When it comes to your experimentation program, you’re only as reliable as the data you use. When customer data is siloed and fragmented, it impacts the user experience and internal operations. You need to ensure your team is leveraging the most comprehensive visitor and event-level data to build better cross-device user experiences and create highly targeted experiments and personalization strategies for audiences. In this session, you’ll learn: - How to fuel better user experiences in Optimizely with centralized, comprehensive, and enriched data from Tealium - How Tealium can stitch together anonymous and known visitor data and then leverage those audiences within Optimizely to generate more consistent cross-device experiences - How to leverage both online and offline data to deliver a seamless user experience across devices - How to connect Optimizely and Tealium using both client-side and server-side integrations for increased performance and real-time experiences

2. Kyle Brierley - Director, Global Integrated Solutions
Special Guest: David Rose - Director, Customer Data & Analytics @ Gap Inc.
Smarter Experimentation with Fully
Integrated Data

3. Game Plan ● This Slide
● Tealium Overview
● Slightly Realistic Scenarios
● Assessing Your Experimentation
● Deep Dive
● Putting it All Together
● Customer Highlight - Gap Inc.
● Q&A

4. Buying technology is easy.
Making it work for your business is hard.

5. No Single Customer View
The Data Fragmentation Problem

6. Data Silos

7. Tealium is a unified approach
to connecting customer data across
teams, tools, and touchpoints in real time.

8. Collect Standardize Transform and Enrich Integrate Activate
Data Layer APIs and
Integrations
Vendor Data getting sent back to the collection device
Create and Enrich Data
Act on Business Rules
Identity Resolution
Manage Audiences
Privacy and Governance
Event Data
Visitor Data
Server-side
and
Client-side
Tealium Universal Data Hub
Orchestrate your customer data
© 2018 Tealium Inc. All rights reserved. | 8

9. © 2018 Tealium Inc. All rights reserved. | 9
Website
DMPs
Call Center
CRM
Personalization
Vendors
Display
Mobile Apps
Marketing
Clouds
Social
Internal Builds
Put the Customer at the Center
© 2018 Tealium Inc. All rights reserved. | 9
Achieve a Unified Customer View

10. Universal Action Through Universal Data.

11. Corny Memes Always Phelp
Gold Medal Caliber Pun

12. When analytics asks why there are 3 different custom dimensions for ‘event name’ in GA

13. When you’re manually uploading event and customer data to everything platform

14. When your experiment has one variation and you get introduced to a data scientist at Opticon
“You know, I’m something of a scientist myself.”

15. Uninformed, single device experimentation
Cross-device experimentation
Cross-device experimentation leveraging all data
sources
Creating actionable insight from standardized data
across devices and data sources
Experimentation
Enlightenment
Matrix Based on
Science*
*This slide is made up and contains no
scientific research

16. Sitting through this presentation waiting for the keynote like...

17. Are You Swimming At Full Speed?
Unanimous Eye Roll @ Overuse of Swim Analogies

18. Experimentation
is easier said than done…
There are so many “good” reasons not to innovate.
Lack of a culture
of innovation
Complex and time
consuming processes…
Legacy systems
hinder innovation
Limited internal
resources…
A risk-averse
organization…

19. How well do you...
• Collect and standardize data
in real time
• Integrate data across end-
point solutions and contexts
• Translate data into actionable
insight

20. Squad Goals
● Marketing less reliant on engineering
● Data teams have clean data from all
sources
● Business/Exec have accessible and
actionable insights
● Product teams can make informed
testing decisions and rollouts
● End user gets a unified experience
across all devices and contexts

21. Implementation Deep Dive
:)

22. The Ideal Build
● Trackable/actionable goals and metrics
● Standardized collection of all available anonymous and customer data
● Incorporate meta and contextual data with behavioral data
● Recognize users across devices / contexts
● Congruent user experience across all endpoint solutions
● Client-side and server-side integrations for near real-time
● Centralized data sets, both structured and unstructured
● Team commitment to improvements and rapid adaptation

23. Goal(d)s and Metrics

24. Example Goals and Revenue Drivers by Industry (tl;dr)
B2B
● Total Marketing Qualified Leads
● Average Lead Close Rate
● Call Center Deflection
● Close Rate Per Channel
● Paid vs Organic Lead Percentage
● Lead Close Time
● Customer Lifetime Value
Retail
● Total Revenue
● Purchase Completions
● Promotions
● Bundled Purchases
● Newsletter Sign-Ups
● Average Order Value
● Lifetime Value
Travel
● Total Revenue
● Registrations
● Average Trip Value
● Loyalty
● Lifetime Value
● Booking Upsells
Media and Publishing
● Ad Impressions
● Ad Revenue
● Newsletter Sign-Ups
● Subscriptions
● Page Views
● Time on Site
● Content consumption

25. Example Metrics by Industry (tl;dr)
B2B
● Downloads
● Request a Demo
● Signup / Register
● Watch Product Video
● Complete Demo
● Complete Lead Form
● Signed up for Webinar
● Search/Landing Page
Filter
● Newsletter Signup
● Watched Video
● Download Resource
● Abandon Form
● # of Products
Purchased
● Call Center Tickets
Created
Retail
● Complete Purchase
● Add to Cart
● Keyword Search
● Search / Landing Page
Filter
● Signed up for
Newsletter
● Abandoned Cart
● Used Coupon Code
● Registered for Profile
● Product Image View /
Video Play
● Average Order Value
● Average Quantity Per
Order
Travel
● Complete Booking
● Add to Cart
● Keyword Search
● Search / Landing Page
Filter
● Signed up for
Newsletter
● Abandoned Cart
● Used Coupon Code
● Registered for Profile
● Options Selecting
● Booking Upsell
Media and Publishing
● Register
● Subscribe
● Keyword Search
● Video Starts
● Video Completions
● Ad Impressions
● Ad Viewability
● Article Completions
● Image Gallery Views
● Social Shares
● Comments Left
● Pageviews Per Visitor
● Newsletter
Subscriptions
● Pay for Premium
Content
● Application
Installations

26. Are you collecting the right data to track
these goals and metrics?

27. All the Datas

28. © 2017 Tealium Inc. All rights reserved. | 28
Data Collection
● All available devices
● All available applications /
installations
● All meaningful offline data
● Webhooks and APIs

29. © 2017 Tealium Inc. All rights reserved. | 29
Data Collection
● Single point of collection
● Collect all data in real time
● Standardize data across
all mediums
● Keep database
accessibility and
limitations in mind
● Include metadata
● Shout out to The Gap
Data Layer
OfflineWeb Device/App Meta
Variation
Campaign
Experiment

30. The Data Layer

31. © 2018 Tealium Inc. All rights reserved. | 31
Website
DMPs
Call Center
CRM
Personalization
Vendors
Display
Mobile Apps
Marketing
Clouds
Social
Internal Builds
Behavioral + Contextual
© 2018 Tealium Inc. All rights reserved. | 31
Last Seen
Variation
In Store Purchases
Live Chat Bot Interaction
Health Potions Used
Days w/o Experiment Interaction
Ad Impressions
Identifier Array
Location Frequency
Campaign Tally by Device

32. Connect The Pipes

33. © 2018 Tealium Inc. All rights reserved. | 33
Server-Side: Mobile and Full Stack
Code Less and Drive Data Collection / Activation Using APIs.
SDK in Client
User Action
Taken
Data
Collection
Context / Behavior
Server-Side
API
Activate
End-Point Solutions
Data Modeling / Analysis
{
“event”: “cart_add”,
“user_id”: “123”,
“variation”: “B”,
“device”: “iPhone X”,
…
}
Analytics
AdTech
MarTech
CRM
Optimizely

34. © 2018 Tealium Inc. All rights reserved. | 34
Server-Side: Offline Data
Offline Data Upload
Server-Side
API
Visitor
Action &
Identify
End-Point Solutions
Collection &
Stitching
Activate
Website Visit
Data Modeling / Analysis
{
“email”: “kyle@”,
“user_id”: “123”,
“store_purchases”: “10”,
“device”: “Desktop”,
…
}
Upsert Customer
Profile
Authenticate
End-Point Solutions
Code Less and Drive Data Collection / Activation Using APIs.
Analytics
AdTech
MarTech
CRM
Optimizely

36. Different Strokes of Data
You thought I was done

37. Semi-Structure Structured
Event Data EventStore EventDB
Visitor/Audience Data AudienceStore AudienceDB
Two Flavors of DataAccess

38. Data Warehousing (DB)
● Structured Data Only
● Batch Loading
● Needs Business Requirements
● Delivers KPIs and Reporting
● Reliability for Analysts
Data Lakes (Store)
● Semi + UnStructured Data
● Continuous Loading
● Adapt to Changing Requirements
● Broad Org. Applications
● Breadth of Data for ML
Two Approaches

39. Cross Device Analysis

40. Channel Analysis
What Channels Did a Visitor Interact with Online prior to Offline Purchase?

41. Lifecycle
What is the Customer Lifecycle?

42. Event and Visitor Snapshots
What Channels Impact Conversion and Lifecycle?

43. Tealium + Optimizely
Integrations (shameless self promotion)

44. How Do Tealium and
Optimizely Work
Together?
UNIVERSAL DATA HUB MEETS
THE EXPERIENCE OPTIMIZATION PLATFORM

45. Key Benefits
● Personalize based on 360 view
of customers
● Experiment across on devices in
real time
● Fast and easy
deployment/adjustments
● Page speed optimization and
‘flicker free’ fixes
● Data standardization and
collection via Tealium Data Layer
● Server-side event collection and
visitor profile updates

46. Tag Management: Client-Side JS

47. Chrome Extension - Tealium Tools

48. Optimizely UI Configuration

49. Server-Side: Connectors

50. Mobile: iOS & Android Tracking Modules

53. Make every company an
experimentation company.

54. Customer Spotlight

55. David Rose

57. David Rose
Gap Inc. Director, Test & Learn COE
● Standards in Measurement
● Process Training
● Test Intake and Deployment
● Test Reporting and Analysis
● Tool Governance

58. Digital Experimentation Process
● UX
● Product Owners
● Brand Production
● OmniChannel Marketing

59. Multiple Sources to Feed Experimentation
Online Behavior
Data layer connects to
multiple data repos
Offline Information
Known customers
can be stiched
between on/offline
Data Models
Platform analytics team
to produce predictive
models of our customer
behavior
KNOWING THE CUSTOMER
CONSTANTLY LEARNING

60. Optimizely and Tealium at Gap Inc.
Hundreds of Tests in 2018
Experimentation
● Data Layer → Analytics Tool
● Targeted Experiments
● Quick fixes to Known Audience
Personalized Site
200+ segment combos
Personalization
● AudienceStream integration
with Optimizely
Cross-channel
Behavior-Driven Marketing
Marketing
● Targeted Marketing combo of
online and offline behavior
● Customer Research

61. Bringing it Together - Promotional Sensitivity
Online / Offline
How much
discount do you
actually need to
purchase???
Collecting past
purchase data at a
customer level.
Data Model
Sensitivity Score
for each customer
to understand
distributions of
sensitivity
AudienceStream
AudienceStream
takes in the
production model.
Badges are
created with this
attribute.
Next Step
Do we
personalize an
offer for our
customers?
i.e., do we change
our messaging
based on their
anticipated need
for a discount?
Analytics /
Learning
Badges are
connected via
Tealium into
Analytics variable
Analysis of
purchase
patterns, visit
behaviors, etc
teach us about
each cohort of
customers

62. {Flip} Turning It Into Action
• Collect and standardize data in real time
• Integrate data across end-point solutions and
contexts
• Translate data into actionable insight

63. Q&A

64. Data Silos
Thank you!
#opticon18
Kyle Brierley - kyle@tealium.com