{"id":17801,"date":"2017-09-14T10:09:29","date_gmt":"2017-09-14T17:09:29","guid":{"rendered":"https:\/\/wp-dev.claravine.com\/?p=17801"},"modified":"2024-08-30T21:55:30","modified_gmt":"2024-08-30T21:55:30","slug":"tracking-firsts-new-product-release-goes-live","status":"publish","type":"post","link":"https:\/\/www.claravine.com\/tracking-firsts-new-product-release-goes-live\/","title":{"rendered":"Claravine’s New Product Release Goes Live"},"content":{"rendered":"

In September 2017, Claravine<\/strong> released its first major product enhancement, a connector that allows clients to port data from any source to any target. I sat down with founder Craig Scribner<\/a> to learn more.<\/em>
\n 
\nJR:<\/strong> What was the impetus for the recent product development?
\nCS:<\/strong> More and more our clients are having a less hands-on experience with the tracking codes produced inside their analytics systems. Back in the old days you could manage all your tracking codes with spreadsheets, and you could have different breakdowns, from the most granular to the most abstract, that were comprehensible for a human.
\nWith the advent of marketing automation and dynamic 3rd-party ad systems, most codes are generated now without any (or very little) human intervention. Marketers can engage at a high level: They can indicate what the campaign\u2019s about, what it\u2019s called, who it\u2019s pointing to, etc. \u00a0As far as all of the different variations of the original campaign code data that an ad system creates — capturing data for all the different placements, the different creative variations, microsites, where it\u2019s going to be advertized — things like that will be managed without the marketer\u2019s direct engagement. The resulting tracking code data, unique to the specific platform and containing a value for every single variable, is likely to be vastly more complex than our clients ever have the ability to know or even care about. They shouldn\u2019t have to care about it.
\nUnfortunately, when it comes to tracking data, because they didn’t create it, they don’t control it. And the client still needs to make sure that Adobe is getting everything it needs for each of these individual tracking codes. To do that for our clients, we have to go find out what those tracking codes are — because they don\u2019t know — and then we need to go back to the system that generated those codes to find out what they mean. We\u2019ll then transmit those meanings over to Adobe, so the client can still get full and reliable reporting inside their analytics systems.
\n 
\nJR:<\/strong> So although the challenge has moved from an environment where people were handcrafting codes to an environment where those codes are mass produced, the underlying challenge has remained the same: ensuring that whatever the code is, however it gets created, it gets transmitted to Adobe, or some other analytics system, for accurate reporting.
\nCS:<\/strong> Yes, but I got a little bit nervous when you said \u201cit gets transmitted.\u201d
\n 
\nJR:<\/strong> Right. Because it\u2019s not just transmitting the code that\u2019s the issue…. It\u2019s the description<\/i> of the code, decrypting what it means and identifying the captured campaign variables, that\u2019s important. Getting that into the analytics system is still the core challenge.
\nCS:<\/strong> Yes.
\nJR:<\/strong> Talk to me about how Claravine addresses that challenge:
\nCS:<\/strong> So this is what we do which is so cool: every day, we go into the client\u2019s analytics system and see if they\u2019ve been getting any new tracking codes that haven\u2019t yet been described per the company\u2019s standards. Note that new codes like these are being generated all the time, and until they are fleshed-out in full detail, the analytics system will be limited in its ability to report on them. It can and will keep track of the individual codes themselves, but it won\u2019t roll them into the appropriate Campaigns, Media Channels, Sources, etc. until those codes are identified on a case-by-case basis. Our new solution will fill in those gaps in the reporting automatically.
\nSuppose the client wants to get DCM data into Adobe. What we can do is go into Adobe, into that big bucket of new codes, and then we can take them apart into their respective DCM IDs. When we do that, we have an API connection into DCM that allow us to go in and ask, \u201cwhat does this code mean?\u201d \u00a0We find out all of the good stuff, like the campaign name that was created originally, and other variables. By mapping a code back to its respective attributes, we can gather up those attributes and push them into Adobe. So now Adobe can fully define all these new codes that it was watching, but couldn\u2019t find a meaning for.
\n 
\nJR: <\/strong>Are there any other unique ways we can help clients address this challenge?
\nCS:<\/strong> Yes. We bring flexibility. \u00a0Our system allows clients to use the customized campaign naming conventions they have always used. We also bring controls: an administrator can go into our system and see who created which campaigns, and edit that person\u2019s work if necessary. Administrators are in charge of the attributes that are being defined, even if those definitions are originally defined in a system outside of your analytics (e.g., DCM, Facebook, AdWords, etc.). We provide a kind of permanent record for who creates campaigns and codes, and any changes that are made to the system. Claravine creates a bridge from the control and customization of a handcrafted system to the reach and speed of an automated system, so the client\u2019s analytics system keeps the benefits of both. It\u2019s wins all around.<\/p>\n","protected":false},"excerpt":{"rendered":"

In September 2017, Claravine released its first major product enhancement, a connector that allows clients to port data from any source to any target. I sat down with founder Craig Scribner to learn more.   JR: What was the impetus for the recent product development? CS: More and more our clients are having a less hands-on experience with the tracking codes produced inside their analytics systems. Back in the old days you could manage all your tracking codes with spreadsheets, and you could have different breakdowns, from the most granular to the most abstract, that were comprehensible for a human.<\/p>\n","protected":false},"author":17,"featured_media":17803,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","footnotes":""},"categories":[44,48,49,51],"class_list":["post-17801","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-analytics","category-campaign-tracking","category-marketing","category-news"],"acf":[],"yoast_head":"\nClaravine's New Product Release Goes Live - Claravine<\/title>\n<meta name=\"description\" content=\"Claravine's new product decodes tracking codes, enhances analytics accuracy. It offers flexibility, control & customization in automated systems. 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