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Customer Input Needed
We have been working through the campaign naming conventions across all ad platforms, and there are a handful of spots where the data alone does not give us a clear answer. These are judgment calls that need input from the paid media team.
Each decision below includes real campaign names pulled straight from the platforms so you can see exactly what we are talking about. Once you tell us which way to go, we will bake the rules into the data warehouse and everything, past and future, will be classified consistently.
Decision 1: Digital Sovereignty - Product Line Classification
Question: Should "Digital Sovereignty" be its own Product Line, or should it stay classified under "All"?
Right now, every Digital Sovereignty campaign uses All | All | Digital Sovereignty in the naming convention. That puts "Digital Sovereignty" at the Campaign (sub-product) level rather than at the Product Line level.
Examples from the ad platforms:
| Platform | Campaign Name |
|---|---|
SUSE | PSOC | LI | FY25 | Q4 | All | All | Digital Sovereignty | EMEA | T1+2 | EN | ... | |
SUSE | SRCH | Google | All | All | Digital Sovereignty | EMEA | T1+2 | EN | ... | |
| 6sense | SUSE | DISP | 6S | FY25 | Q4 | All | All | Digital Sovereignty | EMEA | T1+2 | EN | ... |
SUSE | PSOC | RD | FY26 | Q1 | All | All | Digital Sovereignty | EMEA | T1 | EN | ... |
Options:
- Option A - Keep as-is: Digital Sovereignty stays under
ProductLine = All,Product = All,Campaign = Digital Sovereignty. Treat it as a cross-product initiative (like Portfolio or SUSE Con). - Option B - Promote to Product Line: Reclassify as
ProductLine = Digital Sovereignty. This matches the 7 business units (Cloud Native, Linux, Edge, AI, SAP, Telco, Digital Sovereignty). Future campaigns would need to be named:SUSE | ... | Digital Sovereignty | [Product] | [Campaign] | ...
What we need: Which option? If Option B, what should the Product and Campaign values be?
Decision 2: Telco - Product or Campaign?
Question: Should "Telco" be classified as a Product (under Edge) or as a Campaign/sub-product (under Edge / Edge)?
There are two different naming patterns out in the wild right now:
Pattern A - Telco as Product (ABM and older campaigns):
| Platform | Campaign Name |
|---|---|
SUSE | PSOC | LI | FY26 | Q1 | Edge | Telco | BT ABM | EMEA | Tier 1 | ... | |
SUSE | PSOC | LI | FY25 | Q4 | Edge | Telco | DT ABM | EMEA | Tier 1 | ... | |
| 6sense | SUSE | DISP | 6S | FY26 | Q1 | Edge | Telco | BT ABM | EMEA | T1+2 | ... |
| StackAdapt | SUSE | DISP | StackAdapt | FY26 | Q1 | Edge | Telco | DT ABM | EMEA | Tier 1 | ... |
Produces:
Edge / Telco / BT ABMandEdge / Telco / DT ABM
Pattern B - Telco as Campaign (newer generic campaigns):
| Platform | Campaign Name |
|---|---|
SUSE | DISP | Google | FY25 | Q2 | Edge | Edge | Telco | APAC | Tier 1 | ... | |
SUSE | PSOC | LI | FY25 | Q2 | Edge | Edge | Telco | NA | T1 | ... |
Produces:
Edge / Edge / Telco
Options:
- Option A - Telco is always a Product: The correct hierarchy is
Edge / Telco / [campaign]. The generic Telco campaigns should have been namedEdge | Telco | Horizontal(or similar). - Option B - Telco is always a Campaign: The correct hierarchy is
Edge / Edge / Telco. The ABM campaigns should have been namedEdge | Edge | BT ABM(orEdge | Edge | Telco BT ABM). - Option C - Keep the split: Both patterns are intentional. ABM-specific targeting warrants Telco as a Product; generic campaigns treat it as a Campaign.
What we need: Which option? This determines how Telco campaigns show up in Looker Studio filters and budget pacing.
Decision 3: MLS Umbrella vs Umbrella
Question: What is the canonical name for the "umbrella" MLS campaigns, MLS Umbrella or Umbrella?
Different platforms use different names for what appears to be the same campaign program:
| Platform | Campaign Name |
|---|---|
SUSE | PSOC | LI | FY25 | Q3 | Linux | MLS | MLS Umbrella | EMEA | T1+2 | ... | |
SUSE | PSOC | RD | FY26 | Q1 | Linux | MLS | MLS Umbrella | NA | T1 | ... | |
| 6sense | SUSE | DISP | 6S | FY25 | Q3 | Linux | MLS | MLS Umbrella | EMEA | T3 | ... |
SUSE | DISP | Google | FY26 | Q1 | Linux | MLS | Umbrella | NA | T1 | ... | |
| Microsoft | SUSE | SRCH | Bing | Linux | MLS | Umbrella | NA | T1 | ... |
Worth noting: since the Product column is already "MLS", using "MLS Umbrella" creates a redundant path: Linux / MLS / MLS Umbrella.
Options:
- Option A - Use "Umbrella": Shorter and avoids the redundancy. The "MLS" context is already clear from the Product column.
- Option B - Use "MLS Umbrella": More explicit. Some team members may want to search for "MLS" directly in the Campaign column.
What we need: Preferred canonical name. Our recommendation is "Umbrella" to keep things clean, but we will go with whatever the team prefers.
Decision 4: Volkswagen ABM - Canonical Name
Question: Should the Volkswagen ABM campaign be called Volkswagen ABM or VW ABM?
| Platform | Campaign Name |
|---|---|
| 6sense | SUSE | DISP | 6S | FY26 | Q1 | Linux | MLS | VW ABM | EMEA | T1+2 | ... |
SUSE | PSOC | LI | FY26 | Q1 | Linux | MLS | Volkswagen ABM | EMEA | Tier 1 | ... |
Options:
- Option A - Use "Volkswagen ABM": Full name, clearer for reporting.
- Option B - Use "VW ABM": Abbreviated, consistent with how 6sense campaigns are named.
What we need: Preferred canonical name. We lean towards "Volkswagen ABM" for clarity, but it is your call.
Decision 5: Rancher AWS - Product Classification
Question: Should "Rancher AWS" be classified under the ECM product or the Rancher product?
Right now, the campaign is named with ECM as the product:
| Platform | Campaign Name |
|---|---|
| StackAdapt | SUSE | DISP | StackAdapt | FY26 | Q1 | Cloud Native | ECM | Rancher AWS | NA | Tier 1 | ... |
Produces:
Cloud Native / ECM / Rancher AWS
That said, "Rancher AWS" is conceptually a Rancher product variant. The Rancher product already has campaigns like "OpenShift" and "SAP", so it could fit there too.
Options:
- Option A - Keep under ECM: The campaign was intentionally named this way. ECM and Rancher share infrastructure.
- Option B - Move to Rancher: Reclassify as
Cloud Native / Rancher / Rancher AWSto group all Rancher variants together.
What we need: The correct product classification for Rancher AWS.
Decision 6: KubeCon Event Campaigns
Question: How should KubeCon event campaigns be classified?
These campaigns do not follow the standard pipe-delimited naming convention, so our parsing logic cannot extract Product Line, Product, or Campaign values from them:
| Platform | Campaign Name |
|---|---|
KubeCon 24 - Consideration - Web Visits - Single Image | |
Kubecon 24 - Consideration - Web Visits - Carousel | |
Kubecon 24 - Engagement - Thought Leader |
Suggested classification: Cloud Native / Kubernetes / KubeCon (since KubeCon is a Kubernetes/CNCF event).
What we need: Confirm the Product Line, Product, and Campaign values for KubeCon campaigns.
Decision 7: Cross-Product Content Campaigns
Question: How should content campaigns that span multiple product lines be classified?
Some campaigns reference more than one product area in the name, which makes it hard to slot them into a single bucket:
| Platform | Campaign Name | Ambiguity |
|---|---|---|
0005991_Cloud_Native_Edge_Essentials_Ebook | Spans Cloud Native AND Edge | |
0006151_Empowering_Telcos_with_Cloud_Native_Edge_White_Paper | Spans Cloud Native AND Edge/Telco |
Options:
- Option A - Primary product line takes priority: Classify by the first/primary product line mentioned.
- Option B - Use "All": Cross-product content goes under
All / All / [content name]. - Option C - Case-by-case: Provide specific classification for each.
What we need: A general rule we can follow for cross-product content, or specific classifications for these campaigns.
Decision 8: "Combined Assets" Campaigns
Question: What product line do the "Combined Assets" campaigns belong to?
| Platform | Campaign Name |
|---|---|
Combined_Assets_NA_TIER1 | |
Combined_Assets_NA_TIER2 | |
Combined_Assets_EMEA_TIER1 | |
Combined_Assets_EMEA_TIER2 | |
Combined_Assets_EMEA_TIER3 |
These are older campaigns with no product indicators in the name, so we have no way to infer where they belong from the naming alone.
What we need: Product Line, Product, and Campaign classification for these, or confirmation that they should stay unclassified.
How to Respond
For each decision, just let us know:
- Your choice (Option A, B, C, or something else entirely)
- Any extra context that would help us set up the rules correctly
Once we have your answers, we will update the data warehouse so all historical data gets reclassified automatically. No need to go back and rename anything in the ad platforms.