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Standardise, Integrate & Activate Your Data in Real-Time - Tealium - Benchmark by EBG Barcelona 2018

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Standardise, Integrate & Activate Your Data in Real-Time - Tealium - Benchmark by EBG Barcelona 2018

  1. 1. # Normaliser, Intégrer & Activer vos données en temps réel
  2. 2. Présentateur Pascal Morvan Solutions Consulting, France Tealium
  3. 3. Agenda • Introduction à la Data Orchestration • Construire votre Data Foundation Web & Mobile • Presentation Client - Groupe Schibsted (leboncoin) Cecile BARBAROUX : Insight Director - Schibsted Media Group • Toutes vos données, totalement intégrées et actionnables en temps réel
  4. 4. Tealium en quelques chiffres Tealium Ensighten Signal Adobe Segment Qubit Uber Tags Google Source: Ghostery Volume of Tags Loaded
  5. 5. Nos clients
  6. 6. L’EXPLOSION DES SOURCES DE DONNEES
  7. 7. La Data est le langage de l’expérience client
  8. 8. L’accroissement des technologies
  9. 9. Chaque technologies Crée un silo a usage unique
  10. 10. La problématique des silos Problèmes Operationels résultants Fragmentation des données par organisation Délais de réponses allongés Les silos créent des expériences utilisateurs déconnectées Risque sur la Data privacy et la compliance
  11. 11. © 2018 Tealium Inc. All rights reserved. | 12 Créer une Universal Data Foundation avec un seul point de Capture de la Data
  12. 12. Deux méthodes pour collecter la data Client Side Tags / Javascript Spécialement pour Desktop / Laptop Server Side API Spécialement pour Mobile & IoT
  13. 13. © 2018 Tealium Inc. All rights reserved. | 14 L’importance de votre Data Layer
  14. 14. © 2018 Tealium Inc. All rights reserved. | 15 Email Ad Retargeting Analytics Personalization Live Chat Comment obtenir une vue commune Fournir un dictionnaire commun
  15. 15. © 2018 Tealium Inc. All rights reserved. | 16 Comment obtenir une vue commune Fournir un dictionnaire commun
  16. 16. © 2018 Tealium Inc. All rights reserved. | 17 Comment le Tag management vous aide dans la compliance et la privacy?
  17. 17. © 2018 Tealium Inc. All rights reserved. | 18 Construit avec le Privacy Manager
  18. 18. © 2018 Tealium Inc. All rights reserved. | 19 TMS et Data Gouvernance ● Privacy Manager ● Opt-In Notification ● ‘Do Not Track’ Compliance ● Tag Marketplace Policy ● Data Layer Governance Configuration ● User Roles and Permissions ● Data Layer Verification ● User Management Audit ● Site Scan ● Data layer Review
  19. 19. © 2018 Tealium Inc. All rights reserved. | 20 Data Gouvernance Collection Client Side TMS Privacy Widget Explicit Opt In Hash Data Do Not Track Global Opt Out Load Rules Data Mapping Audit via Verify and DataSource View Storage (SOC2) Regionalized Data Storage Private Clouds Available Purge Rules Processing Global Processing Footprint Intrusion Detection Multi Factor Authentication (MFA) by Default Roles and Permissions Purge & Erasure Business Governance Legal Monitoring DPAs Best Practices, Policies and Processes
  20. 20. © 2018 Tealium Inc. All rights reserved. | 21 Client Side Tags / Javascript Typically for Desktop / Laptop Server (Cloud) Side API Pour le Mobile & IoT
  21. 21. © 2018 Tealium Inc. All rights reserved. | 22 EventStream (Server side) ● Solution de collecte légère ● Active la distribution de données basée sur le cloud (côté serveur) ● Hub central facile à utiliser et à orchestrer ● Idéal pour les appareils mobiles, Objets connectés, ou ... ● Desktop & Web quand? La performance est critique
  22. 22. © 2018 Tealium Inc. All rights reserved. | 23 Bénéfices de Eventstream (server side) ● Collecter la Data depuis n’importe quelle Source, spécialement pour Mobile Apps, IoT, Mobile and Desktop Web ● Créer une Universal Data Foundation ● Activater les Datas cross Channels ● Monitorer le Streams in temps réel ● Augmenter la qualité de la Data ● Réduction du temps de Development
  23. 23. Cecile BARBAROUX Insight Director – Schibsted Media Group (leboncoin)
  24. 24. Les entreprises deconnectées Crée Des Experiences deconnectés
  25. 25. Customer fragmented view © 2015 Tealium Inc. All rights reserved. | 26
  26. 26. © 2018 Tealium Inc. All rights reserved. | 27 Pourquoi? Customer Experience Layer Data Sources Marketing Applications Layer Website Mobile Web Mobile App SFA. Content C.R.M. IoT Call Center Analytics Big Data CRM Display Ads Email Personalizati on Search Social DMP Point to point integration
  27. 27. © 2018 Tealium Inc. All rights reserved. | 29 Réconciliation cross devices, cross domains : Visitor Stitching Unlock Marketing Engines Due to cookie syncs 1st & 3rd Party IDs from Interactions added to Profile Deterministic ID Key Ring Visitor Stitching of Profiles Across Sessions & Devices(+ Match Unknown-to-known) More IDs Captured... More Profiles Stitched... MORE COMPLETE VISITOR PROFILE More Accurate Customer Info & Better Targeted Customer Experiences Facebook Criteo Customer ID Hashed Email Google ID Analytics Big Data CRM Display Ad Email Personalization Search Social
  28. 28. © 2016 Tealium Inc. All rights reserved. | 30 © 2016 Tealium Inc. All rights reserved. | 30 Customer Data Plateform • Collectez les interactions clients ON (Web, mobile, …) /OFF line • Réconcilier en temps réel le parcours cross channel et devices • Enrichir la donnée en temps réel • Actionner ces données en temps réel sur tout l’éco système Adtech et Martech • Alimenter Votre SI (BI, DW...)
  29. 29. © 2018 Tealium Inc. All rights reserved. | 31 Create Audiences in the Moment Build attributes, calculate metrics, find intersecting audiences, and assign badges. Stitch Across Devices and Offline Stitch visitor profiles across sessions, (from unknown to known) through devices and offline channels. Take Real-Time Action Trigger actions based on behavior and engage your customers in any channel or vendor. Customer Data Platform Construire un profil visiteur unique et créer des actions en temps réel n’importe ou. Ingest and Engage Offline Data Connect offline data sources (such as loyalty programs, call center and POS) and engage via IoT and other connected devices.
  30. 30. © 2018 Tealium Inc. All rights reserved. | 32 Piloter le Buying Journey Converts on Mobile Browses Desktop Lifetime Value > 10k Preferred Airport - SFO Judy’s Badges Cart abandoned On desktop Retarget via push notification Removed from retargeting Customer care alert email triggered (flying from other than preferred airport) Lifetime value/ Attributes updated Completes purchase On mobile (flight almost sold out) Email and display Retarget started, ignored 1 +
  31. 31. Universal Data Hub
  32. 32. © 2018 Tealium Inc. All rights reserved. | 34 Universal Data Hub
  33. 33. © 2018 Tealium Inc. All rights reserved. | 35 Universal Data Hub
  34. 34. © 2018 Tealium Inc. All rights reserved. | 36 Universal Data Hub
  35. 35. © 2018 Tealium Inc. All rights reserved. | 37 Universal Data Hub
  36. 36. Questions ?
  37. 37. Merci www.tealium.com

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