/Marketing

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 [...]

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 [...]

Tracking First Newsletter: Nov 15, 2017

Take a look here, to see what we’re reading and talking about. Some of the headlines:   --Marketing Analytics: Three Common Data Pitfalls Monitoring and analyzing data in a silo restricts us from insights that could give us a better understanding of what’s happening holistically, and can lead to overinterpreting certain results. For example, you’ll [...]

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

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 | 2017-12-21T10:37:24+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 [...]

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. [...]

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