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Beyond Data and Dashboards:
The Unseen Impact of Taxonomy on Decision Making

October 05, 2023

Neglect structured data categorization, and you're gambling with the integrity of your insights

Why Taxonomy Matters

The modern business landscape is a minefield of choices and decisions. Amid the complexity, data stands out as a reliable compass. In fact, Data, when harnessed properly, can be a guiding force in a complex world of choices, offering clarity and swift decision-making. It’s a tool that, when employed correctly, can lead companies to their desired destinations.

However, the quality of this guidance depends heavily on the taxonomy employed. Without a clear and structured system to categorize and label data, even the most valuable insights can become muddled or outright flawed. It’s akin to having a map with no legends or having a compass that doesn’t point north.

“While data governance and taxonomy management may not be the buzzwords on every executive’s lips, they’re crucial for streamlined report automation and pinpoint cross-channel intelligence. Bypassing them can distort data reliability and hamper decisive actions. Why then, in an era of data-driven strategies, do we often neglect these pillars?” – Ross Jenkins, CEO, Decision Foundry

The Cross Channel View Paradox

Salesforce’s 3rd edition Marketing Intelligence Report reveals an intriguing contrast: 98% of marketers recognize the value of an all-encompassing, consolidated viewpoint on cross-channel marketing. However, 71% still break down their marketing channels’ efficiency in a compartmentalized manner – 46% per channel and 51% per platform. Here’s where the strength of a robust taxonomy comes into play. When you have a clear and effective data categorization system, it acts as the bridge connecting insights across channels, enhancing the overall marketing narrative.

An effective taxonomy not only categorizes data but does so in a manner that is universally understood across the organization. Conversely, a poor taxonomy is the enemy of automation. But, when executed properly, it ensures that everyone, from top-level executives to frontline employees, speaks the same language. This uniformity simplifies data analysis, reduces the risk of misinterpretation, and aids in swift, informed decision-making.

How a Flawed Taxonomy Undermines All of Your Reporting Automation Efforts

On the contrary, a flawed taxonomy can result in inefficiencies, misunderstandings, and costly mistakes. Instead of acting as a guiding force, it turns the vast potential of data into a confusing labyrinth. Companies that underestimate the value of a robust taxonomy do so at their peril.

Which Data and Campaign Management Solutions are Available?

Spreadsheet-based, placement generation is slow and error prone. While Decision Foundry has been assisting advertisers and agencies in streamlining their enterprise reporting systems, the crux of automation remains deeply rooted in data hygiene, governance, and taxonomy. Although various tools, including excel exist to manage and unify campaign data, CampTag™, has been built at scale to help consolidate intricate marketing data.

Google URL Builder in CampTag


Before diving into the benefits of automated reporting, it’s essential to understand the critical role of Taxonomy in ensuring the clarity and reliability of data. As businesses further drill into the world of data informed decision-making, the structure provided by a sound taxonomy cannot be overlooked. It’s the foundation on which reliable, actionable insights are built.

About Decision Foundry

Decision Foundry is a Salesforce, independent software vendor, managed services provider, and a certified award-winning Salesforce Marketing Cloud integration partner. Decision Foundry closes the gap between data accessibility, platform adoption and business impact. Our consulting services include the integration of Data Cloud, Account, Engagement, Personalization, Tableau, and Intelligence.