Stima mkt cloud-tms_20150319

DIGITAL MARKETING DRIVEN BY

TAG TECHNOLOGY

Philippe Vlaemminck (Mul;Minds) 19 March 2015 Yves Van Dooren (Mediahuis)

STIMA Engage 4 Results Marke;ng Automa;on through Tag Management

AGENDA

1.  Introduction to tag management •  Digital Marketing Driven by Tag Technology •  TMS: the concept

2.  Case: Mediahuis •  History •  Implementation •  Pitfalls •  Best Practies

3.  Case: Unigro •  Real-Time Attribution

4.  Key Take-Aways

manage w measure w monetize mul3minds

TAGGING HAS BECOME A FACT OF LIFE FOR DIGITAL MARKETERS

TAG OVERLOAD

6 different tags Tool: Chrome Plugin: Ghostery

TAG OVERLOAD


14%

26%

38%

42%

47%

50%

59%

62%

64%

88%

Recommenda3ons

Voice of the Customer

Social Media

Audience Measurement

Tes3ng

Behavioral Targe3ng

Affiliate Marke3ng

Ad Serving

Search Marke3ng

Web Analy3cs

Source: Forrester Research, Inc. – Understanding Tag Management Tools And Technology

•  RAPID CHANGING SITE TECHNOLOGIES REQUIRE NEW TAG

IMPLEMENTATION SKILLS

•  EMERGING CHANNELS •  MULTI-‐DEVICE TRACKING •  CROSS-‐DOMAIN TRACKING •  EVENT FOCUSED •  RESPONSIVE DESIGN •  …

TAG COMPLEXITY

•  MANAGEMENT OF TAGS IS A CONSTANT BATTLE

•  MEASUREMENT IS RARELY A PRIORITY FOR IT (STILL TODAY) •  SITE UPDATES HAPPEN IN WAVES •  NO RESPONSIBILITY •  NO QUALITY ASSURANCE •  NO PROCESSES •  AD-‐HOC REQUIREMENTS •  TAGS ARE RARELY DE-‐ACTIVATED •  ….

TAG GOVERNANCE

MOST COMMON ISSUES

36%

55%

55%

55%

75%

86%

0% 20% 40% 60% 80% 100%

Tags causing page errors

Nega3ve impact on page load

Tags collect wrong data

Tags on wrong pages

Deployment cycles cause delays

Incorrect/Missing tags

Source: MM Market Research – 2014

TAG MANAGEMENT

THE CONCEPT

A CMS FOR TAGS

website website website website website website

Web analy3cs Ad servers A/B test solu3ons

Targe3ng -‐ segmen3ng PPC tracking Affiliate

tracking

Tag management

TAG MANAGEMENT WITHOUT A TMS

Google Analy3cs

DoubleClick

Criteo

Google Google Analy3cs VE Interac3ve Zanox

TradeDoubler

Universal Analy3cs Universal Analy3cs

TMS Script

TMS

TAG MANAGEMENT WITH A TMS

Doubleclick

Google Analy3cs

Google Google Analy3cs VE Interac3ve Zanox

Criteo

TradeDoubler

Universal Analy3cs

CENTRALIZED TAGGING

A unique tag replace all your tags

A central script manages the condi;ons of ac;va;on of all your tags

EASINESS

INTELLIGENCE

Tags can be manipulated by marke;ng teams AUTONOMY

1

2

3

Beeer ROI of suppliers

Beeer control over data

Business Team

Management Team

Project Management

Extreme Agility

IT

Higher conversion rate

New opportuni;es

More reliable repor3ng

More complete deployment

Supplier management

Smoother opera;ons Higher reac;vity Less resources

involved

Decrease of the IT workload

Improvement in loading ;me

Beeer control over live Tags

Organiza3on

Higher profitability

Higher produc;vity

Compe;;ve advantage

OVERALL BENEFITS

TAG COMMANDER ALLOWED UNIGRO TO

TODAY, TAG MANAGEMENT IS FAST BECOMING A COMMODITY

CASE

MEDIAHUIS

OVER MEDIAHUIS

HISTORY

•  CORELIO (EARLY DAYS) •  Modest amount of websites (but growing)

•  News sites •  Classifieds sites

•  Just a few tags (analy3cs, CIM) •  Placed directly on the pages

-‐> Life was simple

HISTORY

•  CORELIO (GROWING) •  More sites added to the porlolio

•  Mobile sites, apps, … • Weather site, agenda, … •  Marke3ng microsites •  Editorial projects (elec3ons, tests, …)

•  More tags in use •  Extra metrics (real 3me, comscore, …) •  Temporary tags (remarke3ng, …)

HISTORY

•  MAINTENANCE BECOMES HARDER •  Updates take ages at IT (3 months = ages) •  Tags are no priority for IT (just wait) •  Need for consistency (different configura3ons) •  Specific tracking/tests difficult to set up

-‐> Solu3on: Google Tag Manager

HISTORY

•  AND THEN: MEDIAHUIS •  Corelio and Concentra join forces •  Concentra site porlolio

•  Adds a complete list of extra sites (GVA, HBVL, Hebbes, …) •  Different configura3ons •  Different ways of metrics (cookie 3meouts) •  Different front-‐end data available

•  Extra complexity added •  Big data ini3a3ves, …

•  Managed by the same (modest) team

-‐> Challenge: tag management in a complex environment

HISTORY

•  ENTER TEALIUM TAG MANAGAMENT •  Why no longer Google tag Manager?

•  Tealium is more mature – Management interface –  Industry tag support (not only Google tags) –  Privacy support – Web Companion

• Who can I call when things go wrong? (SLA) •  Expose all your data to Google?

•  Tealium comes with a cost (but problems too)

IMPLEMENTATION

•  HOW WE IMPLEMENTED? •  Just placing a tag on each page?

(short answer: no)

•  Different stages: 1.  Tag placement on all pages 2.  Roll out datalayer 3.  Migrate tags to tealium 4.  Grow you tags

IMPLEMENTATION

•  TAG PLACEMENT •  Document site porlolio and developers •  Configure Tealium environment

•  Users •  Account structure

•  Contact developers, explain •  Make sure tags are placed on all sites/pages

IMPLEMENTATION

•  ROLL OUT DATA LAYER •  Document all data needs

•  Current available parameters •  Add things from whishlists

•  Make IT deploy datalayer •  On most important sites •  Some sites will lag behind

–  Not a problem: they have default values

IMPLEMENTATION

IMPLEMENTATION

•  MIGRATE TO TEALIUM •  How? (together with Mul3minds)

•  Load tags in Tealium via load rule –  If hardcoded tag s3ll exists: do nothing –  No hardcoded tag found: fire tag

•  As soon as all hardcoded tags are removed: new situa3on

•  Advantage: step by step move towards new situa3on. More 3me to test/debug.

•  Remark: event tracking is more difficult over datalayer than hardcoded

IMPLEMENTATION

IMPLEMENTATION

•  GROW YOU TAGS •  With new possibili3es, more:

•  Experiments •  Tests •  Answers •  Opportuni3es •  …

EXAMPLE: BIG DATA INITIATIVE

EXAMPLE: FAST EVENT TRACKING

Take aways: -‐ Snel op vragen van ‘de business’ kunnen antwoorden wordt enorm gewaardeerd -‐ Tealium laat toe (3jdelijke) me3ngen snel te implementeren -‐ Gebruik de Web Companion indien geen HTML/CSS kennis

EXAMPLE: TARGETED NOTIFICATIONS

EXAMPLE: A/B TESTING (SEGMENTED)

Vs.

Vraag: hoeveel % meer/minder kliks voor rechtes versie?

EXAMPLE: HEATMAP PLANNING (TIMING)

TAG MANAGEMENT PITFALLS

•  ATTENTION •  Tag Management can insert almost anything in a

live environment (like a Trojan horse) •  Use with same care as other web coding

TAG MANAGEMENT PITFALLS

•  BEST PRACTICES •  Maak gebruik van de development/staging/live cyclus in Tealium •  Maak gebruik van het selec3ef uitschakelen van probleemtags •  Maak gebruik van de rollback func3es in Tealium •  Maak gebruik van de historiek van Tealium (“whodunnit") •  Maak procedures voor wanneer het mis loopt (Tealium user access) •  Maak procedures voor het proper beheren van code (Github)

TAG MANAGEMENT BEST PRACTICES

•  Most of all: have fun trying new things!

CASE

UNIGRO: CAMPAIGN ATTRIBUTION

Tag Management

Campaign tracking

parameters

Conversion deduplica;on

Deduplica;on Rules

•  Real Time

•  Fully customizable

•  Ability to integrate natural channels

•  Ability to exclude channels or situa3ons

•  Ability to manage excep3ons

CONVERSION DEDUPLICATION

Decreased affiliate expenses by 50% by maintaining Conversion Rates

CONVERSION DEDUPLICATION

A[ribu;on By Tag Commander

Unified tracking

Custom A[ribu;on

Rules

A[ribu;on Rules

Simula3on

Performance Analysis

Costs Integra;on

Automa;zed A[ribu;on

Key insights •  Post-‐View integra3on

•  Acquisi3on or returning visitors

•  LifeTimeValue Analysis

•  Performance Analysis with customized kpi

•  Costs integra3on

•  Segmenta3on

•  Scoring

ROLLING OUT CAMPAIGN ATTRIBUTION MANAGEMENT

50 © TagCommander

No Deduplica;on

SEM Google

Brand Google

Affilia3on TradeDoubler

Direct Access

Retarge3ng Criteo

SEO Google C

REAL TIME ATTRIBUTION

51 © TagCommander

Last Touch Deduplica;on

SEM Google

Brand Google


Direct Access

Retarge3ng Criteo

SEO Google C

REAL TIME ATTRIBUTION

52 © TagCommander

U model Deduplica;on

SEM Google

Brand Google


Direct Access

Retarge3ng Criteo

SEO Google C

REAL TIME ATTRIBUTION – ADVANCED RULES

53 © TagCommander

40.0 €

10.0 € 10.0 €

40.0 €

TOUCH 1 DISPLAY

TOUCH 2 SEO

TOUCH 3 RETARGETING

TOUCH 4 DIRECT ACCESS

ATTR

IBUTED AM

OUNT

CUSTOMER JOURNEY

U MODEL

REAL TIME ATTRIBUTION – EXAMPLE

•  NATURAL AND PAID CHANNELS •  FIRST TOUCH GETS 40% // LAST TOUCH GETS 40% •  INTERIM TOUCH GETS A % ACCORDING TO ITS PLACE WITHIN THE CUSTOMER JOURNEY

54 © TagCommander

REAL TIME ATTRIBUTION – EXAMPLE

•  ENGAGED VISIT (2 PAGES +) GETS AN ATTRIBUTION BONUS

40,0 € 40,0 €

5,0 € 5,0 € 10,0 €

5 TAKE-‐AWAYS

5 TIPS TO TAKE HOME

1.  Make your business case: Efficiency, Cost Reduction, Revenue Generation

2.  Involve your IT from the start: you will not gain independence from IT, but you will gain independence from releases

3.  Migrating to a Tag Management Solution is like switching between Web Analytics vendors. Be prepared!

4.  Define ownership, rules and processes 5.  More than just tag management

Multichannel and Multidevice Interactions

Experience Layer

Data Layer

Application Layer

Connectivity to!Advertising, CRM, Email, etc!Key partnerships receive visitor data to perform real-time action.

Real-time Remarketing!Advanced Analytics!Optimization

Tag Management 750+!Tags Supported

Visitor Enrichment Segmentation Real-Time!APIs

Omnichannel EventStore EventDB AudienceDB

Improved Media Buying Improved Customer!Interactions

Data Layer Creation and Enrichment

MORE THAN JUST TAG MANAGEMENT

CONTACT: PHILIPPE VLAEMMINCK YVES VAN DOOREN CO-‐FOUNDER & DIGITAL TECHNICAL LEAD MANAGER TRAFFIC CENTER [email protected] [email protected]

WWW.MULTIMINDS.EU WWW.MEDIAHUIS.BE @MULTIMINDS_EU

manage w measure w monetize mul3minds

Stima mkt cloud-tms_20150319

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