As they brought on new team members, The Data Standards Cloud allowed the team to standardize a process and set up the tools and resources that new team members need to know on day one. “For us, choosing Claravine was about consistency so we could continue to scale,” says Andrew. Without accurate and defined variables in each campaign, the Analytics team was unable to answer the mission-critical business questions or make recommendations on where to invest or divest. Spending more time each week wrangling data and piecing together all the correct data points instead of being able to tell the story of the customers’ journey “was making all marketing channels look bad”. Unfortunately, it quickly proved to not be scalable for a growing company and inevitably each month there They also automated macros and rules to help prevent or highlight mistakes. The analytics team worked to develop a rigid plan for campaign code structures, plus outlines for when and how to use the Excel sheets per team. Prior to seeking a data integrity solution, Carhartt’s marketing teams were manually tracking campaign metadata and tracking codes in complicated Excel files. The analytics team is the downstream recipient of campaign data codes and attribution models and is responsible for making sense of the inputs. There are thousands of moving pieces with each marketing team responsible for driving their own strategy, content, implementation, and partnership with outside influencers/agencies. Knowing what consumer information is collected, how it’s collected, how it’s processed, and ultimately what insights can be pulled from the data to make decisions that drive the Carhartt business forward. As a Data Product Manager of consumer data (now the Analytics Manager for Direct to Consumer), Andrew Laycock’s role was crucial to driving the strategy around consumer data.
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