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Datalicious SuperTag: Container tag for smart tag management
Datalicious SuperTag: Container tag for smart tag management
Datalicious SuperTag: Container tag for smart tag management
Datalicious SuperTag: Container tag for smart tag management
Datalicious SuperTag: Container tag for smart tag management
Datalicious SuperTag: Container tag for smart tag management
Datalicious SuperTag: Container tag for smart tag management
Datalicious SuperTag: Container tag for smart tag management
Datalicious SuperTag: Container tag for smart tag management
Datalicious SuperTag: Container tag for smart tag management
Datalicious SuperTag: Container tag for smart tag management
Datalicious SuperTag: Container tag for smart tag management
Datalicious SuperTag: Container tag for smart tag management
Datalicious SuperTag: Container tag for smart tag management
Datalicious SuperTag: Container tag for smart tag management
Datalicious SuperTag: Container tag for smart tag management
Datalicious SuperTag: Container tag for smart tag management
Datalicious SuperTag: Container tag for smart tag management
Datalicious SuperTag: Container tag for smart tag management
Datalicious SuperTag: Container tag for smart tag management
Datalicious SuperTag: Container tag for smart tag management
Datalicious SuperTag: Container tag for smart tag management
Datalicious SuperTag: Container tag for smart tag management
Datalicious SuperTag: Container tag for smart tag management
Datalicious SuperTag: Container tag for smart tag management
Datalicious SuperTag: Container tag for smart tag management
Datalicious SuperTag: Container tag for smart tag management
Datalicious SuperTag: Container tag for smart tag management
Datalicious SuperTag: Container tag for smart tag management
Datalicious SuperTag: Container tag for smart tag management
Datalicious SuperTag: Container tag for smart tag management
Datalicious SuperTag: Container tag for smart tag management
Datalicious SuperTag: Container tag for smart tag management
Datalicious SuperTag: Container tag for smart tag management
Datalicious SuperTag: Container tag for smart tag management
Datalicious SuperTag: Container tag for smart tag management
Datalicious SuperTag: Container tag for smart tag management
Datalicious SuperTag: Container tag for smart tag management
Datalicious SuperTag: Container tag for smart tag management
Datalicious SuperTag: Container tag for smart tag management
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Datalicious SuperTag: Container tag for smart tag management

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The Datalicious Supertag is Australian’s leading tag management platform that enables digital marketers and agencies to manage a wide range of digital analytics and optimisation technologies through …

The Datalicious Supertag is Australian’s leading tag management platform that enables digital marketers and agencies to manage a wide range of digital analytics and optimisation technologies through an easy to use drag and drop online interface. The container tag platform allows marketers to implement any JavaScript based tags and apply advanced business rules without the need for IT involvement, which breaks down departmental barriers, reduces costs and increases speed to market as well as overall marketing sophistication. The result is a significant increase in digital ROI through more advanced campaigns, in particular improved ad relevance, user experience and conversion rates.

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    http://supertag.datalicious.com/
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  • 1. >  Datalicious  SuperTag  <  Streamlining  tag  management  and  integra-ng  marke-ng  pla0orms  
  • 2. ©  Datalicious  Pty  Ltd   2  June  2013  FREE  tag  management  with  op:onal  support  
  • 3. June  2013   ©  Datalicious  Pty  Ltd   3  The  Internet  runs  on  tags  
  • 4. June  2013   ©  Datalicious  Pty  Ltd   4  Digital  marke:ng  =  tags  
  • 5. >  Data  driven  marke:ng  =  tags  June  2013   ©  Datalicious  Pty  Ltd   5  Media  ABribu:on  &  Modeling  Op:mise  channel  mix,  predict  sales  Tes:ng  &  Op:misa:on  Remove  barriers,  drive  sales  Boos:ng  ROMI  Targe:ng  &  Merchandising  Increase  relevance,  reduce  churn  “Using  data  to  widen  the  conversion  funnel”  
  • 6. >  Challenge:  Tag  management  §  Inefficient  tag  management  impacts  …  –  Idea  genera:on  and  strategy  development  §  Technology  limita-ons  dampen  crea-ve  thinking    and  idea  genera-on  rather  than  s-mula-ng  them  –  Campaign  execu:on  and  op:misa:on  §  Ineffec-ve  tag  deployment  reduces  speed  to  market    for  campaigns  and  limits  ability  to  implement  changes  –  Content  relevance  and  user  experience  §  Pla0orm  silos  limit  cross-­‐channel  integra-on,  thus  reduced  targe-ng,  ad  relevance  and  response  rates  –  Report  accuracy  and  media  nego:a:ons  §  Report  inaccuracies  and  discrepancies  damage  client    trust  and  limit  nego-a-on  power  with  channel  owners  6  June  2013   ©  Datalicious  Pty  Ltd  
  • 7. >  Solu:on:  Datalicious  SuperTag  7  SuperTag  Conversion  Tracking  Conversion  De-­‐duping  Media  ABribu:on    Behavioral  Targe:ng  A/B  Tes:ng  Heat  Maps  Live    Chat  Web  Analy:cs  Any  JavaScript  Easily  implement  and  update  any  tag  on  any  websites  without  or  limited  IT  involvement    De-­‐duplicate  conversions  for  CPA  deals  and  align  repor-ng  figures  across  pla0orms    Collect  accurate  mul--­‐channel  media  aTribu-on  data  to  provide  advanced  insights    Enable  advanced  features  such  as  targe-ng,  tes-ng  and  chat  to  op-mise  user  experience  June  2013   ©  Datalicious  Pty  Ltd  
  • 8. >  Overcoming  team  barriers  8  Marke:ng   SuperTag   Technology  Easy  to  use  online  user  interface  enabling  marketers  to    manage  tags  without  intensive  technology  support  June  2013   ©  Datalicious  Pty  Ltd  
  • 9. >  Cross-­‐plaRorm  integra:on  9  DSPs  Ad  Servers  Targe:ng  Tes:ng  Live  Chat  Phone  #s  SuperTag  CRM  DM/eDM  Web  Analy:cs  Heat  Maps  Paid  Search  Affiliates  Centralised  uniform  business  rules  to  trigger  conversions  and  segment  visitors  across  mul-ple  marke-ng  pla0orms  June  2013   ©  Datalicious  Pty  Ltd  
  • 10. >  Poten:al  SuperTag  use  cases  §  Implement  tags  without  JavaScript  skills  or  IT  support  §  Enable  central  pla0orm  for  tag  management  and  audi-ng  §  Improve  page  load  speed  across  all  websites  and  devices  §  Simplify  web  analy-cs  implementa-on  &  maintenance  §  De-­‐duplicate  conversions  and  re-­‐nego-ate  CPA  deals  §  Track  purchase  path  for  advanced  media  aTribu-on  §  Enable  A/B  tests  and  heat  maps  to  improve  conversions  §  Turn  any  content  element  into  a  dynamic  targe-ng  area  §  Enable  re-­‐targe-ng  to  increase  ad  response  rates    §  Trigger  proac-ve  live  chats  to  improve  user  experience  §  Target  phone  numbers  to  boost  call  center  effec-veness  §  ID  customers  and  push  key  events  into  any  CRM  pla0orm  §  Collect  raw  clickstream  data  for  advanced  analy-cs  June  2013   ©  Datalicious  Pty  Ltd   10  
  • 11. SuperTag.js  >  SuperTag  code  architecture  11  T  B  B  B  §  One  tag  for  all  sites  &  pla0orms  §  Hosted  internally  or  externally  §  Easy  tag  implementa-on/updates  §  Tag/business  rule  tes-ng  on  live  site  §  Facilitates  A/B  &  MV  test  execu-on  §  Implementa-on  of  heat-­‐maps  §  Re-­‐targe-ng  across  channels  &  tools  §  Live  chat  &  phone  number  targe-ng  §  Collect  raw  page  &  impression  data  T   T  June  2013   ©  Datalicious  Pty  Ltd  Injec-ng  JavaScript  tags  into  the  page  based  on  business  rules  using  the  SuperTag  top  and  boTom  containers.      The  SuperTag  top  and  boTom  containers  are  JavaScript  func-ons  called  in  the  page  code  just  aber  the  opening  <body>  tag  and  just  before  the  closing  </body>  tag  on  all    page  across  all  domains.    superT.t()  superT.b()  Works  on  …  Websites,  Flash  mobile  apps,    videos,  etc  
  • 12. June  2013   ©  Datalicious  Pty  Ltd   12  Copy  &  paste  same  code  on  all  pages  to  implement  
  • 13. June  2013   ©  Datalicious  Pty  Ltd   13  SuperTag  works  on  websites,  mobile  apps  &  videos  
  • 14. June  2013   ©  Datalicious  Pty  Ltd   14  SuperTag  works  on  websites,  mobile  apps  &  videos  
  • 15. June  2013   ©  Datalicious  Pty  Ltd   15  Drag  &  drop  tags  through  easy  to  use  interface  
  • 16. June  2013   ©  Datalicious  Pty  Ltd   16  Add  new  tags  from  constantly  growing  tag  library  
  • 17. June  2013   ©  Datalicious  Pty  Ltd   17  Add  custom  JavaScript  for  tags  missing  from  library  
  • 18. June  2013   ©  Datalicious  Pty  Ltd   18  Build  complex  business  rules  to  suit  all  scenarios  
  • 19. June  2013   ©  Datalicious  Pty  Ltd   19  Create  new  page  variables  from  any  page  element  
  • 20. June  2013   ©  Datalicious  Pty  Ltd   20  Create  new  page  variables  from  any  page  element  
  • 21. June  2013   ©  Datalicious  Pty  Ltd   21  Create  premium  experiences  for  high  value  clients  
  • 22. June  2013   ©  Datalicious  Pty  Ltd   22  Turn  any  page  element  into  dynamic  content  areas  
  • 23. June  2013   ©  Datalicious  Pty  Ltd   23  Define  visitor  affinity  segments  for  re-­‐targe:ng  
  • 24. June  2013   ©  Datalicious  Pty  Ltd   24  Customise  what  data  to  send  to  your  data  server  
  • 25. June  2013   ©  Datalicious  Pty  Ltd   25  Analyse  raw  clickstream  data  in  Splunk  in  real-­‐:me  
  • 26. >  SuperTag                                  integra:on  June  2013   ©  Datalicious  Pty  Ltd   26  SuperTag  app    genera:ng  JS  app.supert.ag  Full  SuperTag.js  hosted  by  client    or  on  c.supert.ag  Client  pages  referencing  SuperTag.js  Browser    execu:ng  SuperTag.js  SuperTag    DataCollector(s)    d.supert.ag  Splunk  saved  searches  and  dashboards  JavaScript   JavaScript  Requests  Tags  Logs  Lookup  tables  Databases,  files,  etc  Splunk  regex  builder  and    data  extracts  Addi:onal    data  (i.e.  CRM,    IP,  social,  etc)  Dedicated  client  Splunk  server(s)  Ads  &  emails  loading  sta:c    1x1  pixel  Requests  
  • 27. >  SuperTag  ExactTarget  integra:on  June  2013   ©  Datalicious  Pty  Ltd   27  SuperTag  app    genera:ng  JS  app.supert.ag  Full  SuperTag.js  hosted  by  client    or  on  c.supert.ag  Client  pages  referencing  SuperTag.js  SuperTag    integra:on  via  DataCollector  JavaScript   Tags  Requests  Data  Databases,  files,  etc  ExactTarget  business  rules    and  condi:ons  Addi:onal    data  (i.e.  CRM,  POS,  social,  etc)  Dedicated  ExactTarget  DataExtension    Relevant  ExactTarget    email  campaign  Data  List   Targeted  ExactTarget    campaign  list  Emails  Clicks,  data  
  • 28. June  2013   ©  Datalicious  Pty  Ltd   28  Test  tags  on  your  live  site  even  before  deployment  
  • 29. >  SuperTag  code  architecture  29  June  2013   ©  Datalicious  Pty  Ltd  Client  pages  referencing  SuperTag.js  SuperTag.js  SuperTag-­‐  Code-­‐V1.js  3rd  party  web    analy:cs  &  ad  serving  tags  Client-­‐Custom-­‐Code.js  3rd  party  web    analy:cs  &  ad  serving  plaRorms  Client  pages  execu-ng  JavaScript  tags  SuperTag  app    genera:ng  JS  app.supert.ag  SuperTag-­‐  Live-­‐Tes:ng.js  JavaScript  injec-ng  tags  into  client  pages  based  on  business  rules  SuperTag  applica-on  combining  tags  and  business  rules  into  JavaScript  
  • 30. June  2013   ©  Datalicious  Pty  Ltd   30  Define  access  and  deployment  rights  for  all  users    
  • 31. June  2013   ©  Datalicious  Pty  Ltd   31  Review  changes  from  all  users  in  the  audit  view  
  • 32. >  Faster  page  load  with  SuperTag  June  2013   ©  Datalicious  Pty  Ltd   32  By  implemen:ng  the  SuperTag  code  architecture  your  pages  are  guaranteed  to  load  faster  anywhere  between  10-­‐30%  as  the  below  tests  show.  This  is  achieved  by  streamlining  the  way  JavaScript  assets  are  loaded  and  executed  on  your  pages  as  well  as  our  smart  mul--­‐CDN  JavaScript  hos-ng  pla0orm  which  not  only  guarantees  a  100%  up-me  but  also  ensures  that  all  JavaScript  code  is  always  loaded  from  the  CDN  provider  with  the  best  performance  for  that  par:cular  user  (i.e.  usually  the  server    that  is  closest  geographically).  
  • 33. SuperTag.js    hos:ng  on  client  CDN  >  SuperTag  deployment  op:ons  33  Client  pages  referencing  SuperTag.js  SuperTag.js  hos:ng  on  client  server  Email/FTP  JavaScript  publishing  Manual    JavaScript  management  Client  pages  referencing  SuperTag.js  Client  pages  referencing  SuperTag.js  SuperTag  app    genera:ng  JS  app.supert.ag  Real-­‐:me  JavaScript    publishing  SuperTag.js    Edgecast  CDN  c.supert.ag  CDN  =  Content  delivery  network  Dedicated    client  Github  JavaScript  archive  June  2013   ©  Datalicious  Pty  Ltd  Reverse  proxy  
  • 34. >  Enterprise  grade  reliability  June  2013   ©  Datalicious  Pty  Ltd   34  99%  up:me  guarantee  for  the  SuperTag  applica:on  (i.e.  the  user  interface  on  app.supert.ag  genera-ng  the  JavaScript  code)  via  redundant  AWS  EC2/RDS  set-­‐up  and  100%  up:me  guarantee  for  the  SuperTag  JavaScript  (i.e.  the  code  on  c.supert.ag  that  is  executed  on  every    page)  via  mul-ple    redundant  CDNs    including  Akamai    and  Edgecast.  
  • 35. June  2013   ©  Datalicious  Pty  Ltd   35  Re-­‐engineer  code  changes  in  your  GitHub  archive    Clients  get  perpetual  usage  rights  for  all  generated  JavaScript  including  dedicated  Github  code  archive.  
  • 36. >  Unique  selling  points  (USPs)  §  Superior  pla0orm  architecture  for  more  flexibility  –  Turn  any  page  element  into  variables  for  data    collec-on  or  business  rules  for  tag  execu-on  –  Cross-­‐pla0orm  integra-on  and  data  exchange    –  Splunk  integra-on  for  advanced  data  mining  §  Superior  tes-ng,  deployment  and  audit  features  –  Tes-ng  of  tags  &  business  rules  on  the  live  website  –  Complete  audit  trail  of  all  tag  changes  and  tests  §  No  lock-­‐in,  stop  using  the  SuperTag  at  any  -me  –  External  and  internal  JavaScript  hos-ng  available  –  Perpetual  JavaScript  usage  rights  &  Github  archive  §  Free  pla0orm,  pay  for  support  and  add-­‐ons  only  June  2013   ©  Datalicious  Pty  Ltd   36  
  • 37. >  Blue  chip  SuperTag  clients  June  2013   ©  Datalicious  Pty  Ltd   37  
  • 38. >  Great  customer  feedback  "Managing  third  party  tags  has  never  been  easier  [...]  simplicity  of  se1ng  business  rules  [...]  reduc8on  in  CPA  [...].“  Jason  Lima,  Online  Marke-ng,  IMB      "[...]  SuperTag  tool  is  so  easy  to  use  [...].  Live  tes@ng  is  par@cularly  useful  [...]  highly  recommended  [...]."  Helene  Cameron-­‐Heslop,  Analyst,  Appliances  Online    "SuperTag  speeds  up  tag  implementa@on  and  gives  us  increased  flexibility  [...]  manage  media  and  website  analy8cs  [...].”  Alex  Crompton,  Head  of  Digital,  Aussie  38  June  2013   ©  Datalicious  Pty  Ltd  
  • 39. June  2013   ©  Datalicious  Pty  Ltd   39  Contact  us  cbartens@datalicious.com    Learn  more  blog.datalicious.com    Follow  us  twiBer.com/datalicious    
  • 40. Smart  tag  management  June  2013   ©  Datalicious  Pty  Ltd   40  

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