Tracking First Features and Benefits

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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23 Feb Test-driven Development in Analytics

checklist-1622517_960_720In the 2017 world of IT and systems engineering, Test-driven development (TDD) is quickly becoming the new mantra. No one writes a line of code these days without the intent to have that code check/test itself. If there is bug in that code, it gets caught and fixed before it goes live, reducing any risk of breakage. This kind of system has never been deployed on the analytics side. By convention, analytics work has relied on hacks; quick and dirty patches that frequently go awry, and are just as likely to backfire and cut down the analyst, as to cut down her obstacles. If the analyst is winging it, to fill in a little gap in the proverbial data wall, he can unwittingly create a huge chasm with a single stroke. Bringing a TDD approach to analytics would go some way in changing that. It would require that whenever you make any change to your analytics, you make sure the change is fully tested before it’s deployed. This method takes more time -- and may frustrate management -- but will result in better quality control.
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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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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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04 Jan Campaign Analytics Tracking – How did we get here?

Increasing ComplexityLooking at the world of campaign analytics in 2017, it can be challenging for anyone who didn’t grow up in the industry to make sense of its complexity. Seasoned analysts and marketers have a history with the technology, but they've often witnessed so much change so quickly that it can feel at times like someone snuck up and piled a bunch of new challenges on top of old ones, before solutions to the old problems were fully worked out. When it comes to URL tracking and campaign analytics, the tools at our fingertips are impressively precise. Not that long ago, the only data you could meaningfully derive from a referring URL was how much traffic you’re getting from various websites. At a high level it allowed companies to see which partnerships and publishing platforms were bringing eyes to their sites, but that’s about it.
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22 Nov Get to know the team — John Boyd

johnpic2We are proud of our team at Tracking First -- collectively we have decades of experience in digital media and technology. I recently sat down with Chief Operating Officer, John Boyd, to learn about what led him to Tracking First. JR: Tell me a bit about your background in the digital analytics world. How did you come to be selling the Tracking First product? JB: I started off with Omniture (now Adobe) in 2004, in enterprise sales. I sold what’s now the Adobe analytics product for a few years until the IPO in 2007. Following that I founded a technology startup consultancy -- helping small companies with their sales strategy and execution. As part of my consulting I continued to find and close deals for some of my clients, as well.
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17 Nov Marketing Data Analytics – a look at the year ahead

big-data-2Perhaps the most noticeable change in the field of data analytics is how rapidly it’s growing. Every year companies are able to gain more data from their customer interactions, and the lag time between feedback and insights continues to shrink. It’s also true that customers are often very informed, coming to your website already knowing what they want, and how much they’re prepared to spend. Data analytics is the means by which companies can better connect with those savvy customers. In order to make use of growing data resources, companies will benefit from understanding how analytics and data capture works, and they’ll want to devise an effective analytics strategy for the near and long term.
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22 Sep An interview with our CEO, Craig Scribner

SONY DSCWe are proud of our team here at Tracking First! Between us, we have decades of experience in digital media and digital analytics -- and we’re having a ton of fun trying to build a world of better data collection, for everyone. I got a chance to sit down this week with our CEO, Craig Scribner, to ask him about founding the company. It’s an interesting story. JR: Can you tell me a bit about what motivated you to start Tracking First?
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