Author: Joseph Riddle

22 Jun The analytics challenge of pharma marketing – Part 2, Solutions

connect-20333_960_720 2Tracking First interviewed Dominic Tassone of the Indegene Encima Group for this two-part series focused on the unique campaign tracking challenges faced by marketers in the pharmaceutical industry. Part one covered the challenge, and part two explores how pharma marketers are tackling it.   Tracking First: Thanks for your helpful explanation of the unique tracking challenges facing pharma marketers. Can we talk a bit about the regulatory environment that impacts drug advertising, and how they work with it?   DT: Pharma and medical device companies need to be very careful, particularly about how they market to consumers and to a lesser extent to physicians. All drug marketing has to pass medical, legal and FDA reviews. The regulatory hurdle creates another trickle-down of complexity, like requiring different collateral for consumers and practitioners. The drug companies have to be transparent and consistent with messaging to practitioners, while simultaneously working to create demand or stimulate interest on the consumer side.
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20 Jun The unique analytics challenge of pharmaceutical marketing – Part 1

hand-1106934_960_720Tracking First interviewed Dominic Tassone of the Indegene Encima Group for this two-part series focused on the unique campaign tracking challenges faced by marketers in the pharmaceutical industry. Part one covers the challenge, and part two will explore potential solutions.   Tracking First: What makes the challenge of marketing analytics in the pharmaceutical industry unique?   DT: Within pharma, you find all the usual challenges of tracking digital marketing that any team faces, compounded by an unusual level of added regulatory complexity. The core problem facing any team is keeping all of the tracking codes and parameters used for click tracking organized. This gets very complicated when you have lots of different marketing channels. And it gets more complicated when you start talking about multiple agencies and multiple channel owners, or different agencies for different channels, or potentially multiple agencies within one channel.
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17 May Tracking First Newsletter: May 17, 2017

Take a look here, to see what we’re reading and talking about. Some of the headlines:   --Marketing Technology May Never Consolidate (But That's a Good Thing) Marketing technology has consolidated to the point where it looks like a pyramid: a few billion-dollar giants on top, dozens of $100 million firms at the next level, and thousands of companies with less revenue below that -- with that number increasing steadily. By revenue distribution, the industry is consolidating. But by number of firms, it's expanding: a common market structure in the digital age known as a "long tail." The result could be a market that is consolidated at the platform level, with diverse specialized products available to plug into those platforms. Ad Age  (4/17/17)  
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10 May Changing the Business of Relying on Marketing Analytics

analytics-1757867_960_720Stop me if you’ve heard this one: a digital analyst, with a background in web development and marketing, takes a role heading up web analytics for a Fortune 500 company...and finds himself in the midst of chaos. The business wants to know how their marketing campaigns are performing, and they keep pestering IT for a more nuanced analysis. Meanwhile, tech wants normalized, better-quality data, and labels the lack of these inputs a “marketing problem.” Enter the analyst, trying to steer marketing in the direction of better data capture and IT toward a better understanding of marketing’s challenges -- all while advocating within the global organization for a greater focus and investment in the very data capture and analysis that these stakeholders have grown to mistrust.
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27 Apr Fishing for Data Freedom, Landing an Unwelcome Surprise

fish-1013690_960_720It was a staple of the cartoons from my childhood: Seated on a river bank, an eager fishing enthusiast casts a line into the water and begins reeling in the line, imagining trout for dinner. Cue the laugh track -- what breaks the surface of the water is a sodden old boot. And so it is with marketing teams, enjoying the newfound freedom being pitched to them by various ad platforms. These platforms emphasize their ease of use in launching new campaigns. “You don’t have to wait for internally-generated Tracking Codes to deploy your marketing,” they say. “You can get the data you need with no hassle.” And marketers respond to it, because it’s mostly true. The vast majority of campaign tracking codes are no longer generated by human analysts, but by the Facebooks and Doubleclicks of the world. Within their ecosystems, these platforms accurately track and monitor, dutifully feeding data into the tag manager. But this presents a challenge to marketing analytics, one that can sneak up even when the tag management system is humming perfectly. When it comes time to analyze performance holistically, it works against your integrated marketing picture to have outside ad platforms creating cloned variations of codes that were carefully designed by the analytics team. Marketing teams don't realize that in reaching for "freedom," they’re also pulling in a lot of noise.
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20 Apr Tracking First: Company Update

Tracking First is hitting a growth spurt. Since the new year we’ve renewed six annual contracts and brought on three Global 500 clients, two financial services companies and one leisure and hospitality provider.  We are actively seeking agency channel partners to help us develop a white label partnership model that will allow us to work seamlessly with other analytics consultants.
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05 Apr Signs that this Job may not be for You

No EntryA friend of mine recently shared a post about what it’s like to work for one of the Super-Innovator companies: Google, Apple, etc.  It’s a great read (you should check it out), but one paragraph in particular jumped out at me “At Netflix...there is no expense policy. The only policy is, ‘Act in the best interest of Netflix.’...They tell employees to assume their best judgment, and they can be more productive if they’re not held back.”   Think about that for a minute. What would it be like to work for an organization that truly prioritizes innovation over cost controls? It means the company trusts and values their employees enough to empower them to act on their unique insights. Kinda makes me want to cry. Maybe you’re lucky enough to work for such an organization. In reality most companies, for one reason or another, can’t follow this model fully. Tracking First for example, is a lean, boot-strap startup. I hope we get to the point where innovation is our most advantageous use of funds. I expect it to be a while. If you’re not one of the lucky few who ends up working in a super-innovator culture, there are still guidelines you can use, to evaluate if the culture is a fit for you. Here’s what I watch out for:
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13 Mar Interview with CEO/CFO Magazine: Craig Scribner

"Companies have an ongoing challenge handing over all of the right pieces of information to their analytics system, in order for the system to tell them how their marketing campaigns are performing... We allow analytics pros or the BI team to go in as administrators to set up patterns that are relevant and targeted for the different marketing teams." Read the full interview.
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15 Feb The Importance of Data Cleanup

cleaner-1816361_960_720 One of the biggest changes in the world of marketing technology in the last decade has been the rise of Analytics. We’ve arrived at a point where Analytics is an accepted word and a legitimate specialty. But (and I know I’m preaching to the choir here), we shouldn’t break out the bubbly just yet. As it turns out, it is a lot more difficult than anyone thought it would be to reap the benefits of all our new data streams. To put it simply: though we have the tools to create bits of data, making the bits work together is hard. Jim Sterne, founder of the Digital Analytics Association and Tracking First advisor, recently shared a startling anecdote. The good folks at Analytics Demystified have created the Analytics Exchange, a place where analysts can meet up with like-minded industry colleagues, to find mentorship around analytics best practices. According to Jim, almost everyone comes to the forum for the first time with questions about how to streamline and synchronize their various data flows, in order to make sense of it all. And virtually every time, the answer is, “Your tags are a mess. You have to redo everything.” Every time.
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