Avoid unnecessary complications and ensure you know what’s happening with your marketing campaigns

Develop stakeholder relationships
Who runs campaigns? Who uses the data? Make effort to intentionally form professional relationships with these people, let them know who you are and get to know them.

Collaborate toward a standard process
Where does analytics fit within the campaign planning process? What are the lead times?

Standardize nomenclature
For campaign tagging in tools like Google Analytics or Adobe Analytics, it’s easy to develop a standardized format for values.

Use/build a tool
We’re all prone to error, and having a tool that follows the nomenclature established significantly reduces this risk.

Train end users
Build it, and they will ignore it. Re-engage users through brown bag lunches, training meetings, or just pulling someone over to your desk to ‘check out’ the setup.

Automate reporting
Develop reports that automatically pull in basic campaigns data (sessions, new users, bounce rate, conversion volume, cv rate, etc.) as a starting point for your stakeholders. Both Google Analytics 360 and Adobe Analytics have ways to parse and classify the data, but the point is to provide your stakeholders with guardrails and remove complexity. 

Building your marketing campaign tracking strategy upon these pillars will ensure success for the business, and gives the following benefits:

• Improved relationships between stakeholders & analytics
• Consistency & reliability in data quality
• A centralized source of truth

Have more to add or consider? Let us know in the comments!