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Webinar Deck: Don't get stuck in the marketing cloud

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Webinar Deck: Don't get stuck in the marketing cloud

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Webinar Deck: Don't get stuck in the marketing cloud

  1. 1. confidential 1 Don’t Get Stuck In The Marketing Cloud #ensightenwebinar
  2. 2. confidential 2confidential 2 About This Webinar “How The Ensighten Platform Makes The Adobe Marketing Cloud Better”
  3. 3. confidential 3confidential 3 About Me VP of Analytics & Digital Strategy Optimization practitioner >15 yrs First A/B & MVT tests in 1999 Ran programs for:
  4. 4. confidential 4confidential 4 My Unique Perspective (2011-2013) Most Advanced Users Of Both Adobe Target and TMS (Ensighten) 100+ concurrent experiments per month globally Single global Mbox implementation design Across countries and domains Advanced segmentation (40-50 per test) 3rd party and firmographics data enrichment Real-time algorithmic modeling (propensity to buy) Customer Lifetime Value KPIs Integration of Testing, Analytics, and VOC Nearly Everything Done In-House
  5. 5. confidential 5 The Latest Digital Marketing Trends
  6. 6. confidential 6 The Rise of the Omni-Channel Consumer Multi-Device - Multi-Channel - Multi-Touch Forrester Calls This The “Age of the Customer”
  7. 7. confidential 7confidential 7 The Answer Is To Personalize The Consumer Experience
  8. 8. confidential 8confidential 8 Marketing Technology Landscape Has Exploded By 2017 the CMO will Spend More on IT than the CIO - Gartner
  9. 9. confidential 9confidential 9 The Big Players Are Introducing Suite/Cloud Solutions
  10. 10. confidential 10confidential 10 Forrester Offered The Best Insight On Our Industry’s Future
  11. 11. confidential 11confidential 11 The Answer Is Integration of Best of Breed Technologies Key Points: It will be an integration--not a suite—story Tools to support contextual experiences will gain traction Tools must create business value out of data Marketing and line of business will demand capabilities, not just technology
  12. 12. confidential 12 The Ensighten Platform Sits At The Intersection
  13. 13. confidential 13 The Ensighten Platform: Solving For The Trends
  14. 14. confidential 14confidential 14 Enterprise Personalization: A Data & Technology Challenge Enterprise Data Missing Inaccurate Not integrated Not owned Not built around users Not available for action Enterprise Technology Under IT control Hard to enrich w/ data Limited integration
  15. 15. confidential 15 Ensighten Is More Than Just Tag Management Website Mobile Apps Display Social Kiosks Game Console Smart Phone Tablet Laptop Ensighten Agile Marketing Platform™ “Transform the way enterprises collect, own and act on all of their customer data across every digital touchpoint.” Josh Manion, CEO
  16. 16. confidential 16 Ensighten’s Advantage: Our Dynamic Real-Time Architecture One-to-one marketing Real-time action: Any use case at scale 1:1 data/tag level Any device, channel or touch point Maximum response & performance Unique Advantages
  17. 17. confidential 17confidential 17 Ensighten Manage: Omni-Channel Tag & Data Management Ensighten Manage™ Any tag for any use case in real time at 1:1 level
  18. 18. confidential 18confidential 18 Ensighten Mobile: Native App Tagging w/o SDKs Ensighten Mobile™ Track app use without recompiling, resubmitting.
  19. 19. confidential 19 Ensighten Privacy: 100% Privacy Compliance Ensighten Privacy™ visitor level data collection and privacy control.
  20. 20. confidential 20confidential 20 Ensighten Pulse: 1st Party 1x1 Pixel/Cookie Server Ensighten Pulse™ Personalize experiences with display, email, microsites, 3rd party data.
  21. 21. confidential 21confidential 21 Ensighten One: Build/Stitch Real-Time Multi-Channel Profiles Ensighten One™ Personalize experiences with CRM, POS, call center, BI, modeling data.
  22. 22. confidential 22confidential 22 How Ensighten Enables Real-Time Personalization Collect -
  23. 23. confidential 23confidential 23 Collect Data Across Any Device or Touchpoint Collect -Data Layer –Collect All Data (Online/Offsite/Offline)
  24. 24. confidential 24confidential 24 Integrate the Data To Maximize Ownership & Privacy Collect -Data Layer –Collect All Data (Online/Offsite/Offline) Integration Layer – Own & Unify (1st Party + Privacy)
  25. 25. confidential 25confidential 25 Create and Stitch Profiles in Real-Time Across Devices Collect -Data Layer –Collect All Data (Online/Offsite/Offline) Integration Layer – Own & Unify (1st Party + Privacy) Identity Layer – Build, Sync and Stitch User Profiles
  26. 26. confidential 26confidential 26 Enrich Profiles With Real-Time Calculations Collect -Data Layer –Collect All Data (Online/Offsite/Offline) Integration Layer – Own & Unify (1st Party + Privacy) Identity Layer – Build, Sync and Stitch User Profiles Decision Layer – Rules, Segments, Scores, Models
  27. 27. confidential 27confidential 27 Make The Profile Available For Real-Time Action Collect -Data Layer –Collect All Data (Online/Offsite/Offline) Integration Layer – Own & Unify (1st Party + Privacy) Identity Layer – Build, Sync and Stitch User Profiles Decision Layer – Rules, Segments, Scores, Models Action Layer –Real-Time & 1:1 Any Use Case (A/B test)
  28. 28. confidential 28confidential 28 Deploy In Real-Time Across Any Tag or Technology Collect -Data Layer –Collect All Data (Online/Offsite/Offline) Integration Layer – Own & Unify (1st Party + Privacy) Identity Layer – Build, Sync and Stitch User Profiles Decision Layer – Rules, Segments, Scores, Models Action Layer –Real-Time & 1:1 Any Use Case (A/B test) Data + Technology = Personalization Capabilities
  29. 29. confidential 29confidential 29 Orchestrate User Experience Across Data and Technologies All Your Tools Can Now Personalize At A 1:1 Level
  30. 30. confidential 30 The Benefits Of An Open Platform
  31. 31. confidential 31confidential 31 Difference Between a Platform and a Suite/Cloud Built as a platform Each module enriches and enhances all point products Built through acquisition of point products Sub optimal or closed integrations
  32. 32. confidential 32 How Ensighten Enhances The Marketing Cloud
  33. 33. confidential 33confidential 33 Why Ensighten Is The Leader In Enterprise Tag Management Built To Collect Data Built To Collect, Own, and Act On All your Data
  34. 34. confidential 34 Personalization: Real-Time Data Driven Content Changes Synchronous Bottom of Page Asynchronous Top or Bottom of Page Synchronous Top of Page Basic Analytics Basic Tracking Pixels and Scripts Standard Analytics Basic Tracking Pixels and Scripts Non Content Tags A/B and MVT Testing Tools Content Targeting Technology Ratings and Reviews Content Product Recommendation Engines Complex Analytics Tracking Pixels and Scripts
  35. 35. confidential 35 Enterprise Page Load Case Study • Performed on a live site in Nov 2013, over 1 week time period • Ensighten vs. Adobe DTM vs. Existing “Control” • Deployment of 12 Technologies (Monetate, LiveRamp, Floodlight (2 iframes, 1 img), Adobe Test&Target (mbox.js and all mboxes), MediaMath, Foresee, BazaarVoice, OpinionLab, BlueKai, Liveperson, Adobe SiteCatalyst, Invodo) • Measured with Gomez, Webpagetest.org, Keynote and browser tools 36.3% decrease in total page load w/ Ensighten 41.1% decrease in time to visually complete w/ Ensighten Competitor increased page load time by 13%
  36. 36. confidential 36confidential 36 Acting On Data: Don’t Bring a Knife To a Gun Fight
  37. 37. confidential 37confidential 37 Ensighten + Adobe Target Implement any mbox strategy at enterprise scale Eliminate flicker and improve page performance Enrich Adobe Target w/ a rich real-time data layer
  38. 38. confidential 38confidential 38 Ensighten + Adobe Analytics App allows for full analytics customization w/o IT Advanced event/behavior tracking support Mobile analytics w/o SDK or app re-submit
  39. 39. confidential 39confidential 39 Ensighten + Adobe Audience Manager Ensighten DMP/Audience Manager Built To: Drive personalization through omni-channel tag and data management Drive efficient and effective audience targeting in programmatic/exchanges Core Action: Enable real-time personalization across best of breed technologies Maximize reach, and performance of audience driven media spend Data Design 1st Party (data ownership) 3rd Party (data activation) Granularity Stitched 1:1 profile Enriched audience segments Integrations Primarily on domain with 100s of pre-built app integrations Primary off domain sever to server integrations with DSPs, and other ad tech How They Work Together Deployment: Ensighten can deploy AAM and AAM can use the Ensighten data layer to rapidly create site/audience taxonomy Enriched Action: Each platform can enrich the other for personalization or audience optimization
  40. 40. confidential 40confidential 40 Ensighten + Adobe Experience Manager (CQ5) AEM’s page centric approach is optimal for content assets but not for tag deployments. You want data & tag flexibility outside of IT control or CMS roll-out timelines or organization adoption Expose and import AEM’s client context data into the Ensighten data layer
  41. 41. confidential 41 Ensighten & Adobe Use Cases
  42. 42. confidential 42confidential 42 About Me Solutions Engineer Focused on Optimization Strategy, specifically with Adobe Target Practitioner, Agency, and Consultant at the following:
  43. 43. confidential 43confidential 43 Use Cases Analytics – Quickly reconfigure Site Catalyst – Migrate from one platform to another – Top of page analytics Content Testing and Personalization – Deployment of new mboxes – Mbox targeting – Omni-Channel Personalization/Optimization – Data Democratization
  44. 44. confidential 44 Analytics Use Cases
  45. 45. confidential 45confidential 45 Quickly reconfigure Site Catalyst Request from SVP to start tracking as soon as possible the Facebook Like button clicks, which has never been tracked before Without Ensighten With Ensighten • Requirements documentation passes several times from business to IT • Prioritized in to a monthly release, launching 30+ days from need • Data takes a month to arrive and is no longer relevant. • Ability to immediately add/modify Site Catalyst setup without the need for a release • Test out new reporting requirements easily before committing to new dashboards, etc • Get immediate access to new reporting needs, increasing the actionability of your Site Catalyst investment
  46. 46. confidential 46confidential 46 Quickly reconfigure Site Catalyst Site Catalyst App – Custom built by Site Catalyst engineers – Data Layer integration Visual Tagger – Point and Click data and event definitions
  47. 47. confidential 47confidential 47 Migration/Addition of new Analytics platform There is a need to migrate from an existing analytics platform in Ensighten to Site Catalyst. Requirements gathering is done, now it’s time to implement. Without Ensighten With Ensighten • Technical requirements and documentation can typically take weeks • Technical implementation can takes months; upwards of years for larger enterprises • Inconsistent data definitions between the two analytics platforms • Typically no technical documentation needed – that work has already been done in the App • Implementation time reduced 80-90% • No source code of the page needs to be touched – everything done through Ensighten • Data accuracy and ability to re-explore business requirements for additional features
  48. 48. confidential 48confidential 48 Migration/Addition of new Analytics platform Data Layer foundation – Define once, use for every tag – data, page events, etc. – Majority of the heavy lifting for any analytics implementation
  49. 49. confidential 49confidential 49 Migration/Addition of new Analytics platform Fully supported suite of Apps – No preferred or un-supported technologies – open platform – Custom apps built in partnership with analytics technologies by technical industry leaders
  50. 50. confidential 50confidential 50 Moving Analytics to the top of the page Data quality is in question – sessions don’t match the server logs, pathing analysis seems broken, etc – the business is tasked with finding a solution Without Ensighten With Ensighten • Very significant development effort to move analytics from the bottom to the top of the page • Tag timing configuration comes out of the box with every tag deployed • Asynchronous loading of analytics files ensures minimal impact to page load 15% of page views on average do not reach the analytics tagging at the bottom of the page Percentage is higher on landing pages Low data quality between vendor and client measurements Impossible to optimize UX / Marketing / Advertising efforts – understanding non-converting traffic is just as important as converting traffic
  51. 51. confidential 51 Content Targeting/Personalization Use Cases
  52. 52. confidential 52confidential 52 Deploying a new mBox It’s in the middle of the giant spring sale, and Marketing wants to try out 3 different types of messaging on the website through Adobe Target, which means a new mbox needs to be placed on the site. Without Ensighten With Ensighten • Required release from IT to add, remove, or modify existing mbox implementation • Process could take days or months, depending on release cycles • Opportunity for testing may already be passed by the time the mbox is put in to place • Point-and-click mbox deployments • No altering of page code needed, meaning that no IT release is necessary • Launch a new mbox in a few clicks, allowing for immediate testing and a much more agile optimization team
  53. 53. confidential 53confidential 53 Deploying a new mBox
  54. 54. confidential 54confidential 54 Mbox Targeting For the promotion, we only want the mbox to fire to previous purchasers, which is only 5% of our traffic. Without Ensighten With Ensighten • Audience targeting done on the Adobe Target server side, after a request to Adobe Target has been sent. • Server calls cost money and decrease page performance • Testing often becomes dictated by mbox budgets • Integration with data layer – inclusive of onsite, offsite, and offline data • Selective firing of mboxes based on data • Drastically reduced mbox usage: Cost savings, more efficient testing • Pass data elements to Adobe Target • Auto-disable mboxes for poor performance
  55. 55. confidential 55confidential 55 Mbox Targeting
  56. 56. confidential 56 Omni-Channel Personalization Without Ensighten Lack of integration between tools Complex process for bringing data together Customer data not available in real-time – much less actionable 1st Party Data 3rd Party Data
  57. 57. confidential 57 Omni-Channel Personalization With Ensighten 1st Party Data 3rd Party Data Activate: Create a 360 degree real-time profile of the customer – Share and exchange data across data sources, channels, and devices – Deliver personalized experience based on customer data and predictive modeling
  58. 58. confidential 58confidential 58 Omni-Channel Cross Device Personalization/Optimization For the Spring Sale, previous purchasers are touching the website from multiple channels and devices – it’s important that they receive the same message Without Ensighten With Ensighten • Adobe Target out of the box targets based on cookies, meaning that users can get randomized between 3 different experiences on 3 different devices • Confusing at best, and often times frustrating user experiences • Cumbersome and inadequate integrations • Real-time actionable cross-device user profile • Campaign consistency across devices and channels – display, web, mobile app, emails, etc • Better user experience, leading to higher overall ROI from optimization efforts Vs. A C B A A A
  59. 59. confidential 59confidential 59 Data Democratization After the Spring Sale was over, a 15% lift in RPV for experience A was reported – however, this didn’t match internal reporting. The results were called in to question. Without Ensighten With Ensighten • Reporting available in Adobe Target out of the box; Site Catalyst reporting available if integration is in place • Getting data out to additional systems is challenging at best • Last touch reporting • Share campaign and experience data with any analytics or reporting solution available • Open up data to internal BI and Data Science resources to provide better analysis and gain trust in results • Remove last touch from the equation! A A A Campaign /Experience
  60. 60. confidential 60 Q&A
  61. 61. confidential 61 Join Next Week’s Webinar Creating a Successful Personalization Strategy Wednesday, April 9 11am PDT/2pm EDT The registration page will automatically be loaded after this webinar.
  62. 62. confidential 62 Thank You & Meet Ensighten www.ensighten.com @ensighten company/ensighten /ensighten www.linkedin.com/company/ensighten Tag Management For Digital Marketing, Web Analytics and IT Web Social Discuss

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