Presentation from: Mark Fiske, Sr. Director, Digital Marketing Ancestry.com & Jer Tippets, Omniture Implementation Specialist, Ancestry.com Translating the specific ROI of new technology can often be difficult. Learn how the odd couple of marketing and development joined forces at Ancestry.com to tackle the challenge of selling the benefits of tag management across the organization. See how Ancestry.com was able to not only quantify the value of traditional tag management capabilities, but also show how Tealium could be used in new and unexpected ways, including providing more targeted customer experiences.

1. R-Oh-My! Quantifying the ROI of
Tag Management
Mark Fiske
Senior Director, Digital Marketing
Ancestry.com
thefiske
Jer Tippets
Omniture Implementation Specialist
Ancestry.com
jertippets

2. About Ancestry.com
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Ancestry.com® is the world's largest online family history resource. We
are dedicated to helping everyone discover, preserve and share their
family history.
Founded in 1983, site launched in 1996
One dozen brands in the Ancestry.com family
1,400 employees
>2.5MM subscribers
>12 Billion records
55 Million family trees
10 Petabytes of structured and unstructured data

3. About Us
• Mark Fiske
– Digital Marketing Guy
– NexTag, Gap, now Ancestry.com
– B2C direct response
• Jer Tippets
– Oversees web analytics and third-party pixel implementations at
Ancestry.com
– Omniture, BET, Mashable, comScore and NBC Universal

4. Why We’re Not Fans of Marketing Infra Expenses
• Burdens media efficiency
• Disagreement over ownership
• Long-term commitments or lock-in, sales
processes
• OpEx isn’t fun!

5. Why I’m a fan of Tag Management
• Immediately demonstrable cost savings in millions
• Enables personalized marketing experiences
• Unlike other infra tools, saw and proved nearly
immediate business gains that more than justified
expense

6. History
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Implemented Tealium on over 24 properties
Collecting over 200 data points about our users and our content
Implemented over 300 marketing pixels across all of our sites

7. Implementation Highlights
• Cut the number of requests sent to Adobe Analytics by
12%, reducing our annual cost at the same time we increased data
accuracy
• Reduced the number of redundant calls across the site, helping to
streamline user experience

8. Implementation: Less Tangible Savings
• By leveraging complex load rules and a little creativity, we were able
to simplify an otherwise complex implementation of
– Survey tools (Ethn.io, ForeSee)
– Site performance tools (Crazy Egg)
– Testing and optimization tools (Adobe Test and Target)
• Less tags loaded = Faster page loads

9. Saving Money With Tag Management 101
• Time to market on tags:
– 2-4 weeks to 2 days
– Implemented more tags in one week than in 7 months
– New “test” partners drove year-over-year increase in subscribers
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Launched new channel one month earlier = >$100K
Four hours week of time savings * FED/QA salary = >$10K
Switched agencies, SEM & display platforms in two week time period
Moving work from FED resources to business users = Priceless

10. Maybe a Graduate Level Example…
• Brand SEM = Incremental or not?
• Incremental, but as subscription-based site, significant expense put
toward member marketing
• Using Tealium to implement custom logic on Google Remarketing
lists for search allows one to turn waste into upsell messaging
• Cost savings, lift in DNA sales to existing members

11. What it looks like…
Non-member
Member

12. Other Areas of Saving: Sampling Logic
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Moving sampling logic upstream presents cost savings opportunities
Consumer insights:
– Most businesses utilize customer insights and feedback tools
– Surveys often left running longer than needed due to nature of
“sprints”, driving tens of thousands in unnecessary expense
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Testing tools:
– Unfortunately, most businesses let this code load 100% of time, relying on
partner to manage sampling
– Can result in hundreds of thousands in wasted page calls for smaller tests
with low sample rates

13. You’ve Seen This Slide Before…

14. Looking To The Future = AudienceStream
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Create a Truly Unified View of Customer
Extend transactional and triggered communications
beyond email to the Facebook News Feed
– For most marketers, email open rates rarely above 30%
– Email limited in frequency, messaging calendar
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Enable consistent messaging logic across channels
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Core onsite experience
Email
Onsite display advertising
Offsite display advertising
Offsite social

15. Before: 24-48 hours
Data
Web
Analytics
Tool
Web Analytics
Data Feed
Rest API
24 Hour Wait
Processing
BIT
Marketing
Segmentation Tool
Email Service
Provider
Onsite Display Ad
Server
Offsite Display
Platform
FTP

16. Importance of Low-Latency Marketing
60%
Incremental Abandon Cart Volume By Messaging
16%
8%
5%
0-1 Hour
1-3 Hours
3-4 Hours
24+ Hours

17. After: 3-4 seconds
Data
Email Service
Provider
Onsite Display Ad
Server
Offsite Display
Platform

18. What it looks like…
Email
On-Site Display
Off-Site Display
Social

19. Recap
• Tag management cost savings both tangible & intangible
• Creativity key in maximizing tag management value
• Think about customer segmentation, lifecycle and how you can
personalize marketing based on customer journey
• Timeliness is key in messaging – technology should be able to
facilitate
• Marketing in the future is still channel-centric, but the customer
should drive the messaging and strategy – think about the
technologies needed to get there

20. Thank You
Mark Fiske
Senior Director, Digital Marketing
Ancestry.com
thefiske
Jer Tippets
Omniture Implementation Specialist
Ancestry.com
jertippets