You need sound data to make sound business decisions. Below we share six of the most important ways to guarantee healthy data is flowing through your organization to boost revenue and ROI.

1. Ensure the accuracy of your measurements

• Certified measurement: Ensure that the providers of your analytics and data solutions are certified by the four leading EU organizations: ACPM and Médiamétrie (France) and ABC (UK) and SKO/NOBO (Holland). Be confident that your analytics activity complies with the EU’s strict data protection laws.
• Identified (and excluded) robot traffic: Bots can account for more than half of all web traffic. So to understand your real traffic volume, work with an experienced digital analytics provider who can identify and eliminate traffic from bots that browse your sites.
• Full transparency about how metrics are calculated: Do you understand what goes into your provider’s algorithm and how their metrics are created, regardless of their complexity?

2. Control the completeness of your data collection

• Data control procedures: Ensure you have access to easy quality control and dependable tagging. Regular procedures such as automatic testing allow you to check for the presence of all tags and guarantee fully reliable data.
• Complete tagging audits: Your provider should have the tools to facilitate tag audits, essential if you’re updating your site or apps.
• No data sampling: Your calculated data should be fully available without any depth limit, with no sampling to the collection and return.
• SLAs guaranteeing a high collection rate: You want a comprehensive SLA, covering collection, SaaS interface availability, data recovery time guarantees and support center response time.
• Domain-first measurement to bypass ad blockers: By collecting and sending data directly via your own domain name, tracking scripts are not disabled, making it possible to retrieve most of the traffic lost due to ad blocker usage.

3. Constantly clean your data to ensure its integrity

• Accessible and well-formatted data: Make sure you are capturing your data exactly as planned. By testing how your data is retrieved and presented, you ensure your values are correctly displayed on your interface.
• Fair and verified values: Ensure that no technical elements during collection can alter the accuracy of the numbers in your analysis.
• Personalized tools for tagging: By setting custom data processing rules, you can correct errors due to tagging problems, enrich the data collected and exclude unwanted traffic.
• Automated quality control: Our tools allow you to independently update the data, without relying on technical support to change the code.

4. Have fresh data, available at the right time, almost instantaneously

• Data in real time: Real-time KPIs can help make data available in your analytics and dashboards is less than five minutes.
• Data that can be re-used at any time: Leverage your data for customer re-engagement, push notifications, retargeting and email campaigns.
• Exportable data: Extract millions of events every hour to feed your data warehouse or data lake with highly granular and up-to-date analytics data.
• Augmented data to describe and predict behavior: Powerful machine learning features allow you to anticipate or predict possibly urgent and critical events.

5. Centralize your data around a single reference point

• The implementation of data governance: Guarantee the consistent use of your data while ensuring that you’re following all internal and external policies.
• Common reference indicators for consistency: Identify which indicators, based on their definition and calculation, should be used as performance benchmarks for each department.
• Common analysis tools: Base your decisions on data that is collected, calculated and processed in the same way.
• A cross-device approach: Maintain a 360° view when analyzing your performance and ensure you don’t miss any key insights.

6. Ensure strict legal compliance of your data

• Perfectly accurate customer data: Make sure you’re aligned with data protection laws that require the data to be accurate in order to be compliant.
• Prior collection of legal, explicit and positive consent: Cookie consent exemption in countries like France make measurement easier and more reliable.
• A data purge: Understand if the controller’s data can be deleted with no copy of it kept at the end of the business relationship and if they can request immediate destruction of all data.
• Complete and transparent information: Make sure your provider is clear on how they process data, the type of data they collect, where it is kept and for how long.
• Accessible data that can be modified or deleted: Can the DPA give you the right to access or erase personal data collected from a website or mobile app?