A Media & Communications Leader Cleans Up Its "Unspecified" Data Bucket

Listed among Forbes’ Top 100 Digital Companies, this telecommunications service runs multiple brands and subsidiaries, all heavily invested in producing digital campaigns and experiences. Since bringing on Claravine in 2018, the organization executes thousands of campaigns a year across those brands — and needed a platform that could standardize naming conventions, govern campaign tracking automatically, and produce consistent paid media data across display, social, and search for every line of business.

The Challenge: Siloed, Confusing Tracking

A manager of digital analytics described the previous state of campaign tracking plainly: siloed and confusing. Inaccurate reporting, fragmented data, and poor visibility into campaign performance were the result of cross-functional teams working from inconsistent tracking governance. To actually optimize a marketing investment this large, the business needed both better data quality and a way to turn that data into actionable insight.

The Solution: One Naming Convention, End to End

Standardizing naming conventions inside Claravine gave the company the ability to track campaigns at every level — campaign names, creative asset names, and placement names down to the ad set. Different teams still own different pieces of the traditional workflow (trafficking sheets and Prisma files, for instance, split across ad operations and creative), but routing that workflow through Claravine eliminated manual QA of values before launch and created one uniform naming convention across the organization’s paid media.

Direct integrations with platforms like Google Campaign Manager and Meta Ads Manager let the company synchronize advertising platforms that had previously run in isolation, pushing ad-level data into Adobe Analytics so the team could evaluate performance down to the creative. That end-to-end tracking supports analysis “beyond a click” — complete, thorough metadata that improves segmentation and optimization, and now accurately informs budget and resourcing decisions across five large lines of business.

The Results: A Trackable Bucket, Not an Unspecified One

Automated data governance and tracking-code creation now let the company’s digital teams deploy and analyze campaign results with far less friction — and ask the deep questions that only detailed, trustworthy metadata can answer.