Data quality is often taken for granted. Many organizations fall into complacency with tools like Google Analytics, where tracking is installed but rarely optimized, configured, or scrutinized. As it turns out, this type of plug-and-play analytics can be detrimental to your measurement strategy. In this talk, Simo will show his experiences of working with vastly different organizations and methodologies for tag management, highlighting the format with which he's had most success. He will also showcase how a basic setup of Google Analytics (or any other popular web analytics platform) is simply not enough, together with a case study or two of how to turn the limitations of these platforms to your advantage.

The loss of credibility and influence tied to delivering the wrong numbers to management is a pain and embarresment most senior analyst have experienced. And as data moves into a more and more central position in the company the demand for quality data grows. This session provides a practical roadmap to getting your data cleaned up once and helps you define a standard for your data quality.