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Campaign Tracking
August 20, 2018
Running Your Enterprise on Premium Data
Suppose you were lucky enough to own a Lamborghini or some other outrageously expensive and powerful luxury car. What kind of fuel would you use to fill its engine? It is common knowledge, even among people who…
August 2, 2018
What Does It Mean to "Track" Your Marketing Data?
It’s a truism in Marketing in 2018 that “everything is trackable.” Ask the average marketer if he tracks his campaigns, and he’s likely to pull a face or respond with an eye-roll. Duh! So basic. Scratc…
May 22, 2018
Creating a Customer-Centric Experience Through Data
Whether it’s because being customer-centric in the digital world is difficult when users seem like data, the right elements and resources aren’t in place, or there’s too much extra data to know what to us…
January 12, 2018
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…
January 4, 2018
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 govern…
December 14, 2017
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 pos…
November 9, 2017
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…
October 25, 2017
This time, Bring Good News
In the 2017 world of IT and systems engineering, Test-driven development (TDD) is 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 a bu…
October 20, 2017
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 discuss…
October 16, 2017
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 discuss…
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