TAXONOMY DISCOVERY, WORKSHOPS AND ROLLOUT
Marketing Taxonomy Management
In a fast-moving digital marketing landscape, organisations often struggle to maintain consistent and high-quality data across multiple channels, products, and teams. Without a unified marketing taxonomy, data inconsistencies and difficulties in performance analysis can become major obstacles.
Challenges
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Data inconsistencies: With multiple products, offers, and audience segments managed by different teams and agencies, issues with naming conventions can easily emerge.
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Complex workflows: The involvement of multiple stakeholders and the rapid pace of campaign launches can lead to version control issues and a lack of centralised processes, causing delays and errors.
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Quality assurance: Ensuring data quality is essential, yet manual processes and disconnected systems make it difficult to maintain accuracy and reliability across all marketing activities.
Solutions
To address these challenges, we built a centralised Taxonomy Management module to streamline the creation, maintenance, and enforcement of marketing naming conventions.
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A centralised platform: A web-based interface that serves as the single source of truth for all marketing taxonomy data, ensuring consistency and accessibility for all stakeholders.
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Role-based permissions: Define and manage user roles to control access and editing rights, maintaining data integrity while allowing necessary flexibility.
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Automated naming conventions: Generate standardised names based on predefined templates, reducing manual errors and improving data quality.
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Approval workflows: Implement customisable approval processes for new or modified taxonomy elements, ensuring all changes are reviewed and authorised appropriately.
Benefits
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Improve data quality: By enforcing standardised naming conventions and centralised management, data becomes more reliable, enabling accurate analysis and reporting.
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Drive efficiency: Streamlined workflows and automated processes reduce the time and effort required to manage marketing taxonomies, allowing teams to focus on strategic priorities.
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Scalability: Our solution is designed to adapt to your organisation’s evolving needs, seamlessly accommodating new products, channels, and market expansions.
From inconsistent names and data quality issues to a solid process and clean, reliable data.
Creation of all names for digital marketing activity is handled through our taxonomy management interface. Hosted centrally in the Bright Analytics platform, this ensures the validity of all names being created. A unique identifier is generated for every name for a full audit trail and automatic detection of any activity created outside the agreed taxonomy framework.
Workflows are defined around our value creation and approval functionality. For some ‘levels’ in the taxonomy you will want to accept labels created by end-users but to require validation of these new levels by a nominated group of administrators. This ensures that work is not held up by the creation of new labels, but means that any approval of new values can be controlled, preserving data quality.
Robust data, clear insights, effective decisions
Implementing a robust marketing taxonomy management system is essential for organisations looking to optimise their digital marketing efforts and make data-driven decisions. Our solution helps you overcome the complexities of taxonomy management, ensuring your marketing data is consistent, accurate, and actionable.
Marketing Platforms
The modules that make
it possible
The following Bright Analytics modules work together to deliver our taxonomy solutions.
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Taxonomy
- Master Data definitions
- Permitted value rules
- Central naming conventions
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Semantic Layer
- Taxonomy parsing rules
- Data QA metric logic
- Auditing dimensions
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Monitoring & Alerts
- Exception Reporting
- Automated Data QA
- Automated Notifications
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Dashboards
- Monitoring Dashboards
- QA Reports
- Data Sharing
FREQUENTLY ASKED QUESTIONS
The taxonomy is the overall way of describing and breaking down the way an organisation needs to report. For example by Market, Audience, Channel, Product, Creative, Offer message. In reality there will likely be many more ‘levels’ to the taxonomy.
A naming convention is something which is built from the levels in the taxonomy. You will likely need multiple naming conventions – for exmaple a Campaign naming convention, a Creative naming convention. Again in reality you need a range of naming conventions to deal with the intricacies and quirks of the various marketing channels and platforms you’re working with.
Each naming convention will reference different levels from the taxonomy – for example Market, Channel, Audience and Product may be in your campaign naming convention, but Creative may consist of Market, Audience, Product and Offer.
We begin with a series of workshops to agree the ‘levels’ in the taxonomy – i.e all the ways you would need to break your data down – and to start to capture the values we need to report on. It is was critical to capture the detailed breakdowns that are needed by channel specialist in activation teams. Ensuring that all stakeholders are involved and have visibility of what is being created is essential to the success. We aim to get our taxonomy management tool into key users’ hands early on for testing and iteration.
Yes. That’s a great use case. Using the same master data defined for your marketing campaigns, you can build a naming convention to mirror your web analytics tracking paramters. Typically we would work with the coded values of your master data, but you can also use some of our built-in functions to convert to lowercase, strip spaces, or hyphenate spaces in words.
Absolutely. Different permissions grant access to different areas of the taxonomy management module. Amdin users can generate new values, can determine whether end-users can generate new values for any levels, and can also access approval screens to determine if any new values that have been proposed are to be accepted or rejected.
Yes. Each value that you create for level can have an associated coded value. A naming convention can be configured which allows a name to be generated based on selections from drop-downs which show the ‘full’ value, whilst the final name generated consists of codes which can be unpacked when it comes to reporting.
Of course! You can customise every last element of the ‘formula’ for a naming convention, from delimiter’s to coded values, forcing upper, lower case, replacement of specific characters for any free text levels you allow.
Need to improve data quality?
Want to add more depth to your data?
Contact us today to talk about taxonomy management.