Case Study: NBCUniversal achieves automated end-to-end data quality assurance with ObservePoint

NBCUniversal Enforces Data QA from End-to-End

NBCUniversal — a global media leader managing properties such as Today, NBC News and MSNBC plus iOS/Android apps — faced a growing challenge: manual, time-consuming, error-prone QA of analytics and tags could not keep up with rapid site and app changes. Peter Symuleski’s team needed an end-to-end way to validate tags, video tracking and app analytics so they could trust their data and spend less time QAing and more time analyzing.

They adopted ObservePoint’s WebAssurance, VideoAssurance and AppAssurance to automate site and app audits, run staging vs. production comparisons, simulate user journeys, and get real‑time alerts. The solution exposed issues (an Angular metadata bug, unwanted third‑party Comscore calls, missing video Heartbeat fires), sped migration to Adobe DTM, reduced manual effort, improved data accuracy and historical monitoring, and delivered the “set-and-forget” peace of mind to focus on analysis.

NBCUniversal

Peter Symuleski

Manager of Data and Analytics Strategy