Premium digital analytics solutions: the Rolls Royce Paradox

So your company acquired a premium digital analytics solution. Realistically, you went with either the Adobe Marketing Cloud stack or Google 360 Suite. Because that is what the market has boiled down to, but I digress.

The data collection and processing power this type of solution offers is nothing short of mind-boggling so it (still) comes as a surprise that these solutions are being under-utilised – and that’s a major understatement.

Let’s go back in time to a point when the enterprise web analytics solutions were Webtrends, Omniture and Web Side Story. In those days, you essentially paid a premium for a given volume of data collected and processed, with hardly any major USP to speak of. Then, attributes and custom dimensions started being available in the reports, allowing for more segmentation and insights – at the cost of complex tagging.

These custom attributes could include anything from content grouping attributes to product attributes to eCommerce transaction details to visitor profiling. When tagged on high-volume websites, brands started collecting something very Big Data-ish. Collecting basic clickstream data was easy. Trying to tie in dimensions and attributes made analytics implementations complex overnight and increased the risk of data collection discrepancies and inconsistencies.

For the first time, setting up your web analytics solution required actual development work and therefore, some form of quality assurance. Said quality assurance was never really factored into an analytics projects, meaning that reports suddenly showed “holes” or inconsistencies that made marketers give little credit to “them Interwebz reports”.

As time passed and projects grew, feature usage has systematically been hindered by implementation issues, poor planning or just plain fear of technical issues.

A Rolls Royce is a premium car that should be used to its full potential. Why aren't digital analytics solutions treated the same way?As a result, you may have heard the analogy “we’re using Omniture the same way you’d drive a Rolls Royce doing 5 mph in the driveway”.

Fast-forward to 2017. You’re paying a premium for an analytics solution with untold potential because you’re afraid of actually implementing its features?

But that’s not all!

  • How do you justify the ROI for your solution?
  • How are you going to renew that budget next year if you have nothing to show for it?
  • Who is in charge of data collection in your team? Do they have a tagging plan or reference document?
  • Do you have processes in place to verify/correct data?
  • How much will you pay to have your agency fix the tagging?

And now you’re being told that if you use a tag manager, all your implementation issues will automagically be taken care of? A tag manager is not a miracle cure, it is merely chicken soup for your tags. It makes you feel better by streamlining the implementation process but definitely does not free you from IT intervention and does not guarantee that a marketing exec can use it. If you had implementation fears and/or issues, using a tag manager is just displacing the issue – sweeping it under the rug if you will.

Back to the Rolls Royce paradox. After paying a hefty price tag for my premium solution, I don’t know about you but I for one would love to take her for a test drive and possibly see what she’s got under the hood.

So how do we go about taking that Rolls Royce roar? Easy.
We actually make data governance an intrinsic part of any digital marketing initiative.

This means establishing data collection plans that will feed your beloved KPIs and scorecards.

This means verifying that data is collected as intended, in the right format, in the right context, with the right values.

This means automating any sort of verification or data quality assurance processes so as not to waste valuable analyst “braindwidth”.

But data governance only works if it is embraced by your entire digital team. They need to be fully aware of the impact of clean and relevant data collection on their insight production capabilities.

At Hub’Scan, we bring data governance solutions for digital marketing teams and their analytics ecosystem. Our platform provides a framework for data validation and automates quality assurance processes so you can be confident in your data and make the right decisions based on reliable insights. We’ll be happy to take you for a test drive – just to see if your Rolls Royce can keep up.

2016 December Release announcement

Dear Friends of Hub’Scan,
Before we take a quick break to enjoy the holidays, our team brought you early presents for your analytics stocking!
This release focuses primarily on Tag Manager integration, tagging plan & quality management and overall platform experience.

This 2016 December Release is now available for all active accounts!

New features:

  • Tag Defender: Added real-time counter to indicate the positive impact of Tag Defender on your datalayer.
  • Data Quality: You can now import tagging plans with multiple tag solutions.
  • Data Quality: We added support for regular expressions in variable names, which is super useful for variables with shared values or variable name with prefixes/suffixes
  • Scan analysis: You can now get a list of of new URLs that appear in monitored and exhaustive scans
  • Google Tag Manager support: Scans and scenarios will now show multiple containers, along with container IDs
  • Google Analytics support: Scan/scenario overview and detailed view now show the various GA property IDs found on a given page/step
  • Adobe DTM: We now provide support for DTM rule analysis. You will now be able to see page-level details on DTM rule settings and parameters.


  • New and improved user interface for speedier access!
  • Asynchronous exports: exports (URLs, tagging plans) are now asynchronous and will be available for download from the Exports link.
  • Predefined filters: Many Hub’Scan reports now offer pre-defined filters with useful settings such as pages with TMS-powered tags or pages with duplicate tags.

Get training!

To get training on the new features and enhancements in this release, sign up for refresher course or contact your account representative.

Happy scanning and happy holidays from all of us at Hub’Scan!

Hub’Scan announces Tag Defender®

Boston, October 27th, 

tag defender

Hub’Scan Inc. announces TAG DEFENDER®, the new Hub’Scan feature that enables to get the most out of digital analytics solutions, smoothly and confidently.


Ensuring accurate online data to meet performance challenges and achieve analytics goals

Digital Analytics are designed to successfully reach the ambitious goal of increasing visitor engagement, retention and business conversion. A real challenge is to overcome the pain of maintaining complex ongoing tagging and data collection implementations, while answering questions as:

  • what if unplanned campaigns or releases happen?
  • what if web pages or app screens are added or removed?
  • what if interactions or flows change in user journey?

Hub’Scan Tag Defender®, enables to use all the tagging and data collection features of digital analytics platform extensively without the challenges of dealing with « what ifs » and burdensome maintenance.

Tag Defender uses data layer management and tagging compliance features from Hub’Scan EX to automatically fix any tagging and data collection error on the fly, in real time, 24/7 on the entirety of your digital ecosystem.


Contact our team to request a DEMO!

Summer 2016 release

Dear Friends of Hub’Scan,

we hope you took time off to enjoy the summer and relax with friends and family. Our team has kept busy throughout the summer to bring you even more features and enhancements that will help you in your data quality initiatives!

The improvements include:

New feature: Map Remote File

Map Remote File allows you to select a replacement script a remote script. This is great for testing different versions of a remote script file, run “what-if” scans and just compare two versions of a TMS container, for instance.

Tag support:

– Google Universal Analytics server call segmentation (page views, events, etc)

– Enhanced view of multiple server calls

– Enhanced support for Google Tag Manager containers and related elements

– Tagging plans now importable as JSON

– Enhancement to Tag Sequencer

– Enhanced tag library


– Scenarios can now trigger alerts for when one or more steps fail to execute

– Alerts : you can now add more e-mail recipients

Scans and scenarios:

– Run scans based only URLs in CSV file

– Scans and scenarios can now be cloned and renamed

– Scenario Maintenance: bulk management for scenarios

– Scenarios: improved selector support

Misc. enhancements:

– Updated public API

– Customer administrators can now create and manage user accounts

– Hub’Scan account usage alerts

And that was just for a minor summer release!

To get a refresher course on the new features and enhancements in the Summer Release, we have planned 1-hour sessions to bring you up to speed, starting on September 6th!

Sign up for a refresher course

Version 7 Of Hub’Scan EX Offers Recommendation Engine, External Campaign Validation Module & SEO Benchmarking

Boston, April 5th, 2016 – Hub’Scan Inc. today announce the release of version 7 of Hub’Scan EX, the largest and most significant version of its award-winning digital marketing auditing SaaS platform. Hub’Scan EX provides monitored tracking and validation of the tags and campaigns deployed by its customers and agency partners.

The new features and enhancements allow for unrivalled flexibility when it comes to managing digital marketing deployment specifications. These improvements help ensure that digital marketing projects collect the right data about campaigns, content being viewed, user behavior, transaction data, or any tag-based data point.

The v7 release is the biggest evolution of our platform to date,” said Eric Dumain, Founder and CEO at Hub’Scan Inc. “Our focus has always been on data quality and how it helps digital marketing professionals deliver accurate reporting, make the right decisions and drive higher ROI. With v7, we promised our customers a 360° view of their digital data quality, from campaigns to clickstream data to business conversion, and we delivered.”

Chief among the new features are: a recommendation engine, an external campaign validation module as well as an exclusive SEO benchmarking system. Thanks to this series of enhancements, Hub’Scan customers will be able to improve their overall traffic acquisition, visitor behavior knowledge and business conversion.

Hub’Scan continues to innovate and its R&D department follows an aggressive release schedule to keep adding more features and enhancements to ensure that digital data remains relevant data.


About Hub’Scan

Hub’Scan Inc. is the Boston-based company behind Hub’Scan EX, the world’s most advanced and award-winning digital marketing quality assurance SaaS platform. Hub’Scan EX lays the groundwork for digital analytics business processes. Combined with a unique model for exhaustive tag auditing, it ensures 100% tag coverage, compliance and efficiency 24/7. Hub’Scan EX addresses digital ecosystems and manages tagging compliance and data layer quality for all three phases of digital analytics: traffic acquisition, visitor behavior and customer conversion.

Learn more about Hub’Scan at


Press contact details | +1-(617)-294-6572 |
Hub’Scan Inc. 50 Milk Street, 16th floor – Boston, MA 02109 – USA

Announcing the release of Hub’Scan v7!

Dear friends of Hub’Scan,

We are pleased to announce that the next release of Hub’Scan (v7) will be made available on March 21st.

that make it easier to improve data quality and now assure quality of your analytics for external traffic. Expect to save even more time and gain better insights using Hub’Scan!

New features and improvements in Hub’Scan v7

  • Recommendation engine
  • External Campaign validation
  • SEO benchmarking
  • Custom variable naming
  • Variable Explorer
  • Tag Sequencer
  • New, streamlined user interface
  • Integrated tagging plans
  • Improved scenarios
  • Improved dashboards
  • Improved support for Tag Management Systems
  • Improved alerting system
  • Improved tag library

View a complete list of v7 features here

v7 Upgrade FAQ

Q. Will this be a paid version upgrade?
A. If you are already a Hub’Scan customer, this version upgrade comes at no additional cost.

Q. When is the new version going to be available?
A. Hub’Scan v7 will be available on Monday, March 21st, 2016 at 8AM Eastern Time.

Q. What is going to happen? What about running scans and scenarios?
A. We will be bringing down Hub’Scan servers at 4AM Eastern Time on Saturday, March 19th to upgrade to v7. All processes including scans and scenarios will be automatically halted during the upgrade and will be resumed as services are brought back online for v7.

Q. What’s new in v7?
A. Hub’Scan v7 brings a lot of new features and improvements.
Get the full list of features here.

Q. How can I get training for v7?
A. To get training on the new features and best practices in v7, sign up for refresher course or contact your account representative. To ensure being trained before the v7 release date, sign up for your refresher session before March 17th.

Q. Can I keep using the current version?
A. Hub’Scan v7 is the next evolution to our platform and all our customers will be migrated to the newest version on March 21st.


Hub’Scan nominated as Most Influential Vendor for 2016 DAA awards

We are proud to announce that Hub’Scan Inc. is nominated for the DAA Excellence Awards (again)!

Screen Shot 2013-01-25 at 1.41.31 PM

Hub’Scan is once again again nominated for the Digital Analytics Association (DAA) Excellence Awards.

They award the brightest and most influential players in the digital analytics industry.

After winning the 2015 Technology of the Year Award, Hub’Scan is nominated in 2016 in the Most Influential Agency/Vendor category.

We would really like to count on your support when the vote opened on January 18th until February 1st, 2016.

If you are a DAA member, you will receive a notification with your ballot so make sure to vote in all four categories and don’t forget to vote for Hub’Scan 😉

Thanks in advance!

Hub'Scan Inc. nominate for Digital Analytics Association Excellence Awards 2016

At any rate, fear not, Hub’Scan will be sponsoring the DAA Excellence Award Gala dinner during which the awards will be presented. Make sure you’re dressed for the occasion and don’t forget to buy a ticket 😉

We still fail at basic analytics tagging and it’s hurting us

It’s all (still) about Javascript

If you have a website, you very likely installed a web analytics solution such as Google Analytics to track your site’s performance, which marketing channels drive the most traffic or even measure basic conversion. That can be done by just placing a Javascript tag on every single page of your website. That’s all you need to do to get basic traffic data flowing into your reporting account. And even something so technically trivial can be botched, because different site section are owned by different business units or different managers, who in turn use different IT departments or integration partners. Sometimes it’s a lack of education on the part of the marketing team about how to set up an analytics solution. And before you ask, using a tag management system does not necessarily help.

Adding a bit of tracking to a website can look like an afterthought, something that “can be done by an intern”. The truth is that too many websites end up with missing tagging.

“Hey guys, we forgot to put Google Analytics tags on the site, do you think the marketing guys will notice?”

The end result is that data scientists or your analysts get to work with inaccurate or incomplete data. Which means they cannot do what they’re paid for: finding insights to optimize your business conversion and generate more page views, more leads, more sales, more registrations – you get my drift. In the case of websites monetized with ads, if your tag coverage is off by a couple points, that’s as much of a dent that can be felt in your ad revenue.

This problem is amplified by the activity in a web property, with new content being created every day and new microsites and/or landing pages being added for different campaigns. How many of those sites and pages do you think are audited for analytics tags? Ask your marketeer in charge of the campaign why (s)he has no website engagement data 30 days after the campaign is launched.

See what I meant?

One analytics tagging plan to rule them all

And we’re only talking about basic tagging here. Bigger, more mature companies use advanced tagging that can capture dozens of visitor and product criteria but also rich user interactions. Advanced tagging is crucial to capturing the data you need for all that “Big Data stuff” you’ve been hearing about for the last 10 years: link your clickstream data with your CRM database, send targeted e-mail campaigns that actually reach the right audience, optimize campaign ROI and acquisition costs – and a lot more.

Advanced tagging requires a tagging plan that serves as your Holy Javascript Bible, the master blueprint for your data collection strategy. This document (or set of Excel sheets) describes which pages and clicks should be equipped with tagging to collect the desired data elements, sometimes just for a 10-page website, sometimes for entire brand sites covering dozens of local markets and hundreds of microsites.

Many of the companies I work with seem to suffer from the “my dog ate my tagging plan” syndrome where the tagging plan is either missing, outdated or just not adapted to the company’s data collection requirements. These companies have a serious analytics governance issue.

Implementing and maintaining this tagging plan can be time-consuming. Even more time-consuming is the quality assurance work required to ensure that the data you’re collecting is compliant with your tagging plan. In other words, ensure that your reports about visitors viewing the Refrigerators product category on your ecommerce website actually contain data relevant to fridges. You also need to explain why it is that you are not capturing the right product SKU or that the product you’re viewing is incorrectly flagged as out of stock.

How about that free sample?

Running data quality assurance for web analytics tags is either an afterthought or done poorly using the sampling method: take a look at a handful of pages on the site and surely all other tagging elements are guaranteed to be squeaky clean. Except they’re not. While this method requires very little time, resources and budget, it cannot produce accurate results. This is the iceberg metaphor all over again.

Like I hinted at earlier, quality assurance can be very time-consuming if done manually using sampling and even more so when done manually trying to be exhaustive. Of course, there are browser plugins or companion tools that analysts and developers can use, such as WASP, Fiddler, or Charles. Even Google recently announced an update to their Chrome extension Tag Assistant that helps with analytics QA work. These tools are great for spot checks but they cannot be used for quality assurance on a large scale, over multiple websites and in a short time. They also include no features for tagging plan validation.

This is when you start to either invest heavily in quality assurance with lots of valuable dedicated resources or start using an automated quality assurance solution such as Hub’Scan. This type of solution scans your website and checks which tags are installed and validates the data they collect. This allows you to save time and money in quality assurance so that your analysts and developers don’t waste time on menial QA tasks when they could be doing something more productive. Hub’Scan is not the only solution in the field, and others such as ObservePoint and Tag Inspector also offer analytics QA services.

Tools for analytics tagging are great but what about people?

Even if solutions such as Hub’Scan can provide recommendations on how to fix and improve tag-based data collection, real value in analytics comes from a corporate culture of data governance that is part of your company’s digital transformation. Your analytics team should be focusing on data, not tags; on value and not compliance.

If not done already, start defining processes for:

– data collection requirement gathering
– tagging plan definition and maintenance
– communicating tagging guidelines to development/integration teams
– running tagging quality assurance processes
– build quality scorecards that show areas for improvements
– apply recommendations for optimization
– profit!

If you caught my subtle plug earlier, Hub’Scan can assist with a lot of these steps so give us a try.

tl;dr / cliff notes

– Your website is a communication platform with visitors/customers. Use web analytics tracking to measure user engagement and conversion
– Make sure your tags (Javascript code used for tracking) are deployed on every single page and interaction of your site(s)
– Build a tagging plan to list all tag values per site/page/click
– Verify that tagging is 100% present. Either check manually on a handful of pages (slow & inaccurate) or use a solution such as Hub’Scan (automated, fast and exhaustive)
– Get your company to adopt data and data quality as part of their company culture and daily tasks.

Questions? Comments let us know in the comments below!


I mentioned Google Analytics in this post because it is by far the most widely used web analytics platform in the world but of course there are other, including (but not limited to): Adobe, AT Internet, Comscore, IBM, Webtrends or Webtrekk.

See you at eMetrics Boston 2015!

emos-logoHub’Scan is a diamond sponsor of the Boston eMetrics Summit

The Hub’Scan team will be attending the eMetrics Summit in Boston, from September 28 & 29 and we are a Diamond sponsor for the event!

eMetrics is the largest conference in the world of digital analytics, involving world-class companies and the most promising start-ups.
It is dedicated to professionals of the analytics sector: attendees are mainly digital agencies and advertisers.

Find us at booth 663 and around the exposition hall!

Want to learn more about Hub’Scan EX’s new features?
Contact us and book a demo right now!

See you in Boston!

Announcing Advanced Javascript Audits

Dear Friends of Hub’Scan,

It’s going to be a hot summer so to make your job cooler we just added a powerful new feature to help you be even more efficient with your tag quality assurance.

Starting today, you now have the option to run advanced Javascript audits!
This feature has been requested by a number of our clients and we felt now that the ideal time to make it available to all of our customers.

The next time you run a scan or a scenario, you can choose to check the Javascript Audit box.

After your scan or scenario completes, your reports will include useful details about:

– which pages contain errors
– which scripts are causing issues
– which errors are triggered
where the errors are in the script
– where the script is being called from: HEAD or BODY tag, detailing its position (top, middle, bottom)

This will give your team more agility when fixing the issues detected by Hub’Scan.
Spend less time with detective work and go straight to fixing bugs!