URL Tracking

15 Mar The Challenge and Promise of Digital Campaign Tracking

2017-03-08_12-00-47Have a look at this image. Sound familiar? Web analytics has held out the elusive promise of being a set-it-and-forget-it kind of thing. “Set up your reports, and the data will fill itself in.” That promise has largely held true -- for every part of web analytics except Marketing. That’s because with marketing, the web page you have today isn’t the one you had yesterday. There’s constant change: new information, new deals, new parameters. What everyone wants is a system that runs itself. Otherwise, as the figure shows, you spend all your time making sure the reporting is right. Spending time on data correction takes time away from the analysis that will really help the company. It’s a necessary evil. Wouldn’t it be great if we could get marketing data to the same set-and-forget kind of place as the rest of our web analytics?
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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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