As the marketing technology landscape continues to expand, marketers have become burdened with managing complex implementations of many tools across web properties.
The deployment of these technologies and the data they collect is a growing responsibility for digital marketers, and especially for web analysts. A new class of data quality management tools, such as those offered by ObservePoint, aim to systematically collect tagging data and proactively detect tag deployment errors.
ObservePoint applied its auditing technology to the websites of companies listed by Internet Retailer in the 2014 Internet Retailer Top 500 and the 2013 Internet Retailer Second 500. We found that in many areas, digital marketers all suffer from the same problems.