Hub'Scan - Bring order to your tagging chaos with data quality assurance - Julien Coquet

Bring order to your tagging chaos with data quality assuranceJulien Coquet - VP Product & Chief Evangelist @ Hub’Scan eMetrics San Francisco 2015

About Hub’Scan

- A digital analytics quality assurance company

- Based in Boston

- Corporate member of the DAA

- Nominated for DAA Excellence Award

About yours truly

- Digital analytics veteran

- Implementation specialist

- Level 80 Tag Warrior

- Keeper of the One True Tagging Plan

A common schema for analytics

Data collection ▸ Reporting ▸ Analysis ▸ Optimization

Yes, we’re still using tech that’s 20 years old

As a consultant, I’ve seen it all.And some of it cannot be unseen.

Analytics nightmares

Lack of structure or specification

Lack of communication between teams

Lots of time spent doing QA

Analysts turned into debuggers

Blaming IT does not solve problems

Analytics solutions don’t provide QA

SAMPLED TAG AUDIT

EXHAUSTIVE TAG AUDIT

“I thought tag management could automagically guarantee data collection?”

Tag management is not a miracle cureIt’s chicken soup for your tags

Business IT

Specification Specify data collection plan Translates into tagging plan

Implementation Gets data and reports Deploys tags manually or via TMS

Quality assurance Verify data Verify tagging

Evolution Update tagging plan Update tags

Business IT

Specification Specify data collection plan Translates into tagging plan

Implementation Gets data and reports Deploys tags manually or via TMS

Quality assurance Verify data Verify tagging

Evolution Update tagging plan Update tags

Wasted resources : time & money

Wasted talent

Digital analysts are beingused as tag custodians,

not data scientists

It’s time for business processes

Address your data ecosystem

BIG DATA

BUSINESS INTELLIGENCE

CRM

DIGITAL ANALYTICS

SOCIAL MEDIA

CALL CENTERS

MORE SOURCES

Address all analytics phases

Acquisition ▸ Behavior ▸ Conversion

Focus on data, not tags• Don’t just collect data

• Collect the right data

• Make data comply to your tagging plan

Business case: Peugeot

• 1800+ automotive websites

• Migrated from Sophus to GA Premium

• Global deployment of digital marketing tags

• Distrust in data due to poorly executed implementations

Business case: PeugeotWith Hub’Scan, PSA was able to

• reduce tagging QA time from months to hours

• facilitate collaboration between marketing and IT

• certify conversion measurement

• restore faith in data through quality

Improve acquisition, behaviour & conversion Reduce TTM, TCO and COS Boost volume of visitors Boost business conversion

Hub’Scan EX

Demos, free trials and MOAR?- BOOTH #612 (can’t miss it)

- Get your Summit game card tagged

- Goodies

- A chance to win a seat at the DAA Gala on Apr. 1st

- French accents

Thank you!Hub’Scan - @hubscan

Julien Coquet - @juliencoquet

Scans entire websites for digital marketing tags

Hub’Scan EX

Manages tagging plans & data quality

Hub’Scan EX

Supports most TMS platforms (tag management systems)

Hub’Scan EX

TMS data layer validation

Hub’Scan EX

Checks your website against 50+ SEO best practices

Hub’Scan EX

Replays key user journeys

Hub’Scan EX

User-friendly & responsive

Hub’Scan EX

Full-featured developer API

Hub’Scan EX

Can’t find your tag in our library? Add it yourself in a couple clicks!

Hub’Scan EX

Cookie audit

Hub’Scan EX

Custom performance dashboards

Hub’Scan EX

Correlates data quality with conversion rate

Hub’Scan EX

Benchmarks your data quality versus competitors

Hub’Scan EX

TIME TO MARKET Automate your tag audits& save thousands of dollars!

DATA LAYERS We ensure that your TMS fires theright tags with the right values

CAMPAIGNS Hub’ScanEX lets you scan and monitorfully custom tags

COST OF OWNERSHIP Reduce your TCO by getting the most of your investments in traffic acquisition & digital analytics