Data Inflation: The Importance of Proper Tag Management

As a business owner or analytics professional, you rely on accurate data to make informed decisions and measure the success of your marketing campaigns. However, there is a hidden danger that can compromise the integrity of your data – data inflation. In this article, we will explore what data inflation is, how it can occur, and the steps you can take to prevent it from affecting your analytics.

What is Data Inflation?

Data inflation occurs when there are multiple copies of the same data being tracked, resulting in inflated and skewed metrics. This can be especially problematic in the realm of digital marketing, where tags and tracking codes are used to collect data from various sources. If these tags are not properly managed, it can lead to duplicate data being collected and recorded.

How Does Data Inflation Occur?

There are several ways in which data inflation can occur.

Data inflation can happen if different teams own different references in the same organization to represent a business concept like a product or service. Imagine that for an ecommerce product catalog, same products in lack of standardization are referred to through multiple data variables or naming convection (the product commercial name in different languages, the product engineering name, the product SKU etc.)

Another common cause is the use of multiple marketing tools that may have overlapping tracking capabilities. For example, a business may be using two different tools to track the success of a marketing campaign – one to track website traffic and another to track conversions. Both tools have their tracking codes, but if these codes are not properly managed, it can result in duplicate data being collected and recorded.

Another cause of data inflation is a lack of proper tag management. If tags are not properly implemented or are left behind after a campaign has ended, they can continue to collect duplicated data, etc, leading to inflated metrics. In some cases, data inflation can also occur due to human error or a lack of understanding of how tracking tags work.

Another issue behind multiplicity of information generation is the lack of a structure of marketing and analytics licenses and accounts. Such as creating multiple analytics accounts for different purposes that would result in a duplicated branching of the data collection, instead of an aggregated solution design of data architecture that allows a smart or targeted segmentation according to the branched use cases.

The Consequences of Data Inflation

Data inflation can have serious consequences for businesses and organizations that rely on analytics data for decision-making. Inflated metrics such as website traffic and conversion rates can lead to misguided decisions and a lack of trust in the data being used. According to a study by the analytics firm Jumpshot, data inflation can cause metrics to be inflated by as much as 60%.

Consequences include:

• Impact on ROI and loss of time and budget.
• Wrong targeting for campaign automation and digital advertising or remarketing.
• Manual data scrubbing and cleaning.
• Hitting volume thresholds and/or storage limits for data collection set by Martech technology vendors or internal systems capacity.
• Unclean and difficult to use data
• Potential unauthorized data collection

Preventing Data Inflation

To avoid the negative effects, it is important to be vigilant in managing and monitoring your tracking tags. This includes regularly conducting tag audits to identify and remove any duplicate tags, as well as implementing proper tag management processes to prevent duplicate tags from being implemented in the first place.

One tool that can help prevent data inflation is TAGLAB’s Data Quality Platform. This platform allows businesses to conduct thorough analyses of their tracking tags, identifying any duplicate tags and helping them to properly manage and optimize their tags for accurate data tracking. By using this platform, businesses can ensure that their data is clean and accurate, giving them the insights they need to make informed decisions.

Conclusion: The Importance of Accurate Data

Accurate data is critical for businesses and organizations that rely on analytics to make informed decisions. Data inflation is a hidden danger that can compromise the integrity of your data, leading to inflated and skewed metrics. By being vigilant in managing your tracking tags and using tools like TAGLAB’s Data Quality Platform, you can ensure that your data is accurate and reliable, giving you the insights you need to make informed decisions for your business.