What is a Taxonomy?
- A way to organize your marketing data
- A hierarchy of marketing from most aggregated to most granular
Why do you need it?
Transforming and organizing your raw marketing data into meaningful information makes it easy to understand and optimize your marketing.
Taxonomy Best Practices
Your taxonomy will reflect your business and your digital marketing strategy. Below we have outlined the steps to create you ideal taxonomy.
Step 1: Define the top level of the taxonomy. What type of business are you? Single Product, Multi-Product, Multi-Regional?
Step 2: What is the most granular level you are tracking across all of your marketing
Step 3: Fill in the levels in between. We recommend creating a level that highlights your marketing strategy such as Display Retargeting vs. Prospecting, Direct Response vs. Awareness and Search Brand vs. Generic. The rest of your levels should be easily definable by your match tables.
* See image at the bottom of the page which shows how this taxonomy will look in the application.
Supported taxonomy structures
Single Product (Channel first):
- Channel ⟶ Strategy ⟶ Site ⟶ Placement/Adgroup
- Product ⟶ Channel ⟶ Strategy ⟶ Site ⟶ Placement/Adgroup
Multi-Region based business:
- Region ⟶ Channel ⟶ Strategy ⟶ Site ⟶ Placement
Which structure is right for me?
Single Product: Your marketing/conversions are agnostic. You measure a conversion point and all your marketing drives toward it. It doesn't matter which products are being marketed. This strategy works well for beginning with Abakus, as well as travel, retail, and automotive clients.
Multi Product: Your marketing is focused on very different conversion points on your website. For example, you're a financial institution and want to measure both how your marketing does to drive new credit card accounts as well as new retirement accounts. Your marketing is probably wildly different per conversion point, and it's more useful to you to look at your channels separately rather than together. This works very well for financial institutions, insurance companies, and department retail among others.
Multi Geo: Your marketing is focused on different regions and managed in that way. For example, if you are an American company that runs very different ads that are managed separately in the US, Canada, and Mexico, but the same conversion point, you may want to split your channels at the country level in order to understand how each group of ads performs.
Note: Taxonomy only refers to the organization of your marketing placements. Conversion points can be measured as separate views or lumped together in the same view.
Important: To include different levels within your taxonomy Abakus will need to be able to categorize your data. Ex. If you have a multi-product business, how are your different products identified within the data that you are passing to Abakus? If you have questions, please reach out to your Customer Success team.
If you are interested in having more than one taxonomy view please reach out to your Account Director to discuss next steps.
What does it look like in the application?
To select the levels of the taxonomy within the Abakus platform you can click into the Dynamic Player Selector ⟶ Display Level ⟶ select the level of the taxonomy you would like to view your data in ⟶ click Apply Settings.
Below you can see what the taxonomy looks like as you click down from the highest level to the lowest level. This view can be found within the Overview report.