Enterprise TMS: The Strategic Advantage
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(James Niehaus, VP Analytics and Digital Strategy, Ensighten) Can Your TMS Keep Up With Modern Enterprise Requirements?Today’s digital landscape is evolving at hyper-speed. Executives everywhere are struggling to maximize the return on their technology investments and meet the needs of multi-channel consumers. Meanwhile, IT teams are grappling with how to collect, own and take action on first-party customer data in a way that is secure and transparent. For both groups, extracting value from the MarTech stack is a defining business and technical challenge of our time. That’s why it’s critical to rethink what enterprise tag management truly means. This strategy brief explores what an enterprise-class system should offer so that organizations can adjust to changing market conditions and drive digital transformation.
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Enterprise TMS: The Strategic Advantage
- 1. Enterprise TMS: The Strategic Advantage Presented by James Niehaus, VP Analytics and Digital Strategy, Ensighten
- 2. #agility2016 > TMS space has evolved dramatically since 2009 > Tactical TMS is commoditizing; strategic TMS market is growing > TMS has become foundational to solving for the digital experience challenge > E-TMS is about empowering brands to scale, optimize, innovate and customize their MarTech stack > E-TMS future proofs your digital marketing investments and capabilities Rethinking Modern Enterprise Tag Management
- 3. #agility2016 Quick Overview of the Strategic Direction of Digital
- 4. #agility2016 Enterprise TMS and the Customer Maturity Curve Tagging Agility Data Agility Omni-channel Agility Omni-channel Personalization BusinessValue Level of Complexity
- 5. #agility2016 Today’s TMS Market Landscape Value for small businesses with simple infrastructures Some solutions only usable within “walled garden” Some solutions lack data layer, privacy, mobile support “FREE” Relies on client-heavy methodology as free tools Focus limited to web- specific use cases Significant limitations to ensuring data privacy Limitations to web, mobile, offsite and offline use cases BASIC Full range of capabilities for today’s marketers Supports and optimizes mobile app environments Collects and unifies all omni-channel data Ensures security and privacy of all customer data Supports a broad range of use cases at any scale Supports wide range of digital technology use cases ENTERPRISE TMS DMP’ish
- 6. #agility2016 The Digital Marketing Challenge Before Ensighten SOCIAL, EMAIL, DISPLAY SURVEY, CRM, LIVE CHAT ONSITEOFFSITEOFFLINE WEBSITE APPAPP APPLICATIONS / DATA SILOES Time to Deploy Apps Months Sources of Truth Dozens
- 7. #agility2016 What Free and Basic TMS Solves For ONSITE WEBSITE APPLICATIONS / DATA SILOES Time to Deploy Apps Months Sources of Truth Dozens
- 8. #agility2016 Time to Deploy Apps Minutes Source of Truth 1 What Free and Basic TMS Solves For DATA LAYER ONSITE WEBSITE APPLICATIONS Profile CUSTOMER ID PATHING DMP SEGMENT GEO LOCATION CAMPAIGN SEEN CAMPAIGNS ENGAGED VIDEOS WATCHED SITES VISITED DEVICE ID DEVICE OS
- 9. #agility2016 Time to Deploy Apps Minutes Source of Truth 1 But What About Everything Else You Care About? ENSIGHTEN DATA LAYER ONSITE WEBSITE APPLICATIONS Profile CUSTOMER ID PATHING DMP SEGMENT GEO LOCATION CAMPAIGN SEEN CAMPAIGNS ENGAGED VIDEOS WATCHED SITES VISITED DEVICE ID DEVICE OS SOCIAL, EMAIL, DISPLAY SURVEY, CRM, LIVE CHAT OFFSITEOFFLINE
- 10. #agility2016 Time to Deploy Apps Minutes Source of Truth 1 Competitive Advantage with Ensighten ENSIGHTEN DATA LAYER ONSITE WEBSITE APPLICATIONS Profile CUSTOMER ID PATHING DMP SEGMENT GEO LOCATION CAMPAIGN SEEN CAMPAIGNS ENGAGED VIDEOS WATCHED SITES VISITED DEVICE ID DEVICE OS
- 11. #agility2016 Time to Deploy Apps Minutes Source of Truth 1 The Story Still Applies in Native Mobile Apps ENSIGHTEN DATA LAYER ONSITE WEBSITE APPLICATIONS Profile CUSTOMER ID PATHING DMP SEGMENT GEO LOCATION CAMPAIGN SEEN CAMPAIGNS ENGAGED VIDEOS WATCHED SITES VISITED DEVICE ID DEVICE OS APP
- 12. #agility2016 Time to Deploy Apps Minutes Source of Truth 1 Or Responsive Designs or Single Page Apps ENSIGHTEN DATA LAYER ONSITE WEBSITE APPLICATIONS Profile CUSTOMER ID PATHING DMP SEGMENT GEO LOCATION CAMPAIGN SEEN CAMPAIGNS ENGAGED VIDEOS WATCHED SITES VISITED DEVICE ID DEVICE OS APP APP
- 13. #agility2016 Time to Deploy Apps Minutes Source of Truth 1 What About Tagging and Data Capture in Offsite? ENSIGHTEN DATA LAYER SOCIAL, EMAIL, DISPLAY ONSITEOFFSITE WEBSITE APPAPP APPLICATIONS Profile CUSTOMER ID PATHING DMP SEGMENT GEO LOCATION CAMPAIGN SEEN CAMPAIGNS ENGAGED VIDEOS WATCHED SITES VISITED DEVICE ID DEVICE OS
- 14. #agility2016 Time to Deploy Apps Minutes Source of Truth 1 Tag and Data Integration Is Also Possible Offline ENSIGHTEN DATA LAYER SOCIAL, EMAIL, DISPLAY SURVEY, CRM, LIVE CHAT ONSITEOFFSITEOFFLINE WEBSITE APPAPP APPLICATIONS Profile CUSTOMER ID PATHING DMP SEGMENT GEO LOCATION CAMPAIGN SEEN CAMPAIGNS ENGAGED VIDEOS WATCHED SITES VISITED DEVICE ID DEVICE OS
- 15. #agility2016 Time to Deploy Apps Minutes Source of Truth 1 Omni-Channel Data Collection Service ENSIGHTEN DATA LAYER SOCIAL, EMAIL, DISPLAY SURVEY, CRM, LIVE CHAT ONSITEOFFSITEOFFLINE WEBSITE APPAPP APPLICATIONS Profile CUSTOMER ID PATHING DMP SEGMENT GEO LOCATION CAMPAIGN SEEN CAMPAIGNS ENGAGED VIDEOS WATCHED SITES VISITED DEVICE ID DEVICE OS
- 16. #agility2016 Time to Deploy Apps Minutes Source of Truth 1 Layered with Security, Privacy, Operational Reporting ACTIONS INSIGHTS PRIVACY ENSIGHTEN DATA LAYER SOCIAL, EMAIL, DISPLAY SURVEY, CRM, LIVE CHAT ONSITEOFFSITEOFFLINE WEBSITE APPAPP APPLICATIONS Profile CUSTOMER ID PATHING DMP SEGMENT GEO LOCATION CAMPAIGN SEEN CAMPAIGNS ENGAGED VIDEOS WATCHED SITES VISITED DEVICE ID DEVICE OS
- 17. #agility2016 Global Brands Need to Multiply This Ecosystem
- 18. #agility2016 Layer in the Complexity of Years of TMS Operations TAGS Number of PHASE 1 CONDITIONS Number ofx PHASE 2 VARIABLES Number ofx INTEGRATIONS Number ofx (x) PHASE 3
- 19. #agility2016 • Information Security Team: Initial platform built with security / compliance foundation • Infrastructure: Scalable and secure • Secure User Role Management: Prevent data leakage, verify security of users • Security and Integrity Testing on health and behavior of tags • Privacy and Consent Enforcement {patented} • ETMS Mobile {patented} • Pulse Marketer Adding Value to Every Persona in your Organization
- 20. #agility2016 THANK YOU JAMES NIEHAUS VP of Analytics & Digital Strategy, Ensighten @jamesniehaus
Editor's Notes
- With this mind, Ensighten has seen our enterprise clients following a very similar path. Almost all of them started with the need for tagging agility (e.g. basic TMS need several years ago)…and have rapidly worked to determine how to bring more first and third party data to bear at the tag level to support omni-channel agility. And finally get to an Always On 24/7, real-time, global, secure, privacy enforced, omni-channel personalization stage.
- With this in mind, how has the TMS landscape evolved over the last five years and importantly how has it evolved in relation to DMPs. We essentially have three buckets: FREE, BASIC, and ENTERPRISE. No two technologies are more at the heart of convergences than two big ones that every company should have: ETMS and DMP. Why you need both; how they complement each other What is an enterprise TMS? What is an enterprise DMP? The market has caused confusion. Brands are asking for guidance. Eg., Is a TMS a DMP? Answer is no. Can I getaway with just using one of them…no, they do very different things. Refer to Pelin’s article on the differences. Both enable a convergence of technologies but in different places. DMPs help manage the confusing world of DSPs and power programmatic ad buying….TMS does not do this. Confusion is exacerbated by the proliferation in the market of Adobe’s model (free TMS to enable a closed suite of technologies and DMP). Adobe’s model is now being copied by Tealium / Signal – with the assumption this is the right direction. The problem is this model falls short of the DMP goal and it falls short the TMS goal. ]The result is both a DMP-lite and a TMS-lite. Anything that is not enterprise TMS is a divergence from its original goal. With the ”FREE” offerings from Adobe and Google, it’s safe to say that there’s no such thing as a free lunch. In Adobe’s case, DTM exists as a means to try to lock you up in a restrictive closed technology stack - with the (false) promise of better integration within that stack which often isn’t fulfilled. Adobe does several things (like Analytics and being a DMP) very well but they certainly don’t have the best in breed for every single marketing technology out there so it highly unrealistic for anyone to adopt a 100% Adobe stack. Google’s GTM primarily exists to enable its own technologies in order to allow it to optimize ad spend on . . . (of course) Google. Both offerings are severely limited in the technologies they support and they rely on an approach that exposes your data within the browser – which is something that enterprises that care about security and orivacy enforcement simply cannot afford to do. Needless to say, these “FREE” options are a dead-end for large enterprises. With that said, the leading DMPs are required to manage programmatic ad buys…the key is to not confuse ad buying with tag management…they are just not the same. Within the ”BASIC” bucket, we have Tealium and Signal. These platforms are designed for the smaller mid-market segment with simpler workflows, less complex use cases, and less focus on security. The interesting thing to note regarding these two vendors is that we believe that they’re both moving out of the TMS space to focus elsewhere. Signal’s entire focus going forward is FUSE (which has nothing to do with TMS) and they’ve instructed their sales teams to no longer sell TMS as a stand alone product. Tealium is betting the farm on its AudienceStream product, which was originally meant to be a DMP but, when put through its paces, it became very evident, very quickly that it can’t hold a candle to the offerings from Adobe & BlueKai. The bigger problem w/ Tealium on the TMS side is that they’ve spent the last 5yrs+ focused on a strategy to only please the marketers while ignoring the needs of your IT, InfoSec, and Privacy teams – On the other hand, Ensighten’s Enterprise TMS (ETMS) is the result of the constant evolution of the TMS space over those 5+ years to go beyond just tag deployment. Today, in the face of ever increasing security breaches and more stringent privacy regulations worldwide, large enterprises have come to realize that privacy enforcement and secure data management across every channel are critical to ensuring their ongoing success. This is precisely where Ensighten plays. We are a pure-play, fully agnostic, open-stack Enterprise TMS platform that has evolved from Day 1 to allow even the messiest companies to manage their entire BEST IN BREED martech stack in a secure and privacy compliant manner, across all business units and across all channels! We are NOT a DMP, nor do we want to be a DMP. We think it is a huge mistake for Tealium and Signal to move into an already crowded DMP space and de-emphasize the importance of a truly enterprise grade TMS! We disagree with this decision for one very critical reason: DMP’s were never built to manage all of Martech across first party websites and mobile properties. The DMP’s argument that managing web, mobile web, and native mobile app content is exactly the same as buying and managing a digital ad is fundamentally flawed! So Ensighten remains the last man standing when it come to enterprise class TMS because doing ETMS correctly is a hard and complex endeavor and there is no time to split focus. Everyone else is focused elsewhere and that has left Wells Fargo’s Marketing, IT, InfoSec, and Privacy teams holding the bag trying to utilize a platform that doesn’t meet your business or security needs. Again, we are here to deliver you from that pain!
- There is another trend that is converging with the proliferation of the MarTech stack, and that is what is happening at the tag level to power more and more sophisticated use cases for marketing, IT, security and privacy enforcement. I mentioned earlier that Data and Teams were converging….here is why. In the early days BEFORE enterprise TMS (say 3 to 5 years ago), the basic logic for needing a TMS was simple: I have more than one tag, it’s a pain to manage this growing complexity of tags, therefore lets get a TMS system. In other words, TMS was simply a function of the number of tags deployed. We refer to this need as a basic TMS need as distinct from Enterprise TMS. Today, there is the need for ENTERPRISE TMS. Why? It’s not just the number of tags anymore. It is also the number of conditions deployed on each tag, the number of 1st and 3rd party data variables required in each of those conditions, the integrations to back and front end systems, and all of this must be done with security and privacy enforcement in mind globally.
- Why are we spending so much time on these definitions and understanding the tag management world vs the DMP world? Because getting this wrong will cost large enterprises billions of dollars in lost opportunity, revenue loss combined with increased costs. The solutions are there now….the convergence is there…and the confusion is at an all time high. To review: -So why is getting ETMS right so hard? -Why is it a mistake for Tealium & Signal to focus elsewhere and still claim to do TMS? Why is it a fallacy for Adobe & Google to claim to do TMS? From our perspective, it is simple: it is not just about implementing a tag . . . that was 5 years ago! -It is about making sure that the tag is secure and that privacy is enforced at all times at the tag level – which is why Ensighten hired our security team first and tasked it to build out a fully scalable and secure infrastructure from the ground up – and also guide product development. -It’s about allowing large enterprises to deploy technologies across the web, mobile web, and native mobile apps -It’s also about making sure that your first and third party data can be brought to bear in realtime at the tag level and fed into other front end and back end systems -It’s about recognizing that in a complex organization, there are many marketers, agencies, IT, InfoSec, privacy, and other team members that are involved in the customer/prospect journey. A lot of people make light of workflow but it is not a minor point. Considerable thought and effort has been put in to building out our workflow to accommodate ANY governance model! -And last but not least, it’s about maintaining the integrity of your tags and the data which they collect so that you’re in full compliance with privacy laws wherever your enterprise does business throughout the world! In conclusion: Tealium and Signal failed to account for all of the above from their inception. Adobe and Google will never focus on it. So while everyone else is chasing the DMP ring, Ensighten remains the only enterprise TMS platform in the market place today. What we do is really hard, a DMP is not designed to do this. Just as you picked the best in breed for your Analytics platform and DMP, you should pick the best in breed for Enterprise TMS . . . and Ensighten is the ONLY enterprise player left in that space! Thank you and I'll now turn it over to Pelin.