All articles
Practical guidance on marketing data standards, taxonomy, measurement, and AI readiness — from the team behind Claravine.
All articles
Campaign Measurement: What to Set Up Before You Launch
Campaign measurement starts before launch. Here's what to instrument, which metrics answer which question, and how to report a defensible result.
Campaign Tracking in Analytics Platforms: What Each One Does With Your Parameters
GA4, Adobe and platform-native reporting each handle campaign parameters differently. Here's what each does — and why one campaign reads three ways.
Campaign Tracking Codes in Adobe Analytics: Why Classifications Break
Adobe Analytics classifies campaign tracking codes against an uploaded list. Here's why rows come back unspecified, and what to fix at campaign setup.
Metadata in Digital Asset Management: Which Fields Actually Matter
DAM metadata makes assets findable, reusable and attributable — but only a few fields carry the value. Here's which, and why DAM alone isn't enough.
Photo and Image Metadata: What It Contains and How to Manage It
Image metadata lives inside the file — EXIF, IPTC and XMP. Here's what each contains, how to view and remove it, and why rights data rarely survives.
Naming Conventions: How to Write One That Actually Holds
A naming convention fixes the components, order, delimiter and allowed values of a name. Here's what makes one hold, and why most decay within a year.
How to Measure Marketing Performance
The metrics that matter, the frameworks that organize them, and the data problem that makes most marketing measurement unreliable.
Enterprise Metadata Management: Strategy, Standards, and What Breaks at Scale
Enterprise metadata management keeps metadata consistent across every system that creates it, not just one tool. Here's what a strategy contains.
Data Validation: Techniques, Tools, and Where the Check Belongs
Data validation checks a value against a rule before it is accepted. Here are the techniques, the tooling, and why the warehouse is already too late.
Data Standardization Tools: Categories, Trade-offs, and How to Choose
Data standardization tools fall into three categories that solve different problems. Here's how to tell which one fits campaign data rather than addresses.
Data Governance Tools: The Categories, and How to Choose Between Them
"Data governance tools" is four categories, not one. Here's what each actually does, and how to tell which one your problem needs.
Data Governance in Marketing: Ownership, Standards, and Enforcement
Marketing data governance is the agreement on who owns each campaign field and what values are allowed. Here's why the IT playbook doesn't transfer.
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