Gartner Research

Three Steps to Optimizing Management of Multichannel Campaign Data

Published: 25 April 2018

ID: G00343558

Analyst(s): Bill Delrieu


Successful digital business transformations depend on reliable, accurate marketing campaign performance data. Technical professionals responsible for CRM and customer analytics applications should use this framework to develop governance for campaign metadata when building marketing dashboards.

Table Of Contents

Problem Statement

The Gartner Approach

The Guidance Framework

  • Prework
    • Create a Multichannel Marketing Governance Team
  • Step 1: Identify All the Contributors, and Define Tracking-Code Standards
    • Step 1.1: Create a Contact List of All Digital Marketing Contributors
    • Step 1.2: Define a Tracking-Code Schema — Google Analytics
    • Step 1.3: Define a Tracking-Code Schema — Adobe Analytics
    • Step 1.4: Provide a Tracking-Code Generation Tool to Marketing Teams
  • Step 2: Implement Analytics for User Activity and ROI Measurement
    • Step 2.1: Configurations for Google Analytics and Google Analytics 360 Suite
    • Step 2.2: Configurations for Adobe Analytics
  • Step 3: Create Campaign ROI Reports and Dashboards
    • Step 3.1: Create Dashboards for Google Analytics and Google Analytics 360 Suite
    • Step 3.2: Create Reports and Dashboards for Adobe Analytics
  • Follow-Up

Risks and Pitfalls

Gartner Recommended Reading

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