Digital Data Tips Tuesday #1 - Tag Management: Tomas Salfischberger - Relay42
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Transcript of Digital Data Tips Tuesday #1 - Tag Management: Tomas Salfischberger - Relay42
Tomas Salfischberger -‐ #DDTT Tag Management
May 6th 2014
Digital Data Tips Tuesday -‐ Amsterdam hAp://digitaldata.Eps 1
Tag Management: The Next Steps
Why Tag Management?
site-‐speed
markeEng velocity
independence
Tomas Salfischberger -‐ #DDTT Tag Management
May 6th 2014
Digital Data Tips Tuesday -‐ Amsterdam hAp://digitaldata.Eps 2
What are the possibili9es? manage tags
assure data-‐quality
cookie consent
The Swiss Knife of your website
• Manage tags (of course)
• Collect Data
• OpEmize
• Personalize
Tomas Salfischberger -‐ #DDTT Tag Management
May 6th 2014
Digital Data Tips Tuesday -‐ Amsterdam hAp://digitaldata.Eps 3
A/B-‐tests with Tag Management
• Simple A/B-‐tests
• Analyze in web-‐analyEcs
• Tests based on random groups
Missing link? Data!
• Collect data through the TMS
• Use data instead of staEc content (e.g. “last booked 10 seconds ago”)
• OpEmize the site for a general audience
Tomas Salfischberger -‐ #DDTT Tag Management
May 6th 2014
Digital Data Tips Tuesday -‐ Amsterdam hAp://digitaldata.Eps 4
Case: Vrij Uit
• Collect booking data
• Display persuasion elements
• Conversion rate: up by 7%
Personaliza9on Through TMS
• Next step aZer opEmizaEon
• Visitor segmentaEon
• Machine learning to determine the right content for each visitor (e.g. “This fits your taste”)
Tomas Salfischberger -‐ #DDTT Tag Management
May 6th 2014
Digital Data Tips Tuesday -‐ Amsterdam hAp://digitaldata.Eps 5
Case: Neckermann
• Calculate personalized recommendaEons
• Use current context (product) + user profile (history)
Case: CRM Data Sync
- Online behavior data - User identifiers - Owned products - Customer status
Profile
Time
Anonymous Visitor
Identification (e.g. email link)
CRM System
+
Prospect Message
Customer Specific
Tomas Salfischberger -‐ #DDTT Tag Management
May 6th 2014
Digital Data Tips Tuesday -‐ Amsterdam hAp://digitaldata.Eps 6
Case: Offline Data
Profile • Views & Recommendations
• Channels used
• Feedback by agent
Time
Visitor
Online behavior data
• Personalized recommendaEons
• Combined with dynamic opEmizaEon elements
• 12% increased conversion rate
Case: Thomas Cook
Tomas Salfischberger -‐ #DDTT Tag Management
May 6th 2014
Digital Data Tips Tuesday -‐ Amsterdam hAp://digitaldata.Eps 7
Behind The Scences
Tag Management
Data Pla^orm
website
Raw Data
Learning Algorithms IntegraEon Center
User Profiles
Others
Back-‐end Systems
Tomas Salfischberger -‐ #DDTT Tag Management
May 6th 2014
Digital Data Tips Tuesday -‐ Amsterdam hAp://digitaldata.Eps 8
The future of Tag Management
• A Tag Management System is much more than a simple container for tags
• Valuable data can be at your fingerEps
• Dynamic opEmizaEon and personalizaEon are the next A/B-‐tesEng
Key takeaways
• The Tag Management System is a mulE-‐tool for the website
• TMS performance is essenEal for personalizaEon
• Work towards a direct integraEon between tags and data
Tomas Salfischberger -‐ #DDTT Tag Management
May 6th 2014
Digital Data Tips Tuesday -‐ Amsterdam hAp://digitaldata.Eps 9