/Marketing Leadership

Getting Full Value from Adobe Analytics

Despite the fact that Adobe Analytics captures and measures campaign dimensions extremely well, sometimes the codes your system captures don’t get full descriptions. You can find yourself in a frustrating position, will all manner of codes sitting inside of Adobe, unable to tell  their stories.   That’s a situation many Adobe Analytics users find themselves [...]

Why modern marketing is a Tough Job

Decision Fatigue. You’ve all heard of it, right? It’s the reason that people like Mark Zuckerberg and Barack Obama severely limit their wardrobe choices. In Obama’s case, a blue or gray suit, in Zuckerberg’s, jeans and a gray t-shirt. For each, it’s an attempt to preserve his most precious resource — the decision-making capacity of the [...]

By | 2017-11-20T10:31:39+00:00 November 2nd, 2017|Business, Marketing, Marketing Leadership|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 2: The Value of Data Quality

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 the disconnect between knowing that things are “trackable,” and knowing [...]

We are All Publishers Now

I spent 15 years working in the online publishing industry. One of the last professional events I attended while still on the media was an IAB-affiliated event about the “future of media and advertising.” I recall one of the speakers ignoring the publishers in the room completely. He directed his remarks toward the vendors and [...]

By | 2017-11-20T10:15:32+00:00 September 27th, 2017|Business, Marketing, Marketing Leadership|0 Comments

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

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 [...]