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The unique analytics challenge of pharmaceutical marketing – Part 1

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?   [...]

Are you sure you know what you think you know?

When you’re in charge of the Library of Congress, there are probably all kinds of pressing practical concerns. Daniel J. Boorstin, twelfth Librarian of Congress, appears to have made time to consider the big picture as well. He is credited with this assertion: “the biggest obstacle to discovery is not ignorance — it is the [...]

By | 2017-06-07T08:54:52+00:00 June 7th, 2017|Art, Business, Marketing, Marketing Leadership|0 Comments

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 [...]

More than one leg to stand on

I recently came across an idea that interested me in The Way to Design, by Steve Vassallo, award-winning designer and entrepreneur. He elaborated on a concept familiar to many engineers (and one that’s increasingly been adopted in the marketing world), that of “T-shaped” people, those who know a certain field very well and have enough [...]

Tracking First Newsletter: May 17, 2017

Take a look here, to see what we’re reading and talking about. Some of the headlines:   –Marketing Technology May Never Consolidate (But That’s a Good Thing) Marketing technology has consolidated to the point where it looks like a pyramid: a few billion-dollar giants on top, dozens of $100 million firms at the next level, [...]

By | 2017-06-01T14:09:04+00:00 May 17th, 2017|Business, General, Marketing, Marketing Leadership|0 Comments

Changing the Business of Relying on Marketing Analytics

Stop me if you’ve heard this one: a digital analyst, with a background in web development and marketing, takes a role heading up web analytics for a Fortune 500 company…and finds himself in the midst of chaos. The business wants to know how their marketing campaigns are performing, and they keep pestering IT for a [...]

Fishing for Data Freedom, Landing an Unwelcome Surprise

It was a staple of the cartoons from my childhood: Seated on a river bank, an eager fishing enthusiast casts a line into the water and begins reeling in the line, imagining trout for dinner. Cue the laugh track — what breaks the surface of the water is a sodden old boot. And so it [...]

Tracking First: Company Update

Tracking First is hitting a growth spurt. Since the new year we’ve renewed six annual contracts and brought on three Global 500 clients, two financial services companies and one leisure and hospitality provider.  We are actively seeking agency channel partners to help us develop a white label partnership model that will allow us to work [...]

Improve your team communication–Improve your bottom line

How would you describe your competence at using data to improve your decision-making? How about your organization’s competence? Using information to do something more effectively is something we think and talk a lot about at Tracking First. I’m all about leveraging information so you have a single version of truth within your team.  When I [...]

By | 2017-06-01T14:23:19+00:00 March 30th, 2017|Business, General, Marketing Leadership|0 Comments