Wednesday, August 6, 2014

Three great events in Europe: GA Conference Nordic, Online Dialogue Days and Digital Data Tips Tuesday

Five years ago I visited the Netherlands and I met the great folks at to talk about the Online Analytics Maturity Model. I'm coming back during the week of September 11th for a series of great events:

Google Analytics Conference Nordic - Stockholm, Sweden

August 28th will see the biggest gathering of Google Analytics aficionados in Sweden. Hear from Spotify, Justin Cutroni from Google, and a slew of other great speakers. I will share the work I've done with BRP - the manufacturer of very cool recreational vehicles.

The next day is almost sold out already - it is your unique opportunity to attend my full-day GTM+UA workshop and learn first-hand how I do large-scale implementations using Google Tag Manager and Universal Analytics and it is jam-packed with great tips & tricks. 

Online Dialogue Days - Utrecht, Netherlands

On September 11th, I have the pleasure to share "Behind the maturity scenes"- anecdotes and stories gleaned from thousands of self-assessment surveys and consulting with dozens of organizations on the topic of digital analytics maturity.

The following day, join me for a 3 hours workshop where I will drive you through the process of conducting a digital analytics maturity assessment for your organization or a client - a rigorous methodology fuelling the definition of an optimal and realistic roadmap to digital analytics success.

There are only 50 seats for the conference, so hurry up and register now!

Digital Data Tips Tuesday - Amsterdam, Netherlands

Participate in the 2014 edition of the State of Digital Analytics in the Netherlands and we will present the results at the Digital Data Tips Tuesday #3, in Dauphine - Amsterdam on September 16th.

Monday, August 19, 2013

Is Google+ the new era of blogging?

I don't know for sure, but in any case, the best way to read what I think, find worth reading, engage in the conversation directly, is to follow me on G+.

Wednesday, July 17, 2013

TMS: from tags distribution to orchestrating digital customer data

A commissioned study conducted by Forrester Consulting on behalf of Tealium (May 2013) indicates that "94% of marketers see data integration as the next step in the evolution of tag management". This is one of several golden nuggets backed up by a rigorous study from a reputable firm.

94% is virtually everyone, right? So almost everyone said "yes" when asked "Do you see data integration as the next step in the evolution of tag management?" At least, that's what the 142 digital marketing decision makers interviewed said.

Always question the unquestionable

My questions to you, fellow #measure aficionados, are:
  1. could the formulation of the question result in some leader bias?
  2. is a sample of 142 respondents representative enough?
My take is that a) formulating the question in this way is bound to give a positive answer - I think asking which one of many choices is perceived as the next step would have been preferable and b) I'm no survey expert, but looking back at my stats books tells me that a sample around 350 would be more representative (at 95% confidence and +/- 5% error margin) when the exact population size is unknown. On top of that, although the survey gives some indications of the profile of the 192 respondents, I wonder if they might be mostly Tealium clients.

"Lies, damn lies and statistics"

This famous quote highlights the persuasive power of numbers. When reading such studies - any study - keep in mind there are commercial interests involved. I'm certainly not saying Forrester or Tealium are at fault. Sponsoring studies is part of the marketing strategy to build credibility, reputation... and sales. I bet another similar study sponsored by another vendor would bring a different light on some aspects while reaffirming some others.

Data integration is undeniably important. After all, who could be against virtue? But there are several other factors to consider when choosing a TMS vendor.