Before implementing fixes, LaunchDarkly faced several key marketing data challenges:
- Inaccurate UTM Tagging: The company was launching a high volume of campaigns and seeing instances of incorrectly placed utm_source and utm_campaign due to the size of their campaigns.
- Launching Campaigns Without Testing: Due to the speed needed to launch new campaigns and a small team, LaunchDarkly would launch ads without conducting test leads, which could result in errors and wasted resources.
- Understanding Marketing Automation Flow: The Digital Marketing team wasn’t in sync with the Marketing Operations team that owned the Marketo platform. They weren’t aligned with the Marketo logic that captured the leads into specific programs.