Fanny Le Béguec
Name, title and what are you doing at Quru?
My name is Fanny Le Béguec, I’m the Lead Data Scientist, leading the Tech Team and working as Senior Web Analyst at least a couple of days per week. I’m also doing my best, as Quru’s DPO (Data Protection Officer), to ensure the data conformity for Quru towards all legal requirements.
How did you end up at Quru?
I first met with Quru in 2015 when I moved to Finland. But I only joined them after my maternity leave: at this time in my life, it then made sense to join a team with senior and experienced people.
What have you been doing lately?
I am working on a big project for a client, which is to get some predictive and automatic clustering audience with machine learning and advanced algorithms based on Google Analytics data. I am also working with Google and Adobe suites for other clients, providing “Analytics tracking” oriented support and advanced analytics setup services.
What is your most recent discovery about your work?
That in order to switch from Adobe Dynamic Tag Manager to Adobe Launch (their new Tag Management System) it only takes three clicks, but you need at least one week to properly get access to all the tools. Even though DTM and Launch are the two Adobe tag management systems (i.e. they are just the new and old versions) that’s how it is with Adobe. If you have a question, you still have to call to California and the guys will answer you when it is 18:00 in Finland 😊
What is the most challenging thing about your work?
Managing priorities to make as much room as possible in my agenda to be more available to support my co-workers.
What is the most relevant thing about your expertise?
I am an expert. It took me a while to get to that point and I’m proud of it. I’m also a very detail-oriented person, with a very high level of commitment and responsibility sense. It’s an asset but also a constraint when it comes to team management.
What new is happening in your field?
The new trends are AI and machine learning. In practice, it is actually mostly advanced programmatic algorithms, which means it is just a way to make it faster or more efficient. We are not yet at the stage where a computer can learn Analytics by itself. For AI, we are still trying to reproduce the most basic intelligence of worms, so we are still far away from the singularity. The key objective is to be more considerate of the value we are bringing. So, if you spend your whole day on Excel, you are missing the whole point. Find a way to do it automatically. Spend 20% of your time collecting data and 80 % analysing it. Mr Pareto was right!
How has the industry changed during your career?
When I started, Tag Management System (TMS) was not even a concept so we were tagging everything manually. The main change has been coming from legislations, with GDPR recently and already earlier with different cookies regulations. It’s very interesting to see that part of our work evolving, that piece of responsibility we should take and embrace. European model is really challenging but gives a lot of power to the end-users compared to the Chinese or US models for example. One core thing that evolved but not changed is the importance of conversion optimization, along with profit goals. It can be discussed if this is good or bad, meanwhile this is still a fundamental drive for this industry. Whatever happens, I’m very excited to see how that will evolve again in the next 10+ years!
If you could only choose one application/program for your job, what would it be?
Chrome. You can do whatever you want with Google Chrome especially since they have such a powerful developer console.
Describe your work using 5 emojis.
What is the best thing about working at Quru?
We are experts in both Adobe and Google solutions. I have worked in a handful of companies, and it is rare to find an agency with people who have more than ten years of experience with both Google and Adobe, as it is at Quru.
FAQ: How do I know that my data is valid/useful?
Those are two different questions. About valid and reliable data, you have automated tools nowadays that can tell you whether your data is valid. That’s about tag governance and data management processes. Useful data is another concept. I would say that if you have never used the data in the last two years, then it is not useful. Maybe we should create some Marie Kondo method for that! Seven years ago, people were still coming in and saying they want to track everything on their website. Everything, every single link. Nowadays, people are more thoughtful. They want to track specific KPIs. Always go back to the drawing boards to define exactly what you would like to know.
I work as a Senior Web Analyst at Quru.
What drives me is to deliver relevant and meaningful data which will be used to drive decisions to improve digital products and user experiences.
Tracking for the sake of tracking isn’t an achievement, but assuring qualitative and relevant metrics for my client’s business is my personal goal.
Auditing, optimising, analysing, implementing and making sure that the web analytics implementation is evolving regarding my customer’s vision, KPI, and approach is part of my daily job.
- 9+ years’ analytics experience
- Strong Business Intelligence background
- GAIQ (Google Analytics Individual Qualification)