Our Promise

Tracking First gives you trusted data that leads to actionable insights… so you can continually improve your campaign outcomes.

About Us 2018-05-08T23:24:01+00:00

Analytics tools cannot show data that was never captured or described in the first place

 

At Tracking First, our mission is to provide digital marketing data governance for analytics and marketing teams.

We automate the tracking analytics behind online marketing campaigns. Many companies make critical budget decisions based on partial or inaccurate data.  Would you feel safe taking off in a plane that ignored its pre-flight checklist? Think of us as a pre-launch safety check for your digital marketing campaigns.

There are five primary ways to break campaign reporting; and these are the points where Tracking First assists: integrating codes from multiple sources, describing and classifying codes accurately in the analytics tool, synchronizing across distributed teams, verifying landing pages, and ensuring consistent campaign naming conventions.

Few marketing teams incorporate these tasks automatically into their workflow. The result is inconsistent reports that require repair, or worse, misleading reports with data gaps that can never be filled. We restore faith in the campaign reports your organization has grown to mistrust.

 

Restore Your Faith in the Data


 

Meet the Team

Verl Allen
x
Verl Allen
CEO

With 20+ years of digital marketing and analytics leadership experience, Verl joined Tracking First as CEO in 2018.  Prior to Tracking First, Verl served as a Director of Corporate Development at Adobe, where he was responsible for driving strategy and M&A for the Digital Marketing Cloud.  While at Adobe, Verl completed eight acquisitions with $2B+ of transaction value.  Before Adobe, Verl served in Corporate Development and Enterprise Sales roles at Omniture.  He’s also held leadership roles in Marketing and Business Development at LogoWorks (acquired by HP) and Ancestry.  Verl earned an MBA and a BS in Accounting and Finance from Brigham Young University.

Outside the office, Verl enjoys spending time with his two daughters and son.  He’s an avid skier and cyclist and enjoys spending time outdoors here in Utah.

Craig Scribner
x
Craig Scribner
President and Founder
Trained in the dark arts of digital analytics at Omniture, Craig spent a decade crafting implementations and helping enterprise companies uncover actionable insights about their online visitors. Tracking First was his response to seeing so many clients struggle to establish governance and consistency for their marketing campaigns. Since 2012 he has remained dedicated to helping his clients producing data they can trust. Craig likes to spend non-working hours with his family, gardening or enhancing their tree-fort. He also teaches analytics to MBA students at the University of Utah.
John Boyd
x
John Boyd
Chief Revenue Officer and Co-Founder
John has spent his career in enterprise sales and executive management in web-based tech startups, and was fortunate to be on the enterprise sales team in the early days of the web analytics pioneer Omniture. He’s the author of Selling You, and he speaks frequently on topics related to using information to optimize innovation, decision-making and behavior. He loves coaching youth baseball, riding on and off-road motorcycles, and hiking in the red rocks of southern Utah with his family.
Craig Monson
x
Craig Monson
VP Sales
Craig is an entrepreneur who enjoys the challenge of helping companies thrive through enterprise sales leadership. He brought wide-ranging industry experience with him to the high-energy digital marketing and SaaS industries, and was at the center of sales growth at Omniture from its earliest days through the Adobe acquisition. He’s excited to be involved in transformation again at Tracking First. When he’s not working, he enjoys fishing, hunting, camping, and being involved in youth team sports.
Scott Hoopes
x
Scott Hoopes
Senior Product Manager
Scott has spent much of his career in digital analyst roles, leading teams and driving strategic business growth. At Tracking First he enjoys coaching other analytics professionals and helping marketing teams at some of the web’s largest brands extract complex data from web codes and tag sources, converting raw reports into information that tracks campaign attribution and guides marketing allocation. Scott holds an MBA from the University of Utah, and lives in Salt Lake City with his young family.