Director of Product and Development at Tru Measure
Irrespective of the size, age, and span of your business in Marketing Technology, you should always leverage Data-as-a-Service for better decision-making and to improve existing programs. We spoke to Sarah Garrison, Director of Product and Development at Tru Measure, to understand the core tenets of Data-as-a-Service and the advanced technology for digital campaign tracking and dashboard analytics.
Tell us about your role at Tru Measure and the team/technology you handle.
My primary goal is to keep our development team focused on delivering product that’s valuable for our media company and agency clients. That involves working with our client services team and clients directly to understand their challenges and bring in development to make sure they fully understand the problem.
What are the core tenets of your technology for digital campaign tracking and dashboard analytics?
If our customers have a problem, then we have a problem. It may or may not be directly related to our technology, but understanding and assisting in the resolution of their issues
How do you compete and work with Google Analytics?
Google Analytics is not for the faint of heart. It’s a great tool, but can consume huge amounts of time. Our services are focused on minimizing the effort involved with set-up and data gathering from multiple 3rd party media sources so our clients can focus on thoughtful analysis.
How do you help business stakeholders connect the dots to their business objectives?
Lots of questions. Also, having them physically walk us through their process can be invaluable in driving to exactly how to help.
How do you organize your analytics stack for audience data, customer data and intent data? How are these streams different from each other?
The sourcing, storage and reporting of this data can vary significantly depending on the clients’ goals. Our team focuses on understanding when it’s appropriate for that data to cross paths and when it’s not.
What are your predictions on Data-as-a-Service for 2018-2020?
I expect some equivalent of GDPR to come to the US. I think we’re at the tip of the privacy iceburg and agencies will be spending a lot more time thinking about what they SHOULD be doing with available data rather than what they CAN do with it. I think clients will value partners who are allies in protecting consumers, because it will support their need to be positioned in the marketplace. Clients will need to find vendors with long-standing culture of thoughtful analysis and use of data rather than vendors providing data at volume, putting the full onus on media companies and agencies to manage that data flow.
How do you demonstrate your platform’s success to potential customers?
Primarily through case studies and insuring that we understand the problems they are solving. In most cases, we save them time and help them grow and retain customers by helping them better understand how their digital media campaigns are performing. We go beyond vanity metrics with more post-click engagement activity. Our clients use our services in very different ways so success doesn’t look the same for all of them.
Which other key tracking and analytics technologies are you keenly following, and why?
Google Analytics is the main one. We work with a number of call tracking vendors and are spending a lot of time understanding the evolution of services in that space – it’s moving quickly and finding ways to make it valuable to clients
Thanks for chatting with us, Sarah.
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