/Business

Tracking First Newsletter: Sept 19, 2017

Take a look here, to see what we’re reading and talking about. Some of the headlines:   --Measuring Marketing ROI: Are You Doing It Right? If you’re a Web Analyst, you are probably an expert on different attribution models—last-touch, first-touch, even-weighting, time decay, and so on—because most of the Web analytics vendors, such as Adobe [...]

By | 2017-11-20T10:13:07+00:00 September 19th, 2017|Business, Marketing, Marketing Leadership|0 Comments

Tracking First’s New Product Release Goes Live

In September 2017, Tracking First released its first major product enhancement, a connector that allows clients to port data from any source to any target. I sat down with founder Craig Scribner to learn more.   JR: What was the impetus for the recent product development? CS: More and more our clients are having a [...]

When your trusted tools become antiques, or …

One sure way to situate a movie scene in the mid-20th century is to stage a young man holding a wrench in the act of leaning over a car engine, happily tinkering. In those days, many of the processes going on under the hood of a car were accessible to anyone willing to get their [...]

By | 2017-11-20T09:12:56+00:00 September 8th, 2017|Business, Marketing, Marketing Leadership|0 Comments

How Much of Your Marketing Spend Goes Untracked?

How much of the money your company spends on advertising and marketing goes untracked? Or suboptimally tracked? Do you know? Does anyone in your organization actually know? The digital marketing industry is suddenly awash in new technologies that allow companies to optimize their marketing spend by refining attribution, to the point where each step [...]

Tracking First Newsletter: July 13, 2017

Take a look here, to see what we’re reading and talking about. Some of the headlines:   --Big Data is the Key to the Future of Multi-Device Marketing Optimizing a multi-device marketing campaign is difficult. Marketers often see only one device in their analytics reports, even though the average customer uses three to engage with [...]

By | 2017-08-09T09:11:57+00:00 July 13th, 2017|Business, General, Marketing, Marketing Leadership|0 Comments

The analytics challenge of pharma marketing – Part 2, Solutions

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 [...]

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 [...]