Data Discovery: Exploring the Hidden Costs of Incomplete Data
Is it mandatory for organisations to move away from Client-Side tracking? No, but there are a couple of very good reasons why you should migrate to Server-Side data collection.
Unpacking the Ripple Effects of Incomplete Data
Lacking full control over data collection on your digital platforms can have significant consequences. When you are utilising online data for customer intelligence or to tailor personalised experiences, it’s crucial to ensure a consistent, controlled, and reliable data collection.
Data loss can result in incomplete reporting, potentially impacting essential business processes.
Here are a few examples of how incomplete data can negatively affect operations
- Ineffective retargeting of users who showed a genuine interest in your products or services.
- Inaccurate measurement of conversions on online forms.
- Compromised decision-making regarding your website funnel.
- Inadequate reporting on online user behaviour.
- Limited delivery of personalised web experiences.
Each of these activities depend heavily on (accurate) online data. Therefore, it’s imperative to emphasise the importance of maintaining as much control as possible over your online data collection processes.
Build Your Business Case: Crafting Compelling Arguments for Server-Side Tracking
As the business case is a foundation for a successful Server-Side tracking implementation, it’s crucial to carefully consider your approach. A solid business case will establish accountability, set clear objectives, and quantify costs and benefits.
The business case should present structured arguments to consider Server-Side tracking in your organisation. It outlines the rationale, objectives, expected benefits, costs, risks, and implementation plan. The purpose of the business case to provide decision-makers with the necessary information to enable well-informed choices about the implementation of Server-Side tracking.
Value:
- Alignment with strategy: a Server-Side business case should ensure that the proposed solutions are aligned with strategic objectives of the organisation. It should enable stakeholders to understand how Server-Side tracking will contribute to marketing and business goals.
- Clear view on costs: a crucial element of the business case is the evaluation of the potential benefits against the costs and risks involved.
- Resource allocation: a Server-Side tracking business case should provide a clear overview of all resource requirements, including financial, technological, and human resources.
- Evaluation of the consequences of not implementing Server-Side tracking.
Next, to these important topics the Server-Side business case also provides a decision-making structure to ensure smooth execution of the project. As well as a framework to assign accountability within the organisation.
“Overall, the Server-Side business case plays a critical role in ensuring that organisations make informed decisions about the technology choice, implementation, and operational execution. As such, it gives a clear idea about the business value of Server-Side tracking.”
- Peter Vertongen, Head of Omni-Channel Strategy of MultiMinds