Jones Jaick co-wrote this blog post with Carrie Reininger.
There’s a lot of buzz around the term metadata among marketers today, but what exactly is metadata, and why does it make so many people squirm?
Metadata simply means data about data. In the context of marketing and promotion, metadata is crucial because it helps marketers and campaign managers track a plethora of promotional data and organize it to draw insights about content, channel and tactic performance. In a world where marketers are chasing customer centricity (targeting the right customer, with the right message, through the right channel, at the right time), capturing marketing activity and engagement data is critical. By taking control of metadata, marketers can optimize their campaigns through data-driven, accurate and actionable insights and get faster response and turnaround times. Here are the benefits of tagging and leveraging metadata and accurately tagging assets: