The Value of Data Governance & Performance Measurement

The Value of Data Governance
& Performance Measurement
How enterprises use ObservePoint to ensure quality data,
optimize customer experiences, and drive growth
and ROI with actionable insights.
The goal of your company’s online (and offline) presence is to generate new revenue. And generat-
ing that revenue depends on your ability to accurately capture the end-to-end customer journey
and leverage that information to improve marketing and sales strategies. For this process to work,
you need to feel confident that your tools and technologies are collecting accurate, complete data
that will drive growth.
However, the teams responsible for collecting and analyzing data often encounter a myriad
of challenges, including:
Multiple hands or teams touching site pages, resulting in duplicate, missing, or broken tags
that impede data collection or interrupt user experiences
Manual data cleansing processes that are time-intensive and susceptible to error
Disorganized campaign tracking systems (such as a series of Excel spreadsheets) that track
data in silos and at different levels of granularity, resulting in data gaps that weaken insights
Decision-makers who lack confidence in the data collected and/or insights derived from a
faulty attribution model
Through automated performance measurement and data governance, ObservePoint solves the
problems above and helps you make better use of your time, investments, and insights.
1

The ObservePoint Solution
1. Ensure Data Quality
Standardize
Obtaining quality data starts with ensuring that
data is collected in a standardized, reliable
manner.
While many businesses attempt to standardize
data manually (typically with a system of Ex-
cel spreadsheets), this process is complex and
time-consuming. Spreadsheets are often hard
to manage, housed in different departments,
and susceptible to errors, such as multiple nam-
ing conventions (think email vs. e-mail) being
used to track the same attribute.
ObservePoint’s performance measurement
solution replaces homegrown spreadsheets
and addresses these problems by allowing you
to:
Track dozens of attributes with universal
Touchpoint IDs that create a shared tax-
onomy for labeling metadata (thereby
eliminating human error in the code
creation and management process)
Create and validate dynamic tracking
URLs en masse
Update metadata whenever necessary
With data effectively standardized through au-
tomation, you can save time and trust that no
critical insights slip through the cracks.
Test
Data is only helpful if it’s accurate, and with how
frequently websites and apps are updated and
interrupt the data collection processes, the only
way to ensure accuracy is with focused, consis-
tent testing of the technologies collecting your
data.
“We invested decent marketing dollars
into creating video testimonials, so we
implemented analytics on those play-
ers to see who watched and what they
did as a result. One day, without telling
us, the development team made a very
minor change to improve the video on
mobile and it caused the entire analyt-
ics package deployed on the player to
break. But because we had an Observe-
Point audit running, we caught it that
same morning and had it fixed by the
end of the day.”
Manager, Digital Analytics Product Team,
Education
An ObservePoint Customer
Manually, this requires combing through code
one page at a time to investigate the function-
ality of individual tags. Fortunately, there is a
faster, trusted way to ensure accuracy: auto-
mation.
With ObservePoint’s data governance solution,
you can schedule automatic Web Audits that
crawl your site looking for missing, duplicate, or
unauthorized tags and alert your team to errors.
Proactively running Web Audits with Observe-
Point ensures that—even with multiple hands
making frequent updates to your site—errors are
caught before they interfere with data collec-
tion or user experiences, so you can increase
company-wide trust in critical insights and
make decisions based on accurate data.
2

2. Optimize Customer Experiences
Unified, End-to-End Journey Tracking
To optimize customer experiences, you need to understand the complete customer journey, and
doing so requires unifying data collected by all your tools—and at every stage of the journey. The
problem? This data is often structured in a variety of ways and measured at different levels of
granularity, making it nearly impossible to unify data manually.
Fortunately, there is a way to achieve true data unification. ObservePoint’s performance measure-
ment solution is built on the foundation of a standardized taxonomy (which ensures data is mea-
sured at the same level of granularity) and integrates with the other technologies in your stack so
that you can capture and unify data across:
Web and mobile
Digital and offline
Paid, earned, and owned media
Marketing, sales, product, and service departments
With all the above data acting as one cohesive set, your team can analyze the end-to-end cus-
tomer experience from within an easy-to-use platform.
Journey Testing
Just as important as unifying customer data is testing to ensure that critical paths are functioning
properly and tracking data is being collected at every stage of the journey.
It is possible to manually click through the paths on your site to validate functionality and tracking,
but doing this for every path (and after every website update) is tedious and time-consuming.
ObservePoint’s data governance solution allows you to set up Web Journeys that automatical-
ly validate critical paths and alert you to tracking and experience errors. By catching these errors
when they occur, your team can:
Ensure streamlined path-to-purchase flow
Reduce advertising spend that is wasted on broken or misdirected journeys
Use more accurate data to improve customization and user experiences (and drive sales!)
“When we started with ObservePoint we found that 2 to 4% of our advertisements
pointed people to landing pages that didn’t exist anymore. What an awful experi-
ence—your introduction to our brand was a 404 page.”
Senior Analyst, Analytics Technology, Travel Industry
3

3. Drive Growth & ROI with Accurate Insights
Sophisticated Attribution
To drive growth, you need a trusted attribution model that provides accurate insights about which
strategies are working and which are not. The problem? No single attribution model—from simple
models like first- or last-touch, to multi-touch models like even-touch or U-shaped—can provide a
holistic picture of how your efforts are performing.
That’s why ObservePoint’s performance measurement solution allows you to use multiple rules-
based models, as well as algorithmic attribution, to analyze your data. Our algorithmic model at-
tributes credit by collecting data from all customers—including those who do not convert on your
site—so you can pinpoint the specific channels, publishers, and content types that influence (or
hinder) conversion.
By using multiple attribution models to gauge how customers interact with your brand, you can
more accurately give credit where credit is due and use those trusted insights to improve the ROI of
your investments.
Continued Data Validation
Testing your site to verify data is being collected properly and validating critical pathways is no
one-time checklist item. With multiple teams implementing new tools and making frequent chang-
es to your site, ensuring data accuracy is only possible through ongoing data monitoring and vali-
dation.
By using ObservePoint’s data governance solution to schedule regular Web Audits and Web Jour-
neys, you can prevent inaccurate or incomplete data from showing up in reports and have ongo-
ing peace of mind about data collection and accuracy.
With trustworthy data, you can then promote company-wide confidence in your insights and cre-
ate strategies that consistently drive growth.
“With ObservePoint we have consistency and that increases the quality of the
data. More importantly, the business partners that are relying on that data have
greater confidence in it, and greater confidence in their decisions.”
Senior Manager, Digital Experience, Financial Services Industry
4

Ensure Trusted Data with ObservePoint
With ObservePoint’s automated data governance and performance measurement solu-
tions, you can:
Ensure that data is accurate and complete
Reduce time spent on manual testing and cleansing
Eliminate data silos
Implement sophisticated attribution on the end-to-end journey
With higher quality data in your arsenal, you can create amazing customer experiences
and implement informed strategies that drive growth.
Click below to see how ObservePoint can help you ensure data quality, optimize customer
experiences, and drive growth and ROI with accurate insights.
5
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The Value of Data Governance & Performance Measurement

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