Define one source of truth
The university aligned definitions in one master taxonomy. This replaced multiple interpretations with shared values that could be governed centrally and reused across the organization.
All customer results
Customer_case
How a top US university built one data language across the entire student journey
A top US university introduced shared marketing standards to bring greater consistency to data across teams and channels. With Accutics, the university reduced inconsistent naming and manual data handling, creating a more reliable foundation for performance reporting in Adobe Analytics and Power BI.
TOP US UNIVERSITY
A US-based higher education institution offering flexible, career-focused degree programs.
- Industry
- Higher education
- Headquarters
- United States
- Use case
- Cross-channel taxonomy and offline tracking
- Reporting ecosystem
- Adobe Analytics and Power BI
Introduction
Connecting marketing across a long and complex student journey
The university serves students whose path to higher education rarely follows a short or linear funnel. A prospective student may first encounter the university on Instagram, return through the website, attend a recruitment event, scan a QR code on a brochure, and submit an application months later.
With marketing activity spanning multiple channels and touchpoints, inconsistent naming made it difficult to connect related initiatives. The same activity could appear as several unrelated campaigns, making it harder to understand the complete student journey.
The university needed more than another dashboard. It needed a shared structure for its data to connect digital and offline activities and better understand what drives student engagement.
With Accutics, the university established shared marketing standards across teams and platforms. Activities can now be tracked consistently, creating a clearer picture of the journey from first interaction to enrollment.
The_challenge
Fragmented marketing data made reliable measurement difficult
Marketing performance data was spread across platforms, teams, and reporting systems. The problem was not a lack of information. It was a lack of comparability.
One platform measured clicks, another page views, and another leads or applicants. At the same time, variations in campaign naming meant that identical initiatives could be classified differently across channels.
As the university worked to understand the complete recruitment journey, the marketing analytics team needed a structured way to:
Align teams around common definitions
Ensure the same campaign, program, audience, and objective were identified consistently everywhere.
Establish consistent tracking across channels
Create a shared structure for information across channels, while supporting opportunities to incorporate offline activity.
Compare performance across platforms
Make data comparable to understand which activities contribute to inquiries, applications, and enrollment.
Reduce manual reconciliation
Reduce manual spreadsheet work and the need to decode or correct campaign classifications downstream.
The_solution
A shared foundation for consistent marketing data
One governed source of marketing definitions
Instead of relying on variations created in separate spreadsheets or platforms, teams can now work from an approved structure that identifies the elements required for consistent measurement.
Connected context across every touchpoint
By connecting marketing activities through common metadata and identifiers, Accutics provides a more reliable foundation for understanding performance across touchpoints.
A flexible foundation built to scale
New campaigns and channels can be introduced without creating an entirely new set of naming conventions, preserving consistency while allowing the organization to evolve as needed.
Implementation
Turn taxonomy into an everyday operating model
The transformation required more than just agreeing on a master list. The setup had to be practical for the people managing activities as part of their daily workflows and dependable for the analysts using the resulting data.
Apply the structure at the source
Teams create naming conventions, campaign IDs, and tracking codes based the approved taxonomy rather than copying and adapting values between spreadsheets. This reduces ambiguity, manual handling, and preventable classification errors.
Extend the same context across touchpoints
Digital campaigns, offline materials, and QR-code activations follow the same data structure. New touchpoints can be added without breaking comparability with existing reporting.
Feed structured data into reporting
Standardized metadata flows into Adobe Analytics and Power BI, giving the analytics team a more coherent basis for comparing performance across channels and connecting activity to student outcomes.
More_cases
Read more cases
Beyond the Dashboard: Turning Marketing Data into a Story of Growth
3M established shared campaign tracking standards to improve data consistency across global teams, strengthen attribution, and gain clearer visibility across reporting.
How Addiko Bank made marketing data reliable and ready for action
Governed campaign data at the source for trusted reporting, sharper attribution, and smarter budget allocation across every market and channel.
How Grundfos built a holistic view of marketing performance
Grundfos turned marketing data into a trusted strategic asset, enabling sharper performance insights and a clearer connection between marketing activities and business results.
Bring clarity to marketing performance across every channel
See how Accutics brings shared context to marketing data across teams and channels, supporting more consistent reporting and clearer performance insights.