James Niehaus discusses how tag management systems (TMS) and data management platforms (DMP) empower marketers by increasing control and efficiency in digital marketing processes. He highlights the importance of a robust first-party data strategy, and the role of TMS and DMP in optimizing media performance and ensuring data transparency. The presentation emphasizes building a center of excellence around media data to enhance audience targeting and improve advertising ROI.

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Accelerating the Value of Data Management
Platforms with Tag Management Systems
James Niehaus, VP of Analytics and Digital Strategy, Ensighten

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About Me
• VP of Analytics and Digital Strategy at Ensighten
• Spent prior 15 years managing optimization, analytics, site operations, CRM
retention, and digital advertising programs for B2B and B2C companies
• Managed digital marketers, front end developers, analysts, PhD statisticians,
creative designers, copywriters, product managers, sales and customer support
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My Background with TMS and DMPs
Ran Marketing Technology Stack
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2011 2012-13

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DATA-DRIVEN DIGITAL MARKETER
THE RISE OF THE EMPOWERED

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DMPs and TMS: Putting Marketers in Control
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• Both platforms give marketers control and agility
• Both platforms introduce significant efficiencies to the digital marketing process
• Both are now considered core platforms in the marketing stack
• Both allow marketers to become more data driven
• Both allow marketers to be more effective in how they enable and integrate cloud
platforms, and best-of-breed technologies, to assemble their own marketing
technology stack

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The Marketing Reality Before Ensighten
SOCIAL, EMAIL, DISPLAY
SURVEY, CRM, LIVE CHAT
ONSITEOFFSITEOFFLINE
WEBSITE APPAPP
APPLICATIONS / DATA SILOES
Time to Deploy Apps
Months
Sources of Truth
Dozens

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Time to Deploy Apps
Minutes
Source of Truth
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Increased Efficiency with Enterprise TMS
ACTIONS
INSIGHTS
PRIVACY
ENSIGHTEN DATA LAYER
SOCIAL, EMAIL, DISPLAY
SURVEY, CRM, LIVE CHAT
ONSITEOFFSITEOFFLINE
WEBSITE APPAPP
APPLICATIONS
Profile
CUSTOMER ID
PATHING
DMP SEGMENT
GEO LOCATION
CAMPAIGN SEEN
CAMPAIGNS ENGAGED
VIDEOS WATCHED
SITES VISITED
DEVICE ID
DEVICE OS
yoursite.com

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Advertising Reality Before Audience Buying/DMPs
Advertiser
You Targeted
Sites
Platforms to manage
Dozens
Agency/network
Publisher direct
Publisher sites
Ad Networks
Target Audience

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Advertising Reality With Audience Buying/DMPs
Advertiser
Ad Exchanges
You Targeted
Audiences
Platforms to Manage
1-Many
agency/network
Publisher direct
Publisher sites
Ad NetworksTarget Audience
Cookie Pool
D
M
P
D
S
P
S
S
P
D
M
P
3rd Party
Data Providers

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USING DATA TO OVERCOME DIGITAL
ADVERTISING INDUSTRY CHALLENGES
TMP + DMP

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The Most Important Lesson to Learn in Advertising
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Digital Advertising 101: The House Always Wins
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Challenge #1 – Banner Blindness
• 1 in 1,428 impressions will result in a click*
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Challenge #2 – Viewability
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Challenge #3 – Fraud
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Challenge #4 – Inaccurate Data
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Challenge #5 – Just Look at Your Own Cookie Profile
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x

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Challenge #6 – 3rd Party Cookie Deletion
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Challenge #7 – Shady Business Practices Hurting Marketers
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CMO Horror Story: Why Data Transparency is a Must Have
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• Story is 100% true
• Names and vendors have been
omitted to save reputation
• It all began innocently enough

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Digital Advertising with a DMP “the BEST bad idea”
• Audience buying is the best way to
purchase advertising
• DMPs are the best way for the advertiser
to control the audience-buying process
and evaluate each vendor’s contribution
• DMPs give advertisers the ability to
switch vendors in and out based on true
measured performance
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DMP ONBOARDING
3 WAYS ENSIGHTEN ENHANCES

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Rapidly Deploy Your DMP Across Web and Mobile
• Faster deployments reduce time to
value and accelerate ROI
• Point and click building of audience
taxonomy using data layer + apps
• No SDK approach to native mobile
apps allows for similar deployment
agility in mobile apps
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Build Your DMP Audiences Faster
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x

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DMP POCs: Reduce Risk in the DMP Selection Process
• POCs > RFP
• Your ability to rapidly deploy a DMP can
allow you to negotiate timebound POCs
• Dramatically reduce vendor selection
timeline while giving your teams hands-
on validation
• Explore more vendors including pure
play DMPs, and DMP/DSP hybrids
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OPERATIONALIZE YOUR DMP
3 WAYS ENSIGHTEN HELPS

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Build Smarter Cross-Channel Audiences
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• Cross channel data layer for audience building • Pass calculated audience segments to DMPs

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Monitor Your Vendor Tags and any Potential Data Leakage
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Allow Distributed Teams to Safely Validate and Deploy Tags
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MAXIMIZE YOUR DIGITAL ADVERTISING ROI
4 WAYS ENSIGHTEN HELPS

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Data Management is a Enterprise Strategy
• It is not a product (DMP or anything else)
• It is driven by your enterprise business strategy
(personalization, journeys, attribution, customer
lifetime value)
• It begins with a first-party data strategy that
focuses on collecting the raw granular data in
real-time from every digital interaction and
acting on that data to personalize experiences
and measure customer journeys
• Once your first-party data strategy has been
established, layer on your 2nd/3rd party data
strategies
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Collect & Own Data From Every Digital Touch 1st Party to You
• Whoever owns the pixel domain owns
the data
• Collect and access this data in both
cookies and in the server logs
• Generate a single view of digital activity
across vendors and channels and
integrate the data into your existing
systems of record
• Use this data to drive strategic initiatives
like personalization, attribution, journey
building, and advanced modeling
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Personalize Media + Site Experiences w/o Latency/Flicker
• Not relying on 3rd party cookies means you have a larger audience segment to target
• Because data is in 1st party cookies the marketer has complete control over how to
leverage the data for client side or server-side personalization
• Eliminate any additional 3rd party round trip calls to DMP APIs to access audience data

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Do Independent Incremental Analysis on Your Media Buys
• Easily implement A/B testing (PSA
test)* for your media purchases
• Validate true lift across campaigns
and vendors
• Include incremental measurement
analysis on your key media buys
• Can be done in-house without
media vendor involvement
• Do deeper compare of segments
and behavior
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Using Arbitrage Strategies in Retargeting to Maximize ROI
• Optimize retargeting funnels based on
the efficiency and effectiveness of
each vendor in monetizing specific
user segments
• Validate true lift across campaigns
and vendors
• Is it reach, algorithms, or
cookie bombing?
• Understand which segments result in
lift and which are just cannibalizing
from other channels
Highly engaged user
Electronics product affinity
DVD/movie product affinity

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Final Thoughts
• Using data to optimize the media performance is
both the lowest hanging fruit in most
organizations, and the area with the most upside
• Brands need to focus on building a center of
excellence around understanding media data and
how it interacts with the rest of the user journey
• TMS + DMP are valuable weapons in the
marketer’s fight for greater control and
transparency over media buying and
performance
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THANK YOU
JAMES NIEHAUS
VP of Analytics & Digital Strategy, Ensighten
@jamesniehaus