Bryan Elliott, Lucky Brand/ Jim Cain, Napkyn It's hard to compete in analytics when your measurement ecosystem is broken and out of date... and sometimes, it's easier to burn it all down and start over. In this session, Bryan Elliott, Digital Marketing Director at Lucky Brand, and Jim Cain, CEO of Napkyn, talk through best practices and lessons learned during a complete retooling at Lucky Brand, including implementing Google Analytics Premium, Tealium IQ, and Analysis Engine.

1. Burning Down the
House
How to rebuild your Measurement
Technology Stack in 90 days.

2. Who areWe
Jim Cain
CEO, Napkyn Inc.
@jim_cain
Bryan Elliott
Dir, Digital
Marketing – Lucky
Brand

3. Quick Agenda
• Admit you have a problem.
• The Demolition
• The Blueprints
• Foundation
• Your New Home!

5. Admit it.

6. You have a
Problem.

8. Knock it down
before it falls
down.

9. Blueprints

11. Business Requirements

12. Business Requirements
Web Analytics – Full Coverage

13. Business Requirements
Web Analytics – Full Coverage
Marketing Pixels – Full Audit

14. Business Requirements
Web Analytics – Full Coverage
Marketing Pixels – Full Audit
Other MarketingTech/Data Layer
Consumers

15. A Quick Point of
Note

16. If you don’t have good
alignment between the
business and tech
teams by now….

18. Blueprints: Best Practices
• Interview your business stakeholders!
• Let your analytics requirements guide yourTMS deployment
plan.
• With few exceptions, if it can’t go in theTMS – it shouldn’t be
allowed on the site.
• This is a golden opportunity to create proper structure and
communication between IT and Business stakeholders.
• Document EVERYTHING before you get started.

19. Foundations

21. YourTag Manager is a core piece
of your web infrastructure.

22. Baseline Deployment

23. Baseline Deployment
Proper Creation of Enviornments

24. Baseline Deployment
Proper Creation of Environments
Data Layer Creation

25. Baseline Deployment
Proper Creation of Environments
Data Layer Creation
Clear definition of owners and
responsibilities

26. Foundations: Best Practices
• Treat the tag manager as core technology, not just
another tool.
• Make the right decisions about your data layer.
• Implement the tool against the optimal workflow for IT
and business users.
• Assign ownership of key tasks now, or pay for it later.

27. Your New Home

29. The Hard Parts have all been done

30. The Hard Parts have all been done
Fully documented implementation
guides for all marketing tech/pixels
A business relevant deployment and
proper ownership
A data layer that will meet all tagging
requirements

31. Just don’t forget

32. Marketing built the blueprints.

33. Marketing built the blueprints.
But IT gave you the keys.

34. New Home: Best Practices
• Use the implementation of your full tagging and pixel plan as
a chance to test ongoing tag management workflows.
• Remember that IT is being as empowered as Marketing, not
removed from the equation – work accordingly.
• While this is the first big push in the new tag management
infrastructure, it’s a living deployment with ongoing
requirements.
• Think Home Insurance at this point – ongoing workflows,
documentation and release notes, data layer decision tree

35. Thanks!
Bring on the questions.