A common statement from many a Google Analytics practitioner is: “GIGO = garbage in, results in garbage out“. That has always been the case when working with data, but it becomes especially important when collected data then goes onto to be the input for further modelling. That is, the more advanced techniques of data modelling and data science that rely on good clean data as their input.
Can you tell if your data is good…?
This audit study follows numerous years of applying rigorous and consistent audit techniques assessing Google Analytics data for some of the largest and best known brands in the world. The collated results is the first study to compare Google Analytics data quality industry wide.
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 results in a visual scorecard format (a summary of nearly 200 unit tests in total).
The audit findings are somewhat surprising (and depressing) in that they show the very poor quality of data that organisations are working with. Those organisations were generally investing heavily in their data analysis, yet evidently they have taken their eye off the data quality ball. For example: