Integrate Cross-Campaign Marketing Data
What does “integrate” mean? For every data integration, there are two core challenges in the way of getting complete, actionable information — and Tracking First addresses both.
First, ensure data passes faithfully and accurately from a source to a target. Think of it like a relay race: To get to the finish line, the baton (your data) needs to pass from a runner to a receiver. It doesn’t matter how perfectly your codes are classified or placed if they can’t get to the target – and those insights aren’t going to do a lot of good if you can’t see them. We work with marketing data sources that include DCM, Facebook, AdWords and our clients’ internal datasets. The target often is an analytics platform, but it could be a CRM, an internal data warehouse or a business intelligence platform (Tableau, Domo).
Businesses might forget to put their analytics vendors’ tracking devices into new landing pages or marketing sites — meaning they never capture their data. An optimal system tests each landing page before it launches for mistakes and other barriers, so businesses can deploy marketing campaigns – confident they’ll receive every data point. Tracking First can save you time by enabling you to centralize, define and enforce consistency in your tracking codes, and automating your data management.
The second (and greater) challenge is ensuring every source of data from every platform is delivered to the target in a consistent format. Considering the amount of data involved in marketing campaigns and the data formats that exist, this can be a challenge. Suppose for a single campaign, you have source data from Facebook and DCM. It may be a single marketing campaign, but unless your target — in this case, Adobe Analytics — was instructed about how to interpret the data from each source, you’ll never get a direct comparison of the results from both sources. Even something as small as a typo in a landing page URL can mean that the presence of a tracking code is ineffective for that particular campaign.
It’s likely that in your current system, someone must do two things: ask each source (Facebook, AdWords) what a particular code means, then inform the target of that meaning. With Tracking First, no human does this work — meaning you can avoid classification or taxonomy errors. Tracking First takes over the burden of copying, pasting and managing marketing campaign codes. With your campaign codes flowing into a single place, you won’t have to deal with spreadsheets of metadata. Your analytics team will be free to do the projects you hired it for instead of cleaning up data, and your business can get the accurate reports it needs to succeed.
Working with familiar platforms like Adobe Analytics, we find your codes — in their thousands of auto-generated permutations — from every marketing channel, and collect them in a cloud-based repository users can access anywhere, from any device. Your new codes can match your existing code structure; there’s no need to start from the ground up when we can adapt to what you’ve already done.
Pipe Dream Becomes a Reality
Marketers often talk about having a “tracking code database” when in reality, their codes are saved in fragments across the organization, such as code data from ExactTarget in your CRM; a spreadsheet with email tracking codes saved on a machine in IT; or a Google doc on the intranet for social media campaigns. These types of homegrown, patchwork systems lead to out-of-date spreadsheets and broken classification systems, which in turn lead to outdated reports and missing data.
Tracking First creates a single repository for all your codes — not just for a single channel, external campaigns or a single website. Tracking First records and manages all your codes and their definitions from one synchronized platform. You create the classifications and parameters that classify your existing data. Your marketing team can create new campaign codes that automatically fit into the conventions you’ve already established; this information can be synchronized across your entire team, no matter where they are. Automation puts the important parts of data governance into your hands while taking away the potential for errors, meaning you can launch your campaigns and come away with accurate, up-to-date reports.
Tracking First can ensure your data doesn’t get lost during your campaign. Contact us today to start improving your data governance practices, getting your campaigns out the door faster, and getting more accurate reports.