The Ecosystem Challenge
Depending on your digital maturity, your organization’s ecosystem will comprise of websites, social channels, 3rd-party hosted content and programs, automation platforms, ad servers, technology solutions, data warehouses, data lakes, CDPs – compounded by products, brands, business units and global complexities.
From a technology standpoint, this involves standardizing, normalizing and stitching data sets together across systems (and data sharing agreements) in an attempt to get a unified view of analytics that can power customer experience (CX).
Some organizations have tried to solve for this by creating internal digital center of excellences (COEs) with a mission to centralize and consolidate in the name of consistency.
Having experience building and operating digital COEs, we can partner seamlessly with your organization and lend a helping hand.
Activity data is not generated uniformly
Unless there is a coordinated effort, the nature of the business will typically result in a combination of differences. Even when similar tech stacks and web analytics platforms are used, they could be set-up, configured and operated differently. By different teams. With different techniques.
Activity data is created by everyone.
With different processes, different teams can produce different data points for the same metrics without even realizing it. Our solution aims to establish a baseline level of analytics standardization, while providing the flexibility for teams to go above and beyond.
Activity data informs everything else.
Ensuring data quality is flowing into the ecosystem at the point of entry will save time, cost, and headache. Upper-funnel activity data from marketing, PR, and sales programs is used to inform the business and power CX across a matrixed org.