Why data is your friend for email marketing
Clean duplicates, invalid addresses and records with unclear provenance before analysing campaign performance. Retain audience rules for each send to explain changes in engagement and unsubscribes.
Putting analytics into practice
Define event triggers, parameter meanings and exclusions. Page views, qualified enquiries and sales are separate stages and should not be combined as one conversion measure.
Checking the result
Verify events through a known test journey and exclude test records. Date page and collection changes so comparisons use consistent definitions.
