The Case of the Missing Campaign Data: A Governance Challenge
A global manufacturer uses Adobe Analytics with multiple report suites for different regions. They have a global marketing team that runs campaigns across regions and wants to see a consolidated view of campaign performance. The regional teams have been using different tracking codes for the same global campaign, and some regions have not been consistent in using the campaign variable (v0). The global team created a segment for the campaign using a list of all known tracking codes, but the data shows only 60% of expected traffic. Additionally, the regional teams have different data retention policies, and one region's report suite has a 12-month retention while others have 25 months. The global team wants to create a dashboard that shows campaign performance across all regions for the last 24 months.
1. What are the data governance issues here, and how would you address them to enable the global dashboard?
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The governance issues are: 1) Inconsistent campaign tracking codes across regions, leading to incomplete data capture. 2) Inconsistent use of the campaign variable (v0) – some regions may not set it at all. 3) Different data retention policies: one region only retains 12 months, so data for the last 24 months is incomplete. 4) Potential lack of a global report suite or virtual report suite to aggregate data. To address: 1) Standardize campaign tracking codes: create a global naming convention and enforce it via a classification rule or a data element in Launch. 2) Audit the campaign variable implementation in each region and fix gaps; use a classification to map regional codes to global campaign names. 3) For retention, either extend the retention of the 12-month suite to 25 months (if possible) or use data feeds/Data Warehouse to export data before it expires, or use Adobe's Data Repair API to backfill. 4) Create a virtual report suite that includes all regional report suites, and use a segment for the campaign based on the standardized classification. 5) For the dashboard, use the virtual report suite and ensure the date range is within the retention limits; if not, use exported data for older periods.
2. How would you structure the segment and dashboard to ensure accuracy and completeness?
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To ensure accuracy and completeness: 1) Use a classification on the campaign variable (v0) to create a 'Global Campaign Name' dimension. This allows you to group all regional codes under one campaign. 2) Create a segment that uses the classification 'Global Campaign Name' equals the specific campaign. This will capture all hits where the campaign variable is set and classified correctly. 3) For regions that don't set the campaign variable, work with them to implement it; until then, you may need to use a fallback like the tracking code (s.campaign) or a marketing channel. 4) In the dashboard, use the virtual report suite that includes all regions. 5) For the 24-month view, check that all included report suites have at least 24 months retention; if not, either exclude that region for the full period or supplement with exported data. 6) Use a calculated metric to normalize for missing data if needed. 7) Document the data sources and limitations in the dashboard.