For the first phase of the project, we conducted a rigorous data audit after a mass of anomalous, inconsistent data was found coming from their website. Together, we worked with the BigHand digital team to identify this data and provide ongoing solutions.
During the investigation, we found that Pardot forms formed the bulk of the pages, some of which were no longer published, which indicated referral spam. Further to this, we found highly anomalous data on the geographical locations of users – for example, the city of Leeds was bringing in a higher number of page views than London, despite the drastic difference in population size. Having a significant number of views coming from spam and bots was a massive frustration for BigHand as the pages with Pardot forms had inflated views which was impacting some of their reporting. Although Google Analytics doesn’t allow for changes to historical data, we offered to create and implement a custom dashboard in Google Data Studio which would filter out this abnormal data.