Engage 2013 - Tag Management

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Tag Management Efficiency, Flexibility and Performance

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Transcript of Engage 2013 - Tag Management

Page 1: Engage 2013 - Tag Management

Tag Management Efficiency, Flexibility and Performance

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Introductions

Jeff Seacrist VP – Partner Solutions

Webtrends

Maggie Neuwald VP – Product Marketing

TagMan

Des Cahill VP – Marketing

Ensighten

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Agenda

•  Intro to Tag Management •  Ensighten – Overview & Case Study •  TagMan – Overview & Case Study •  Open Discussion

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Tags Everywhere

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Quick Poll

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Benefits

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Significant Time Savings

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The Webtrends Approach

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ENSIGHTEN Introduction to

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about ensighten •  Our Technology

–  Any tag = any 3rd-party digital marketing service –  Any platform = web, mobile apps, video, social, PC, phone,

tablet, kiosk, ATM, game –  Single line of code deployment –  Maximum site performance

•  Our Business –  80+ F1000 customers –  25k domains –  $25B e-commerce –  150+ countries –  Cupertino, CA > London UK

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select ensighten customers Finance Retail

Software

Media

Travel Recent

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Tags off page Business rules

Data management

phases of TMS adoption

1.  Tags off page: •  marketing agility •  site performance

2. Business rules: •  A/B test vendors •  vendor cost

control •  tag usage

optimization

3. Data Mgmnt: •  1st party data

collection •  user

segmentation •  user experience

optimization

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Customer case:

Customer Challenge: •  Managing ~15 complex tags

–  including Webtrends, Atlas •  Across 3 main business lines

– Store, Office, Education •  For 138 country specific domains

– Thousands of pages per domain

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DK

FR

JP

NL

UK

US

SE

ES

RU

NO

US

DE

BR

AU

FR

ZH

RU

CA

NL

IT NZ

IE

BE J

P

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DK

FR

JP

NL

UK

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ES

RU

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DE

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FR

ZH

RU

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IT NZ

IE

BE J

P

High quality and high agility. Ensighten’s solution is a game changer for the Microsoft Store. Bill Bazley, eCommerce Group Manager

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Case study: top global airline Vision

Create 360° view of customers across ALL digital touch points

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Case study: top global airline Challenge •  Create 360° view of customers across ALL

digital touchpoints •  EASE tag migration during brand merger and

site redesign •  Maintain data CONSISTENCY Why Ensighten •  Extensive MULTI-PLATFORM, multi-device

capabilities •  Enterprise traffic SCALE in competitive POC Results •  Replaced incumbent TMS •  Website, mobile app live, airport kiosk

underway

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TAGMAN Introduction to

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About TagMan  ABOUT  TAGMAN:  

TagMan  unlocks  big  marke9ng  data  to  achieve  big  business  results  with  our  Tag  Management  and  Marke9ng  Data  PlaAorm.    

q  Data  Management  

q  Real-­‐9me  AEribu9on  

q  Cross  PlaAorm  Tracking  

q  Cross-­‐channel  Insights  

q  ePrivacy  Solu9ons  Customers  

 More  than  250  enterprise  websites  across  all  major  industries  including  Travel  &  Hospitality,  Retail,  CPG,  Consumer  Electronics,  Financial  Services,  Pharmaceu9cal,  and  Telecom    

 

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Private  and  confiden9al,  copyright  TagMan  2012  

Replace  them  with  just  one…  

Remove  all  the  tags  from  client  site...  

House  them  in  a    single  system  under  client  control…  

Patent  pending  ‘smart  tag  loading’    technology  

The Solution Easily Manage Every Tag in one place

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Reduce  IT  Overhead  

“We  chose  TagMan  as    our  global  tag  management  

provider  because  site  performance  and  flexibility    

really  ma?er  to  us.”  –  William  Beckler,    

Travelocity’s  Marke9ng    Analy9cs  Manager  

Increase  Site  Speed  

 “Smart  Tag  Loading…  improvements  in  page  load    Emes  -­‐  up  to  42%.  This    

means  both  a  be?er  user  experience...”  –  Fran  O'Connor,    Digital  Marketer,    

Holland  America  Line  

Private  and  confiden9al,  copyright  TagMan  2012  

Case Studies Efficiencies and Site Performance

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Private  and  confiden9al,  copyright  TagMan  2012  

Real-time attribution – ‘conditional tag loading’

1.  Search  click  url  to  site.  

2.  Social  media  click  url  to  site.  

3.  Commission  Junc9on  (AN)  click  url  to  site.  

4.  Email  view.    5.  Consumer  goes  direct  to  site  and  purchases.  

Marke9ng  ROI:    20%-­‐40%  op9miza9on  

Attribution Needs Tag

Management

TagMan  data:    1.  All  media  channels.  2.  Consumer  level.  3.  Time  stamped.  4.  Unlimited  events.    

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OFFLINE TO ONLINE

Visualization Connect disparate data sources (on/offline)

Private and confidential, copyright TagMan 2012

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Private  &  Confiden9al  Copyright  TagMan  2012  

TagMan Cross-channel Data

Optimization Partners

Clean, Clear independent data sources Data Feed

Data Syndication and Merging

“…data from the TagMan system will be the main data source that powers all our paid search/social reports, optimization and bidding

algorithms..”

William Hartley-Booth, Solutions Architect

For Booking.com, TagMan patent pending technology

increased conversions by 20% in month 1

Criteo TagMan Case Study

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•  Gained  full  visibility  into  their  customer  purchase  journey    

•  IdenEfied  which  channels  drove  the  best  engagement  &  conversion    

•  Developed  a  year-­‐round  display  media  plan    

•  Improved  MarkeEng  Agility:  Shortened  test  cycle  for  new  technologies  (adding  tags)  from  a  minimum  of  4  months  down  to  1  day.  

•  15%  year-­‐on-­‐year  sales  increase    •  20%  increase  in  ROI  •  12%  decrease  in  cost  per  sale  

Air New Zealand Grew Revenue 15% using TagMan's Marketing Experience Data:

“By implementing TagMan’s solution, we were able to react and employ an efficient and effective test and learn process which enabled us to use our customers’ conversion data to sew a thread through the non-linear customer journey.”

Private and confidential, copyright TagMan 2012

Big Data, Better Bookings: Air New Zealand Case Study

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OPEN DISCUSSION Expert Panel

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Top 5 Take-Aways

•  TMS can save significant time and effort •  TMS will force you to improve tag

business processes •  Webtrends works with the leading vendors •  Evaluate TMS vendor claims carefully •  Thank you to TagMan and Ensighten

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Rate Session

& Speakers/ Panelists

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Thank You

blog.tagman.com

@maggien

Maggie Neuwald VP of Product Marketing

TagMan [email protected]

Des Cahill vp of marketing

ensighten

ensighten.com/news/blog

@descahill

[email protected]

[email protected] @jeffseacrist

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