/Tracking First Features and Benefits

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 [...]

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 [...]

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 [...]

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 [...]

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 [...]

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 [...]