How many data analysts do you need to get an answer to a data question? The answer is 1 +20. One to get the numbers, and 20 to argue against them.
Spending a week surrounded by the best brains of the digital world, I saw a lot of commonalities between the different companies. Although we come from different industries, regions and target audiences, we all suffer from the same pains and struggle with the same questions.
The two main topics that were raised in almost every discussion in which I participated were:
1 - Data accuracy and reliability
2 - The number of solutions and how to work around it
How Accurate is My Data, That's The Big Question!
Data accuracy is THE pain of the analysts. We count on data. This is our base for any hypothesis, test or change. How can we make decisions if we are not sure that we are covering all elements? How can we be sure that the data that we are getting is not only analyzed correctly but even prior to that, was captured correctly?
I heard very interesting discussions around it, which indicated that we are not alone; everybody is worried about it. I also heard different solutions to mitigate the risk. Some companies mentioned using more than one tool to capture data as a way of auditing the numbers. For example, if I look at bounce rates in two different tools, then I can find out more easily if I am missing something.
My tip to you: make sure that the different solutions capture the data in the same way or at least understand the logic behind it. For example, don’t get confused between Time on Page and Engagement Time (the actual time a visitor engages with a page). Make sure all of your solutions speak the same language or that you are aware of the differences.
Another idea that companies raised was to create a clear, consistent business process for data collection. Also confirm variables’ accuracy to ensure data collection is consistent between devices, browsers, etc.
Finally, have a process to audit the tag deployment, since the website is dynamic and changing, and make sure the tags are still deployed correctly to collect the right data.
An Integrated Environment
This takes us right into the 2nd hottest topic of discussion, the number of required marketing solutions and how to orchestrate them. Although we all wish for an all-in-one solution, it is clear to everyone that different solutions are required to enable a comprehensive understanding of the online asset. It starts with the tag management tool, goes through traditional analytics and continues to Digital Customer Experience Management tools and more, further in the optimization path.
In order to survive in this Multi-solution environment, a company needs to choose solutions that integrate with each other. Integrations within the marketing ecosystem are not just nice to have but are an absolutely must have for surviving the data flood.
Why? Because you want to make sure you are getting accurate data, that you are using each solution to its best and that you are not making false decisions that stem from confusion. For example, having your Voice-of-Customer tool integrated into your Digital Customer Experience (DCX) which is also integrated with traditional analytics will allow you to understand the feedback from your visitors, analyze the reason for it, and quantify the issue so that you can go ahead and fix it.
So remember, invest in thinking about your data: how to get it, how to monitor it and how to integrate it with the different solutions.
Clicktale is your Digital Customer Experience management tool, adding the essential layer of analytics to existing data, while providing valuable insights on consumer behavior, for a complete digital marketing ecosystem.
Learn more about Clicktale integrates with all other tools in the optimization cycle, maximizing the value of your web analytics, A/B testing, Tag Management and Voice-of-Customer tools.