"Mobile Deployments Demystified" - Luxottica + Tealium, Digital Velocity 2015

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See how Luxottica is using Tealium tag management to fast-track the deployment of analytics within 7,000 in-store iPad apps across 1,000 LensCrafters stores.

Mobile

© 2015 Tealium Inc. All rights reserved. | 2

© 2015 Tealium Inc. All rights reserved. | 4
INTRODUCTION
About Areef Ahamad
 Sr. Manager – Customer Analytics at Luxottica Retail
 Support Five Major Brands - LensCrafters, SunglassHut, Pearle Vision,
Sears Optical, Target Optical
 Key Technologies - Adobe, Tealium iQ, OpinionLab, Monetate and
ClickTale

© 2015 Tealium Inc. All rights reserved. | 5
INTRODUCTION
 Luxottica is the largest eyewear company in
the world; based in Milan, Italy
 US Headquarters in Mason, Ohio
 Major Eyewear Brands - LensCrafters,
Pearle Vision, Sears Optical, Target Optical
 Major Sunglasses Brands – Oakley, Ray-
Ban, Arnette, Vogue
About Luxottica

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AGENDA – MOBILE DEPLOYMENTS DEMYSTIFIED
 Background – Goals, Mobile Strategy
 Eyewear Purchase - Three Hurdles
 Solution – Three Apps
 Question – Did it Work
 Answer – Analytics
 Lessons Learned

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BACKGROUND
 Goals:
• Increase In-Store Conversion
• Increase Customer Satisfaction
 Mobile Strategy: Mobile In-Store Apps
• Educate Customers
• Help Customers Make a Decision

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EYEWEAR PURCHASE – THREE HURDLES
1. Select a Frame
2. Select a Lens
3. Price

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THREE HURDLES
1. Select a Frame

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THREE HURDLES
2. Select a Lens

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THREE HURDLES
3. Price

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THREE HURDLES
Eyewear Purchase General Purchase
Purchase

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SOLUTION - THREE APPS

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THREE APPS
1. Select a Frame - My Look App

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THREE APPS
2. Select a Lens – Lens Simulator App

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THREE APPS
3. Pricing: Lens Pricing App

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QUESTION
Did it work?

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ANSWER
Analytics

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ANALYTICS
Implementation
 Luxottica’s largest in-store implementation
 ~1,000 Stores with ~7,000 IPads
 Tealium SDK
 Adobe Analytics

© 2015 Tealium Inc. All rights reserved. | 20
ANALYTICS
KPIs – App Usage and In-store performance
 My Look – Number of Pictures Taken, Emails Sent
 Lens Simulator – Feature usage
 LPP – Lens Pricing usage
 In-Store Revenue
 Customer Satisfaction (NPS)

© 2015 Tealium Inc. All rights reserved. | 21
ANALYTICS
Implementation
 Tealium SDK
• Programmer / Tealium call
• Setup SDK – Full Version vs Compact Version
• Setup Tealium IQ
 Adobe Analytics

© 2015 Tealium Inc. All rights reserved. | 22
OUTCOMES
 Positive correlation between App usage and Customer Satisfaction
 Justified investment - More Apps to come
 Analytics will be used to optimize the Apps
 Tealium AudienceStream for LensCrafters.com

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TAKEAWAYS
 Expertise
 Full version vs. compact version
 Allow ample time to test

© 2015 Tealium Inc. All rights reserved. | 24
MOBILE DEPLOYMENTS
Products & Successful Deployments, Jason Koo

© 2015 Tealium Inc. All rights reserved. | 25
PRODUCTS & OPTIONS
Current Offerings
 Tag Management / TIQ Products
 Tealium AudienceStream

© 2015 Tealium Inc. All rights reserved. | 26
TIQ PRODUCTS
Cross-platform Plugins

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TIQ PRODUCTS
Native Platform Libraries

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TIQ PRODUCTS
Advanced Native Platform Options

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TIQ PRODUCTS
Compact & Full Versions
Auto track most
common UI view
changes and events
Mobile CompanionOffline + Batch delivery
Auto track application and
device info
Auto track app lifecycle events

© 2015 Tealium Inc. All rights reserved. | 30
AUDIENCESTREAM PRODUCTS
Native Platform Libraries

© 2015 Tealium Inc. All rights reserved. | 31
Overview
Data VendorsTIQ LibraryConfigurationMulti-CDN
Events
GENERAL ARCHITECTURE

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Client-side: Fast & Scalable
TIQ
GENERAL ARCHITECTURE

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Server-to-server support
TIQ
GENERAL ARCHITECTURE

© 2015 Tealium Inc. All rights reserved. | 34
IMPLEMENTATION
Best Practices - Before you start
 What data are you interested in?
 What end vendors fulfill those needs?
 Which Tealium solution is best?
 Verify and test

© 2015 Tealium Inc. All rights reserved. | 35
THANK YOU

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As more companies turn to digital-first customer engagement, brand loyalty continues to be tested. Consumers are eager to try new brands which means marketers have a unique opportunity to engage with consumers they might not have in the past. But what is the key to actually capturing and retaining these consumers? In the second webinar in our Definitive Guide to CDPs series, Director of Product Marketing, Jacob Spencer, shared inspiring CDP use cases to create customers for life. Discover how a CDP can help you take advantage of this digital spike with the ability to: - Find new customers without relying on third-party cookie tracking - Uphold and adjust privacy preferences with access to consent data in real time - Increase return on ad spend and click-through rates like the Utah Jazz! You can view the on-demand session on our website in our Resource Hub

[Webinar] The Best Kept Marketing Secret to Achieving Complete Customer Views

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There’s no question that Customer Data Platforms are changing the way organizations engage with their customers. Truth be told, if this tool is missing from your martech stack, you’re probably missing out on crucial customer insights. That’s why in the first webinar in our Guide to CDP Success series, Director of Product Marketing, Matt Parisi, explained how a CDP can be your greatest competitive advantage. We covered topics like: - See how you can create dynamic customer identities for better segmentation - Discover how a CDP provides your entire tech stack with unified data in real time - Understand why this technology is critical to your current and future success You can view the on-demand session on our website in our Resource Hub

[Webinar] How the Cookie Crumbled: Preparing for a Time without Third-Party C...

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The loss of third-party cookies is rewriting the rules of digital marketing. Companies will have to rethink everything from ad spend and attribution to consumer privacy and measuring ROI. But not to worry – there are key ways to prepare for third-party cookie loss and it starts with first-party data. Discover how switching to a first-party data strategy now will help you not only prepare for the loss of third-party cookies but also deliver more meaningful customer experiences. You’ll learn: - How crumbling third-party cookies will affect your organization - How brands can equip their internal teams to manage the upcoming change - Tools that enable brands to become browser independent - Tips to understand how to best collect, store and use your data You can view the on-demand session on our website in our Resource Hub

Digital Velocity London 2018 - How to Build Your Company's Core Innovation Ma...

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Digital Velocity London 2018 - Getting to Grips with Global B2B, Julian Brewer

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Digital Velocity London - What's The Future for Data Orchestration, Tealium D...

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Digital Velocity London 2018 - How to drive personalisation at a global B2B c...

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Korbinian Spann, W. L. Gore & Associates (the GORE-TEX® company) presents the necessary steps to realize a framework for personalisation within a global B2B company. In this case, a relaunch of the analytics and tracking infrastructure was the beginning of the transformation. Examples in relation to the outdoor industry are provided to demonstrate the implementation of a technical infrastructure and the development cycle for designing and creating user stories in a global context. This session specifies a robust multi-channel measurement framework that focuses on conversion and engagement. The following four steps structure the session: The global setup and the implementation of a global measurement framework: consumer access Tracking and technical setup The US pilot The Use cases

Digital Velocity London 2018 - James Morgan, Sainsbury's

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Digital Velocity London 2017: Understanding AudienceStream Timeline and Funne...

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Digital Velocity London 2017: Mobile, IOT, Cloud

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Digital Velocity London 2017: Data Layer Enrichment API

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Digital Velocity London 2017: Build Your Own Connector

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Digital Velocity London 2017: All About The Data

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Digital Velocity London 2017: Combining AudienceStream Attributes

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