I usually open my conference presentations with the following line:
“The vast majority of commercial web data we analyse, even as professionals, is poor quality.“
Essentially, a large part of my job involves auditing Google Analytics setups in order to establish the quality of the data collected. This video story brings together some of the extraordinary findings of my work. Its a study of 75 enterprise websites using Google Analytics. I describe the audit methodology and display the results in a visual scorecard format.
The results are somewhat surprising (and depressing) in that they show the general poor quality of data that organisations are working with. For example: