Our analytics team is kind of like the oil in Harvest, keeping our campaigns running smoothly. We like to start every engagement with an audit of web analytics and campaign tracking code. We’ll make sure that goals are being captured properly. We’ll look for conflicts in tags and make sure that redundant tags are removed. We’ll deploy tag management if it isn’t in place and check for any speed issues that could be harming site performance.

The data sources we are typically working with are more complex than you would normally see from a simple web development perspective. We need to understand the path that customers took to reach your website as well as their behaviour on site. This means taking data from web metrics like Google Analytics or Adobe Analytics, from bid management software like Marin, and from adservers like Sizmek.