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Implementation 1 – Digital Analytics in Companies

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This training chapter gives an overview over the recommended steps for the integration of Mapp Intelligence as well as tips for the communication in companies.

Furthermore, corresponding training documents are depicted for each phase of integration.

You can download this training chapter as PDF file here.

Content:

1. Integration Phases

This phase consists of the following points:

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First Phase: Conception/Implementation

Requirements Catalogue

A catalogue of requirements is defined inter-divisionally within the company.

The following aspects have to be considered:

  • Goals of the website (e.g. orders, newsletter registrations)
  • KPIs: Which important key figures should be used in the reporting?
  • Which things have to be measured? (E.g. marketing campaigns, number of internal search results, error messages)

Express your requirements as questions, for example „Which internal search phrases lead to product views?“. This makes it easier to recognize which information you want to combine.

Implementation Concept

The implementation concept shows how the items defined in the list of requirements can be mapped in Mapp Intelligence.

The concept contains:

  • All defined requirements
  • All necessary parameters with example values
    (e.g. „we use the item number as product name“)
  • Overview of parameters per page area
    (e.g. „on the main page the following parameters are provided“)
  • Configuration of Mapp Intelligence
    (e.g. TrackID, Track domain, Configuration of parameters and categories)

Configuration of the Mapp Tools

In Mapp Q3 individual elements are configured according to the implementation concept.
This includes custom parameters and categories.

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Tracking Integration

There are different variants of data collection for Mapp Intelligence.

Tracking with Tag Integration:

  • A data layer is used to provide the data for Mapp.
  • Depending on the application that should be measured (web site, app) a pixel or SDK is integrated.
  • Mapp Tag Integration is configured.

Tracking without Tag Integration:

  • An operational concept to assign values to pixel parameter must be created.
  • Depending on the application that should be measured (web site, app) a pixel or SDK is integrated.

Testing the Implementation

The implementation has to be tested extensively

  • Onsite tests in the browser or a HTTP debugging proxy server:
    The data sent to Mapp Intelligence can be checked.
  • Basic Test:
    In Mapp Intelligence you can check whether the data is collected.
  • Extended Test to check validity:
    e.g. Processes, Click Paths
  • Data Comparison:
    e.g. with the internal DWH or CRM

The following training chapters provide further information:

Second Phase: Understanding Mapp Intelligence

The basic questions are:

  • Which analyses do I need and which key figures are useful for me?

  • How does the user interface work?

The following things should be configured individually in Mapp Intelligence:

  • Campaigns:
    • Which Campaigns should be tracked?
    • Do you want to use the Google AdWords API?
    • Which attribution models do you need?

  • Depths of engagement:
    Where do we lose users on the way to attaining a website goal?
  • Processes:
    Show exists on important paths (e.g. checkout, registration)

  • Creation of custom figures and segments:
    Allow for an easy analysis and minimize mistakes when filtering

The following documents provide further information:

 

Third Phase: Adjustments for working efficiently

A variety of adjustments provide comfortable work with Mapp Intelligence.

  • Setting up separate logins:
    A separate login should be set up for every user.
  • Limiting logins via user management:
    Hide unneccessary analyses, dimensions and metrics

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  • Save analyses that are needed regularly as reports (e.g. for scheduled dispatch via e-mail) or at “My Analyses” (if no dispatch or sharing is desired).
  • Set up separate reports for reviewing errors in the data collection or allocation.

The following documents provide further information:

Fourth Phase: Go live

A separate use of live and test accounts in Mapp Intelligence is recommended.

The following steps are necessary before the go-live:

  • Separate configuration of the live account and Tag Integration, if necessary
  • Copy any existing reports from the test account to the live account

Usually, own accesses are excluded from the live account by means of an IP filter.
(Mapp Q3 > Configuration > System Configuration > Data Collection)

Fifth Phase: Support in the Daily Business

After the go-live, the focus is on the interpretation of the data.
Mapp can offer you the following support:

  • Comprehensive supervision by a personal consultant:
    A personal consultant will help you to use the full potential of Mapp Intelligence as quickly as possible and to avoid misinterpretations. Requires the booking of a consulting package.
  • Help in the user interface:
    Each analysis, dimension and metric has
    a help function.
  • Free Online Training:
    Registration via the Support Center.
  • Support Center
    The Support Center provides:
    • Best Practices
    • Training Documents
    • Videos
    • FAQs
    • Ways to sign up for the Online Training
  • Individual Workshops
    We would be pleased to discuss your requirements and set up a custom-tailored agenda in a personal conversation.

2. Process Methodology

An exemplary project plan could look like this:

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Digital analytics requires continuous adaptation and optimization.

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3. Responsibilities within the Company

We recommend to have a central contact person that answers internal questions and serves as interface to Mapp and other service providers. The contact person simplifies communication and faciliates ideal processes within the company.

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