With limited time and availability within the digital team, the creation of tracking codes was left to external media and creative agencies, leaving discrepancies in marketing reporting.
Without a set tracking code structure and internal process, tracking codes were being used inconsistently.
The tracking code strings were passing through unstructured data that was impacting the clarity of the analytics and making it impossible to report on marketing activity with accuracy.
Through internal audits and discovery sessions, Digital Balance established a set tracking code structure that would work for the reporting needs of the entire organisation.
A recommended Campaign Governance framework was presented to key internal stakeholders within the organisation across multiple departments, helping ensure that best practices weren’t lost or the sole responsibility of the digital team.
The organisation wanted to report on their marketing performance, so they needed to follow the Campaign Governance guidelines, however with limited time available, they required extra support getting the new process up and running.
Digital Balance continues to support Tourism Western Australia by helping creative agencies & upload tracking codes, while at the same time reviewing and validating the data that was coming through marketing activity.
With a new framework and process in place, Tourism Western Australia started to see valuable insights in their data.
The data coming through tracking codes gave a new window into the performance of their marketing activity, allowing them to optimise their media and creative as well as establish an ROI and identify valuable traffic sources.
Knowing they could trust their data, the organisation started to see data and analytics as a tool, instead of a headache that created more work.
With the foundation of data quality in place, they began to embark on data-driven projects such as quarterly organisation wide reporting sessions, dashboards and optimisation projects, with the confidence that the data they were reporting on was data they could trust.
Our team are industry-recognised thought leaders. From technical articles to the latest in marketing technology news, we aim to keep our clients informed.
* Required field
By submitting this form, you are signing up to our email list. View our Privacy Policy to learn how we keep your details safe.
