Customer_case
Qualcomm replaced manual spreadsheets and tracking processes with Accutics, creating a consistent way for internal teams and partner agencies to manage marketing data. Campaign ID delivery time fell from 30 minutes to just 2–3 minutes, while improved data quality created a stronger foundation for analytics, reporting, and AI.
Qualcomm is a global technology leader specializing in wireless communications, semiconductors, and advanced connectivity solutions. Its innovations power smartphones, connected devices, automotive technologies, and intelligent computing across industries worldwide.
Webinar
Brandon Ratliff, Director of Martech, and Nael Cassier, Sr. Manager of Digital Marketing, share how their teams use Accutics across the Martech stack, from campaign creation to reporting.
Introduction
For Qualcomm, scaling global marketing operations meant finding a better way to manage tracking across teams, channels, and agency partners, without compromising data consistency.
With Accutics, Qualcomm moved campaign creation into a shared, governed workflow. Teams and agencies can now create standardized tracking codes themselves, using the same taxonomy, templates, and validation rules. What was previously a manual handoff has become a fast, repeatable process that produces reliable data from the start.
The_challenge
Adobe Analytics was deployed across Qualcomm domains and subdomains. Campaign data from different channels, teams, and agency partners needed to connect consistently across that environment. However, the underlying process relied on a shared spreadsheet and manual administration.
Shared spreadsheet
Tracking ID requests were collected through a shared spreadsheet with free-text inputs
Request processing
Each request was reviewed and processed to prepare the required tracking ID
ID delivery
The ID returned by email, then uploaded to Adobe Analytics
Opportunity for greater efficiencyThe established workflow took around 30 minutes per ID, creating an opportunity to accelerate delivery and improve consistency as marketing activity scaled.
The_solution
Qualcomm implemented Accutics as the common system for creating and governing campaign tracking data. A structured taxonomy of approximately 20 fields replaced free-text spreadsheet inputs, capturing the metadata needed to identify campaigns consistently across channels and downstream systems.
Guided templates make the standards practical in everyday work. Users select approved values instead of interpreting naming rules themselves, while validation ensures required information is complete and correctly formatted before an ID is generated. Teams can create individual or bulk IDs in the same governed workflow.
Standardized outputs are then connected directly to Qualcomm's marketing ecosystem. Consistent campaign classifications enrich Adobe Analytics, while standardized UTM data supports agentic workflows and other downstream uses. The result is a continuous path from campaign setup to measurement, with less manual handling and fewer opportunities for error.
Technology
Accutics replaced an open-ended spreadsheet with structured fields, templates, validation rules, and automated outputs. The taxonomy became an active part of campaign creation rather than a document that users had to remember and interpret.
People
Qualcomm involved channel champions and agency partners early. With a shared web-based platform, users could log in, work from templates, and generate IDs in bulk with minimal training. This made adoption part of the implementation rather than an afterthought.
Process
The central marketing team retained ownership of the standards, while campaign creators gained the speed and autonomy to work independently. This balance removed manual bottlenecks without giving up control over data quality.
The_result
Qualcomm reduced end-to-end campaign ID delivery time from approximately 30 minutes to just 2–3 minutes. Beyond the efficiency gains, consistent campaign data improved reporting quality and reduced the need for manual cleanup in Adobe Analytics.
Today, Qualcomm's internal teams and agency partners use Accutics to generate campaign tracking. Consistent standards make campaign data easier to manage and give the team greater confidence in the information used for reporting and performance analysis.
As a result, teams can ensure:
Tracking codes can be created in minutes without waiting for a manual handoff.
Shared campaign definitions make performance easier to compare and interpret.
Structured and validated inputs reduce errors before they reach reporting systems.
Everyone works with the same taxonomy, templates, and approved values.
Reliable channel-level data gives the team a stronger basis for identifying what performs and where to invest.
Clean, standardized campaign context improves the quality of the data available to analytics and AI initiatives.
By turning standards into a usable, self-service workflow, Qualcomm created more than a faster way to generate IDs. It established reliable marketing infrastructure that can support new channels, partners, measurement needs, and intelligent workflows as the organization evolves.
More_cases
Top US universityA top US university established consistent marketing standards across teams and channels, improving data quality and providing a reliable foundation for reporting.
3M established shared campaign tracking standards to improve data consistency across global teams, strengthen attribution, and gain clearer visibility across reporting.
Governed campaign data at the source for trusted reporting, sharper attribution, and smarter budget allocation across every market and channel.
