Omni channel unigro-tms_20141125
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Siegert Dierickx from Multiminds on the Omnichannel Marketing Seminar by Faces of Content
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Omni channel unigro-tms_20141125
- 1. Marketing Automation through Tag Management Omni-Channel Event Siegert Dierickx 25 November 2014 siegert.dierickx@multiminds.eu @multiminds_eu Case:
- 2. multiminds manage measure monet ize
- 3. ANALYTICS & OPTIMIZATION SERVICES & ROADMAP MANAGE MEASURE MONETIZE
- 4. OUR AMBITION IS TO KNOW THE CONNECTED CONSUMER
- 5. Actions with Data Data with Insight Insight with Context Context With Action
- 6. WHAT IS TAG MANAGEMENT
- 9. TAGGING HAS BECOME A FACT OF LIFE FOR DIGITAL MARKETERS
- 10. TAG OVERLOAD 10 different tags Tool: Chrome Plugin: Ghostery
- 11. TAG OVERLOAD 25 different tags Tool: Chrome Plugin: Ghostery
- 12. TAG OVERLOAD 44 different tags 25 different tags Tool: Chrome Plugin: Ghostery
- 13. 14% 26% 42% 38% 50% 47% 64% 62% 59% 88% Web Analytics Search Marketing Ad Serving Affiliate Marketing Behavioral Targeting Testing Audience Measurement Social Media Voice of the Customer Recommendations Source: Forrester Research, Inc. – Understanding Tag Management Tools And Technology - 2012
- 14. TAG COMPLEXITY • RAPID CHANGING SITE TECHNOLOGIES REQUIRE NEW TAG IMPLEMENTATION SKILLS • EMERGING CHANNELS • MULTI-DEVICE TRACKING • CROSS-DOMAIN TRACKING • EVENT FOCUSED • RESPONSIVE DESIGN • …
- 15. TAG GOVERNANCE • MANAGEMENT OF TAGS IS A CONSTANT BATTLE • MEASUREMENT IS RARELY A PRIORITY FOR IT (STILL TODAY) • SITE UPDATES HAPPEN IN WAVES • NO RESPONSIBILITY • NO QUALITY ASSURANCE • NO PROCESSES • AD-HOC REQUIREMENTS • TAGS ARE RARELY DE-ACTIVATED • ….
- 16. MOST COMMON ISSUES 36% 55% 55% 55% 75% 86% 0% 20% 40% 60% 80% 100% Incorrect/Missing tags Deployment cycles cause delays Tags on wrong pages Tags collect wrong data Negative impact on page load Tags causing page errors Source: MM Market Research – 2014
- 17. TAG MANAGEMENT THE CONCEPT
- 18. A CMS FOR TAGS website website website website website website Web analytics Ad servers A/B test solutions Targeting - segmenting PPC tracking Affiliate tracking Tag management
- 19. TAG MANAGEMENT WITHOUT A TMS Google Analytics DoubleClick Criteo Google VE Interactive Google Analytics Zanox Universal Analytics TradeDoubler
- 20. TMS Script TAG MANAGEMENT WITH A TMS Doubleclick Google Analytics Criteo Google VE Interactive Google Analytics Zanox
- 21. CENTRALIZED TAGGING A unique tag replace all your tags A central script manages the conditions of activation of all your tags EASINESS INTELLIGENCE Tags can be manipulated by marketing teams AUTONOMY 1 2 3
- 22. Better ROI of suppliers Better control over data Project Management Business Team Management Team Extreme Agility IT Higher conversion rate New opportunities More reliable reporting More complete deployment Supplier management Smoother operations Higher reactivity Less resources involved Decrease of the IT workload Improvement in loading time Better control over live Tags Organization Higher profitability Higher productivity Competitive advantage OVERALL BENEFITS
- 23. TODAY, TAG MANAGEMENT IS FAST BECOMING A COMMODITY
- 24. CASE UNIGRO
- 25. DIGITAL MARKETING MATURITY AUDIT
- 26. TAGS • Google Analytics • Google Adwords • TradeDoubler • TradeTracker ■Doubleclick Floodlight ■VE Interactive ■Criteo Used tags:
- 27. Partner delivers tag(s) Tag(s) • Tagging Guidelines • Briefing • Book developers • Integration of tag(s) on page(s) Acceptance Test on Staging internal Test on Staging external Test on QA Publish TAG IMPLEMENTATION PROCESS – WITHOUT TMS Integration of tag(s) ‘manually’ via: • Development team in Germany • Depending of implementation sprints of 2 months
- 28. TAG IMPLEMENTATION PROCESS – WITH TMS Integration of tag(s): • Via TagCommander solution • Managed by eComm and Marketing Team • Implemtation Cycle between 1 hour to 1 day (max.) Partner delivers tag(s) Tag(s) • Briefing • Create tag in TagCommander • Map variables • Create load rule(s) Test in QA mode on Production Site Publish
- 29. Data Mapping & Load Rules BENEFITS OF THE DATA LAYER CRM Status client/prospect Scoring client Actif/non actif Status newsletter Status opt-in cookie Logged/Public … Behaviour Page views Category views Engagement Index Date last buy Session Time … Desktop/Tablet/Mobile OS Type device Screen size Connexion Type … Cookies External Variables Internal Variables Device Source Code URL’s Traffic Source Navigator
- 31. TAG COMMANDER ALLOWED UNIGRO TO
- 32. Tag Management Campaign tracking parameters Conversion deduplication Deduplication Rules • Real Time • Fully customizable • Ability to integrate natural channels • Ability to exclude channels or situations • Ability to manage exceptions CONVERSION DEDUPLIACTION
- 33. TAG COMMANDER ALLOWED UNIGRO TO • Decreased affiliate expenses by 50% by maintaining Conversion Rates
- 34. NEXT STEPS CAMPAIGN ATTRIBUTION MANAGEMENT Unified tracking Attribution By Tag Commander Custom Attribution Rules Attribution Rules Simulation Performance Analysis Automatized Attribution Costs Integration Key insights • Post-View integration • Acquisition or returning visitors • LifeTimeValue Analysis • Performance Analysis with customized kpi • Costs integration • Segmentation • Scoring
- 35. 35 © TagCommander ATTRIBUTION MODELS SEARCH AND ANALYSE
- 36. 36 © TagCommander TagCommander No Deduplication SEM Google Brand Google Affiliation TradeDoubler Direct Access Retargeting Criteo SEO Google C REAL TIME ATTRIBUTION – ADVANCED RULES
- 37. 37 © TagCommander TagCommander Last Touch Deduplication SEM Google Brand Google Affiliation TradeDoubler Direct Access Retargeting Criteo SEO Google C REAL TIME ATTRIBUTION – ADVANCED RULES
- 38. 38 © TagCommander TagCommander U model Deduplication SEM Google Brand Google Affiliation TradeDoubler Direct Access Retargeting Criteo SEO Google C REAL TIME ATTRIBUTION – ADVANCED RULES
- 39. 39 • NATURAL AND PAID CHANNELS • FIRST TOUCH GETS 40% // LAST TOUCH GETS 40% • INTERIM TOUCH GETS A % ACCORDING TO ITS PLACE WITHIN THE CUSTOMER JOURNEY © TagCommander REAL TIME ATTRIBUTION – EXAMPLE 40.0 € U MODEL 10.0 € 10.0 € 40.0 € TOUCH 1 DISPLAY TOUCH 2 SEO TOUCH 3 RETARGETING TOUCH 4 DIRECT ACCESS ATTRIBUTED AMOUNT CUSTOMER JOURNEY
- 40. 40 • NATURAL AND PAID CHANNELS • FIRST TOUCH GETS 40% // LAST TOUCH GETS 40% • INTERIM TOUCH GETS A % ACCORDING TO ITS PLACE WITHIN THE CUSTOMER JOURNEY © TagCommander REAL TIME ATTRIBUTION – EXAMPLE 40.0 € U MODEL 10.0 € 10.0 € 40.0 € TOUCH 1 DISPLAY TOUCH 2 SEO TOUCH 3 RETARGETING TOUCH 4 DIRECT ACCESS ATTRIBUTED AMOUNT CUSTOMER JOURNEY
- 41. 41 © TagCommander REAL TIME ATTRIBUTION – EXAMPLE • ENGAGED VISIT (2 PAGES +) GETS AN ATTRIBUTION BONUS
- 42. DIGITAL MARKETING MATURITY AUDIT
- 43. 5 TAKE-AWAYS
- 44. 5 TIPS TO TAKE HOME 1. Make your business case: Efficiency, Cost Reduction, Revenue Generation 2. Involve your IT from the start: you will not gain independence from IT, but you will gain independence from releases 3. Migrating to a Tag Management Solution is like switching between Web Analytics vendors. Be prepared! 4. Define ownership, rules and processes 5. More than tag management
- 45. SIMPLIFY & ACCELERATE UNDERSTAND & IMPROVE SHARE & OPTIMIZE PROTECT YOUR BRAND T A G MANAGEMENT (TMS) P R I V A C Y MANAGEMENT (PMS) AT T R I B U T I O N MANAGEMENT (AMS) D ATA MANAGEMENT (DMS)
- 46. CONTACT: multiminds SIEGERT DIERICKX CO-FOUNDER & DIGITAL ANALYTICS LEAD SIEGERT.DIERICKX@MULTIMINDS.EU 0032 491 33 11 11 WWW.MULTIMINDS.EU manage measure monet ize