Qubit Opentag: Introduction to Universal VariableThursday 25th July 2013

Chris HoughtonLead CSE at Qubit

chris.houghton@qubitproducts.com

@qubitgroup

Wednesday, 24 July 13

Introduction to Universal Variable - What is Universal Variable? - How the data model works - Marketing and developer team benefits

Deploying Universal Variable - Wizard - Tag management integration - In-page event tracking

Client case study - Stylistpick & the Magento Extension

Q&A

Agenda

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Introduction to Universal Variable

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What is Universal Variable?A JavaScript (JSON) object that lets you publish your data in a single standard way which your technology partners can access.

You can publish information about:- your users- the pages they visit- the products they view/search for- the products they add to the basket- what they end up buying

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Example

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window.universal_variable = { page: { category: “home” }, user: { user_id: “12331123”, returning: true }}

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Universal Variable (UV) provides a data layer in a standardized

JSON structure, relating to the user journey of your visitors,

including the user details, products viewed, and

transactions.

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All pages

How it works

"page" : { "category": "Home", "subcategory": "Mens - Shoes"}

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All pages

Product page

"product" : { "id": "1234567890", "name": "Sparkly Shoes", "category": "Shoe", "unit_price": 130, "unit_sale_price": 125, "sku_code": "1234567890red", "stock": 21}

How it works

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Confirmation page

All pages

Product page

"transaction" : { "order_id": "123456", "currency": "GBP", "payment_type": "Visa Credit Card", "subtotal": 380, "shipping_cost": 4.5, "shipping_method": "Royal Mail 1st Class", "total": 369.5, "line_items": [] // items purchased}

How it works

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Reduced switching costs

Future proofed data model

Decreased reliance on development teams

Faster deployment of tags

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Benefits of Universal Variable

Marketers

More reliable deployment of tags

Better structured data layer

Fewer requests from marketing to focus on higher value tasks

Developers

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Deploying Universal Variable

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Deploying Universal Variable

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Define Universal Variable

Client developers implement

server-side code

Validation

Deployment

Implement third party tags

Insight & action

Getting the most out of Universal Variable

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Resource: UV Wizard

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UV Wizard

Validator Bookmarklet UV Demo Website

UV Designer

http://tools.qubitproducts.com/uv/

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universal_variable.transaction.order_id

universal_variable.transaction.total

Parameters in UV are automatically passed back to tags within Opentag.

Tag management integration

Example:

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Event tracking is supported in Universal Variable, enabling tracking technologies to work better together.

Publishing events to Universal Variable

universal_variable.events.push({ category: “checkout”, action: “next_step_3”});

Listening to for events

universal_variable.events.on(“add”, function(event) { // other technologies can act on new event});

Event tracking

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Case Study

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StylistpickObjective: create a better framework for data collection

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Result

90mins to fully deploy Universal Variable

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http://www.magentocommerce.com/magento-connect/catalog/product/view/id/13932/

Magento PluginUV extension plugged seamlessly into Stylistpick's Magento platform

Moving forwards, the Universal Variable data model will enable Stylistpick to exchange or modify technologies easily without any need to recode or use up precious development resource. 

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Resources

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Read more here:bit.ly/qubitcasestudies

Read more about how Qubit worked with Stylistpick and others on our website.

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Q&AWednesday, 24 July 13

Thanks

@qubitgroup

Chris HoughtonLead CSE at Qubit

chris.houghton@qubitproducts.com

Wednesday, 24 July 13