Scaling Your Digital Marketing Programs to Reach a Global Audience

SCALING YOUR DIGITAL
MARKETING PROGRAMS TO
REACH A GLOBAL AUDIENCE
VMware & SiteOlytics

WHO WE ARE
 Michael T. Butler – Director of Global
eCommerce, VMware. Held senior
eCommerce positions at Hpshopping.com
and Accenture.
 Roland Oberdorfer – Managing Director &
Cofounder, SiteOlytics
Former CTO of hp’s online consumer
business and General Manager for
eCommerce at NVIDIA

WHO WE ARE
 VMware - > $6 billion dollar industry leading
virtualization software company. Virtualizing
infrastructure from the data center to the
cloud to mobile devices – we enable IT to
deliver services from any device, anytime,
anywhere
 SiteOlytics – Creative Web Marketing and
Analytics Agency with eCommerce Focus.
https://twitter.com/siteolytics
https://twitter.com/VMware

VMWARE
http://bit.ly/1CtlHg6

OBJECTIVE
Virtualization

QUEST TO VIRTUALIZE
 VMware’s quest is to virtualize IT.
VMware’s products are a necessity for
any cloud solution. How to distribute the
software across the planet?
 How to scale globally with a centralized
platform that provides local flexibilities.

CHALLENGES
Globalization

QUEST TO VIRTUALIZE
 Existing SAAS eCommerce platform
established in a few countries.
 Many retired and invalid tags across the
environments on a code level and CMS.
 Which countries should be expanded to
first?

GLOBAL SOLUTION
Tealium

PLAN THE QUEST
 Get organized – create an inventory of all
tags by country
 Research market data by country.
Investigate local marketing challenges and
solutions for each country
 Understand language implications, tax
systems, currency conversations, and
digital privacy laws for each country.
 Create action plan and plot out sequence of
launches by country

PLAN THE QUEST - TIMELINE
• Analysis
• Compile list of
currently used tags
by store
• Access and validate
accounts
• Review and cleanup
list
• Development
• Account creation
• Integrate tag
container into global
store template
• Account validation
Apr 2014
May 2014
• Transition / Set up
• Remove all tags across
all stores form product
and category pages
• Disable all tracking flags
across all stores and
pages
• Set up all tags in tag
manager
• Validate all tags
• Go Live
• Monitor and test all
analytics accounts
and systems
Jun 2014 Dec 2014
• Expansion
• Launch China
and Russia
• Cyberweek
campaigns
Sep 2014
• SiteCatalyst
• Adjust events,
props, and
vars
• Expansion
• Launch Japan and
Brazil

GLOBAL PREPARATION
 Implement global data layer
 Define and create extensions necessary
 Manage your countries in a lookup table
 Manage taxes centrally
 Define a naming convention that works
globally
 The Global eCommerce Extension

GLOBAL VENDOR MIX

GLOBAL LOOKUP TABLE
A global lookup table extension
makes it easy to manage all
countries and allows to quickly
expand into new countries.

GLOBAL NAMING CONVENTION
• Consistent Global Naming
Convention is key to be able to
manage load rules, tags, and
extensions.
• It is also a must to have proper
reporting by country and
regions.

GLOBAL ECOMMERCE BUNDLE
• The prebuild E-Commerce
Bundle saves time and helps
you get up and running faster.
• All E-Commerce related data
sources get automatically
added and mapped.

LOCAL FLEXIBILITIES
Tealium

RUSSIA
Issue
 Yandex tracking via Marin codes not
working.
Solution
Yandex versus Google
Results
 Ad campaigns are
running
nicely in parallel on
Yandex and Google
 Need the Yandex Metrica code placed on all
pages of the Russia store, including the
Thank You page.
 Yandex tracking need to run in parallel to
Marin and Google AdWords codes

JAPAN
Issue
 Affiliates get paid for product sales numbers..
 Countries like Japan include taxes in the displayed price
already.
 Affiliates would earn extra.
Solution
Consumption Tax Included
Results
 Accurate affiliate
payments
 A custom extension recalculates the price of
the product based on the tax percentage in
the country.
 Tax percentages are getting maintained in
data layer.

GERMANY, AUSTRALIA, JAPAN
Issue
 Atlas (Microsoft Advertising) Action tag enables the unified
management of digital marketing campaigns across display
banners, rich media, search, video, and websites
 Some countries do not want this solution on their site.
Solution
Exclude countries for certain campaigns
Results
 Compliance with local
laws is simply
achieved with a clean
data layer.
 Exclude the pixel entirely by setting the right
country specific load rules.

CHINA
Issue
 Preparing to launch PPC campaigns in support of the VMware China eStore.
 Confirm that all Paid Search tracking pixels are properly in place.
 Conversion pixels on the Thank You pages to be modified to dynamically
report revenue.
Solution
Ad campaigns in China
Results
 Additional country
goes live within a few
weeks and is fully
integrated
 Adding China to PPC campaigns.
 Verify via debugger that all pixels are firing
as expected.

RESULTS
Time to Market

TIME TO MARKET = SALES
 20-30% return on ad spending
 Ability to execute marketing campaigns
faster
 Take developers out of the process
 What took weeks takes hours
 Cost savings
 Centralized management of all tags
 Clean code
 Error tolerant and flexibility to make
changes during code freeze

OUTLOOK
Exciting stuff …

EXCITING STUFF …
 New products
 Additional Countries
 Real-time Marketing

Scaling Your Digital Marketing Programs to Reach a Global Audience

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