Implementing Digital Analytics

Start with well-defined business goals and objectives. Then use the technology, people and process to deliver relevant reporting and analysis.

Technology - Provides data. At TELUS digital, we use the following technologies:

People - Implement tools, provides analysis, insights, and recommendations.

Process - Tagging pages, ad-hoc data requests, dashboards and scheduled reports.

Technology

Adobe Analytics (formerly Omniture SiteCatalyst) is the enterprise standard for digital analytics measuring and reporting at TELUS. All TELUS customer-facing web properties need to implement Adobe Analytics to deliver a holistic view of website traffic and performance.

Other analytics data tools such as DOMO, ClickTale, A/B testing, Qualtrics (VoC), feedback forms, etc. should also be used in conjunction to gather additional customer data.

Process

Implementation

There are many different tracking tools that can be implemented for analytics. It is important to consider analytics early in a project so you can help determine the measurement strategy and what tools need to be used.

Tag Management

At TELUS digital, most tracking tools are implemented via the Ensighten tag management tool. For this to happen, the Ensighten Bootstrap.js file need to be place in the the <head> of all html pages.

Sample script: <script src ="//nexus.ensighten.com/telus/prod/Bootstrap.js"></script>

Note, each web property will have a different version of this script. If your website doesn’t already include the Ensighten script, please contact the TELUS digital analytics team to obtain the correct code.

Adobe Analytics

Adobe Analytics can be implemented two ways. The JavaScript can be hard-coded on the the page or preferably added through the Ensighten tag management tool. telus.com uses Ensighten and the Adobe Analytics tags are included based on matching URL conditions. It is very important to notify the analytics team when launching new pages to make sure the Adobe Analytics code is implemented prior to launch.

Sample of hard-coded tags:

<script type='text/javascript'>
s.pageName="my account/phone services/change plan - review";
s.prop5="my account";
s.prop6="my account/phone services";
s.prop7="my account/phone services/change plan - review";
s.channel="my account";
s.eVar16="Registered";
s.eVar32="logged in";
var s_code=s.t();if(s_code)document.write(s_code);
</script>

In addition to the out-of-box code, the Adobe Analytics tracking can be customized for several different uses. Some custom tracking will require a developer to implement. The most common is custom link tracking for internal and external campaigns.

Custom Adobe Tracking Example of use
Internal Campaign tracking (ex: telus.com/?INTCMP=banner-name) Homepage Banner, Links on a page with dynamic content
External Campaign tracking (ex: telus.com/?CMP=campaign-code) Marketing campaign that bring traffic to telus.com
Custom Link tracking Success events, specific button/link clicks



ClickTale

Like Adobe Analytics, ClickTale can be hard-coded on the page or added through Ensighten. Note, if new page contains dynamic elements, custom coding by the ClickTale team may be needed. Please take this into consideration for your timeline.

Reporting and analysis

There are many different ways to provide reporting and analysis on the data that has been gathered for the project. The size of the project, the goals and objectives set, and the complexity of the data will help determine which approach would work best.

Project dashboards are a useful way to present information about goals, KPI results, summaries and recommendations. To gauge results, dashboards are usually updated daily for the first few weeks of a project launch, then moved to weekly (weeks 2-8) and then finally monthly for the duration of the project.

Automation can also be achieved through scheduling reports in Adobe Analytics.

When looking for an adhoc report, make sure to consider details such as:

  • Purpose of data requested
  • Business questions you’re trying to answer
  • Key metrics you’re looking for
  • Date range for data
  • When the data is required
  • Anything else that might be relevant