© 2015 Tealium Inc. All rights reserved. | 2
© 2015 Tealium Inc. All rights reserved. | 3
COUPLE’S THERAPY
Bridging the Gap Between Marketing and IT
Jodi Bresina – Int...
© 2015 Tealium Inc. All rights reserved. | 4
OUTLINE
 Company Background
 Challenges
– Viewpoints
– Pain Points
 5 Step...
© 2015 Tealium Inc. All rights reserved. | 5
© 2015 Tealium Inc. All rights reserved. | 6
COMPANY BACKGROUND
100 years and counting…
 Family owned company located in ...
© 2015 Tealium Inc. All rights reserved. | 7
COMPANY BACKGROUND
Evolution
1922 –
Door to Door
1985 –
Mail Order
1996 –
Cre...
© 2015 Tealium Inc. All rights reserved. | 8
COMPANY BACKGROUND
Brands
 New Brands
© 2015 Tealium Inc. All rights reserved. | 9
COMPANY BACKGROUND
Channels
 Marketing Channels
– One of the largest catalog...
© 2015 Tealium Inc. All rights reserved. | 10
COMPANY BACKGROUND
© 2015 Tealium Inc. All rights reserved. | 11
CHALLENGES
© 2015 Tealium Inc. All rights reserved. | 12
© 2015 Tealium Inc. All rights reserved. | 13
VIEWPOINTS
What IT thinks of Marketing….
 Dreamers
– Growing list of needs/...
© 2015 Tealium Inc. All rights reserved. | 14
PAIN POINTS
 Dependence on IT
– To Make Things Work
– To Remember How Thing...
© 2015 Tealium Inc. All rights reserved. | 15
5 STEPS FOR SUCCESS
© 2015 Tealium Inc. All rights reserved. | 16
STEP 1: DOCUMENTATION
Solution: Templates + Organization
 Tools for Busines...
© 2015 Tealium Inc. All rights reserved. | 17
STEP 1: DOCUMENTATION
© 2015 Tealium Inc. All rights reserved. | 18
STEP 1: DOCUMENTATION
 Implementation – 2010
 Benefits
– Efficiency
– Less...
© 2015 Tealium Inc. All rights reserved. | 19
STEP 2: TEST CASE MANAGEMENT
Solution: Software
 Features:
– Web release pl...
© 2015 Tealium Inc. All rights reserved. | 20
STEP 2: TEST CASE MANAGEMENT
© 2015 Tealium Inc. All rights reserved. | 21
STEP 2: TEST CASE MANAGEMENT
Solution: SpiraTeam
 Implementation – 2010
– 5...
© 2015 Tealium Inc. All rights reserved. | 22
STEP 3: MASTER DATA MANAGEMENT
Solution: Software
 Features
– Flexible Data...
© 2015 Tealium Inc. All rights reserved. | 23
STEP 3: MASTER DATA MANAGEMENT
Solution: STEP by Stibo Systems
 Implementat...
© 2015 Tealium Inc. All rights reserved. | 24
STEP 4: WIREFRAMING
Solution: Software
 Features
– Prototyping
– Automated ...
© 2015 Tealium Inc. All rights reserved. | 25
STEP 4: WIREFRAMING
© 2015 Tealium Inc. All rights reserved. | 26
STEP 4: WIREFRAMING
 Implementation – 2010
– Covering all websites includin...
© 2015 Tealium Inc. All rights reserved. | 27
STEP 5: TAG MANAGEMENT
Solution: Tealium iQ
 Features
– Centralized trackin...
© 2015 Tealium Inc. All rights reserved. | 28
STEP 5: TAG MANAGEMENT
Solution: Tealium IQ
 Implementation – 2012
– 9 Divi...
© 2015 Tealium Inc. All rights reserved. | 29
STEP 5: TAG MANAGEMENT
Solution: Tealium AudienceStream
 Features
– Custome...
© 2015 Tealium Inc. All rights reserved. | 30
STEP 5: TAG MANAGEMENT
Solution: Tealium Audience Stream
 Implementation – ...
© 2015 Tealium Inc. All rights reserved. | 31
 5 Steps
1. Documentation
2. Test Case Management
3. Master Data Management...
© 2015 Tealium Inc. All rights reserved. | 32
© 2015 Tealium Inc. All rights reserved. | 33
THANK YOU
Contact Information
Jodi Bresina, jbresina@masoncompaniesinc.com
A...
© 2015 Tealium Inc. All rights reserved. | 34
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"Couple’s Therapy – Bridging the Gap Between Marketing & IT" - Mason Companies, Digital Velocity 2015

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Learn how the marketing and IT departments at Mason Companies used technology, including tag management, to improve collaboration and overall results.

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  • Jodi
    Marketing and IT have traditional been at loggerheads, especially when it comes to deploying and managing technology. Discover how Mason Companies, Inc., a leading online and direct marketing retailer that operates ShoeMall.com, Stoneberry and other popular brands, tackled the challenge of the marketing-IT relationship head on, using Tealium as a catalyst for change. The audience will hear from key representatives from each department on how technology  -- and new ways of thinking -- enabled them to forge a new productive relationship, while also decreasing costs and improving time to market on key projects.
  • Both
    Introduce ourselves
    Jodi – internet manager for the past 10 years and with the company for over 15 years
    When I first started as internet manager, we were rapidly adding vendors, testing new initiatives and trying to keep up with the rapidly changing industry. We were doing an OK job, but stress levels were high and things weren’t as efficient and they could be and as they needed to be.

  • Adam
    Improve Communication
    See a Counselor  – they will give you 5 Steps to Improve
    We’ll show you how we accomplished this…..
  • JODI
    Get comfy, imagine yourself on a comfy couch in a therapy session….we’re going to take you on our journey to creating a better relationship…..
  • JODI
    5th generation of family members
    Privately held company
  • JODI
  • JODI
  • JODI
    A lot of infrastructure to support and not a lot of people to do it with….

    Brings us to our next slide….
  • JODI
    Each division has its own niche and demographic. Four of our titles have an in-house credit plan.
  • ADAM
  • ADAM
    Doesn’t it seem like you are playing tug of war between Marketing and IT?
  • BOTH – Adam, then Jodi
    Let Adam talk about what marketing thinks they are and Jodi to talk about what IT thinks they are….
    Give examples –

    IT – sometimes they live in a black and white world and sometimes have if it isn’t broke don’t fix it
  • JODI

    Lack of early involvement in solution investigation????
    Unclear expectations for user interfaces?????
  • ADAM
  • ADAM

    URD
    Overview
    Current Process
    Project Definition
    Proposed Solution, Assumptions & Dependencies, User Acceptance Criteria, and Benefits
    Alternatives

    FDD –
    Overview
    High Level Program Info
    Detail program info
    Operational Issues
    Questions/Issues
  • ADAM
  • ADAM
    Helps with employee turnover
    Makes transitioning to a new vendor easier
  • JODI
    We were managing this via spreadsheets and emails before Spira….
  • JODI
  • JODI
    We’ve rolled this into more than just web testing across the organization. This is the tool we use for any large implementation
  • ADAM
  • ADAM
    Talk about the cost – a true strategic investment
  • ADAM
  • ADAM
  • ADAM
  • JODI
    Saved the best for last….
  • JODI
  • JODI
  • JODI
  • JODI

    Meet weekly and Adam and I speak daily.
    Operate as one team
  • JODI
    Our time is up – the Therapy session is now over
    Put the rope down – no need to battle anymore!
  • JODI
  • "Couple’s Therapy – Bridging the Gap Between Marketing & IT" - Mason Companies, Digital Velocity 2015

    1. 1. © 2015 Tealium Inc. All rights reserved. | 2
    2. 2. © 2015 Tealium Inc. All rights reserved. | 3 COUPLE’S THERAPY Bridging the Gap Between Marketing and IT Jodi Bresina – Internet Manager Adam Birkholz – IT Systems Analyst
    3. 3. © 2015 Tealium Inc. All rights reserved. | 4 OUTLINE  Company Background  Challenges – Viewpoints – Pain Points  5 Steps to Improve your Relationship – Tools – Techniques
    4. 4. © 2015 Tealium Inc. All rights reserved. | 5
    5. 5. © 2015 Tealium Inc. All rights reserved. | 6 COMPANY BACKGROUND 100 years and counting…  Family owned company located in Chippewa Falls, Wisconsin  Founded in 1904 by August Mason and son Bert Mason
    6. 6. © 2015 Tealium Inc. All rights reserved. | 7 COMPANY BACKGROUND Evolution 1922 – Door to Door 1985 – Mail Order 1996 – Credit Offer 1999 – Multi-Channel
    7. 7. © 2015 Tealium Inc. All rights reserved. | 8 COMPANY BACKGROUND Brands  New Brands
    8. 8. © 2015 Tealium Inc. All rights reserved. | 9 COMPANY BACKGROUND Channels  Marketing Channels – One of the largest catalogers in the United States – Over 200 million marketing e-mails per year  Websites – 10 catalog sites – 7 mobile sites – ShoeMall – eBay & Amazon
    9. 9. © 2015 Tealium Inc. All rights reserved. | 10 COMPANY BACKGROUND
    10. 10. © 2015 Tealium Inc. All rights reserved. | 11 CHALLENGES
    11. 11. © 2015 Tealium Inc. All rights reserved. | 12
    12. 12. © 2015 Tealium Inc. All rights reserved. | 13 VIEWPOINTS What IT thinks of Marketing….  Dreamers – Growing list of needs/wants  Innovators  Desire to rapidly change  Immediate change – They want it now!  Testing should be controlled by business  Fluid priorities What Marketing thinks of IT….  Black and white  Problem solvers  Facilitators  Desire to control and minimize change  If it isn’t broke, don’t fix it  Follow steps to implement change  Testing should be controlled by IT  Static priorities
    13. 13. © 2015 Tealium Inc. All rights reserved. | 14 PAIN POINTS  Dependence on IT – To Make Things Work – To Remember How Things Work  Slow to market on new initiatives  Testing – Who was the true owner? – Missing scenarios  Bad data – Multiple systems impacting data readiness/integrity  Business rules were not clear for new initiatives  Numerous code deployments  Inability to do one-to-one marketing
    14. 14. © 2015 Tealium Inc. All rights reserved. | 15 5 STEPS FOR SUCCESS
    15. 15. © 2015 Tealium Inc. All rights reserved. | 16 STEP 1: DOCUMENTATION Solution: Templates + Organization  Tools for Business – URD – User Requirement Document  Tools for IT – FDD – Functional Design Document – TDD – Technical Design Document  Tools for Both – Technology Library
    16. 16. © 2015 Tealium Inc. All rights reserved. | 17 STEP 1: DOCUMENTATION
    17. 17. © 2015 Tealium Inc. All rights reserved. | 18 STEP 1: DOCUMENTATION  Implementation – 2010  Benefits – Efficiency – Less rework – Less risk – More organization – More buy-in from both departments
    18. 18. © 2015 Tealium Inc. All rights reserved. | 19 STEP 2: TEST CASE MANAGEMENT Solution: Software  Features: – Web release planning – Task management – Resource management – Requirements management – Test case management – Bug tracking – Document collaboration – Automated emails
    19. 19. © 2015 Tealium Inc. All rights reserved. | 20 STEP 2: TEST CASE MANAGEMENT
    20. 20. © 2015 Tealium Inc. All rights reserved. | 21 STEP 2: TEST CASE MANAGEMENT Solution: SpiraTeam  Implementation – 2010 – 500+ Test Cases – 40+ Web Releases  Benefits – On-premise cost is under $1,000/year for 50 concurrent users – Efficiency – Speed to implement – Less rework because of more clarity – Less risk because of potential employee turnover – More organization – More buy-in from both departments
    21. 21. © 2015 Tealium Inc. All rights reserved. | 22 STEP 3: MASTER DATA MANAGEMENT Solution: Software  Features – Flexible Data Modeling – Configurable Portal Framework – Attribute Creation, Validation, & Maintenance – Hierarchy Management – Complex Associations and References – Digital Asset Management – Print Publishing
    22. 22. © 2015 Tealium Inc. All rights reserved. | 23 STEP 3: MASTER DATA MANAGEMENT Solution: STEP by Stibo Systems  Implementation – 2013 – 800K SKUs across 25K Product Families – 400+ attributes across 11 Product Types (ex. Apparel, Electronics, Footwear, Home)  Benefit – Establish a single source of truth for products & assets – Streamline communication from planning to sourcing – Establish data quality controls – Managed product introduction via formal workflow – Increase speed and oversight of onboarding processes – Enable vendor attribute enrichment in portal or import via Excel – Equal or surpass legacy environment data entry metrics
    23. 23. © 2015 Tealium Inc. All rights reserved. | 24 STEP 4: WIREFRAMING Solution: Software  Features – Prototyping – Automated Specification Creation – Sharing and Collaboration – User Interaction Simulation
    24. 24. © 2015 Tealium Inc. All rights reserved. | 25 STEP 4: WIREFRAMING
    25. 25. © 2015 Tealium Inc. All rights reserved. | 26 STEP 4: WIREFRAMING  Implementation – 2010 – Covering all websites including desktop, tablet, and mobile  Benefits – Cost is $300 - $600 per user – Common platform for business and IT – Streamline communication with external business partners – Clear expectations for user experience – Generate a full or partial UI design specification in seconds – Annotate and capture any scenarios including errors or notifications – Guides creation of requirements and test cases prior to development
    26. 26. © 2015 Tealium Inc. All rights reserved. | 27 STEP 5: TAG MANAGEMENT Solution: Tealium iQ  Features – Centralized tracking tag management – Improved website performance – Improved implementation speed – Change control
    27. 27. © 2015 Tealium Inc. All rights reserved. | 28 STEP 5: TAG MANAGEMENT Solution: Tealium IQ  Implementation – 2012 – 9 Divisions, 99 Tags, 4 Weeks  Benefits – Business has control – Faster performance/page load time – Improved tracking since tags no longer load synchronously at bottom of source code – One change applies to both desktop and mobile sites – Reduction in the number of web releases  Over a 50% improvement – Increased speed to market  Over a 75% improvement
    28. 28. © 2015 Tealium Inc. All rights reserved. | 29 STEP 5: TAG MANAGEMENT Solution: Tealium AudienceStream  Features – Customer segmentation – One-to-one marketing – Real-time marketing  Visitor trace – Built in 3rd party integrations – Dashboard reporting
    29. 29. © 2015 Tealium Inc. All rights reserved. | 30 STEP 5: TAG MANAGEMENT Solution: Tealium Audience Stream  Implementation – 2014 – 2 Divisions – Cart Abandonment, Browse Abandonment, Badge Enrichment  Benefits – One-to-One Marketing – Game Changer – Marketing – ROI – Immediate payback – Cart Abandonment Campaign is one our highest converting emails  Open Rates over 50%
    30. 30. © 2015 Tealium Inc. All rights reserved. | 31  5 Steps 1. Documentation 2. Test Case Management 3. Master Data Management 4. Wireframing 5. Tag Management  Find the tools to facilitate communication! SUMMARY
    31. 31. © 2015 Tealium Inc. All rights reserved. | 32
    32. 32. © 2015 Tealium Inc. All rights reserved. | 33 THANK YOU Contact Information Jodi Bresina, jbresina@masoncompaniesinc.com Adam Birkholz, abirkholz@masoncompaniesinc.com
    33. 33. © 2015 Tealium Inc. All rights reserved. | 34

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