31 Jan Accountability and Governance – new features for Tracking First
Often, when companies release a marketing campaign, their analytics teams spend the next few days scrambling. As quickly as possible, they need to make sure all the data is pulling correctly. Are the tracking codes working? Are the expected data reportable? When something goes wrong, as it often does, it’s hard to know who made the mistake and where. An experienced analyst can sometimes decipher from context. They may see that the broken code came from an email, or a specific social media channel, but it’s challenging detective work — and it’s a huge pain. Anything you learn may not help anyway, because the data is already damaged.
Some companies have taken the lead and tried to solve this by creating their own governance systems to monitor the generation and management of Tracking Codes. Companies like Salesforce and HP have developed their own tools. That’s been their only option up to this point. However, these systems are typically expensive and not core to their business. With maintenance and development time devoted solely to maximizing investments they’ve already paid for, these systems can be a real money pit.
There has to be a better way, right? There is. Tracking First is rolling out a new user reporting feature. Now companies can not only verify that codes are working pre-launch, they can instantly check to see which user has created any specific code.
Tracking First’s new user reporting allows the head analyst (or system administrator) to closely monitor who has been in the system creating codes, and which codes belong to each individual user. The ability to monitor allows analysts to delegate tracking code generation to marketers, eliminating a common bottleneck. Analysts can do so safely, without marketers needing to know every detail about their reporting systems — as it should be. Marketers shouldn’t need to know everything analysts know.
Here’s how it works: the analyst sets up patterns that different marketing groups should use. The marketers go into the system behind them, step through a very simple process, and get a precisely honed set of data reports, set up and verified pre-launch.
Once patterns are in place, the analyst can spend her time reviewing the work of all the teams, training system users, and making sure compliance is tightened across the organization.
–A Growing Pain Point for Analysts
Data management is only becoming more challenging in our global environment. Many teams now have users around the world, in different time zones and countries, at outside agencies — working with unclear or complex standards for tracking. When data break, it’s not because people are being lazy. It’s simply that it is difficult to ensure that people are entering information correctly. Too often, compliance requires a monumental effort to train a high-turnover group of marketers, interns and agency reps. Constant flux creates a moving target for even the most skilled analyst.
The ability to automate with a governance tool allows senior analysts to get ahead of all that. Finally!