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Marketing success begins with good data. This guide shares the steps any organization can take to implement campaign tracking best practices and optimize spend based on richer insights.

This guide will cover important topics including:

  • How to align campaign measurement with strategic marketing objectives
  • How to enforce a consistent classification taxonomy across teams and channels
  • How to optimize digital marketing based on reported performance metrics

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The Emergence of Digital Experience Data Management

The State of Digital Analytics

The digital experience is more important to brand success than ever before. This customer engagement is increasingly happening over a variety of channels, compounded by an explosion in digital content.

Understanding each of these interactions is critical in order to accomplish effective personalization and to improve conversion in this multi-channel world. For this reason, organizations continue to invest heavily in the ability to capture insights, optimize content, understand their audiences, and analyze results.

Unfortunately, a foundational problem exists in the ability of organizations to achieve these results: data quality. Rather than enable holistic views spanning channels, audiences, and experiences, brands are increasingly left to view insights that are either channel specific or tied to a specific point solution. Furthermore, inconsistent tracking methodologies, often exacerbated by a lack of consistent governance across disparate teams and agency partners, mean data rarely flows in a consistent, accurate way to analytics solutions.

As a result, organizations lack the consistent, democratized insights required to optimize digital experiences and content in order to efficiently drive conversion for each audience. For marketers alone, this means the billions of dollars spent on digital marketing are increasingly spent blindly, without visibility into what is driving campaign success and conversion for each audience. In addition, this lack of data richness means the investments in content and personalization are held hostage to bad inputs.

The Emergence of Digital Experience Data Management (DXDM)

Fortunately, a solution exists. Leading organizations are employing Digital Experience Data Management (DXDM) platforms to ensure digital tracking is consistently applied before a campaign goes live. The result is that data is reliable and rich from the moment a campaign launches, regardless of the channel or team that executes it.

DXDM is the systematic approach to tracking each digital touchpoint and ensuring unified, detailed views exist to understand and optimize each key moment across your digital experience. DXDM is focused on implementing tracking correctly and consistently before an experience is delivered, ensuring results data is accurate, meaningful, and unified across channels and teams.

In practice, this means leaders have the controls needed to enforce a consistent tracking taxonomy across all campaigns and experiences, allowing the rich profiles and detailed analytics needed to optimize strategies and content. Users have the technology to easily implement and validate tracking before any ad, email, or experience is launched.

The Future of Experiences

The brand leaders of tomorrow will be those who can best deliver the digital experiences and content that matter to their customers. These experiences need to be consistent and connected across channels, allowing a journey that corresponds to the unique needs and interests of the customer.

Powering these experiences is the rich, consistent, actionable data made available through Digital Experience Data Management.

To learn more about how leading organizations are implementing Digital Experience Data Management to optimize their digital marketing, download the definitive guide, or reach out to an expert today.

Digital Experience Data Management (or DXDM) are registered Trademarks of Claravine

Author: Matthew Nelson
October 4, 2018

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