Recently, I sat down with one of our newer clients, the customer intelligence director for a global hospitality brand, to find out more about the data challenges faced by his organization. Our conversation covered a range of topics. It’s a candid picture of the current marketing/analytics landscape, and we present it here in three parts.Q: Thanks for taking the time to talk! Let’s get right into it. What are the major challenges you face, with regard to marketing data analytics?A: The biggest challenge right now is data integration, which has two main aspects. There’s an issue with being able to track data accurately across time -- in other words, setting things up so that newer data can be consistently compared to older data -- and there’s the chief challenge, being able to integrate the data generated by various platforms: DCM, AdWords, Facebook.
Every once in awhile, we get a question about how Tracking First is different from Adobe’s inbuilt Classification Rule Builder (CRB). It’s a good question, and a pretty easy one to answer. The simplest and most important thing to say is this: use of Tracking First and Adobe CRB is not an either/or kind of a thing. In fact, a best practice would be to use both. The main dIfference is whether your tracking codes will be prepared and described before the campaign goes live (using Tracking First), or only after the campaign goes live (using just Classification Rule Builder).If you’re going to use Adobe CRB, it’s important to keep in mind that you need to take care that your ‘regular expression’ (aka your RegEx) does not overmatch. In other words, you must not use too broad a brush in your matching logic. If you do, you run the risk of inadvertently destroying or overwriting your previous rules -- creating values for classifications that never should have been created. In designing your rules, you have to think not only of what data matches your logic, but of what might accidentally match, and of what doesn't match. You can ruin good data accidentally by using a logic expression that isn’t constrained enough.
Tracking 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.
Tracking 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.
Have 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?
Looking 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.