Tracking First Joins Adobe Exchange Partner Program to Enhance Data Governance and Reporting

Data Governance Firm Advances to Business Level Partner Within the Program to Supply Digital Marketers with a Unified Governance Platform, Resolving Campaign Data Issues Prior to Launch

Tracking First, a leading data governance and quality assurance company, has joined as a Partner in the Adobe Exchange Partner Program. The collaboration with Tracking First is designed to help Adobe Analytics Cloud users, who can now make campaign optimization decisions. The decision-making would be backed with greater confidence and speed by generating analytics-based unifying tracking codes.

Currently, Tracking First helps digital marketers run campaigns more efficiently by unifying the results of multiple campaigns across disparate systems into one single integrated view. The company’s Campaign Tracking Cloud™ automatically captures auto-generated campaign codes in its cloud-based repository. From there, the results of each campaign can be easily and accurately analyzed.

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Tracking First Enables Marketers to Verify Tracking Codes Accurately

Tracking First’s unified campaign governance platform helps ensure marketing data from multiple systems are validated and synchronized with Adobe Analytics Cloud prior to launch, increasing the speed of reaching data insights. Marketing teams can generate the codes they need directly, verify that tracking codes are captured accurately, and deploy them immediately.

Craig Scribner
Craig Scribner

At the time of this announcement, Craig Scribner, founder and CEO of Tracking First, said, “We are aware of the costs paid by companies—both in dollars and in human capital—based on marketing data that offers only a partial or unclear picture.”

Craig added, “Our collaboration with Adobe enables marketers to combine the industry’s leading analytics platform with our unified campaign data governance solution to get greater clarity into how their campaigns perform.”

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Why this Collaboration Matters within the Adobe Exchange Partner Program?

In today’s business environment, multiple divisions in an organization need to rapidly deploy digital marketing campaigns, giving rise to the critical need for campaign data governance. Determining what’s working and what’s not, implementing standards so brand integrity can be preserved, and funneling more investment into marketing campaigns that are making the biggest impact, all require campaign data governance.

Cody Crnkovich, Head of Platform Partners and Strategy, Adobe, said, “Tracking First enables marketers to optimize their campaign experience and ROI through unified campaign data governance. Tracking First’s integration ensures that campaign data is correctly created and organized, enabling marketers to make faster, more intelligent decisions with greater confidence.”

Tracking First counts many US-based and international companies among its clients, and assures data quality and governance across a range of industries, for both small businesses and enterprise-level firms.

Tracking First was a sponsor of the 2017 Adobe Summit and will sponsor 2018 Adobe events in the US and Europe.

Tracking First integrates codes from multiple sources, describes and classifies those codes, synchronizes those codes across distributed teams, verifies landing pages, and ensures consistent campaign naming conventions.

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