In this article you will find the materials for the talk Analytics F*ckups and How to Avoid Them by our director and head of the analytics department Marek Čech from the Czech Online Expo 2024 conference.
In his talk Marek shared links to supplementary materials, which you can find below.
Consent Policy
In this video (in Czech) you can see what impact a consent banner has on your marketing and what can be done about it.
Our colleague Marie also describes in this article the changes concerning Consent Mode 2.0 that await us in March 2024.
Identifying Users with user_id
Identifying users with user_id or other identifiers has been a big topic of digital and web analytics in recent years. Tomáš Ondříšek writes about the topic in more detail.
Targeting Margin, Not Revenue
The topic of PPC meetups and conferences is often targeting and optimising campaigns directly in advertising systems for margin, not for revenue. With dozens of our clients we have brought this philosophy to perfection, and they now use the option of targeting margin in real time, or of customising the calculation further thanks to server-side tagging. Find out more about this issue in this article.
Poor Use of UTM Parameters
Ever since it became possible to tag individual campaigns in the digital environment with UTM, it has been one of the most common reasons why companies cannot evaluate the performance of their campaigns correctly. For several years we have been deploying this template at our clients, which serves for the basic record of tagged links across the digital world. But thanks to frequent changes of agencies and specialists, it is a losing battle. Try to change that together with us.
Missing Documentation and Insufficient Competence
We are gradually getting to maturity topics. The main one lately is data governance, which is often the foundation for the long-term successful building of data and analytics maturity. One of the symptoms of lower maturity is missing documentation or outdated measurement. Find out why documentation is so important.
Missing Conversions and Outdated Measurement
With this checklist (in Czech) you will be able to evaluate and audit unambiguously what condition your campaign measurement is in.
Missing Measurement Strategy
This too is a common bad habit across the market. That is why with our clients we always start with a measurement strategy (template in Czech). This exercise often shows what importance you are actually able to assign to data across the company and its processes. The whole phenomenon has another extreme too: I measure everything, but because I do not document it, I effectively measure nothing, since nobody knows how to work with that data.
A Modern Analytics Ecosystem for SaaS Applications
This video (in Czech) shows an introductory consultation and the topics we usually go through with clients at the first meeting. If you represent a new or existing SaaS solution, you can play the video for inspiration on where everything can be taken.
Are you missing any material that Marek talked about? Let us know.