Hi, my name is Kaspar and I'm from Accrease. Accrease is an Adobe partner and I've been with Adobe for 11 years before joining Accrease. So I've seen what is working within the Adobe Suite and what's not working. And today we're going to be talking about what's not working when it comes to your external campaigns and how Accutics can assist you in getting more insights and ROI from your implementation. Where I see clients struggle the most when it comes to the Adobe investment is clearly within the external campaigns. Or at least that's where there's a lot of low hanging fruit for the organization to actually go and harvest. Typically, multiple different departments will be running external campaigns, meaning paid advertising on Meta. It could be paid on Google. It could even be emails. And in order to actually get all that information and the activity or engagement on those channels into Adobe Analytics or Customer Journey Analytics requires that those channels are tacked up. Tacked up meaning that they have a UTM parameter or a CID parameter so that the analytics system can actually see when people are coming from those channels. The biggest issue that we see is that oftentimes a channel don't even have that tagging on, meaning they don't have that UTM parameter. What we also see is that some departments may have a spreadsheet or using the UTM builder to create those campaigns. So they've built their own governance around which parameters that they're actually using. And other departments might be also taking up the activities, but they might be using a completely different taxonomy when it comes to the UTM parameters. When you get all that data into Adobe Analytics or CIDA, it's just a big mess, meaning you won't be able to differentiate between the different campaigns because some is using one taxonomy, others are using a different one. If you can streamline this and making sure that all your activities are actually tacked up using the exact same taxonomy, you're in a much, much better place when it comes to getting value out of Adobe Analytics and insights from your reporting. When we talk about ROI, it's about the insights that you're getting from analytics, meaning how many visitors are coming from the different channels and how are they performing or converting on your website. In order to actually optimize that, you need to ensure that you have the right taxonomy and all campaigns are tacked up correctly, meaning everyone has the same UTM parameters or CID parameters in the same taxonomy. Once you have that, you can understand how each channel is performing and potentially change the budgeting accordingly to make the most out of your investment and budget on those channels. Most companies are struggling turning insights into outcome simply because they don't have the right data foundation. And when we talk about external campaigns, that data foundation is critical, making sure that you can attribute the correct amount of traffic from the different channels that you're getting in. Once you have the correct taxonomy in place, you're going to increase your data quality so that the insights you're getting actually can turn into actionable outcomes or next steps in your strategy. When we talk about taxonomy, it sounds like a simple exercise for most companies. Reality is, I see majority of companies struggling with this because some is using a spreadsheet, as mentioned, some is using UTM Builder and just getting departments aligned across this is not something that's easy. You might even be in a company where you operate in different countries, meaning you need to align this across countries and across departments as well. So you need to see this as a journey that you're on. The first step is making sure that you have the right process in place for making sure the taxonomy is covered. And the next step is making sure that you have a shared data language across the taxonomy. Because what happens next is that most people who are looking at the reports don't fully understand what's behind the taxonomy that you're using. So you want to make sure that everybody is aligned and everybody is on board with that shared data language when it comes to the taxonomy. Survey is assuring that the average enterprise company is running on a data quality saying 50%. That means that 50% of the traffic that you are expecting to get from the different channels that you're investing in is actually not tagged up correctly. Coming back to what I mentioned in the beginning, they don't have a UTM parameter or a CID parameter, or they're simply tagged up incorrectly. When you are on 50% of data quality, you're not getting proper insights. You can't trust the insights. And when you're having an investment in Adobe, you want to make sure that you can actually get full value out of that system. To do that, you want to make sure that your data quality is as high as possible. When looking ahead and thinking into what capabilities will be setting companies apart within the Adobe space, there is no doubt that a data foundation and a high data quality is going to be playing a big role. If you have a data foundation in place and you have high data quality, it's going to enable the better use of AI into your Adobe solution. Adobe is coming out with multiple AI agents that's going to be looking at your data and giving you insights. But if you don't trust your data, you're not going to be trusting what the agents is giving you of insights either. So it comes back to proper data foundation, a high data quality, which is all driven by people and processes. If you want to take a look yourself at how your data quality is looking, there's a few reports that you can start looking into to give you an idea of how that is looking. The first report I would look at would be the tracking code report. That would give you an idea of whether you're using a coming structure across your tracking codes. Obviously, it's not going to tell you whether you are having a department that's forgetting to add your tracking codes, but you definitely want to make sure that the tracking codes you are using is having the same structure. You might also be breaking that report down by looking at campaign name or creative. That's going to give you an idea of whether you have applied metadata on your tracking codes. If you start seeing unspecified in those reports, I would be concerned or at least start raising questions about the data quality that you have in your external campaigns. If you want to have an idea of how other departments in your organizations are using tracking codes or whether or not they're using tracking codes, a tip could be that you do a Google search for Facebook campaign manager. That actually allows you to look up campaigns for all companies who are running advertisement on that channel. So go to the campaign manager, search for your company, and you're going to be seeing a list of all the active campaigns that they're currently running. Click on each of them and just making sure that there's a UTM parameter or CID parameter on any of those campaigns. If you identify campaigns that don't have a UTM parameter, you have confirmation that there is actually a department that's missing to add parameters. And that is giving you an indication as well that your data foundation slash data quality is lacking. If you want to follow along and see me looking into some of the tracking code reports or the classifications, meaning just confirming that there is something that could be improved in your data. Follow along in the next video where I'll be logging into analytics, showing you what to be looking for. Thank you.