Google Analytics.

Copy the list into a spreadsheet so you can edit it.

#2: Find User Similarities in Search Traffic

Sort through the keywords in your spreadsheet and group them into themes or categories.

For example, if you market sporting goods, you might divide the keywords into categories such as clothing, footwear, balls and other equipment. You might also have categories for location-specific searches or sports-related questions.

After you determine which keywords send customers to your website, imagine what types of people are searching for them. Image: iStockPhoto.

Once you’ve created the categories, use them to determine what types of people are searching for these terms. Use the information you have to find the right questions to ask yourself to come up with accurate representations of your customers.

Make a list of personas such as “serious runners interested in buying sneakers locally for under $100,” or “beginners thinking about getting into mountain climbing.”

These are your rough buyer personas.

#3: Refine Buyer Personas by Social Channel

Now that your personas have been roughly defined, use the referral traffic data from Analytics to create prototypical audience members for each of your social media channels.

Back in Google Analyticsgo to Acquisition > All Referrals. Choose Second Dimension and click on Landing Page.

Find out what content your readers like by social media channel.

Download this data into a spreadsheet and group the landing pages by social channel so you can determine which kind of content resonates best with the followers from each social media channel.

Who is listening to you? Where are they? Image: iStockPhoto.

The patterns and preferences you find will help you create a sharpened buyer persona for each social network your brand manages a presence on.

For example, a restaurant might find that Facebook refers more people looking for reservations and that Twitter refers more people looking for daily specials.

With that information, the restaurant can install a custom reservations tab on their Facebook page to better serve their existing customers and begin promoting their lunch specials on Twitter to bring in new customers.

#4: Fill Out Social Details for Your Personas

You can take things a step further and beef up your personas by looking at how your fans and followers on social media describe themselves to see if you canspot any patterns.

Twitter’s native Analytics provides relevant insights, especially from the Your Followers Also Follow and Interests sections.

Using the often-overlooked Twitter Analytics module, you can learn what topics (other than those directly related to your brand) are popular with your followers.

Followerwonk will pull common keywords from your followers’ Twitter bios.

On Facebook, you can use Graph Search to learn more about the interests of your fans by running queries such as “pages liked by fans of [your business page]“.

Examine the smaller social media sites your audience frequents—for example,BehanceEmpire AvenueTripAdvisorOpenForum or Quora—to help you further narrow down their interests.

For example, people who spend time on Q&A sites are likely to enjoy information written by experts, while those who like photo sharing social networks will look for content rich in images.

Use social media buyer personas to zero in on your customers’ interests. Image: iStockPhoto.

The more information you compile for your buyer personas, the more personal you can make your messaging, content and outreach.

Over to You

Follow the steps above and you’ll learn more about your social media audiencesand maximize the business impact of your social marketing.

Once you know what your social media audience searches for, you can adjust the content you create and your messaging so they match the interests of each social media channel’s buyer persona.

Better understanding through data analysis is what lets you do this, and the potential rewards are huge. When the members of your community feel that you understand them and have a knack for addressing their needs, they’ll pay more attention to what you have to say. They’ll also interact more with your posts. This means more organic reach to like-minded people, which will drive more business.

Use the information available to you on Google Analytics to learn more about your audience and serve your customers better on social media.

What do you think? What tools and techniques are you using to learn more about your social media audience? Share your suggestions and comments in the box below.

Images from iStockPhoto.

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Tags: audience researchben jacobsonbuyer personacustomer personacustomer researchgoogle analyticsgoogle analytics reportkeyword analysiskeyword searchmarketing personamarketing strategypersonasocial media market research

ABOUT THE AUTHORBen Jacobson

Ben oversees new media marketing and at Action Packed Media, a boutique managed service agency based in Israel. Action Packed Media also offer subscription-based email marketing solutions via ManagedForMimi.com. Other posts by Ben Jacobson »

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4 Ways Google Analytics is Failing You - SmallBizClub

4 Ways Google Analytics is Failing You - SmallBizClub | Web analytics, data quality & data governance | Scoop.it
When I open Google Analytics, I'm bombarded with data.
 
I see a couple big numbers that I try to interpret. I make note that there were more visitors today than yesterday. A graph gives me a general sense of activity for the past month, and the bounce rate stares me in the face. By the time I finish, all these numbers are practically written on the backs of my eyelids.
 
Analytics are meant to tell a story. And at the end of the day, Google Analytics is a great tool for an overview of metadata, but it doesn't provide any explanation of where any of those numbers came from.
 
Google Analytics divulges the beginning and end of the story, but it leaves out the entire middle. Web analytics power users want the story behind the numbers—we want to know why things happen.
 
Here are four areas site owners miss out on when they rely solely on Google Analytics:
 
1. Direct Customer Contact
 
The numbers may give you the "how," but without the "why," you're left playing a guessing game. When potential customers leave your site, you don't get the chance to stop and ask them why they're leaving, but if you provide enough customer service prompts, they might tell you.
 
Include feedback forms, contact info, survey options, and live chat on your site, and your customers may give you valuable information that will answer your questions.
 
2. Recordings of Individual Visitors
 
Gathering direct feedback from customers is often an uphill battle. Therefore, it's critical to have visitor recordings, which allow you to track individual sessions within your site and identify where a user entered, clicked, and interacted with your content. Individual monitoring sounds a little Big Brother-y, but you don't need to collect personal data, and the insights are invaluable.
 
We once had a client who didn't understand why his lead form wasn't converting. Upon pulling the individual visitor recordings, we found that it was a form validation issue. Google Analytics' aggregated trend data couldn't tell us this, and users weren't providing feedback to inform the site owner that this needed to be fixed.
 
3. Heat Mapping
 
Heat maps are a great way to monitor the efficiency of your site. Instead of difficult-to-decipher graphs and charts, you'll see a visual representation of your site showing where users scroll, click, and move their mouse on the page. This is useful for optimizing your site's content.
 
For example, if you find that users only scroll halfway down the page before leaving, you need to place your call to action closer to the top. If their mouse is usually on the right side of the page, your links and ads should be on that side as well.
 
4. Perspective
 
The easiest way to evaluate your site is to test it exhaustively from the customers' point of view. This will ensure it's flawless from their perspective—not just yours. A conversion rate can't tell you what drew your customers to the landing page or what deterred them from creating an account.
 
Post open-ended poll questions on the website asking for user feedback, and see what they say. Chances are, they'll discover a glitch you didn't notice.
 
Figuring out what causes conversion rates to fluctuate isn't an exact science, and even the experts don't always get it right. But one thing is certain: If Google Analytics is the only tool you use to gather insights about your website, you're setting yourself up for failure. Reduce the guesswork, and flesh out your data's story by combining Google Analytics with other tools and techniques to learn the "why" behind your users' actions.
 
What analytics tools do you use for your website? Share your favorites in the comments.
 
Brian Gruber


Brian Gruber is the founder and CEO at Lucky Orange—the premier service for website optimization and improvement. Based in Overland Park, Kan., Lucky Orange allows you to see and interact with your website visitors in real time. Lucky Orange technology helps you easily generate heat maps of clicks, track mouse movements, chat with visitors on your site, and create insightful polls, all at an affordable price. Follow Lucky Orange on Twitter.


Website: www.luckyorange.com
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Will Individual Notice and Consent Become a Relic of the Past? The White House Report on Big Data Suggests Privacy Regulation Should Focus on Data Use, Rather than Data Collection : Privacy and Sec...

By Jill Valenstein A comprehensive report on big data released by the White House on May 1, 2014, suggests that “[t]echnological advances that h
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Adobe Analytics Spring 2014 Release, Feature Drill Down | Blog | Fuel Interactive

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Fuel Interactive is a full-service web design, development and marketing agency
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Google Analytics In Real Life - Online Checkout - YouTube

Shopping online is meant to be easy. Find out where your customers are "checking out" with Google Analytics.
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Digital Marketing Maturity Self-Assessment

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Find out how your company scores against others in your industry for digital marketing effectiveness in terms of people, processes, and supporting products.
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Leverage Web and Mobile Analytics to Improve Campaign Management: Part 1

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Web analytics are critical to monitor customer behavior and optimize marketing campaign performance. If you can
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Is Your Company Healthy? Diagnose with the Data Analytics Maturity Model

Is Your Company Healthy? Diagnose with the Data Analytics Maturity Model | Web analytics, data quality & data governance | Scoop.it
The chasm between the demand and supply of data scientists is a well-studied and documented current and future problem. The future digital analyst will have to triage multiple issues, gather information accurately and efficiently, and relay their findings so nontechnical people can understand and react appropriately.
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How real-time insight helps Wimbledon break news first | The Big Data Hub

How real-time insight helps Wimbledon break news first | The Big Data Hub | Web analytics, data quality & data governance | Scoop.it
See how real-time notifications have been helping Wimbledon be first with breaking news on its digital channels during week one of The Championships.
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Omniture vs Webtrekk - Side by side comparison | TechWars

Omniture vs Webtrekk - Side by side comparison | TechWars | Web analytics, data quality & data governance | Scoop.it

Compare Omniture vs Webtrekk: Discover 2014 usage & job statistics, Read use case reviews, Find which friends use which technology.

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Blow off Web Analytics with KISSmetrics

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Getting Started with Google Analytics Webinar - YouTube

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Mary Meeker: Mobile devices equal big data devices

Mary Meeker: Mobile devices equal big data devices | Web analytics, data quality & data governance | Scoop.it
MAY 29, 2014
Mary Meeker: Mobile devices equal big data devicesKleiner Perkins Caufield & Byers report sees mobile devices at the center of a slew of personalized data-harvesting trendsFollow @syegulalp

Credit: VOLODYMYR GRINKO

Mary Meeker, of Kleiner Perkins Caufield & Byers, has delivered the latest edition of her annual "Internet Trends" report, a series she has churned out since 2001. The touchstones for this year's report all involve familiar terms -- mobile devices, big data, cheaper processing power -- but one finding revolves around the way connected and instrumented mobile devices create data from user behaviors, as opposed to just providing data for user consumption.

First, the basics: Overall, Internet usage continues to grow -- 2.6 billion users as of the end of 2013 -- but its growth rate has started to flatten, and much of the growth is in markets that Meeker describes as "more difficult to monetize," such as India, Indonesia, and Nigeria. Most of that Internet usage is shifting to mobile devices, with the lion's share of engagement taking place on smartphones rather than tablets despite the latter's booming sales. Even there, it's starting to level off: Smartphone subscriber growth is flattening, with the majority of growth taking place in what Meeker calls "underpenetrated markets" like China and Brazil.

But Meeker notes how mobile devices are not being used as mere consumption devices. "People enabled with mobile devices and sensors [are] uploading troves of findable and shareable data," says the report. Meeker also sees this as part of the way our newly found big data-gathering abilities (thanks to cloud computing being cheaper than ever) are being refashioned more as big problem-solving methodologies. The push is toward figuring out what specific problems to solve with all these harvesting tools and the data they gather.

As promising as such a view is, it's also an experimental one, with the applications, user behaviors, the harvested data, and the potential problems to be solved all in flux. In messaging, for example, all-in-one apps like Facebook are being replaced with more utility-specific applications like Snapchat, a process Meeker describes as "unbundling." Meeker also notes the rise of what she calls "invisible apps," such as Foursquare Swarm or Dark Sky, that gather data passively in the background based on a user's behaviors, both online and in the real world, and notify the user only when needed.

Elsewhere in the report, Meeker examines how education and health care are being reshaped by technology. Both have become costly affairs; the former is doing a poorer job of preparing people for the realities of the modern job market, and most of the cost of the latter stems from management of chronic conditions due to behaviors that engender health risks (bad diet, lack of exercise).

In both cases, Meeker sees connected technology as a reformative influence. Education is being reshaped via cheaper online courses, and the "consumerization of health care" allows patients to not only more closely manage their own conditions, but give more detailed feedback about the quality of their care providers. There's still room for skepticism, given the newness of those fields, and Meeker seems to implicitly understand that, as she characterizes her findings as "green shoots data."

This story, "Mary Meeker: Mobile devices equal big data devices," was originally published atInfoWorld.com. Get the first word on what the important tech news really means with the InfoWorld Tech Watch blog. For the latest developments in business technology news, follow InfoWorld.com on Twitter.

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Analytics In Real Life - Landing Page Optimization - YouTube

Deel je video's met vrienden, familie en de rest van de wereld
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Omniture SiteCatalyst vs. Google Analytics - An Objective Comparison

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Google Analytics vs. Adobe SiteCatalyst -- Which Data Analysis Platform is Better for Business? - BusinessBee

Google Analytics vs. Adobe SiteCatalyst -- Which Data Analysis Platform is Better for Business? - BusinessBee | Web analytics, data quality & data governance | Scoop.it
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Social Media & Web Analytics Innovation Summit 2014: Day 1 Highlights

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Pub Adobe Marketing Cloud - YouTube

L'entreprise au bord de la faillite Encyclopedia Atlantica voit son nombre de commandes d'encyclopédie augmenter soudainement et peut relancer la chaîne de f...
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Dilbert Cartoon - Faulty Data - YouTube

Dilbert improves his math skills copy right to rightful owners
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Gartner survey reveals the digital marketing landscape in 2014 | Information Age

Gartner survey reveals the digital marketing landscape in 2014 | Information Age | Web analytics, data quality & data governance | Scoop.it
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