Enterprise Tag Management                    Implementing Adobe Test&Target                       Chris Zakharoff / Market...
Test&Target Functional OverviewTEST                        TARGET A/B testing                Customer Profiling Multiva...
Test&Target Functional OverviewWhat can you test? Layout Promotions Pictures Headlines Sales copy Calls to action S...
Test&Target Functional Overview        <script type=“text/javascript” src=“//path/to/mbox.js”></script>                   ...
Test&Target Functional OverviewMarketing Box = “mbox” Serves alternate content Sends customer profile information Recor...
Digital Marketing with Test&Target                        In The Wild
Digital Marketing Today is Demanding       24/7 global businesses, requiring real-time marketing      reaction.       Cu...
Digital Marketing Today            Mboxes are incredibly important to the Marketer Multiple Uses:  Promotions  Top Segme...
Digital Marketing Today        But Marketers are limited by the mbox location –       adding or removing mboxes is another...
Digital Marketing Today      Advanced attempts to reach beyond the mbox via    Javascript creates complexity and skillset ...
Digital Marketing Today           An Agile Mbox Implementation Strategy is the Key                                      • ...
Implementation Agility = Optimized ROI $$$                    Full Scale      Disciplined          Full Time         Optim...
Ensighten + Test&Target        Optimization Agility
Ensighten +Test&Target Benefits       Optimize your Optimization Efforts        Implementation & Operational Management  ...
Analyzed 15+ Different Integrations                       1.         Adhoc mboxCreate …                       2.         G...
4 Mbox Implementation Solutions      1. Global      2. Conversion                                                      95%...
4 Implementations = 95% Use Cases      Mbox Types by Function and Implementation      1. Global               1. Use Case ...
4 Implementations = 95% Use Cases      Mbox Types by Function and Implementation      1. Global      2. Conversion        ...
4 Implementations = 95% Use Cases      Mbox Types by Function and Implementation      1. Global      2. Conversion      3....
4 Implementations = 95% Use Cases      Mbox Types by Function and Implementation      1. Global      2. Conversion      3....
Advanced Implementation Features     Data Layer Integration      Advanced Analytics:              – Enhanced Profiling & ...
DEMO
Launch the Adobe Test&Target App        #agility201323 | Ensighten – Confidential, All Rights Reserved.
Provision Mboxes                                                       Launching the Ensighten Visual Tagger             ...
Thank you!chris.zakharoff@ensighten.com                    @chriszak
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Implementing Test&Target - Agility2013

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Deploying Test&Target using Ensighten, including how to use Ensighten’s data capabilities in this context

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Implementing Test&Target - Agility2013

  1. 1. Enterprise Tag Management Implementing Adobe Test&Target Chris Zakharoff / Marketect / Ensighten R&D
  2. 2. Test&Target Functional OverviewTEST TARGET A/B testing  Customer Profiling Multivariate testing  Behavioral Targeting Conversion Optimization  Segmentation Targeting #agility2013
  3. 3. Test&Target Functional OverviewWhat can you test? Layout Promotions Pictures Headlines Sales copy Calls to action Signup forms Email campaigns Offsite Banner Ads Mobile#agility2013
  4. 4. Test&Target Functional Overview <script type=“text/javascript” src=“//path/to/mbox.js”></script> T&T OR#agility2013
  5. 5. Test&Target Functional OverviewMarketing Box = “mbox” Serves alternate content Sends customer profile information Records conversion metrics#agility2013
  6. 6. Digital Marketing with Test&Target In The Wild
  7. 7. Digital Marketing Today is Demanding  24/7 global businesses, requiring real-time marketing reaction.  Customers expect a 1-1 experience in their digital brand interactions.  Many Marketers are unable to modify or deploy promotions and digital marketing services quickly. - Long, site-wide IT release cycles - Marketing is not always an IT top priority - Unavailability of IT or agency resources - Technical skillset bottleneck - Cost-sensitive, cost-prohibitive #agility20137 | Ensighten, LLC. - Confidential, All Rights Reserved.
  8. 8. Digital Marketing Today Mboxes are incredibly important to the Marketer Multiple Uses:  Promotions  Top Segments  Personas  1:1 Personalization  Email Repeater  OBA Repeater  Search Repeater  Brand Messaging  Navigation …even all at the same time! #agility20138 | Ensighten, LLC. - Confidential, All Rights Reserved.
  9. 9. Digital Marketing Today But Marketers are limited by the mbox location – adding or removing mboxes is another IT request… Hard-coded mbox #agility20139 | Ensighten, LLC. - Confidential, All Rights Reserved.
  10. 10. Digital Marketing Today Advanced attempts to reach beyond the mbox via Javascript creates complexity and skillset bottlenecks • Campaign Traffic Jams • Less Than Ideal Performance • Content Flicker / Poor UX #agility201310 | Ensighten, LLC. - Confidential, All Rights Reserved.
  11. 11. Digital Marketing Today An Agile Mbox Implementation Strategy is the Key • Dynamically Delivered As Needed • No Wasted Mbox Calls / Cost • No Long IT Release Cycles • No Skillset Bottlenecks #agility201311 | Ensighten, LLC. - Confidential, All Rights Reserved.
  12. 12. Implementation Agility = Optimized ROI $$$ Full Scale Disciplined Full Time Optimization Ad Hoc Implement Testing Iterative Organization Testing ation Series Testing 6 5 4 3 Agility 2 Status Quo 1 0 2013 2013 2013 2013 2014 #agility2013 Q1 Q2 Q3 Q4 Q1
  13. 13. Ensighten + Test&Target Optimization Agility
  14. 14. Ensighten +Test&Target Benefits Optimize your Optimization Efforts  Implementation & Operational Management  Simplified Vendor Solution Management  Data Layer Integration - Profile, Segmentation, Targeting, & Personalization Enrichment  Advanced Implementation Plugins  Partner App Reporting Integrations  Partner App Testing #agility201314 | Ensighten – Confidential, All Rights Reserved.
  15. 15. Analyzed 15+ Different Integrations 1. Adhoc mboxCreate … 2. Global mboxCreate … 3. Dynamic Global … 4. Adhoc mboxCreate - … 5. Adhoc mboxDefine/… 6. Adhoc Ensighten Xpath … 7. Adhoc Ensighten Xpath … 8. Global / Adhoc Turbo … 9. Global / Adhoc Turbo + … 10. Adhoc Xpath inject … T&T 11. Injected div … 12. Server to server … 13. Adobe Tag Manager … 14. Adhoc iframeBox … 15. Adhoc adBox … #agility201315 | Ensighten – Confidential, All Rights Reserved.
  16. 16. 4 Mbox Implementation Solutions 1. Global 2. Conversion 95% of Use Cases 3. Content 4. Redirect #agility201316 | Ensighten – Confidential, All Rights Reserved.
  17. 17. 4 Implementations = 95% Use Cases Mbox Types by Function and Implementation 1. Global 1. Use Case Benefits: Ideal for engagement metrics & site-wide testing 2. Ensighten Value Add: Not committed to high expense; no wasted mbox calls / cost 2. Conversion 3. Content 4. Redirect #agility201317 | Ensighten – Confidential, All Rights Reserved.
  18. 18. 4 Implementations = 95% Use Cases Mbox Types by Function and Implementation 1. Global 2. Conversion 1. Use Case Benefits: Passive tracking used to determine winning experiences 2. Ensighten Value Add: Data Layer integration for easy implementation and asynchronous conversion tracking 3. Content 4. Redirect #agility201318 | Ensighten – Confidential, All Rights Reserved.
  19. 19. 4 Implementations = 95% Use Cases Mbox Types by Function and Implementation 1. Global 2. Conversion 3. Content 1. Use Case Benefits: Alternate content injection for experimentation in MVT or A/B tests. 2. Ensighten Value Add: Asynchronous, Flicker-free content swapping without requiring Javascript skillset. 4. Redirect #agility201319 | Ensighten – Confidential, All Rights Reserved.
  20. 20. 4 Implementations = 95% Use Cases Mbox Types by Function and Implementation 1. Global 2. Conversion 3. Content 4. Redirect 1. Use Case Benefits: Testing entire alternate page treatments via traffic redirection split tests. 2. Ensighten Value Add: High-performance, Flicker-free redirect testing. #agility201320 | Ensighten – Confidential, All Rights Reserved.
  21. 21. Advanced Implementation Features Data Layer Integration  Advanced Analytics: – Enhanced Profiling & Segmentation  Advanced Optimization: – Enhanced Targeting & Enhanced Personalization Advanced Implementation Features  Implementation Plugins  QA Debugging Tools  Partner App Reporting Integrations #agility201321 | Ensighten – Confidential, All Rights Reserved.
  22. 22. DEMO
  23. 23. Launch the Adobe Test&Target App #agility201323 | Ensighten – Confidential, All Rights Reserved.
  24. 24. Provision Mboxes  Launching the Ensighten Visual Tagger  Provisioning a Global Mbox  Provisioning a Content Mbox  Provisioning a Redirect Mbox  Provisioning a Conversion Mbox #agility201324 | Ensighten – Confidential, All Rights Reserved.
  25. 25. Thank you!chris.zakharoff@ensighten.com @chriszak

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