Ensighten for waw houston 20150326
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Transcript of Ensighten for waw houston 20150326
confidential 2
About Me
• VP of Analytics & Digital Strategy @ Ensighten
• Owner of data and personalization services
• Optimization practitioner >15 yrs.
• Ran digital marketing & analytics programs for:
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• Collect User-level Data Everywhere
• Own the Data in Omni-channel Profiles
• Activate Profiles in Real-Time, Everywhere
Open Marketing Platform
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A Typical Customer Journey With Ensighten
Tag AgilityData
Agility
Omni-Channel Agility
Marketing Agility
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Tag Management without TMS
• The existing paradigm
VOICE OFCONSUMER
ANALYTICSVENDORS
ADSERVERS
TESTINGSOLUTIONS
TARGETINGTOOLS
PPCTOOLS
AFFILIATETRACKING
VENDOR IT DEPARTMENTDEVELOPER
DEVELOPER
DEV
ELO
PERIT
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RTM
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IT DEPARTMENT
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Tag Management with TMS
• The Ensighten Ecosystem
VOICE OFCONSUMER
ANALYTICSVENDORS
ADSERVERS
TESTINGSOLUTIONS
TARGETINGTOOLS
PPCTOOLS
AFFILIATETRACKING
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Examples of Operational Benefit
“"With Ensighten, we are able to deploy new marketing technologies 75% faster than before.“
"Pixel deployment for SEM usually would take 6 weeks to deploy. Ensighten did it in a week."
"Before Ensighten, it would take up to 4 months to get simple JavaScript tags on our site. With Ensighten we’ve been able to cut that time down to same day and it’s been quite amazing.”
"Ensighten saved us 600 hours in site catalyst implementation."
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You Also Get Optimized Page Performance
Decreased page load times by 2.7 seconds
"Ensighten supported a 70x traffic spike with no page load slowdowns or freezing."
"With Ensighten we’ve been able to manage the logic of when tags fire, which has lightened up the pages quite a bit."
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Marketing Data Layer:
• A centralized abstraction layer that sits between your website and your 3rd party marketing tools
Data Tags
Data Layer
Data Tags
Real-Time Data Collection-Integration-Syndication-Activation
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KeywordCampaign IDPromo Code
URL Parameters
Browser TypeOperating SystemScreen ResolutionDevice Type
User Agent/Browser
Page NameSite SectionPage/Content Type
Page DOM/HTML
SKUProduct EditionBoxshotCategory
Product/SKU
Order priceOrder quantityDiscount CodeTotal Cart Amount
Cart
Customer IDPurchase historyCampaign history
CRM/Offline
Data Layer
CookiesNew/ReturnVisit NumberTime on SitePathing
Offsite/3rd Party
DemopgrahicsAd historySocial GraphIn-Market details
Data Layer: Collect & Unify All Your Digital Data
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Launch of a Digital Testing Program
Before Ensighten After Ensighten
Programs suspended 8-digit ROI program
> IT limited bandwidth
> Fragmented implementation
> IT limited bandwidth
> Full implementation
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Data and Tag Management Expands Across Channels
Tag AgilityData
Agility
Omni-Channel Agility
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Making Mobile Tagging as Flexible as the Web
• Native Mobile Apps
• Tag Mobile with the same flexible as the web– Real-time updates
– No SDK
– No recompiling app
– No resubmitting to app stores
– No waiting for customers to download again
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Start Tagging New and Interesting Places
First Party Data Collection Pixel
“pixel.yourdomain.com”
• Display
• Downloaded/Compiled applications
Log all your data and set first party cookies offsite
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Tagging and Data Collection Across Channels
4
2012 2014
Web
Mobile Web
Mobile App
Kiosk
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New and Interesting Use Cases
s• Offsite display ad
tracking
• Retargeting arbitrage
“We achieved an 18.1x ROI within the first year of using Ensighten.”Brandon Bunker, Sr. Manager of Analytics
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True Data Ownership Is Now Possible
• Building a richer omni-channel data set
• All first party
• True data integration
• Real-time data activation
• True digital data governance
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A Typical Customer Journey With Ensighten
Tag AgilityData
Agility
Omni-Channel Agility
Marketing Agility
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The Future of Digital Experience Technologies
Key Predictions:
It will be an integration--not a suite—story
Marketing and line of business will demand capabilities, not just technology
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Main Challenges Achieving a Single Customer View
• Inability to link different technologies (40%);
• Poor data quality (34%); and
• Lack of relevant technology (32%).
-Experian Survey, July 2014
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Display ads Email Cross-Domains2nd Party Partner Sites
CRMEDWESPCall Center
Omni-Channel Profile
Offsite
Tracking Pixel
(Pulse)
Onsite
Javascript
(Manage)Offline
FTP Upload
(One)
Website/Mobile WebOn Page EventsMobile App
Helping Build Real-Time Omni-Chanel Profiles
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Personalization Needs to Touch Every Use Case
A/B
& M
VT
Test
ing
An
alyt
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Vo
ice
of
Cu
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r
Soci
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Att
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on
Pe
rso
nal
izat
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Om
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Ch
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Exp
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M
anag
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Pri
vacy
Go
vern
ance
P
erf
orm
ance
Dis
pla
y A
dve
rtis
ing
REAL-TIME OMNI-CHANNEL PROFILE
Display Ad
WEB – MOBILE – DISPLAY – EMAIL – CALL CENTER – IN STORE – CONNECTED DEVICES
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Orchestrating Personalized Experiences
All Your Tools Can Now Personalize At A 1:1 Level