General

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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30 Mar Improve your team communication–Improve your bottom line

handshake-2009183_960_720How would you describe your competence at using data to improve your decision-making? How about your organization’s competence? Using information to do something more effectively is something we think and talk a lot about at Tracking First. I’m all about leveraging information so you have a single version of truth within your team.  When I owned a tech company in the 90s, people began to approach me for help with job search and business advice. Before long I had a little side hobby, helping friends and family to get jobs, and get their businesses launched. Eventually I decided to compile the things I was telling people in a book.
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02 Mar Get to know the team — Jenny Peel

JennyWe are proud of our team at Tracking First — collectively we have decades of experience in digital media and technology. TF Marketer Alyssa Edwards recently sat down with our Director of Channel Partnerships, Jenny Peel, to learn about what led her to Tracking First. Q- Tell me a little bit about your career, where you come from, your background: I’m new to this industry, but I’ve been involved with tech startups for quite a while now. I’ve always been really intrigued by creative ideas, people developing some new product that solves a problem. I come from a creative background; for 8 years I was an interior designer and had my own firm. When I was running my business it was so challenging to be everything, to wear all the hats. I started thinking about how I could scale my business, and how to use ideas I had for doing interior design electronically. So I decided to get an MBA and really explore how to create scalable businesses.
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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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08 Feb Get to know the team — R. Craig Adams

Craig Adams croppedWe are proud of our team at Tracking First — collectively we have decades of experience in digital media and technology. I recently sat down with our Chief Information Officer, Craig Adams, to learn about what led him to Tracking First. JR: Let’s start with a bit about your background. Tell us the story of your career. CA: My degree is in Civil Engineering, but early on I was drawn into programming. Right out of college, I was a freelance contract programmer. I began to make business connections and eventually formed a corporation called Rhyse Development. Seven years later, we were on the Utah 100 (list of fastest-growing companies). We figured out how to make Rhyse grow, but in a competitive industry profit was a challenge. We eventually closed the doors, but it was a terrific learning experience.
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31 Jan Accountability and Governance – new features for Tracking First

rules-1752622_960_720Often, 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.
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19 Jan Get to know the team — Craig Monson

C MonsonWe are proud of our team at Tracking First — collectively we have decades of experience in digital media and technology. I recently sat down with our new Vice President of Sales, Craig Monson, to learn about what led him to Tracking First.  JR: Tell me a bit about your background in the digital analytics world. I know you’ve sold analytics tools to a lot of big companies over the years.  CM: In 2001, I was hired at MyComputer.com, the predecessor to Omniture. MyComputer.com mostly built tools for mom and pop websites. One of these tools was a small web-based analytics application called Super Stats. During that time most analytics were clunky, IT-driven and run off log files. Because it was web-based, real-time, and meant to be utilized across the wider base of an organization, Super Stats was compelling. Even so, compared to today it was really basic.  
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