JDM Launches New Marketing Ops Service for Future-Proofed Tracking: What to Know

It’s not just cookies crumbling; marketing measurement is complicated right now. For over a year, brand after brand has hit our pipeline with big holes in their measurement strategies that severely hamper their ability to measure – and thus optimize – their marketing growth and performance.

As we helped each brand patch up their measurement systems by fixing errors, patching gaps, and building an infrastructure for the inevitable cookie-less world, we put together the pieces of a solution that would end up benefiting any brand in any vertical. Today, we’re officially launching JDM’s marketing ops service. 

In this post, I’ll explain: 

• the specific challenges we’re solving for our clients;
• the benefits they’re seeing in their campaigns;
• the signals indicating that brands need support in their measurement setups.

Let’s get to it.

The marketing challenges we solve

Many clients come to us to help solve one problem: decreases in the reported number of conversions over the last year in their advertising platforms. iOS 14 took the first big bite out of major platform conversion data, but Google’s third-party cookie tracking, while still technically active, has eroded substantially as well. This, of course, doesn’t mean brands aren’t converting users; they’re just less able to tell, using methods from 2021, which platforms are doing the work of conversion. 

Our service combines server-side tracking (which gives you much more control over your data than browser-side tracking), tag management and tracking cleanup, advanced platform measurement integrations like enhanced conversions and CAPI, and more.

Other significant challenges our solution addresses include:

• Traffic variance and “not set” or unassigned traffic in main measurement systems (e.g. GA4, Amplitude, and MixPanel)
• Inability to tie advertising and marketing efforts to in-app and sales events
• Inability to attribute stages of the pipeline to ad spend
• Uncertainty in lead attribution
• Misaligned HubSpot and Salesforce data

Every client seems to bring another measurement challenge, so we expect that list to grow over time.

How our clients are benefiting

There’s a very long list of benefits our clients get from our ops service, including measurement systems built to accommodate continually tightening privacy regulations and keep brands in control of their data.

As you can see from the above client example (where “requests” means “events”), clients who add our service are able to recover a huge share of the data they’ve lost to cookie erosion and other hurdles.

The other biggies:

• Simply, more accurate tracking. This has a host of sub-benefits including better signals to ad networks (which helps improve performance over time), better ROI, and improved down-funnel reporting to understand where ad dollars are having impact.
• A clearer understanding of the impact of top-of-funnel and direct media buys. Better measurement gives marketers verifiable insight into the impact and lift provided by non-DR initiatives, which gives brands confidence to expand into new audiences.

How do you know you need this service?

We’ve seen a few common scenarios of brands that come to us for marketing ops help. 

1. They have one person on their internal team heading up reporting and marketing operations, and this person is spread too thin and has no full-stack data team in support.
2. Brands are simply trying to find a better way to report on their marketing performance
3. Brands know they have likely breaks between major tools and integrations, including:

• • Hubspot
  • Marketo
  • Salesforce
  • Zapier
  • Ad Networks
  • Amplitude
  • Mixpanel
  • GA4
  • Tag Manager
  • Segment

There are others, like broken tracking, juggling attribution models, and needing strategic support to re-allocate budget into the upper funnel. And we’re adding use cases by the client.

From a technical standpoint, working with JDM has delivered more than we could have asked for. We’ve received holistic support and guidance, from data infrastructure implementation best practices to navigating the ever-changing landscape of international compliance. JDM has helped us address blind spots we wouldn’t have noticed until much later in our process and has helped increase our velocity and data quality. Every meeting leaves us delighted with how much we’re accomplishing and how much our entire team, both managers and engineers, is learning.

• Jason Bryant, Sr. Growth Engineer, Qdrant

If any of this strikes a chord, we’re happy to get on a call and talk about measurement. Without the cost of hiring a full data ops team, you’ll get 20+ years of experience working on customized solutions and providing an hour a week of training to get your program humming. Just drop us a line to get started.