Many organizations are failing to utilize an entire category of data: digital experience metadata. As a result, decision-making lacks the context needed to ensure campaigns and content drive results with optimal efficiency. In contrast, leading brands are pursuing systematic data enrichment to standardize and incorporate metadata across the enterprise, leading to more effective campaigns, better content, and better customer experiences.
This 21 page document by Adam Greco and Claravine details the steps to implement data enrichment at scale. Specifically, this document addresses the following:
- Introduction to digital analytics metadata and systematic data enrichment
- How data enrichment can standardize and connect campaign, customer, and product metadata into uniform views that result in richer analytics, greater personalization, and improved ROI
- How to implement systematic data enrichment, allowing teams to avoid manual data transformation and data quality tasks through automation