When working with numbers, errors can happen easily. Incorrect mathematical formulas, erroneous filters and faulty addition all represent potential problems. Aggregating data from multiple sites and channels is surely one of the most delicate issues, given the fundamental desire and need for a holistic view of digital performance.
88% of reporting done in Excel is (partially) wrong
According to a 2013 MarketWatch study,* 88% of Excel spreadsheets contain errors. Let’s admit it – that figure is huge, and you can easily imagine the wake of destruction this could cause within a company: incorrect interpretation of data, and bad decisions as a result.
If we add to that the increasingly complex visitor journey, as well as the exponential multiplication of touch points between brands and prospective customers… you can easily see what an arduous task tracking can be.
To top that all off, Cisco says by 2020, every person will have, on average, 6 smart devices.** That begs the question, How can you get digital analytics data that’s reliable and accurate, and truly representative of your entire digital presence?
3 crucial factors to take into account
- Comprehensiveness. Long gone are the times when brands had just one website, whose homepage was the start of most browsing activity. Today, how can we measure desktop, mobile phones, tablets, and more? The list of different digital channels is already quite long, and is always getting longer – the recent launch of the Apple Watch is proof. In today’s context, measuring marketing campaigns is complex and requires time and concentration. You must be able to analyse several sites at the same time, with the least setup and tagging possible, all while having the possibility to add sites and/or apps along the way.
- Simplicity. It’s Monday morning, the team meeting is at 10:30am, and you have one hour to update your dashboards presenting the campaigns that ran on the website, the mobile site, and 3 apps. To do so, you’ll have to juggle between the different properties, retrieve the data, and consolidate it all in a spreadsheet to then integrate it into your dashboard. To save time, a centralised tool allowing you to group all your data within a single interface is essential.
- Consistency. No need to rehash the figures highlighted above… the need for reliable data is a no-brainer. At the crucial implementation stage, you must take the necessary time to test your tagging in order to ensure the complete integrity of your data. Consistent data is essential, as it’s what ensures that “numbers don’t lie,” and it’s this reliability that your users will depend on. In short, if your data is not robust, the consequences can be disastrous. The simplest way to avoid all problems linked to data treatment is to retrieve data that has already been treated, filtered and aggregated.
Use tools to aggregate your reporting data
With any good digital analytics platform, you should be able to do multi-site reporting. This means being able to analyse, in just a few clicks, your overall performance: traffic, campaigns, searches, etc.
AT Internet’s Data Query application offers an answer to these needs. To simplify your work even more, we’ve made pre-designed analyses available to consolidate data across all your sites, which you can run regularly, or on longer periods of up to 6 months.
** Source: Cisco, “IoT in Logistics”, 2015