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Getting the right mix of digital analytics tracking, processes and tools


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Here is my talk held at the Digital & Web Analytics Summit, London, May 2015.

It covers the base level tools and processes you need to get the best out of your data, how to produce actionable insights that will speed up your velocity to change..

Published in: Data & Analytics
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Getting the right mix of digital analytics tracking, processes and tools

  1. 1. Getting the right mix of Digital Analytics tracking, processes and tools Sjaun Wong, Digital Analytics - Comic Relief 12 May 2015, London 1 @datadigitally Sjaun Wong
  2. 2. 2 Comic Relief - Overview In 30 years: over £1 bil. raised In Mar. ‘15: raised £78mil. and counting Our vision: A just world free from poverty We are Grant-giving organisation and our sites: 1) Support fundraising campaigns 2) Applications for grants (Comic Relief site) 20142015 We alternate with a “Big Bang” campaign, every other year
  3. 3. 3 Comic Relief – Our Campaign sites 1) Our campaign site runs once every 2 years 2) We needed resources for a short limited time 3) Sport Relief code-base learnings overlayed on Red Nose Day and vice versa 4) User Journeys and CTAs are very different for both sites @datadigitally Sjaun Wong
  4. 4. 4 Comic Relief – Our Campaign sites Our Challenges and key learnings from our experience over the last year: 1) Tracking Solution – Tag Management Service 2) Actioning Insights – Processes & Tools 3) Tag Auditing and Data Quality Testing @datadigitally Sjaun Wong
  5. 5. 5 Red Nose Day – Challenges & Outcomes 1) A reusable tracking solution across 4 domains / teams 2) Track more data and improve data accuracy 3) Increase flexibility and agility of requirements for marketers 4) Reduce developer resource for tracking @datadigitally Sjaun Wong
  6. 6. 6 Red Nose Day – Challenges & Outcomes 1) Mitigated risk of code conflicts by deploying multiple containers for each subdomain / team 2) Reduced developer resource and time on tracking 3) Marketers had more depth & breadth of data 4) Satisfied unknown requirements by understanding the context of objectives This encouraged teams to always plan their tracking requirements! @datadigitally Sjaun Wong
  7. 7. 7 Red Nose Day – Challenges & Outcomes 1) Use a master Tag Management container that has your basic configuration 2) Separate your containers across each subdomain 3) Use consistent naming conventions within the container 4) Start best practice early e.g. - Check the parent nodes in the DOM tree to find the closest Element ID - Simplify Event Categorisation so all marketing teams can understand it @datadigitally Sjaun Wong
  8. 8. 8 Red Nose Day – Challenges & Outcomes 1) Data needed to be easily available, accessible and easy to integrate into Excel for daily campaign reporting meetings 2) Track SEO 3) Required retroactive analysis of complicated user journeys @datadigitally Sjaun Wong
  9. 9. 9 Red Nose Day – Challenges & Outcomes 1) Daily CRO & Insight Meetings - Analytics Edge - Excel automation - Decision-makers in one meeting - Feedback loop informed new requests 2) SEO insight - Webmaster tools used in GA - “Low hanging fruit” – Top search queries with Low CTR: > Keyword Cannibalism > Missing Landing Pages > Search Snippet optimisation 3) User Journeys Insights GA -> FunnelPlus: - Retroactive analysis of user journeys / funnels - Combine Events and Page URL steps in user journeys @datadigitally Sjaun Wong
  10. 10. 10 Red Nose Day – Challenges & Outcomes 1) Create daily / weekly CRO meetings with key decision-makers - This will increase your velocity to change - BYO Analyst: Use a data feedback-loop to inform your key decisions 2) Analytics Edge - Windows Excel add-in - Basic is free - Free templates: @datadigitally Sjaun Wong
  11. 11. 11 Red Nose Day – Challenges & Outcomes 3) Webmaster Tools - Search queries and Landing Pages are key - Use search query reports, remove brand search terms and automate through Analytics Edge - Check the search rankings and snippets: @datadigitally Sjaun Wong
  12. 12. 12 Red Nose Day – Challenges & Outcomes 4) FunnelPlus: User Journey Tool - - Retroactive funnel analysis - Mix events with page steps - Add Dimensions in funnel @datadigitally Sjaun Wong
  13. 13. 13 Planning this year WHY? We need to improve tag data quality & collection - Check pages with missing tags and compare releases (regression test) - Check browser and device data consistency - Better Data Quality: Scenario test events and data validity / quality HOW? QA team shared resource QA Tools: > Eclipse Software (Java IDE) > Selenium Webdriver (web automation) > Browserstack (browser emulator) @datadigitally Sjaun Wong
  14. 14. 14 Sport Relief ‘16 – Looking forward @datadigitally Sjaun Wong
  15. 15. 15 Comic Relief – Our Campaign sites 1) Tag Management Service: - Start best practice early and delineate between teams / sections of your site 2) Insights: - CRO Weekly meetings - SEO: Use automation tools (Analytics Edge) and monitor all parts of your rankings - User Journeys / Funnel Visualisation: Funnelplus is better than GA funnels 3) Automated Tag Auditing and Data Quality Testing - Check for missing tags and regression test changes between sprint releases - Check (older) browser and device data consistency - Scenario and Data validation tests e.g. third-party API’s, different coding teams @datadigitally Sjaun Wong
  16. 16. 16 Sjaun Wong Digital Analytics and Insights Comic Relief Email: Tel: +44 (0)207 820 2000 @datadigitally Sjaun Wong