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

Getting the right mix of Digital Analytics tracking, processes and tools

Sjaun Wong, Digital Analytics - Comic Relief12 May 2015, London

1@datadigitally Sjaun Wong

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Comic Relief - Overview

In 30 years: over £1 bil. raisedIn 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 campaigns2) Applications for grants (Comic Relief site)

20142015

We alternate with a “Big Bang” campaign, every other year

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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

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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


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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


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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!


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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 earlye.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


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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


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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 InsightsGA -> FunnelPlus:- Retroactive analysis of user journeys / funnels- Combine Events and Page URL steps in user journeys


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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-inwww.analyticsedge.com

- Basic is free- Free templates: bit.do/freereports


http://www.analyticsedge.com/

http://bit.do/freereports

http://bit.do/freereports

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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: bit.do/top100


http://bit.do/top100



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4) FunnelPlus: User Journey Tool - www.funnelplus.com

- Retroactive funnel analysis - Mix events with page steps- Add Dimensions in funnel


http://www.funnelplus.com/

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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)


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Sport Relief ‘16 – Looking forward


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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

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Sjaun WongDigital Analytics and InsightsComic Relief

Email: [email protected]: +44 (0)207 820 2000

@datadigitally

Sjaun Wong

mailto:[email protected]

Data & Analytics

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