Counterpart Marketing Lead | Formerly Issuu, OpenText, Webroot • 3mo
Governance without enforcement is just a style guide nobody reads. The only UTM and event schema frameworks that actually hold up across channels, regions, and teams are the ones baked into the tooling itself, not documented in a doc somewhere. Here is how I have approached this: Centralize taxonomy ownership in one place: Someone has to own the master taxonomy and have the authority to say no to exceptions. In practice this is usually a marketing ops or data engineering function, but the key is ...Read More
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