/Marketing Automation

Talking ’bout a (clean data) Revolution

By now, you’ve probably seen some version of this alarming news: Bad Data Costs US companies three trillion dollars a year. That’s three trillions.   And what, dear reader, can be done about this? It turns out much can be done. To make that case, let’s start by considering campaign marketing data -- often considered [...]

3 Reasons 2018 will be the Year of Data Governance

I've been writing about data quality in marketing for quite a while now, and I think the moment is right for firms -- in particular, CMOs -- to turn their attention fully to the issue of data quality and governance. Why pick on CMOs in particular?  Let’s look at some trends. According to Gartner, the [...]

Have you gone through your pre-launch checklist?

Would you feel comfortable taking off in a plane, knowing that the pilot and co-pilot had neglected to run through their pre-flight checklists? No? Me either. In fact, a pre-launch checklist is a sound idea for preparing to undertake any difficult journey. It allows one to plan routes, coordinate with team members, check inventory, assess [...]

This time, Bring Good News

In the 2017 world of IT and systems engineering, Test-driven development (TDD) is 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 a bug in that code, it gets caught and fixed before it goes live, reducing any risk of [...]

By | 2017-11-20T10:28:31+00:00 October 25th, 2017|Business, Marketing Automation, URL Tracking, Web Analytics|0 Comments

Marketing and Analytics – Part 3: Analytics is the Future

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. In Part 1, we discussed the chief data challenges faced by his organization, and in Part 2 we discussed the value of data quality [...]

Marketing and Analytics – Part 1: Are we there yet?

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. [...]

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 [...]

Marketing Performance Measurement: Where Are We?

Over the last couple of years we’ve heard a lot of noise about marketing becoming a “revenue center, instead of a cost center.”  I first heard this particular soundbite in 2014, skillfully laid out by a very engaging and data-savvy presenter. I was attending one of those huge annual marketing conferences in Las Vegas. It [...]

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 [...]

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 [...]