Streamlining a global taxonomy

Webinar Highlights

Streamlining a global taxonomy

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May 25, 2022 Data governance, Gold in, gold out., Marketing taxonomy., Marketing taxonomy tool

Only 3% of organizations’ data meets basic quality standards*, according to Harvard Business Review. Now more than ever, digital marketing success hinges on the ability to capture marketing data consistently to enable business insights and campaign optimization.

Join data governance experts Jimmy Felstead, Station10 and Kasper Rasmussen, Accutics as they take a deep dive into building and aligning an enterprise-grade taxonomy for campaign data.

In this webinar, you will learn about:

Planning your taxonomy: how to define your goals and create your campaign tracking taxonomy from the ground up
Scoping and implementation: what should be included in the taxonomy, with real-life use cases
Reporting and optimization: how to scale and optimize your taxonomy to meet your organization's evolving needs

* Harvard Business Review - Assessing Quality, A Managerial Call to Action

View transcript

So the the end goal here turned out that we have a global taxonomy in place really tried and worked a lot to get as much as possible funneled into this global taxonomy taking into account lots of inputs for individual markets. We have many different sessions with each market different channels for the markets and so on, Taking all that knowledge, all that feedback we got from them and put it in and seeing if we could streamline that in some way. I mean that there was some terminology difference this year. So something that was regarded as a in one market was actually the same as something that was regarded as B and C and D. In other markets. Trying to put that into our streamlined context. And we're right at a global taxonomy. So this global taxonomy is rolled out to all the markets, everybody are at least using this global setup that we have. Then we do have these market localizations. So we have the localization of I think it's it's up to 20%. So that's the highest discrepancy I would say oh the highest addition to the global one that we see. Um but you can see here and this is just some example I have included here so that the U. K. Might be 50% localized. It actually means that they have 15% on top of the global one that are specifically to the UK Us, France, 5% and so on. It just means that for all the markets running around 5050 plus markets here, They have a base of at least 80% of their campaign tracking here or the elements they're tracking on are consistent across all the markets. And it gives them very good insights and room for first of all reporting, but also for comparison between what works with the markets and optimization across the markets. And it definitely took some time. But it I think it will be very rarely seen that you can make one sex economy that will be the same across all channels, all markets, all brands, all collaborators. Um of course it it I'm not even sure if it would be ideal because it will also mean that you'll potentially leave out some detailed information that would be valuable for a single song for instance, but as close as you can get but still take into account and facts are in these small minor discrepancies or the discrepancies but kind of say modifications to the market, to the brands to to yeah to the uterus.

Webinar Highlights