Missing Data
- Data capture set-up incorrectly
- Inability to pull in multiple sources of data
Unused Data
- Lots of stored data, but minimally used
- Disjointed and disintegrated marketing technology stack
Wrong Insights
- Captured data is not the right data to measure the needed metrics
- Reports generated are not providing actionable information
Challenges & Solutions
Every business has its own unique challenges, but some of the common ones we’ve helped with at organizations are below.
Narrow down the challenge/solution by selecting the associated tag.
| Challenges | Solutions |
| We do not trust our web analytics data and cannot make data-driven decisions. | Assess current analytics implementation, compare to business requirements and internal databases. Design solution approach and re-implement clean Analytics. |
| Analytics is always an after-thought and we need help with ongoing tag management operations. | Familiarize with business and technical requirements, advise on agile analytics process management, stand-up operational implementation team. |
| Our executive team needs easy-to-understand dashboards to be able to monitor our digital performance. | Design data export and ETL approach from analytics tools, store in a data lake or data warehouse, join with other data sources, design reporting visuals tailored to specific audiences. |
| We need help identifying how our website drives customer engagement. | Tag website with consistent content taxonomy and user-level tracking. Export and run engagement scoring models to understand the weight of content attributes in driving users towards performing specific action. |
| We need more intelligence on how to best understand our online customers. | Tag digital properties in a user-level approach, export data from the toolset and perform persona clustering analyses. |
| We are not happy with our tag manager and need to migrate to another one. | Inventory existing tags, identify optimization opportunities, and migrate to a new tag management system. |
| We are investing a lot of money with our agency partner and are not happy with their performance, transparency, and continued data quality issues. | Tailor services around business culture and team needs ranging from media platform migration, report creation and expansion, process documentation, and staffing, training, & engagement.Read More |
| We have multiple internal & external teams creating campaign performance tracking codes with inconsistent nomenclature & taxonomy. Analyst are constantly complaining that campaign readouts requires hours of data aggregation and clean up for simple campaign analysis. | Design a Campaign Taxonomy strategy that meets multiple business team needs, utilize integrations within Measurement platforms and Govern those integrations to maintain a clean execution.Read More |
| We do not understand our customer journey across multiple touch points. | Workshop to review all customer touchpoints including web, app, and offline. Design and implement customer identification tagging approach. |
| How do we know what marketing channels are really driving revenue? | Softcrylic has developed Tapestry Passport, a customizable, algorithmic multi-touch attribution solution. We also work with our clients and their agency partners to design test strategies for marketing campaigns and channels.Read More |
| We are able to track email performance in terms of opens and clicks but we don’t know how this is impacting our site or overall business. | Integrate your email solution platform with your analytics platform to consolidate email marketing and web analytics data into one reporting interface. |
| When customers abandon our website, we lack the ability to retarget these customers based on their web behavior in real-time. | Utilizing visitor tracking technology, capture and relay visitor identification data to your email solution platform to send real-time cart and browse abandonment campaigns. These campaigns can be personalized based on the visitor's behavior on the web. |
| Dashboards and reports are slow or unresponsive. | End to end optimization of architecture, pipelines, data models, and semantic logic to improve tested performance under load 30x.Read More |
| We have so many sources of data that we struggle to unify a cohesive story in a concise dashboard. | A modern data platform leveraging tidy data models and agile frontends to coalesce disparate data sources into coherent narratives to digitally transform your business.Read More |
| Getting marketing performance insights on ad campaigns requires multiple data to be sourced, wrangled and curated in a timely manner. | Build Single Source of Truth data lakes using our Marketing Data Pipeline solution, powering your prescriptive and predictive analytics needs.Read More |
| Data fragmentation hampers your organization’s ability to predict business performance on a timely manner. | Strategy, design and development of data platforms built on-prem/hybrid/cloud architecture.Read More |
| We are stuck with monolithic and legacy applications and are not able to provide modern customer experience and meet the scalability needs. | We can help you re-engineer, modernize and migrate applications to the cloud using the latest technology coupled with smaller agile teams.Read More |
| We have data indicating a need to improve the release time of updates to our digital applications. This is impacting business performance and potential. One of the main bottlenecks is the time it takes to test our applications. | Test Automation drastically reduces testing cycles from days to hours while taking care of cross-platform requirements.Read More |
| We have processes in house that are fundamental to business performance, however they are repetitive and take up a significant amount of time for our team which impacts our ability to focus on strategy and business growth. | Robotic Process Automation can help improve quality and employee productivity while saving cost.Read More |
| Our application is performing poorly causing a drop in customers and a resulting decrease in revenue. | Performance Testing ensures best customer experience even in slower networks and prepares you for seasonal traffic needs.Read More |
| We are not able to keep up with customer requests around new features as we struggle to roll out and test new product features. | We help our clients implement or improve upon agile software development specifically utilizing DevOps and Continuous Delivery (CD) as the proven paths to faster application release cycles.Read More |
| Our website is built on Single Page Application technology and tracking web behavior has been difficult. | Review technical environment, design data layer with a custom event trigger approach your existing tag manager can use as page views and click events.Read More |
| Our page load speed is slow and we think my 3rd party marketing tags are responsible. | Review existing marketing tags implemented vs. real usage and re-structure implementation approach following best practice standards. |
| We are not compliant with GDPR or CCPA Data Privacy laws concerning cookie consent management, and are worried we will be fined. | Assist with vendor selection, review cookie data collection environment, categorize into functional groups, implement cookie consent management tools and conditions in tag manager, design governance process for ongoing compliance. |
| Data is everywhere, but it is failing to tell the story it should be able to tell. | Listen to stakeholders, Gather requirements, engineer platform, implement pipelines, model semantics, and deliver beautiful reporting as foundation of a democratized citizen analyst culture. |
| Requirements are outdated by the time development cycles are complete. | Migrate from outdated Tableau environments to the next-generation agile and flexible Power BI to democratize self-service analytics and empower citizen data analysis.Read More |
| We have invested in the (right?) tools, but don’t have the expertise or resources to build useful reporting. | We can work with you to help not only utilize your data visualization tools, but also assure that you are using the right metrics for your business. Furthermore, we help organizations assure they have the right team members and partners to support ongoing use of the established dashboards to continue driving business in a data-driven model.Read More |
| We have so many sources of data that we struggle to unify a cohesive story in a concise dashboard. | Engage Softcrylic’s team to deliver a modern data platform leveraging tidy models and agile frontends to coalesce disparate data sources into coherent narratives to digitally transform your business.Read More |
| We need more intelligence on how to best understand our online customers. | Tag digital properties in a user-level approach, export data from the toolset and perform persona clustering analyses. |
| We want to know what impact an initiative (marketing campaign, site redesign, etc.) had on our KPIs, but we did not set up a statistical test. | Our causal impact analysis approach leverages advanced statistics to create a counterfactual – a model that describes an alternate scenario in which the initiative had not been undertaken. By comparing the counterfactual to what happened after the initiative was launched, we can measure the impact of your initiative on various KPIs. |
| We want to include pricing in our advertisements, but our pricing is dynamic. | We work with our clients and their marketing partners to design a strategy that meets the technical challenges of capturing impression and click level dynamic prices. |
| How do we prioritize audiences for targeting specific messaging? | Softcrylic’s automated propensity modeling framework identifies individuals who have the highest probability of conversion or the highest openness to a message. Customers are ranked by propensity and high-propensity customers are delivered to a marketing channel as a custom audience for activation.Read More |
| We receive a lot of customer feedback. This is valuable information, but we don’t know how to analyze it all. | We leverage cloud machine learning services for sentiment and topic modeling to perform a robust, automated analysis on all feedback. Visualization and reporting of topics and associated sentiments allows our clients to “take the temperature” of their customers regarding specific services and products. |
| What content on our site is influencing conversions? | Our content attribution modeling approach identifies what content is driving a given KPI based on your site tags. Pages, blogs, topics, and any other content category you have defined are assigned values that estimate the overall impact the category is having on any KPI you define. |
| We have mountains of data but we don’t know how to use it to improve our site and app visitors’ experience. | Establish the right flow of data to the tools that can use it to personalize the user experience. Put data science to work and action off of propensity scoring. |
| I have a DMP that I am barely using and I am not sure if I am getting value out of it. | Revisit the strategy behind the DMP and assess the current state. Analyze the data in the DMP to create new personas and audiences that you can test onsite and offsite. |
| Getting marketing performance insights on ad campaigns requires multiple data to be sourced, wrangled and curated in a timely manner. | We build Single Source of Truth data lakes using our Ad Ops Data Pipeline solution, powering your prescriptive and predictive analytics needs.Read More |
| Data fragmentation hampers your organization’s ability to predict business performance in a timely manner. | We work with our customers on the strategy, design and development of data platforms built on-prem/hybrid/cloud architecture. |
| The quality of our data is impacting the trust our internal teams have on making decisions based on data. | Data Quality Automation solution to proactively monitor and mitigate data quality issues.Read More |
| Making impactful changes to the site takes weeks and we make long lasting UX changes based on hunches instead of data. | Implement iterative A/B and multivariate tests quickly to learn what works best and quantify lift. |
| We know we need to do more experience testing to optimize, but we can’t seem to gain traction to execute effectively. | Steer the culture and prove the value of an Optimization/Personalization team. Start small, fail fast, build upon successes, and always quantify and learn from every test. |
| We are able to track email performance in terms of opens and clicks but we don’t know how this is impacting our site or overall business. | Integrate your email solution platform with your analytics platform to consolidate email marketing and web analytics data into one reporting interface. |
| When customers abandon our website, we lack the ability to retarget these customers based on their web behavior in real-time. | Utilizing visitor tracking technology, capture and relay visitor identification data to your email solution platform to send real-time cart and browse abandonment campaigns. These campaigns can be personalized based on the visitor's behavior on the web.Read More |
| As a publisher, I want to setup a registration and pay wall to promote more registrations and subscriptions, but I want my marketing to control the messaging and not IT. IT Cycles are way too long. | Utilize personalization tool to deliver the messaging on the website. Marketers will have direct control and the ability to change messaging in Realtime and independent of any development cycles. |
| We need robust marketing reporting, but we have no single source of truth. | The Tapestry data platform is a cloud solution that stitches data across a client’s data warehouse, marketing and digital measurement data sources, and our last-touch marketing solution.Read More |
| We collect a lot of information about our customers. How do we create customer profiles for our marketing strategy? | Our algorithmic persona modeling approach identifies behaviorally unique groups of customers. Each group has specific behavioral markers that can be used to define personas for marketing strategy.Read More |
| We need a solution for site or app content personalization. | Tapestry Personalizer, Softcrylic’s personalization solution, custom tailors a digital experience for each of your customers based on an individual’s behaviors and preferences. The solution algorithmically defines rules that match content with customers and passes those rules to your content serving platform in real time.Read More |
| We are not happy with our tag manager and need to migrate to another one. | Review existing marketing tags implemented vs. real usage and re-structure implementation approach following best practice standards. |
| We have multiple marketing teams requesting marketing pixels that we do not have bandwidth to cover. | Assess existing governance process and company culture, design a standard media pixel intake process, execute in a low-cost & fast-turnaround ongoing tag implementation support team. |
| We collect a lot of data in with our web analytics but only use it for reporting purposes, we don’t act on it. | Integrate web analytics point solutions with other MarTech solutions and work with Data Activation team with strategic and technical support. |