"How to Take a Test & Innovate Approach to Digital Marketing" - Brooks Bell, Digital Velocity 2015

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Brooks Bell reveals the importance of leveraging testing and optimization in everything you do to increase results. This includes leveraging tag management to optimize and improve the process, including testing multichannel segments.

© 2015 Tealium Inc. All rights reserved. | 1
HOW TO TAKE A TEST & INNOVATE APPROACH
TO DIGITAL MARKETING
NAOSHI YAMAUCHI, CHIEF PERFORMANCE OFFICER
BROOKS BELL
@brooksbellinc

© 2015 Tealium Inc. All rights reserved. | 2
CREEPY CREATURES

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5%
EXPLORED
70%
WATER

“INNOVATION IS AT HEART A PROCESS OF DISCOVERY”

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Creating efficiencies and connecting data points
YOU ARE INNOVATING
Are you testing and optimizing your site?
1
2

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WHENTESTING IS NOT INNOVATIVE:
IT’S JUST CONFIRMING SOMETHING

WHENTESTING IS INNOVATIVE:
IT DISCOVERSYOUR CUSTOMERS

© 2015 Tealium Inc. All rights reserved. | 8
TODAYSTART…
CUSTOMER INSIGHTS
1. Value props not clearly understood
2. Fear messaging does not work
3. Different price plans react differently
30+ EXPERIMENTS
INCREMENTAL DISCOVERY LEADS TO BIG CHANGE & INSIGHTS

© 2015 Tealium Inc. All rights reserved. | 9
MEN AND WOMEN SHOP DIFFERENTLY?

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JAPANESE PEOPLE HAVE DIFFERENT PREFERENCES
THAN AMERICANS?

© 2015 Tealium Inc. All rights reserved. | 11
GETTING MORE GUESTS TO CHECKOUT

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POWERING UP TESTING TOOLS
Omnichannel
Real-time discovery
Deeper user behavior
Easier targeting setup

© 2015 Tealium Inc. All rights reserved. | 14
TECHNOLOGY IS
ALLOWING DISCOVERY

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It’s up to us to
Test, Discover, Innovate
and drive positive change

© 2015 Tealium Inc. All rights reserved. | 16
THANKS
NAOSHI YAMAUCHI, CHIEF PERFORMANCE OFFICER
@brooksbellinc

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