AT Internet - Tag Management Systeme für Attribution und Customer Journey


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Tag Management Systeme (TMS) sind ein wesentliches Element zur besseren Verwaltung, Kontrolle und Anpassung der Datenerfassung und -Bearbeitung im Bereich Digital Analytics. Ein besonders komplexes Thema ist die Attribution im Rahmen einer Customer Journey. Oftmals wird nur die Abfolge der Touchpoints betrachtet oder gezählt, aber nicht das von den Touchpoints erzeugte Benutzerverhalten. Matthias Bettag beschreibt die allgemeinen Herausforderungen der Customer Journey Analyse, wenn man das Userverhalten auf dem Weg zu einer Konversion in den Mittelpunkt stellt.

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AT Internet - Tag Management Systeme für Attribution und Customer Journey

  1. 1. ATTRIBUTION AND CUSTOMER JOURNEY DAALA MÜNCHEN, 25. JUNI 2013 Matthias Bettag, Digital Analytics Consultant Twitter: @Matthiasbettag Email: LATE AFTERNOON la
  2. 2. About Me – And how I got into Analytics Role Focus Webmaster at Schering Germany (2004-2006) Quantitative Reports CMS Expert at Bayer Pharma (2007-2011) Global Enterprise Platform, Standards, Comparability DAA Country Manager (since 2010) Profession of a Web/Digital Analyst VP Analytics at Semphonic (2012-2013) Strategies, cross+multi-platform, data integration, data & ROI models, processes, .. Since April 2013: MYP Country Manager Germany Privacy UBC Webanalytics-Course Tutor Education Communities / Conferences (DAALAs, XChange Europe, eMetrics Germany) Training + Networking
  3. 3. What is Attribution?  Attribution is a process for assigning/crediting a lead, purchase, or a conversion to a specific set of marketing activities, touchpoints, or content.  Usually, we think of Attribution as applying to sources of visit, also known as channels, referrers, or campaigns. But internal banner- ads, site features or tools, or product views can also attributed with success events.
  4. 4. Customer Journey Example Visit by SERP Direct Paid Search Email Affiliate Website visits Touchpoints Intention Onsite Behavior Visit of landing page, views of different product details Use of onsite search for product brand name, views at details and shipment conditions Product put in the basket, but not yet available. Enters email to get a notification Product put in the basket again, but not completing the purchase Use of on-site search again, put product in the basket and enters a 5% discount code. Completing purchase General interest for this product category strong hint for a purchase intention Clear purchase interest Not clear. Distraction? Price? Usability? Purchase completion Metrics Page views and time spend Onsite search kw’s, product detail/ shipment page(s). Steps of purchase funnel, email- reminder form Steps of purchase funnel Funnel completion. Affiliate code. Purchase value. €
  5. 5. General Challenges  Data inaccuracy  Cookie deletion  Multiple devices  Offline campaign tagging  „Dark social“  Data duplication  Channels measured in silos  Multiple affiliates claim responsibility for the same conversions  Lack of processes  Hub and Spokes in place? Central governance with decentralized stakeholders  Insufficient control  No access to source code  Long cycles for updates/changes/adaptations
  6. 6. Other Challenges  Offline touchpoints  Call center  Store visits  TV/Radio ads  Print ads  …  Possible workarounds  Call Center integration  QR codes, Voucher codes, Loyality cards  Mobile apps  TV/Radio tracking  ..  But also onsite behavior which indicates an offline contact
  7. 7. Attribution in a bigger picture.. A TAG A MEASURE A PERFORMANCE
  8. 8. Solving Data Inaccuracy  Data inaccuracy caused by:  Users deleting cookies  Users on multiple devices  Missing offline campaign tagging  „Dark social“  TMS benefits:  Multi-channel management at a glance  Double tracking to end system and TMS  Rule engine to configure firing rules in very detail
  9. 9. Solving Data Duplication  Data duplication caused by:  Channels measured in silos  Multiple affiliates claim responsibility for the same conversions  TMS benefits:  Data-deduplication and allocation of actions per touchpoint  Clear picture of conversions by channels
  10. 10. Solving Lack of Processes  Lack of processes caused by:  Missing Hub&Spokes model  Friction between Marketing, Analytics and IT  Delays for tagging adjustments/maintenance  TMS benefits:  A Data Layer model enforces a tagging documentation and transparency  Each stakeholder can focus on the respective area of responsibility and act independentely  Much quicker reaction time for any changes
  11. 11. Solving Insufficent Control  Insufficient control caused by:  No access to source code  Long cycles for updates/changes/adaptations  TMS benefits:  Direct configuration of tags via the TMS, no access to source code needed  Rule engine helps to customize firing rules per tracker individually  Provides individual level of control to the different stakeholders
  12. 12. What a TMS can do  TMS can be considered as a meta-management system rather than a tool by itself  Enabling processes!  TMS brings Analysts, Marketing, and IT together in meaningful and efficient way  Benefits for Marketing: Better, comprehensive reporting. Quick tagging updates/maintenance  Benefits for Analysts: Controls measurement independent of other stakeholders  Benefits for IT: Control platforms without frequent and always urgent tagging updates
  13. 13. Thank you! Matthias Bettag Digital Analytics Consultant DAA Country Manager Deutschland MindYourPrivacy Country Manager Deutschland Tel: +49 173 2008758 Email: Twitter: @MatthiasBettag