BPA Worldwide Utilizes ObservePoint Tag Auditing
Customer Company Size
Large Corporate
Country
- United States
Product
- WebAssurance™
- Discovery Audit
Tech Stack
- Tag Auditing Technology
- JavaScript
Implementation Scale
- Enterprise-wide Deployment
Impact Metrics
- Customer Satisfaction
Technology Category
- Application Infrastructure & Middleware - Data Exchange & Integration
- Analytics & Modeling - Data-as-a-Service
Applicable Industries
- Professional Service
Applicable Functions
- Quality Assurance
- Business Operation
Services
- Data Science Services
- System Integration
About The Customer
BPA Worldwide is a not-for-profit auditing organization founded in 1931, dedicated to providing assurance in the media industry. They specialize in identifying and auditing compliance with industry, government, audience, and organizational standards for publications, newspapers, online media, and event attendance. BPA is the only global auditor of print, online, and in-person media, auditing over 3,800 media properties in more than 20 countries. Their mission includes ensuring adherence to data protection, privacy, and sustainability best practices. BPA's audits are comprehensive, covering nearly 400 websites with a 'tag neutral' approach, allowing them to work with various web analytics tags to measure and report web traffic. The audited data is accessible through BPA's online tool, which provides industry-standard metrics for media buyers, advertisers, agencies, and publishers to analyze. Despite their extensive auditing capabilities, BPA faced challenges in ensuring data accuracy due to potential human errors in analytics tools and implementations.
The Challenge
BPA Worldwide, a not-for-profit auditing organization, faced challenges in ensuring the accuracy and completeness of data collected during their Interactive Audits. As the only global auditor of print, online, and in-person media, BPA audits over 3,800 media properties across more than 20 countries. Their audits include compliance checks against industry standards for data protection, privacy, and sustainability. However, the analytics tools and implementations used in these audits were prone to human error, leading to potential inaccuracies in the data. This posed a risk of data corruption, inflation, leakage, or loss, which could result in under-reporting of website traffic. Such under-reporting could negatively impact media owners by labeling their sites as underperforming, affecting their reputation with media buyers and advertisers. BPA needed a solution to validate the data collected during their audits and ensure that all pages were properly tagged to record user activity.
The Solution
To address the challenges of data accuracy and completeness in their Interactive Audits, BPA Worldwide implemented ObservePoint's WebAssurance™ technology in 2010. ObservePoint specializes in data quality assurance, auditing, and validating online tagging implementations. Their Discovery Audit technology meticulously renders all the code on each webpage, identifying errors and gaps in reporting caused by missing or duplicate tags, JavaScript errors, and compliance issues. By using ObservePoint's technology, BPA could ensure that all pages were properly tagged, preventing data loss and under-reporting of website traffic. The implementation of WebAssurance™ allowed BPA to uncover untagged pages and communicate with website owners to rectify the issues. Once the necessary updates were made, BPA re-ran the Discovery Audit to verify that all pages were fully tagged. This process significantly reduced the number of sites with missing tags, ensuring that BPA's Interactive Audits reported quality data. The addition of WebAssurance™ enhanced BPA's audit process by providing early discovery of missing tags, immediate correction, and subsequent checks to prevent data loss.
Operational Impact
Quantitative Benefit
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