Better data quality through automated testing

Better data quality through automated testing

Kayla Eidenbrook
Thought byKayla Eidenbrook
February 08, 2021
Image of data on mobile phone, paper, and laptop

Bad data can seriously hamper strategic decision making. ObservePoint and FFW combat this issue with reliable and automated ways to audit data.

Enterprise organizations depend on quality data to measure engagement, conversion, and to drive strategic decision making. Despite this, many companies don't have any automated way to audit and verify that their data collection is working as expected. ObservePoint and FFW provide best-in-class, complementary solutions to this problem that are essential for organizations that rely on quality data collection. Worried your data is steering you in the wrong direction? Let's determine if that's the case.

Start with understanding and optimizing data governance

Data governance is about ensuring that your data is collected correctly throughout its lifecycle, so it properly supports business objectives. Individually auditing each web page of your site for accurate data collection is not only a huge headache, it’s nearly impossible to do—and certainly isn’t an efficient use of time or resources, especially for sites and apps that get routinely updated.

For example, a company may utilize Google Analytics, Hotjar, Drift, Leedfeeder, Marketo, and Cookiebot to collect data across its digital entities. To conduct a thorough audit, they would have to test and verify all these tools individually and manually, which is tedious and time consuming. And the problem only increases in complexity if the organization has multiple brands or a global presence in multiple countries, where varying data privacy and compliance regulations, such as cookie consent or accessibility, may differ. An organization may be providing a poor customer experience, missing out on precious user insights, or operating out of data privacy or accessibility compliance, putting itself at legal risk. 

What is automated testing?

ObservePoint’s data governance tools will help automate your QA and monitoring process by regularly performing Audits which crawl through the code on each page, discovering errors in your data collection such as missing, duplicate, or unauthorized tags. Identifying and correcting these errors and keeping track of all your marketing technology allows you to collect accurate data and make more effective decisions for your website—while also saving you time, resources, and stress.

How do you know if your data is being collected correctly?

Incorrect data often doesn’t show itself until the damage is already done. Generally someone will run a report and it won't work, customers may notify you that a page isn’t working, or internal teams may realize they’re working with siloed data from disparate sources that don’t align with other teams’ strategies. This is one of the reasons why having an automated tool like ObservePoint can be helpful.

But isn’t my data being collected correctly with the tools I’m already using?

This is a common assumption amongst business leaders, especially professionals not closely involved with the day-to-day operations of their websites and digital assets. While there are many great tools out there collecting data and providing insight, we can’t merely assume these tools are working correctly. And it’s important to remember that scheduled updates to these tools, as well as adding additional ones, can cause issues with your data collection.

Why automate?

As mentioned before, it’s simply not feasible to regularly test all your tools manually. But automating your tools also allows you to continually improve your data collection and reporting, allowing you to make more intelligent, actionable business decisions.  


FFW has helped dozens of clients save time, effort, and money through automated testing. Best-in-class tools like ObservePoint allow us to look at the unique requirements and organization of each digital entity, then implement a custom automated testing setup that accounts for all the tools in use. Ready to learn more about how automated testing can insure the accuracy and effectiveness of your data and reporting? Drop us a line!