Tracking First Joins Adobe Exchange Partner Program


The data firm will supply digital marketers via Adobe Exchange with a unified data governance platform.

Data governance firm Tracking First, announced it has signed on to the Adobe Exchange Partner Program as a Business Level Partner. The goal of the partnership is to provide Adobe Analytics users with the tools they need to make better and faster campaign optimization decisions using unfiled tracing cones based on real-time analytics.

Tracking First offers a unified campaign governance platform that enables users to ensure validation and synchronization of marketing data from multiple sources with Adobe Analytics Cloud. Marketing departments are able to generate and deploy the codes quickly and easily.

“We are aware of the costs paid by companies—both in dollars and in human capital—based on marketing data that offers only a partial or unclear picture,” said Craig Scribner, founder and CEO of Tracking First. “Our collaboration with Adobe enables marketers to combine the industry’s leading analytics platform with our unified campaign data governance solution to get greater clarity into how their campaigns perform.”

See also: Hadoop in the dark? How governance, metadata can help

Today’s businesses often have multiple marketing campaigns running from multiple departments at the same time. These campaigns require rapid deployment, along with analytics to determine success and failure rates, protect brand integrity, improve customer experience and provide insights on ROI. This makes the need for campaign governance critical for success.

“Tracking First enables marketers to optimize their campaign experience and ROI through unified campaign data governance,” said Cody Crnkovich, head of platform partners and strategy, Adobe. “Tracking First’s integration ensures that campaign data is correctly created and organized, enabling marketers to make faster, more intelligent decisions with greater confidence.”

Tracking First was one of the sponsors of the 2017 Adobe Summit and will sponsor multiple Adobe events in the U.S. and Europe this year.

Sue Walsh

About Sue Walsh

Sue Walsh is News Writer for RTInsights, and a freelance writer and social media manager living in New York City. Her specialties include tech, security and e-commerce. You can follow her on Twitter at @girlfridaygeek.

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