- The document discusses best practices for achieving omnichannel personalization including streamlining data collection with tag management, improving integration timeframes for Certona, and identifying key metrics for reporting on demand generation. - It provides an overview of Tealium and Certona, describing Tealium's tag management platform and Certona's predictive personalization capabilities. - Examples are given of how Certona can deliver personalized experiences across different touchpoints of the customer journey like website, email, in-store, and mobile.

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How to Achieve Omnichannel
Personalisation!
Simon Taylor
Managing Director, Sales Engineering EMEA - Tealium
Tim Sumner
Senior Pre-Sales Consultant - Certona

2. © 2015 Tealium Inc. All rights reserved. |
adidas
Agenda!
! Best practises in Tag Management - How to streamline data collection for
enhanced personalisation
! Improving deployment timeframes for integrating Certona
! Personalisation best-practice strategies
! Shared experiences in managing omni-channel individualisation
! Identifying key metrics for reporting on demand generation
2

3. © 2015 Tealium Inc. All rights reserved. |
adidas
About Tealium!
! Founded 2008
! 600 Plus Customers 200 in EMEA
! 330 plus employees and growing
! Market Leader In The Enterprise Tag/Data Management Space
! Only Truly Technology Agnostic Vendor Playing In This Space
! Offices in US, UK, Germany, France, Spain, Japan & Australia
! Growing At Over 100% Year On Year
! Well Funded By Proven VC’s Including Battery Ventures and Tanaya Capitol etc.
3

4. © 2015 Tealium Inc. All rights reserved. |
adidas
of the same marketers say without
integrated data, they cannot effectively
manage the customer journey
80%
https://econsultancy.com/reports/the-roi-of-tag-management
4
53%
of marketers say that resource
constraints slow or stop data
integration programs
The Holy Grail of Digital Marketing!
4
Actionable
Real-Time Data
Flawless Cross-
Device Experiences
Omnichannel
Delivery
Unified
Marketing
Complete Data
Ownership

5. © 2015 Tealium Inc. All rights reserved. |
adidas
http://www.lumapartners.com/lumascapes/marketing-technology-lumascape/
Marketing Technology Stack!
5
4 Weeks to
Deploy
a Tag
+2,000
MARKETING
TECHNOLOGIES
8
Hours in a Work
Day

6. © 2015 Tealium Inc. All rights reserved. |
adidas
Without Tealium - Chaos!
6
Experience Layer
Application Layer
No Data Layer = CHAOS

7. © 2015 Tealium Inc. All rights reserved. |
adidas
With Tealium – Comes Order!
7
Unification, Security, Control,
Privacy, Enrichment & Ownership
Experience Layer
Application Layer
Data Layer = Order

8. © 2015 Tealium Inc. All rights reserved. |
adidas 8
With Tag Management!
A few lines of code are added to each page. Anyone in your
organisation can manage all your tags from a simple and centralised
web interface. Now tags load from the cloud and only load when
needed.
Without Tag Management!
Each tag must be hand coded into each page of the site. Adding new
tags and removing old tags can be resource intensive and tags can
slow your site down.

9. © 2015 Tealium Inc. All rights reserved. |
adidas
Define—Your one true definition of
data across all your digital assets
and customer interactions
Control—Your ability to
standardize and control data
distribution to vendors
Enrich—Your ability to enrich data
to include visitor attributes and
insights across technology
platforms
The Data Layer is Core to The Holy Grail!
9

10. © 2015 Tealium Inc. All rights reserved. |
adidas
850+
Turnkey vendor
integrations in our
marketplace
Small Sample of Our Technology Partner Ecosystem
Omnivendor Platform!
10

11. © 2015 Tealium Inc. All rights reserved. |
adidas 11
Source: www.ghostery.com
Global - Enterprise Tag Management Adoption!

12. © 2015 Tealium Inc. All rights reserved. |
adidas
So, Build Your Own Marketing Cloud™!
12
Advertising
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Advertising
-
Advertising
Advertising
-
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-
-
-
Affiliate Marketing
Analytics
Analytics
-
Analytics
Analytics
Analytics
A/B Testing
-
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-
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A/B Testing
-
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-
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CERTONA
-
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CRM
CRM
CRM
CRM
Email Marketing
Email Marketing
Email Marketing
Email Marketing
-
Email Marketing
-
MA
MA
MA
MA
MA
-
-
-
-
-
Automation
-
-
-
-
-
Retargeting
Social
-
Social
-
-
Social
Tealium iQ & AudienceStream
1000s of
best-of-breed
point solutions

13. © 2015 Tealium Inc. All rights reserved. |
adidas
Visitor Enrichment
Omnichannel
SegmentationReal-time
APIs
EventStore EventDB AudienceDB
TM
Tealium iQ
Data Layer
Creation and
Unification
Tag Management 750+
Tags Supported
Experience Layer
Data Layer
Application Layer
Tealium AudienceStreamTM
Tealium
Plugging Into the Tealium Platform!
13
Omnichannel and !
Cross-device!

14. © 2015 Tealium Inc. All rights reserved. |
adidas 14
AudienceStream Dynamic Personalization
The result is a personalized customer journey across all of your
engagement channels.
Traditional Action!
Traditional segmentation is rigid and places people in simplistic
groups. Simplistic grouping leads to clumsy marketing
interactions.
Email!
CRM!
Display ad!
Content!
Live chat!
Mobile!
Group 1! Group 2! Group 3!
Generic!
Email!
Generic!
Display ad!
Generic!
Content!

15. © 2015 Tealium Inc. All rights reserved. |
adidas 15
Fragmented Profiles! Cross-device Profiles!

16. © 2015 Tealium Inc. All rights reserved. |
adidas
Cross Device Stitching!
16
1. Visit a website on my tablet
2. Search for a “shirt”
3. Share the “shirt” link with my
laptop
4. Click on link from my laptop
5. Purchase the shirt
6. Open the emailed receipt on my
phone

17. © 2015 Tealium Inc. All rights reserved. |
adidas
Traditional Data Supply Chain!
17
1 2 3 4 5 6
Customer
Interactions
Technology
Vendors
Visitor /
Customer Data
Data Preparation Storage BI / Mining
Live visitor
interaction with
dynamic content
and hardcoded tags
Application layer
fueled by 1000+
Martech vendors
Data reclamation
process pulling
together data from
dozens of vendors
Data processing
to insert into
data warehouse
Enterprise data
warehouse
Analytics,
prediction, and
segmentation
Custom interaction or
personalization services
ǡ
Slow 24hrs (min)
Omnichannel
and
Multidevice

18. © 2015 Tealium Inc. All rights reserved. |
adidas
Modern Data Supply Chain!
1 2 3 4 5 6
Customer
Interactions
Technology
Vendors
Visitor /
Customer Data
Data Preparation Storage BI / Mining
Live visitor
interaction with
dynamic content
and unified data
and governance
Application layer
fueled by 1000+
Martech vendors
Live actionable
data provided via
APIs, tags, or feeds
Data processing
to insert into
data warehouse
Enterprise data
warehouse
Analytics,
prediction, and
segmentation
Custom interaction or
personalization services
ǡ
FAST < 1 sec 5 min
Omnichannel
and
Multidevice
18

19. © 2015 Tealium Inc. All rights reserved. |
adidas 19

20. © 2015 Tealium Inc. All rights reserved. |
adidas 20
Unified Marketing
is Not a Myth

21. Established Experience
$4.2BClient Revenue
in 2014
in Real-Time
Generating
11YEARS
in Marketplace
Personalized Experiences
served per month
BILLION
30
50Countries*
500+eCommerce*Sites*
Across

22. CUSTOMER ENGAGEMENT OBJECTIVES
Certona’s proprietary real-time predictive analytics engine is a 100% cloud-based SaaS solution
that captures, analyzes, recommends and delivers relevant content for brands.
Personalized Experience Management Platform
1:1 REAL-TIME TARGETING
CHANNELSASSETS
Certona® Predictive Cloud™

23. The Customer Journey Who Am I?
Meet Jill
Female
Mid 30’s
Lives in London
Works in London
Sophisticated & Fashionable,
into Health and Fitness.
Training for her first amateur
tennis tournament. She sees
one of her friends posting a
Lacoste tennis top that would
be perfect!

24. It’s 6:30 am.
Jill sits down for breakfast.
She pulls out her laptop and
searches for Lacoste Roland
Garros Collection.
She’s directed to the
www.lacoste.com/gb/sport/
what's-new/roland-garros/
Home Page.
New Visitor Home Page View
• Promote hero shot message and personalization
strategy with dynamic titling
• Personalized Landing Page from GoogleAd Results
The customer Journey What am I doing now?

25. Browse Product Pages
• She clicks on the TECHNICAL STRETCH JERSEY
LACOSTE SPORT PLEATED TENNIS SKIRT,
places it in her cart
• She pulls up the TECHNICAL JERSEY LACOSTE
SPORT TANK TOP TENNIS DRESS TOP
recommendation.
• She creates an account to save the Skirt in her cart
and the recommendation, logs off and heads to
work
The Customer Journey What Am I Looking At?
Jill Searches tennis.

26. It’s lunchtime the following day
Jill heads to the café with her
tablet.
She logs in to lacoste.com but
even if she didn’t log in it
wouldn’t matter and continues
shopping on Lacoste..
The Customer Journey What Have I Done In The Past?
Returning Visitor Home Page View
• Engage with a targeted hero shot and message
based on previous browse activity
• Mix personalization strategies such as:
– geo-targeting
– past browse activity
Jill returns browses, looking at
tennis clothes, along with other
matching tops and outfits before
going back to work.
You might like these.…

27. It’s the end of the work day, Jill walks
to her favourite coffee shop, grabs a
latte and checks email on her
mobile phone.
She reads a remarketing email sent
from Lacoste.
PLUS YOU MIGHT LIKE
FREE SHIPPING? TAKE ONE OF THESE
Remarketing Email
• Re-engage with a cart abandonment email
• Drive conversion with a free shipping offer/reminder
• Include dynamically delivered recommendations that
are based on current browse activity and if applicable,
bridge the free shipping gap
The Customer Journey What Else Might Interest Me?
Jill views recommendations, adds a
couple of items to her cart and finds
another pair of tennis trainers that
interest her

28. Facebook/ Doubleclick – Retargetting with Tealium

29. Jill finishes her coffee and
walks over to the park.
She receives an email on her
mobile phone.
The Customer Journey What Should I do Next?
Drive Action
• Use geo-fencing to send alerts when customers are
in the vicinity of a brick and mortar store location
• Send a targeted offer, based on personalized profile
and most current activity
• Make it easy for them to locate the nearest store
Jill uses the store locater and finds a
Lacoste Store location just a few blocks
away.

30. Jill decides to go to the store.
Jill is now searching for that
perfect tennis outfit. She can’t
find it in the store, so she
seeks out a sales associate
who has a tablet and can help
her access items which are not
available in the store, but can
be purchased and shipped
directly to her home.
The Customer Journey Help Me Find What I Want
The sales associate searches for
tennis outfits with Jill.
Enhance the In-store Experience
• They discover the perfect second skirt, that she puts
along with all of the items in Jill’s cart
• After reviewing all the items in her cart, Jill shows
the sales associate the offer she received on her
phone
• Jill buys her items

31. A week later she receives a thank
you email from Lacoste.
The Customer Journey Keep Them Coming Back
Create Customer Loyalty
• Re-engage with a show of appreciation, including:
– A special offer based on purchase history and
most recent browse activity
– Personalized recommendations pulling in
context from her most recent browse activity
Recently Viewed

32. Recommendation Demand
Report
• Purpose:
Quickly see how
an application or
a group of
applications
(region) is doing
at a glance
• Audience:
Those who want
a high level
performance
snapshot (Upper
management)

33. Experience Comparison Report
• Purpose: Compare the
effectiveness of specific
strategies in an experience.
• Audience: Analysts and
those who want to optimize
the priority of strategies within
their respective experiences

34. What else can Certona do?
• Product Finder

35. What else can Certona do?
• Type-Ahead

36. Summary
! Best practises in Tag Management - How to streamline data
collection for enhanced personalisation
! Improving deployment timeframes for integrating Certona
! Personalisation best-practice strategies
! Shared experiences in managing omni-channel individualisation
! Identifying key metrics for reporting on demand generation

37. Breakfast @ Café Royal

38. Questions for today…

39. Active Life

40. Driven by
customer profile
data.
Use history to
determine what
brands to
promote.
Home Page
Powered by:
Customer Data
Business Objectives
Merchandising rules
Optimize for
performance
Ability to target
and test delivery
of creative assets
Recommendations
Creative
Offers
Categories
Brands

41. Product Pages
Driven by the customer
profile and relevant to
what the customer is
looking at.
Target by
segment,
optimized for
customer
Utilize
geographic
location and
weather.
Encourage product
discovery by promoting
items more likely to
convert.
Flexible designs
for every
touchpoint
Offers
Contextual
Messaging
Recommendations
Recommendations
Responsive

42. Target by
segment
(price, offer)
Powered by:
Customer Data
Business Objectives
Merchandising rules
Recommend
products as
they add items
to cart.
By recommending
products to meet
shipping thresholds.
Recommendations
QuickView
Incentivize
Purchases
Offers
Shopping Cart

43. Personalized
Marketing Emails
From
previous
purchases
Powered by:
Customer Data
Business Objectives
Merchandising rules
Optimize for
performance
Relatable
Appealing
• Provide opportunities
for regular
engagement
• Educate on events
and new product
availability
• Maximize revenue
• Reduce inventory
Brands
Offers
Creative
Recommendations

44. Personalized
Transactional Emails
• Take advantage of this
highly-viewed email by
adding real-time profile
based recommendations
• Associate offers with
Like online-content
Encourage follow-up
purchases and re-
engagement.
Optimize for
performance
Offers
Recommendations

45. Personalized
Remarketing Emails
Remind customers
of products
they’ve expressed
interest in.
Increase the
chances of a
return visit
and purchase.
Make it easy
to complete
purchases.
• Re-engage customers
and recover lost sales
• Maintain engagement,
offer alternatives
• Triggers: browse and
cart abandonment
and replenishment
• Flexible timing for
sending data to ESP,
as well as the period
of time after
abandonment has
occurred.
Incentivize
Recover
sales
Recommendations

46. Mobile & Tablet
Target by
segment
(price, offer)
Powered by:
Customer Data
Business Objectives
Merchandising rules
Driven by
customer profile
data.
Use history to
determine
what brands
to promote.
Ability to target and
test delivery of
creative assets
Offers
Brands
Creative
Recommendations
Categories