Engage 2013 - Tag Management

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Engage 2013 - Tag Management

  1. 1. Tag ManagementEfficiency, Flexibility and Performance
  2. 2. Introductions Jeff Seacrist Maggie Neuwald Des CahillVP – Partner Solutions VP – Product Marketing VP – Marketing Webtrends TagMan Ensighten
  3. 3. Agenda•  Intro to Tag Management•  Ensighten – Overview & Case Study•  TagMan – Overview & Case Study•  Open Discussion
  4. 4. TagsEverywhere
  5. 5. Quick Poll
  6. 6. Benefits
  7. 7. Significant Time Savings
  8. 8. The Webtrends Approach
  9. 9. Introduction toENSIGHTEN
  10. 10. about ensighten•  Our Technology –  Any tag = any 3rd-party digital marketing service –  Any platform = web, mobile apps, video, social, PC, phone, tablet, kiosk, ATM, game –  Single line of code deployment –  Maximum site performance•  Our Business –  80+ F1000 customers –  25k domains –  $25B e-commerce –  150+ countries –  Cupertino, CA > London UK
  11. 11. select ensighten customers Retail Finance Software Media Recent Travel
  12. 12. phases of TMS adoption Business Data Tags off page rules management1.  Tags off page: 2. Business rules: 3. Data Mgmnt:•  marketing agility •  A/B test vendors •  1st party data•  site performance •  vendor cost collection control •  user •  tag usage segmentation optimization •  user experience optimization
  13. 13. Customer case:Customer Challenge:•  Managing ~15 complex tags –  including Webtrends, Atlas•  Across 3 main business lines –  Store, Office, Education•  For 138 country specific domains –  Thousands of pages per domain
  14. 14. U D FS J K R N P LU E SK S E R N U OU DS E F A ZH R UB C RR A U N B L J E PIT N IE Z
  15. 15. U D FS J K R N P LU E SK S E R N U OU DS E F A ZH High quality and high agility. Ensighten’s R UB C solution is a game changer for the Microsoft RR A U Store. Bill Bazley, eCommerce Group Manager N B L J E PIT N IE Z
  16. 16. Case study: top global airlineVisionCreate 360°view ofcustomersacross ALLdigital touchpoints
  17. 17. Case study: top global airlineChallenge•  Create 360° view of customers across ALL digital touchpoints•  EASE tag migration during brand merger and site redesign•  Maintain data CONSISTENCYWhy Ensighten•  Extensive MULTI-PLATFORM, multi-device capabilities•  Enterprise traffic SCALE in competitive POCResults•  Replaced incumbent TMS•  Website, mobile app live, airport kiosk underway
  18. 18. Introduction toTAGMAN
  19. 19. About TagMan  ABOUT  TAGMAN:  TagMan  unlocks  big  marke9ng  data  to  achieve  big  business  results  with  our  Tag  Management  and  Marke9ng  Data  PlaAorm.     q  Data  Management   q  Real-­‐9me  AEribu9on   q  Cross  PlaAorm  Tracking   q  Cross-­‐channel  Insights   q  ePrivacy  Solu9ons  Customers    More  than  250  enterprise  websites  across  all  major  industries  including  Travel  &   Hospitality,  Retail,  CPG,  Consumer  Electronics,  Financial  Services,  Pharmaceu9cal,   and  Telecom      
  20. 20. The Solution Easily Manage Every Tag in one place Remove  all  the  tags   from  client  site...  House  them  in  a    single  system  under  client  control…   Patent  pending   ‘smart  tag  loading’     technology   Replace  them   with  just  one…   Private  and  confiden9al,  copyright  TagMan  2012  
  21. 21. Case Studies Efficiencies and Site Performance Reduce  IT  Overhead   Increase  Site  Speed   “We  chose  TagMan  as      “Smart  Tag  Loading…   our  global  tag  management   improvements  in  page  load     provider  because  site   Emes  -­‐  up  to  42%.  This     performance  and  flexibility     means  both  a  be?er  user   really  ma?er  to  us.”   experience...”   –  William  Beckler,     –  Fran  OConnor,     Travelocity’s  Marke9ng     Digital  Marketer,     Analy9cs  Manager   Holland  America  Line   Private  and  confiden9al,  copyright  TagMan  2012  
  22. 22. Attribution Real-time attribution – ‘conditional tag loading’ Needs TagManagement 1.  Search  click  url  to  site.   2.  Social  media  click  url  to  site.   3.  Commission  Junc9on  (AN)  click  url  to  site.   Marke9ng  ROI:     TagMan  data:     20%-­‐40%   op9miza9on   1.  All  media  channels.   2.  Consumer  level.   3.  Time  stamped.   4.  Unlimited  events.     4.  Email  view.     5.  Consumer  goes  direct  to  site  and  purchases.   Private  and  confiden9al,  copyright  TagMan  2012  
  23. 23. Visualization OFFLINE TO Connect disparate data sources (on/offline) ONLINE Private and confidential, copyright TagMan 2012
  24. 24. Data Feed Clean, Clear independent data sourcesTagMan Cross-channel Optimization Partners Data Data Syndication and Merging “…data from the TagMan system will be the main data source that powers all our paid search/social reports, optimization and bidding algorithms..” William Hartley-Booth, Solutions Architect For Booking.com, TagMan patent pending technology increased conversions by 20% in month 1 Criteo TagMan Case Study Private  &  Confiden9al  Copyright  TagMan  2012  
  25. 25. Case Study Big Data, Better Bookings: Air New ZealandAir New Zealand Grew Revenue 15%using TagMans Marketing Experience Data: •  Gained  full  visibility  into  their  customer   purchase  journey     •  IdenEfied  which  channels  drove  the  best   engagement  &  conversion     •  Developed  a  year-­‐round  display  media   plan     •  Improved  MarkeEng  Agility:  Shortened   test  cycle  for  new  technologies  (adding   “By implementing TagMan’s solution, tags)  from  a  minimum  of  4  months  down  to   we were able to react and employ an 1  day.   efficient and effective test and learn process which enabled us to use our •  15%  year-­‐on-­‐year  sales  increase     customers’ conversion data to sew a •  20%  increase  in  ROI   thread through the non-linear customer •  12%  decrease  in  cost  per  sale   journey.” Private and confidential, copyright TagMan 2012
  26. 26. Expert PanelOPEN DISCUSSION
  27. 27. Top 5 Take-Aways•  TMS can save significant time and effort•  TMS will force you to improve tag business processes•  Webtrends works with the leading vendors•  Evaluate TMS vendor claims carefully•  Thank you to TagMan and Ensighten
  28. 28. Rate Session &Speakers/Panelists
  29. 29. Thank You Maggie Neuwald Des Cahill VP of Product Marketing vp of marketing TagMan ensightenmaggie.neuwald@tagman.com descahill@ensighten.com blog.tagman.com @maggien ensighten.com/news/blog @descahill jeff.seacrist@webtrends.com @jeffseacrist

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