Case Study:
TurboTax Automates Tag Validation Across Complex User Journeys
Industry: Financial / Tax Services
Business Use Case: Automated Data Quality for Marketing & Advertising Analytics
Technical Use Case: QA2L Journeys, SPAs, Multi-Domain Implementation
Client: TurboTax
Overview
TurboTax, the #1 best-selling tax preparation software to file taxes online, uses a variety of Marketing Technology vendors for the enablement of advertising, social media, privacy, and analytics capabilities.
The accuracy of MarTech data produced via tags is a critical component of the deployment of these technologies. Inaccurate or broken tagging can lead to misleading data, resulting in poor business decisions and undermining ROI.
Since deploying QA2L, TurboTax has been able to achieve close monitoring of advanced tagging implementations across key conversion journeys. The long-lasting effects of improved data quality only add to the immediate time savings.
Highlights
A central component of the QA2L platform enables automated tag validation across complex conversion journeys. In the case of TurboTax, one of the crucial site flows involves new user onboarding and an extended tax preparation flow with multiple form completions.
The journey spans several different subdomains, with the registration domain handing off the new user to a Single Page Application (SPA). Based on user input and variable A/B test logic, the journey may take several different paths. The final step of the journey triggers dozens of tags used by a variety of advertising, audience management, and attribution platforms.
The automated QA2L journey runs several times a day. If any discrepancies are detected, timely alerts are sent to the tag management team ensuring that any tag deficiencies are flagged immediately and preventing extended data loss.
QA2L’s alerts are crucial to ensuring that any errors are addressed swiftly which in turn ensures the data is being sent. Having these alerts in place provides peace of mind.
Ericka Wright
Sr. Web Analytics Manager, Consumer Group
Challenge
Frequent manual validation of impactful journeys with this degree of complexity is resource-intensive and often impractical.
Even if performed just once a day, basic calculations show that it would require 20 man hours per week for the manual validation of just one such journey. Manual validation will also by definition be vulnerable to inconsistencies and human error.
The nuances of having several different variants, along with the added requirement of inspecting dozens of network requests, make the prospect of manual validation even more time-consuming and error-prone.
Based on the number of tags in this journey, to manually test them daily would require approximately 235 minutes (almost 4 hrs).
Ericka Wright
Sr. Web Analytics Manager, Consumer Group
Solution
With QA2L Flow (a point-and-click interface for recording user journeys) the teams at TurboTax and Evolytics built a set of scheduled tasks, enabling the fully-automated validation of data firing on key journey steps, ensuring reliable data collection and improved data quality.
The tasks are capable of auto-sensing variants, ensuring that alerts are sent only when meaningful tagging changes are detected. Targeted alerts are sent to the team in charge of managing these tagging implementations.
QA2L's point-and-click UI is easy-to-use. We did run into some challenges due to the sophisticated nature of our product, but their highly responsive support was second-to-none and we were able to get it up and running in no-time.
Ericka Wright
Sr. Web Analytics Manager, Consumer Group
Talk to one of our data quality experts today to find out how QA2L can help automate tagging validation across your key conversion journeys.
For more information about QA2L, just send us a message.