Pierre DeBois

How Third Parties Can Hurt Your Marketing Analytics

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Joe Stanganelli
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Tag bloat is real.
Joe Stanganelli   2/22/2017 6:22:13 PM
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> Another example is tag bloat, something that happens when the various tools on a given HTML page add additional tags. These additional tags can potentially increase the page load, which slows response for a website. That means page rendering in browsers or response to links is slower, creating a poor user experience. Data bias can occur as more tags are added over time.

Yep.  Speaking for myself, I click away all the time from websites when it takes too long and I see too many widgets getting loaded.

impactnow
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Re: thanks
impactnow   2/21/2017 5:09:42 PM
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Pierre as always excellent information that helps us all not fall victim to analytics that could be false. You have given us all great questions to ask. Are there any more questions you feel are especially important to consider when viewing your analytics given this information?

Zimana
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Re: thanks
Zimana   2/21/2017 4:15:37 PM
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You are welcome. Glad you liked the post. 

T Sweeney
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Re: Bloated data
T Sweeney   2/21/2017 11:27:35 AM
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I think it also merits stating explicitly that datasets are often scrubbed, massaged and otherwise made to look better than they really are for a consumer or a client. This isn't a topic I've seen addressed much til Pierre's blog here, but we need to become smarter consumers/recipients of the data being offered us, and by association, its conclusions.

T Sweeney
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Re: Bloated data
T Sweeney   2/21/2017 11:25:04 AM
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Money changes everything, right? And I've got less of a problem with that if it's also accompanied by the transparency and disclosure of Nascar patches.

 

SaneIT
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Re: Bloated data
SaneIT   2/21/2017 8:19:48 AM
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I know there have been jokes about making politicians wear sponsorship badges like auto racing team.  Maybe this isn't such a silly idea anymore.  If we have more corporate influence now we should be looking at why it is growing and how it influences individual politicians.  Again the transparency issue isn't likely to address this so it would be interesting to see if we could get regulations put in place to keep elected officials working for the individuals.       

Zimana
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Re: Bloated data
Zimana   2/20/2017 4:05:34 PM
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The association is indeed amazing in terms of scale.  The business community has had this for a while, but it is also a by-product of the personalization trend. By using personalization strategues, marketers have established brands as having the same values as their customers.  When Trump ran, and introduced extremes - immigration, racial commentary, etc. - businesses that supported Trump had to decide their association. We probably would not have seen so much debate about affinity if Trump had loss.  His business history introduced a spotlight, one that certainly has implications for analytics.

SaneIT
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Re: Bloated data
SaneIT   2/20/2017 8:43:29 AM
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@ T Sweeney I like that observation it is SEO for analytics.  It wouldn't be surprising to see this morph into an SEO like industry of driving marketing for analytics metrics.  "Use these three KPIs to double your sales to Trump supporters."  I'm still a little taken back that we're doing so much association of a company with a political party or a single politician.  At the very least this feels like a conflict of interest.

Bernardaze
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Re: thanks
Bernardaze   2/20/2017 6:23:10 AM
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Thank's Pierre Debois for this news !

Bernard

T Sweeney
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Bloated data
T Sweeney   2/18/2017 1:58:27 PM
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Let's call this phenomenon what it really is: Analytics spam. Or maybe SEO for analytics, since money's involved to inflate numbers and results and make something look more successful than it really.

But like spam, the quality is abysmally low. Ask anyone who's ever used one of Twitter's paid followers programs.

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