News Byte: ObservePoint Upgrades Tag Auditing Platform

Share this article:
MyBuys enters the retargeting game.
MyBuys enters the retargeting game.

The old saw about having too much of a good thing applies to Web analytics, says ObservePoint Director of Marketing Matthew Miller, who relates that a query from a client led to today's introduction of added audit support for tagging. “The tagging had gotten too complex,” Miller says. “He came to us and said that the data he was getting from Omniture reports had to be wrong because they weren't lining up with other reports he was receiving from his agencies.”

Miller says that problems such as data inflation, in which double tagging of pages overstates metrics, and data leakage that puts proprietary information into the hands of third parties, moved ObservePoint to expand its analytics auditing software to encompass more than 50 online marketing technology tabs. The SaaS-based platform now supports RichRelevance, Adometry, MediaMatch, Criteo, AdRoll, and BlueKai, among others.

"Tags provide substantial value to site owners, but may create negative impacts if tags are mismanaged or there is a lack of awareness as to their function and ability to transfer data,” Miller says. In a recent study of the top 100 online retail sites, ObservePoint found that page metrics related to one third of their site activity metrics are inflated by at least 50%.

Poor analytics auditing can go so far as to harm a company's financial standing. As an example, Miller points to a large online retailer declaring in its 2011 annual report that visits to its website were down 1%, whereas there may not have been a decline at all. "The margin of error revealed in the study suggests that no company should cite unaudited web analytics data," Miller maintains.


Share this article:
You must be a registered member of Direct Marketing News to post a comment.
close

Next Article in Digital Marketing

Follow us on Twitter @dmnews

Latest Jobs:

Featured Listings

More in Digital Marketing

Target Better With Facebook, Sandberg Tells Marketers

Target Better With Facebook, Sandberg Tells Marketers

In earnings call, the COO claims Facebook is 44% more accurate than the industry average at targeting and promises increasing investment in ad tech.

Day One on the DMA2014 Show Floor

Day One on the DMA2014 Show Floor

Sprouting from the Direct Marketing Association convention today were retargeting refinements, rules for breach behavior, and, yes, some darn fine Brussels sprouts.

Customer Identity in the Digital Age

Customer Identity in the Digital Age

Industry experts explore the value in a person's cyber identity for marketers.