TMS: from tags distribution to orchestrating digital customer data

A commissioned study conducted by Forrester Consulting on behalf of Tealium (May 2013) indicates that "94% of marketers see data integration as the next step in the evolution of tag management". This is one of several golden nuggets backed up by a rigorous study from a reputable firm.

94% is virtually everyone, right? So almost everyone said "yes" when asked "Do you see data integration as the next step in the evolution of tag management?" At least, that's what the 142 digital marketing decision makers interviewed said.

Always question the unquestionable

My questions to you, fellow #measure aficionados, are:

1. could the formulation of the question result in some leader bias?
2. is a sample of 142 respondents representative enough?

My take is that a) formulating the question in this way is bound to give a positive answer - I think asking which one of many choices is perceived as the next step would have been preferable and b) I'm no survey expert, but looking back at my stats books tells me that a sample around 350 would be more representative (at 95% confidence and +/- 5% error margin) when the exact population size is unknown. On top of that, although the survey gives some indications of the profile of the 192 respondents, I wonder if they might be mostly Tealium clients.

"Lies, damn lies and statistics"

This famous quote highlights the persuasive power of numbers. When reading such studies - any study - keep in mind there are commercial interests involved. I'm certainly not saying Forrester or Tealium are at fault. Sponsoring studies is part of the marketing strategy to build credibility, reputation... and sales. I bet another similar study sponsored by another vendor would bring a different light on some aspects while reaffirming some others.

Data integration is undeniably important. After all, who could be against virtue? But there are several other factors to consider when choosing a TMS vendor.

The Ultimate List of Lists for Digital Analysts

Are you looking for the best tools to watch your competitors? What about a list of call tracking or real time analytics tools? Where should you look for jobs? What about conferences? Who are the industry though leaders? Where can you find good academic resources?

Search no more!

Those are List.ly lists - a crowdsourced way to uncover the best resources and collectively add, vote and comment on those items.

Tutoring the UBC Award of Achievement in Digital Analytics

I was seeing it coming, but now I don't have much choice. I'm stepping down from my role as a tutor of the UBC Award of Achievement in Digital Analytics. When I started tutoring in 2007 I had more time on my hand and was freelance. I could count on UBC as a stable baseline revenue - but I never taught for the money - you know how passionate I am!

I truly enjoy teaching and sharing my knowledge. Honestly, it's a bit of egoism too... I learn so much myself from the students!

A thousand students, almost fifty classes later, things have changed and I find myself solicited for other professional activities; I spoke social media analytics at George Masson University, will talk about Business Analytics at UTennessee and Big Data at the Council of IT Executives of the Conference Board of Canada and others. As you might know, I'm also teaching a graduate class on the topic of analytics at Laval University and I have also recently joined the advisory board of the web analytics program at McMaster University. And of course, there's always the online analytics maturity workshop I'm doing jointly with eMetrics.

All in all, that's a lot! It has been a great five years. The UBC program undergone some revisions and I heard enrolments are good. Pioneers and industry veterans like Jim Sterne and Jim Novo helped develop the academic offering where nothing existing. The UBC team did a great job and has always been very supportive and helpful - they paved the way to thousands of people who wanted to learn about web analytics. It's great to see there are now many more offerings for those who wants to learn about digital analytics. I am humbled to have been part of the UBC adventure for a little while!

My greatest reward comes from comments like those:

This class was one of the best online course experience that I have ever had. I have taken a lot of online courses. Stephane was just terrific. 

Excellent Tutor. Smart, insightful, very responsive! Thank you!! 

Stephane was my tutor during my first course with UBC-WA, knowing someone prior helps. And it did. I should repeat in this course too... He is a great guy. And an amazing teacher too. 

The tutor. Stephane Hamel was great! 

This way the best course so far of all 3 classes I have taken. Both in content and in tutor. 

This instructor was the best I've had so far. He didn't just do the minimum. He continually tried to have discussion topics available and continually encouraged students to join them.

...and many, many more like those...

Thank you!

You say Analytics Maturity Quotient? I say wtf!

From: Jim Sterne
Subject: RE: What is your organization's Analytics Maturity?
Am I correct that you have seen this??
...

People in the web online digital analytics know of my work and my passion for the topic of analytics maturity.

I won't disclose the original source of the email Jim forwarded me in order to protect the "innocent". The reminder of the message is a nicely written marketing pitch about yet another maturity model from an agency... inviting you to fill out a survey in exchange for a promise to eventually get a summary of the results.

Never heard of them – and honestly, I frown when I see this type of article… Pointing to a bunch of high-profile company names and a well known and trusted news site. +1 for building credibility!

I’m surprised this news site even published such a superficial article… The survey as some blatant usability errors and is highly subjective. I don’t pretend the Online Analytics Maturity Model is perfect - far from it - but at least I don’t position it as a magical solution. Filling their survey gives you… nothing but a promise to get the results!

Oh! And there is a paper, conveniently called a "framework". I downloaded it – of course, after filling a lead form… and surprise, surprise! There isn't much there other than marketing fluff… It basically repeats the same article and the survey.

But worse of all. The article proposes a fancy math formula - a clever way to sound more scientific and rigorous:

L for Leadership, P for People, D for Decision Making Process (instead of P for Process, which would have been too simple... but that letter was already taken! doh!), etc. So you need 0.3 more people and 0.2D, and some sulfur and a fresh frog eye.

Where the hell is this formula coming from? What was the methodology to come up with it? What are the supporting arguments?

I have seen numerous models claiming to address “analytics maturity” but in almost every instance, those lack any serious research, supporting arguments, and end up being a lure for leads… I have even seen agencies doing a rip-off of my work without citing source or reference despite the fact I have always openly said the OAMM is there to be used, reused and abused. That’s how it can stand the test of fire – and I’m all for agencies and vendors to use it – as long as they cite the source and provide me with feedback if they think there should be any changes.

My take

It as been said the first benefit of a maturity model is the conversation it sparks. But please, PLEASE... do your homework and seek a model that have a minimal level of decency!

Some facts:

• a summary of the OAMM paper is available (without any requirement to give your email or other info) and the full version is available upon request;
• when you fill out the OAMM self-assessment - as did over 500 organizations so far - you get immediate feedback and we will not bug you with a sales pitch (unless you specifically ask for a follow-up!);
• you can read about the numerous elements covered by the OAMM in my posts at Online-Behavior.com;
• you can enroll in a workshop to learn more - next workshop at eMetrics Boston, September 30th;
• you are welcome to use the model and expand upon it - the only thing I ask is you cite proper reference and if you have suggestions for improvement, please let me know!

In the coming days, I will make the OAMM self-assessment available as a widget. Agencies and vendors will be able to easily integrate it to their own site while making sure their data is available to them while contributing to the larger benchmark pool.