/Craig Scribner

About Craig Scribner

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So far Craig Scribner has created 33 blog entries.

Fun Facts about Adobe Analytics and Campaign Dimensions

It’s not every day that I learn something new about Adobe Classifications. I was an Omniture employee when this technology (originally called SAINT) came hot off the press in 2002, and I’ve spent the better part of two decades working under its hood. I didn’t think it had any surprises left for me. Ask the [...]

By | 2017-11-20T10:37:31+00:00 November 9th, 2017|Business, Marketing, SAINT Classifications, URL Tracking|0 Comments

Adobe’s Classification Rule Builder and Tracking First

Every once in a while, 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 [...]

Is your marketing attribution machine choking on bad data?

This past weekend, my 15-year-old was mowing the grass in our yard — a Memorial Day tradition for generations of American teenagers. About half way through the job, the lawn mower died. It turns out he had used the wrong fuel for the engine. Though it was taken from a can that was sitting in [...]

The Challenge and Promise of Digital Campaign Tracking

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 [...]

Test-driven Development in Analytics

In 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 [...]

Accountability and Governance – new features for Tracking First

Often, 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 [...]

Why I love Data

Anyone who knows me knows that I work in data analytics because I enjoy it. For people whose brains work differently, this can be hard to understand. Occasionally someone will ask me, “What intrigues you so much about this field?” I look at it like a game of chess. There are problems to be solved, [...]

By | 2017-06-01T14:48:13+00:00 November 30th, 2016|Business, General, Web Analytics|0 Comments

#AnalyticsSummit Presents: Closing the Loop on Data Validation

I’m pleased to be one of the featured speakers at the upcoming Observepoint Analytics Summit. It’s a free, virtual event, and I hope you’ll sign up for my session. To get you excited about it, here’s a sneak peek at what I’ll be talking about: Closing the Loop on Data Validation. Everybody knows the secret [...]

By | 2017-06-01T15:10:30+00:00 November 2nd, 2016|Tag Management Systems, Web Analytics|0 Comments

A look under the hood, Pt. 4: Data Capture

Task 4: Ensure that Codes are being Captured Correctly The last task is the most important. Pristine codes, perfectly classified and placed within links, will never do anything if they are never received by the reporting system. A single typo in any URL will most likely send your link and its attendant tracking code into [...]