Your Marketing Data Is Sabotaging Your AI Investment
A free audit workbook to uncover the taxonomy chaos that’s costing you budget, time, and trust in your numbers.
TL;DR
AI won’t work if your marketing taxonomy is a mess
Your board wants AI-driven personalization. Your revenue team demands predictive lead scoring. Your CMO needs attribution that actually makes sense.
When campaigns are named “Q4_promo_final_FINAL_v3” in one system and “2024-Q4-Promotion-US” in another, you’re not just annoying your analysts. You’re making it impossible for AI models to learn meaningful patterns. You’re rendering attribution useless. You’re wasting budget on duplicate audiences because nobody can tell they’re the same segment defined three different ways.
Most enterprise marketing organizations have evolved their taxonomy organically as teams scaled. Someone started a naming convention years ago, agencies brought their own standards, regional teams did their own thing, and now nobody remembers what’s “official.” This is completely normal—it means you grew fast. But if you’re serious about AI and advanced analytics, it’s time for a reality check.
This comprehensive audit workbook walks you through exactly where your marketing data governance stands today—not where you hope it is. You’ll examine campaign naming conventions, custom field sprawl, channel tracking consistency, digital asset management, privacy compliance tagging, and cross-system integrations.
What you’ll discover:
- If your AI initiatives have the data foundation they need
- Where taxonomy breaks down between systems
- How teams are working around your “standards”
- What data gets lost or transformed unexpectedly
- Whether your attribution models can actually function
What you’ll discover
- Where taxonomy breaks down between systems
- How teams are working around your “standards”
- What data gets lost or transformed unexpectedly
- Whether your attribution models can actually function
- If your AI initiatives have the data foundation they need
You’ll find inconsistencies at integration points. You’ll discover that “the standard” exists on paper but not in practice. You’ll learn about creative workarounds people built because the system didn’t support what they needed. Document all of it—especially the workarounds, because they reveal what your taxonomy should support but doesn’t.
You’ll also gain clarity on your entire marketing technology ecosystem. The audit includes a comprehensive system inventory where you’ll map every platform— your CRM, marketing automation, web analytics, advertising platforms, email systems, social tools, data warehouses, and CDPs. More critically, you’ll document exactly how data flows between these systems, where integrations are silently transforming your data, and whether shadow IT or ungoverned data sources are creating gaps in your governance. Understanding these data flows is essential because taxonomy breaks down most often at integration points, where one system’s “Lead Source” becomes another system’s “Campaign Type” and nobody documented the translation logic.
This free workbook is for you if:
- Every board report requires days of data wrangling
- Numbers in Salesforce never match your marketing automation platform
- You’re being asked to implement AI but know your data isn’t ready
- You’re the VP of Marketing Ops building governance from scratch
- You’re the CMO making the business case for data cleanup
- You’re the analytics leader who’s been saying “we need to fix this” for years
Download the workbook, pull together your marketing ops lead and data team, and start with the sections that hurt most. Plan for a few weeks of thorough digging if you want to do this right. The goal isn’t finding someone to blame—it’s understanding how you got here so you can fix it before your next AI initiative fails.
Stop building on a broken foundation. Get your free audit workbook now.
