Data discrepancies are a reality. However, what truly erodes trust is the inability to explain them. Many factors can interfere with data collection, some of which are naturally beyond our control. But many are within our grasp, and the key is to focus on the variables we can influence, regardless of how simple they may appear to be, to instill data literacy and trust within organisations.

A cross-platform taxonomy is a vital first step in establishing trust and data literacy. It provides the structure needed for consistent and reliable data. This includes:

• Taxonomy Structures & Hierarchies: Defining how data is organised and structured.
• Data Dictionary & Input Values: Creating relevant values that serve a defined purpose.
• Tools & Governance: What systems and technology are used to manage taxonomy end-to-end.
• Organisation Processes: Establishing how the taxonomy is implemented and the guidelines around doing that correctly.

Creating an effective taxonomy involves answering key questions:

• “What are the end reporting or data requirements?”

• "What information should be included and at what level?"

• “How will this interface with reporting tools?”

• And more importantly, “how does this impact my business and customer?”

This involves considering data discovery and the differences between business and marketing dimensions. A full taxonomy design ensures that the right data is captured and organised in a way that makes sense and holds genuine value for different stakeholders in the business.

Defining what such a taxonomy looks like however is only the first step - this alone is not the silver bullet to solve all your reporting needs. The real power of taxonomy lies in the way it is implemented between your media platforms, and this is a key point. Taxonomy design needs to be considered through a cross-platform lens, as taxonomy doesn't just label the data, but can enable inter-platform data joins which are vital for cross-platform reporting.

Do you want product-level, campaign-level, ad-level or creative level reporting? Probably yes to all of the above… However reporting on these levels in a meaningful way will require joining your Platform Data (media spend, cost, imps/clicks, CPM…) with the Conversions Data that likely exists elsewhere, e.g. in the Ad-server, Analytics platform or CRM (floodlight conversions, conversion events, sessions, offline leads…).

Without native integrations between many of these platforms, the right application of taxonomy is your way to connect these data sets for the insights you need.

To achieve cross-platform data alignment you need to be mindful of the different platform architectures you’re trying to measure. Campaigns, Ad sets, Line items, Ad groups, Ads, Placements, Creatives… most media platforms will have some version of these structures.

To achieve data alignment you’ll need to establish ideally a 1:1 relationship between these platform structures and use a consistent taxonomy between them - in order to connect their related platform data. Consider the level of granularity you need and where the 1:1 relationships need to sit between.

Some platforms benefit from direct integrations, e.g. CM360, SA360 and DV360 are all integrated enabling reporting on things like floodlight conversions against SA360 Ad groups or DV360 Line items, in a much more seamless way.

Other platforms you can integrate with a bit of technical know-how using system macros to capture IDs, which can be used to match your data. Outside of these cases, the cross-platform taxonomy is your only way to join data and should be the ever present foundation within all your setups.

Effective tooling is crucial. Tools like builders and generators, taxonomy dashboards and alert solutions help mitigate human error. From simple builder solutions to enterprise level data taxonomy suites, they make it easier to build taxonomies, drive consistency and ultimately enhance trust in data.

Finally, taxonomy governance is essential for long-term success. This includes:

• Stakeholders: Involving all relevant teams, such as ad tech, media, and partners.

• Tools: Utilising dashboards, taxonomy checks, and tracking link checks.

• Change Management: Having an end-to-end taxonomy process and clear ownership.

Daily monitoring, error investigation, and resolution are also critical. By actively managing the taxonomy, businesses can ensure data quality and maintain trust.