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5 Steps to Scale Campaign Classifications Metadata

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5 Steps to Scale Campaign Classifications Metadata Digital marketing campaign classifications—metadata—are the wild, wild west of marketing data due to a lack of industry-wide protocol. The names vary widely: metadata, dimensions, or classifi- cations. We refer to the organization of metadata as taxonomy or hierarchy. What exactly does all of that mean? Simply put, metadata is information that describes other information. Metadata helps us dig into our campaign performance and describe metrics or events like impressions, clicks, conversions, and ROI. For example, you could drill into impressions, clicks, and conversions through metadata like channel, source, or campaign name to better understand the performance of a given channel or publisher. Metadata is the foundation for attribution analysis and models, making it critically important to your brand. So how can you make sure you get it right? In a word: standardize. Here are 5 steps you can take to standardize, scale, and improve your campaign classifications and metadata. 1

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