Texas Instruments implemented a new tag management system on their website but lacked complete documentation of existing tags, making it difficult to ensure data consistency before and after deployment. ObservePoint automated audits found inconsistencies between pre- and post-deployment configurations in just a week, saving TI from spending much more time on manual checks. TI now uses ObservePoint for routine audits and compliance checks to proactively validate data quality over time rather than reactively addressing issues.

1. Texas Instruments: Data quality Innovators
Global semiconductor design and manufacturing company
leads the way in Online Data Architecture with ObservePoint
Data Quality Assurance
Because of ObservePoint, we spend much
less time on tedious tag-checking. We can
do the analysis, we can do improvement,
we can do optimization now because we
have the time to think.
Katinya Lilly, Data Architect, Texas Instruments
“
Results
Solution
Challenge
• ObservePoint Data Quality Assurance
• ObservePoint Managed Services
• Generate accurate documentation for TMS
deployment
• Quality Check Pre- and Post-deployment
environments for consistency
• Ensure data consistency on a continuous basis Time Savings
Condensed a never-
ending task list into a
painless automated
process
From 75% accuracy to
99.9% accuracy.
Eliminated human
errors in the QA process
Successfully launched
new web site technology
on time because of the
accuracy and time-
savings of Data Quality
Assurance
Created processes that
will be implemented to
ensure the consistency
and accuracy of digital
data over time
Improved Accuracy Speed up Time to Value Proactive Process
ObservePoint Customer Story

2. ObservePoint Customer Story
Texas Instruments Incorporated
NASDAQ: TXN
12500 TI Boulevard
Dallas, Texas 75243
www.ti.com
Solution At A Glance
• ObservePoint Data Quality Assurance Audits
• Managed Services
Capabilities used
• Full Vendor Export
• Variable Analysis
• Multi Browser Testing
• Custom VPN Proxy
• Audit Login
• Regression Analysis
Innovating for 85 Years
Operating in 35 countries serving over 100,000 customers worldwide, Texas Instruments is an 85-year
old semiconductor design and manufacturing company. Boasting over 100,000 ICs and embedded pro-
cessors along with software tools, TI is committed to serving its customers, with the industry’s larges
sales and support staff. Consistently winning awards, TI has been named one Fortune’s Most Admired
Companies for 11 consecutive years. They’re also considered one of the World’s Most Ethical Compa-
nies by Ethisphere, for 8 years running.
Katinya Lilly joined TI as Global Analytics Manager in April 2011, with 13 years of experience in web, dig-
ital, and software analysis. Because of her strong analytical background, Katinya brings immense value
to the team with her ability to win organizational support for web analytics and unique skills in identify-
ing and improving data issues. Her strong advocacy for web data processes and controls around led to
her into her current role as Data Architect.
Managing a Major Technology Integration
In November 2014, TI formed the Data Architecture team to better manage the increasing work in-
volved in managing web-generated data, and Katinya was asked to join the team to develop the pro-
cesses she’d championed.
Katinya’s first assignment was to manage a high-profile project deploying a Tag Management System
on Texas Instruments’ public-facing web properties. The project required the migration of their Adobe
Analytics integration with the site into the TMS. With their Solution Design Document as a primary
reference, the migration began. But like many such documents are, some of the most recent tagging
enhancements had not yet been documented. This presented a challenge for Katinya and her team, as
maintaining consistent data collection before and after the TMS deployment was mission-critical.
From Tedious to Effortless
Without perfect documentation, Katinya’s team began diligently analyzing their web site to evaluate the
configuration of over 200 variables on each page. After several weeks locked in a war room and with a
herculean effort still ahead, the team approached ObservePoint for help.
“The light bulb went on and we thought “Oh my goodness, that’s what we should be doing,” recounts
Lilly. “We went to our Customer Success Manager and asked if this was something that could be done,
and he said ‘Of course, we can do that with no problem!’ So of course ObservePoint did and we had a
sample of the report the day after we launched.”
Founded by SiteCatalyst inventor John Pestana, ObservePoint is fully dedicated to analyzing digital
integrations on enterprise-scale web properties. “They wanted to verify that the variables set before
Humans can make mistakes, and
seeing the final product from
ObservePoint helped us confirm
what we suspected about
the errors.
Katinya Lilly, Data Architect, Texas Instruments
“

3. ObservePoint Customer Story
We can go from an ad-hoc task list
to a routine process that is more
machine-driven. Being proactive,
as opposed to reactive, is where we
need to go, and ObservePoint helps
us get there.
Katinya Lilly, Data Architect, Texas Instruments
“ their TMS deployment matched what was being fired post-deployment. So we ended up running four
audits: before and after for both Firefox and Chrome browsers,” stated Clint Eagar, Customer Success
Manager at ObservePoint. “We then delivered a report for each page detailed the deployments in each
of the four scenarios, and called out the differences between them.”
Compared to the manual process that the TI team was using to catalog tags, Katinya says the Observe-
Point audit was much more effective. “We got good data on our own, but when you think about how
long it took, I’d say that it was better to use a tool that scrapes the data from the site and puts it into a
file for us.”
“Because we were doing it by hand, we might have missed things. Humans can make mistakes, and
seeing the final product from ObservePoint helped us confirm what we suspected about the errors.
Some things were missing, and I’m glad it was caught so we could cover it.”
After tasking the project to ObservePoint, it took about a week for TI to have their final report. “When
you think about it, that’s maybe v variables firing every page and making sure that it’s correct is a huge
task; I think a week is a great turn-around time compared to what we were trying to do.”
After receiving the report, the Data Architecture team could move to the next phase of the project.
“The timeline shrunk to nothing,” said Lilly. Instead of doing a lot of tedious work, ObservePoint just
handed us a list of things to go fix.”
Delivering the Promise
“I’m excited that the customer service was able to make this work for us in the condensed timeline that
we needed. When we didn’t think about using ObservePoint until the 11th hour and with the launch
happening in a week, ObservePoint’s managed services team delivered the data we needed, and it was
phenomenal. If we hadn’t called ObservePoint, we would still be in the war room trying to figure out
what broke.”
Looking into the future, Lilly is excited to leverage Business Compliance Rules in their routine audits.
Business Compliance Rules will allow Lilly to pre-define solution requirements and apply them to au-
dits as they complete, and then run custom reports that call out where data is not compliant with the
requirements.
“It’s going to be a game changer. We want to audit these pages on a regular basis, and with Business
Compliance Rules, we can do that without assigning it as a task to someone every month. It makes us
much more efficient, and I’m all about efficiency” said Lilly.
A top priority for TI is to use ObservePoint for data validation and verification for proactive data vali-
dation. “We can go from an ad-hoc task list to a routine process that is more machine-driven. Being
proactive, as opposed to reactive, is where we need to go, and ObservePoint helps us get there.”
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