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Ensighten for waw houston 20150326

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Presentation on Personalization

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Ensighten for waw houston 20150326

  1. 1. confidential 1 Going Beyond Data and Tags
  2. 2. confidential 2 About Me • VP of Analytics & Digital Strategy @ Ensighten • Owner of data and personalization services • Optimization practitioner >15 yrs. • Ran digital marketing & analytics programs for:
  3. 3. confidential 3 • Collect User-level Data Everywhere • Own the Data in Omni-channel Profiles • Activate Profiles in Real-Time, Everywhere Open Marketing Platform
  4. 4. So What Is Everybody Doing?
  5. 5. confidential 5 A Typical Customer Journey With Ensighten Tag Agility Data Agility Omni- Channel Agility Marketing Agility
  6. 6. confidential 6 It Begins By Removing the Tag/IT Release Bottleneck Tag Agility
  7. 7. confidential 7confidential 7 Tag Management without TMS • The existing paradigm VOICE OF CONSUMER ANALYTICS VENDORS AD SERVERS TESTING SOLUTIONS TARGETING TOOLS PPC TOOLS AFFILIATE TRACKING VENDOR IT DEPARTMENT DEVELOPER DEVELOPER DEVELOP ER IT DEPARTM ENT VENDO R VEN DOR VENDO R IT DEPARTMENT DEVEL OPER DEVELOPER VENDO R IT DEPARTMENT IT DEPARTM ENT VEND OR VENDO R DEVELOP ER VEND OR IT DEPARTMENT VENDO R DEVELOP ER VENDO R IT DEPARTMENT VENDO R DEVEL OPER VENDOR IT DEPARTMENT VENDO R DEVELOP ER VENDO RDEVELOP ER VENDOR IT DEPARTMENT DEVEL OPER DEVELOP ER IT DEPARTMENT VEND OR IT DEPARTMENTIT DEPARTMENT IT DEPARTMENT VENDO R VENDO R VENDO R IT DEPARTMENT
  8. 8. confidential 8confidential 8 Tag Management with TMS • The Ensighten Ecosystem VOICE OF CONSUMER ANALYTICS VENDORS AD SERVERS TESTING SOLUTIONS TARGETING TOOLS PPC TOOLS AFFILIATE TRACKING
  9. 9. confidential 9confidential 9 Examples of Operational Benefit “"With Ensighten, we are able to deploy new marketing technologies 75% faster than before.“ "Pixel deployment for SEM usually would take 6 weeks to deploy. Ensighten did it in a week." "Before Ensighten, it would take up to 4 months to get simple JavaScript tags on our site. With Ensighten we’ve been able to cut that time down to same day and it’s been quite amazing.” "Ensighten saved us 600 hours in site catalyst implementation."
  10. 10. confidential 10confidential 10 You Also Get Optimized Page Performance Decreased page load times by 2.7 seconds "Ensighten supported a 70x traffic spike with no page load slowdowns or freezing." "With Ensighten we’ve been able to manage the logic of when tags fire, which has lightened up the pages quite a bit."
  11. 11. confidential 11 They Soon Realize it’s ALL about the DATA Tag Agility Data Agility
  12. 12. confidential 12 Marketing Data Layer: • A centralized abstraction layer that sits between your website and your 3rd party marketing tools Data Tags Data Layer Data Tags Real-Time Data Collection-Integration-Syndication-Activation
  13. 13. confidential 13 Keyword Campaign ID Promo Code URL Parameters Browser Type Operating System Screen Resolution Device Type User Agent/Browser Page Name Site Section Page/Content Type Page DOM/HTML SKU Product Edition Boxshot Category Product/SKU Order price Order quantity Discount Code Total Cart Amount Cart Customer ID Purchase history Campaign history CRM/Offline Data Layer Cookies New/Return Visit Number Time on Site Pathing Offsite/3rd Party Demopgrahics Ad history Social Graph In-Market details Data Layer: Collect & Unify All Your Digital Data
  14. 14. confidential 14 Syndicate Rich User Data to Every Tool at a 1:1 Level Data Layer
  15. 15. confidential 15confidential 15 Scaling Complex Optimization
  16. 16. confidential 16confidential 16 How Data and Tag Management Makes That Happen
  17. 17. confidential 17confidential 17 Launch of a Digital Testing Program Before Ensighten After Ensighten Programs suspended 8-digit ROI program > IT limited bandwidth > Fragmented implementation > IT limited bandwidth > Full implementation
  18. 18. confidential 18 Data and Tag Management Expands Across Channels Tag Agility Data Agility Omni- Channel Agility
  19. 19. confidential 19 Making Mobile Tagging as Flexible as the Web • Native Mobile Apps • Tag Mobile with the same flexible as the web – Real-time updates – No SDK – No recompiling app – No resubmitting to app stores – No waiting for customers to download again
  20. 20. confidential 20 Start Tagging New and Interesting Places First Party Data Collection Pixel “pixel.yourdomain.com” • Display • Email • Downloaded/Compiled applications Log all your data and set first party cookies offsite
  21. 21. confidential 21confidential 21 Tagging and Data Collection Across Channels 4 2012 2014 Web Mobile Web Mobile App Kiosk
  22. 22. confidential 22 New and Interesting Use Cases s • Offsite display ad tracking • Retargeting arbitrage “We achieved an 18.1x ROI within the first year of using Ensighten.” Brandon Bunker, Sr. Manager of Analytics
  23. 23. confidential 23 This Data Is Now Being Used to Solve for Attribution
  24. 24. confidential 24 True Data Ownership Is Now Possible • Building a richer omni-channel data set • All first party • True data integration • Real-time data activation • True digital data governance
  25. 25. confidential 25 A Typical Customer Journey With Ensighten Tag Agility Data Agility Omni- Channel Agility Marketing Agility
  26. 26. confidential 26 The Future of Digital Experience Technologies Key Predictions: It will be an integration--not a suite—story Marketing and line of business will demand capabilities, not just technology
  27. 27. confidential 27confidential 27 How Are Most Engaged Customers See Ensighten
  28. 28. confidential 28confidential 28 Customers Are Building Their Own Marketing Platforms
  29. 29. So What’s Next? (Personalization)
  30. 30. confidential 30 The Industry’s Challenges With Personalization
  31. 31. confidential 31 Main Challenges Achieving a Single Customer View • Inability to link different technologies (40%); • Poor data quality (34%); and • Lack of relevant technology (32%). -Experian Survey, July 2014
  32. 32. How does Data and Tag Management Help?
  33. 33. confidential 33
  34. 34. confidential 34
  35. 35. confidential 35 Display ads Email Cross-Domains 2nd Party Partner Sites CRM EDW ESP Call Center Omni- Channel Profile Offsite Tracking Pixel (Pulse) Onsite Javascript (Manage) Offline FTP Upload (One) Website/Mobile Web On Page Events Mobile App Helping Build Real-Time Omni-Chanel Profiles
  36. 36. confidential 36 Personalization Needs to Touch Every Use Case A/B&MVT Testing Analytics VoiceofCustomer Social Attribution Personalization Omni-Channel Experience Management Privacy Governance Performance DisplayAdvertising REAL-TIME OMNI-CHANNEL PROFILE Display Ad WEB – MOBILE – DISPLAY – EMAIL – CALL CENTER – IN STORE – CONNECTED DEVICES
  37. 37. confidential 37confidential 37 Orchestrating Personalized Experiences All Your Tools Can Now Personalize At A 1:1 Level
  38. 38. Questions

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