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 [...]

The Challenge and Promise of Digital Campaign Tracking

Have a look at this image. Sound familiar? Web analytics has held out the elusive promise of being a set-it-and-forget-it kind of thing. “Set up your reports, and the data will fill itself in.” That promise has largely held true — for every part of web analytics except Marketing. That’s because with marketing, the web [...]

Tracking First Newsletter: March 15, 2017

Take a look here, to see what we’re reading and talking about. Some of the headlines:   --Big data won't drive creativity, Big Insights will True data insight can guide better customer communications. Having a clear picture of what your audience looks like, what interests them and how they engage, will ensure that the right [...]

Interview with CEO/CFO Magazine: Craig Scribner

“Companies have an ongoing challenge handing over all of the right pieces of information to their analytics system, in order for the system to tell them how their marketing campaigns are performing… We allow analytics pros or the BI team to go in as administrators to set up patterns that are relevant and targeted for [...]

Get to know the team — Jenny Peel

We are proud of our team at Tracking First — collectively we have decades of experience in digital media and technology. TF Marketer Alyssa Edwards recently sat down with our Director of Channel Partnerships, Jenny Peel, to learn about what led her to Tracking First. Q- Tell me a little bit about your career, where [...]

By | 2017-06-01T14:28:39+00:00 March 2nd, 2017|Business, General, Marketing|0 Comments

Test-driven Development in Analytics

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

The Importance of Data Cleanup

One of the biggest changes in the world of marketing technology in the last decade has been the rise of Analytics. We’ve arrived at a point where Analytics is an accepted word and a legitimate specialty. But (and I know I’m preaching to the choir here), we shouldn’t break out the bubbly just yet. As [...]

Accountability and Governance – new features for Tracking First

Often, when companies release a marketing campaign, their analytics teams spend the next few days scrambling. As quickly as possible, they need to make sure all the data is pulling correctly. Are the tracking codes working? Are the expected data reportable? When something goes wrong, as it often does, it’s hard to know who made [...]

Tracking First Newsletter: Jan 20, 2017

Take a look here, to see what we're reading and talking about. Some of the headlines: --Digital Marketing Spending Continues its Climb GroupM, the world's largest ad buyer, forecasts trends for 2017, and gives a rundown of recent ad spending benchmarks. Topping the charts in profitability is digital media, with a 72% return on ad [...]

By | 2017-06-01T14:35:52+00:00 January 20th, 2017|Business, General, Marketing, Marketing Leadership|0 Comments