Webinar Deck: Don't get stuck in the marketing cloud

1. confidential 1
Don’t Get Stuck In The Marketing Cloud
#ensightenwebinar

2. confidential 2confidential 2
About This Webinar
“How The Ensighten Platform Makes The
Adobe Marketing Cloud Better”

3. confidential 3confidential 3
About Me
VP of Analytics & Digital Strategy
Optimization practitioner >15 yrs
First A/B & MVT tests in 1999
Ran programs for:

4. confidential 4confidential 4
My Unique Perspective (2011-2013)
Most Advanced Users Of Both Adobe Target
and TMS (Ensighten)
100+ concurrent experiments per month globally
Single global Mbox implementation design
Across countries and domains
Advanced segmentation (40-50 per test)
3rd party and firmographics data enrichment
Real-time algorithmic modeling (propensity to buy)
Customer Lifetime Value KPIs
Integration of Testing, Analytics, and VOC
Nearly Everything Done In-House

5. confidential 5
The Latest Digital Marketing Trends

6. confidential 6
The Rise of the Omni-Channel Consumer
Multi-Device - Multi-Channel - Multi-Touch
Forrester Calls This The “Age of the Customer”

7. confidential 7confidential 7
The Answer Is To Personalize The Consumer Experience

8. confidential 8confidential 8
Marketing Technology Landscape Has Exploded
By 2017 the CMO will Spend More on IT than
the CIO - Gartner

9. confidential 9confidential 9
The Big Players Are Introducing Suite/Cloud Solutions

10. confidential 10confidential 10
Forrester Offered The Best Insight On Our Industry’s Future

11. confidential 11confidential 11
The Answer Is Integration of Best of Breed Technologies
Key Points:
It will be an integration--not a suite—story
Tools to support contextual experiences will
gain traction
Tools must create business value out of data
Marketing and line of business will demand
capabilities, not just technology

12. confidential 12
The Ensighten Platform Sits At The Intersection

13. confidential 13
The Ensighten Platform: Solving For The Trends

14. confidential 14confidential 14
Enterprise Personalization: A Data & Technology Challenge
Enterprise Data
Missing
Inaccurate
Not integrated
Not owned
Not built around users
Not available for action
Enterprise Technology
Under IT control
Hard to enrich w/ data
Limited integration

15. confidential 15
Ensighten Is More Than Just Tag Management
Website
Mobile Apps
Display
Social
Kiosks
Game Console
Smart Phone
Tablet
Laptop
Ensighten Agile Marketing Platform™
“Transform the way enterprises collect, own and act on all of their
customer data across every digital touchpoint.” Josh Manion, CEO

16. confidential 16
Ensighten’s Advantage: Our Dynamic Real-Time Architecture
One-to-one marketing
Real-time action:
Any use case at scale
1:1 data/tag level
Any device, channel or
touch point
Maximum response &
performance
Unique
Advantages

17. confidential 17confidential 17
Ensighten Manage: Omni-Channel Tag & Data Management
Ensighten Manage™ Any tag for any use case in real time at 1:1 level

18. confidential 18confidential 18
Ensighten Mobile: Native App Tagging w/o SDKs
Ensighten Mobile™ Track app use without recompiling, resubmitting.

19. confidential 19
Ensighten Privacy: 100% Privacy Compliance
Ensighten Privacy™ visitor level data collection and privacy control.

20. confidential 20confidential 20
Ensighten Pulse: 1st Party 1x1 Pixel/Cookie Server
Ensighten Pulse™ Personalize experiences with display, email, microsites, 3rd party data.

21. confidential 21confidential 21
Ensighten One: Build/Stitch Real-Time Multi-Channel Profiles
Ensighten One™ Personalize experiences with CRM, POS, call center, BI, modeling data.

22. confidential 22confidential 22
How Ensighten Enables Real-Time Personalization
Collect -

23. confidential 23confidential 23
Collect Data Across Any Device or Touchpoint
Collect -Data Layer –Collect All Data
(Online/Offsite/Offline)

24. confidential 24confidential 24
Integrate the Data To Maximize Ownership & Privacy
Collect -Data Layer –Collect All Data
(Online/Offsite/Offline)
Integration Layer – Own & Unify (1st Party +
Privacy)

25. confidential 25confidential 25
Create and Stitch Profiles in Real-Time Across Devices
Collect -Data Layer –Collect All Data
(Online/Offsite/Offline)
Integration Layer – Own & Unify (1st Party +
Privacy)
Identity Layer – Build, Sync and Stitch
User Profiles

26. confidential 26confidential 26
Enrich Profiles With Real-Time Calculations
Collect -Data Layer –Collect All Data
(Online/Offsite/Offline)
Integration Layer – Own & Unify (1st Party +
Privacy)
Identity Layer – Build, Sync and Stitch
User Profiles
Decision Layer – Rules, Segments, Scores,
Models

27. confidential 27confidential 27
Make The Profile Available For Real-Time Action
Collect -Data Layer –Collect All Data
(Online/Offsite/Offline)
Integration Layer – Own & Unify (1st Party +
Privacy)
Identity Layer – Build, Sync and Stitch
User Profiles
Decision Layer – Rules, Segments, Scores,
Models
Action Layer –Real-Time & 1:1 Any Use Case
(A/B test)

28. confidential 28confidential 28
Deploy In Real-Time Across Any Tag or Technology
Collect -Data Layer –Collect All Data
(Online/Offsite/Offline)
Integration Layer – Own & Unify (1st Party +
Privacy)
Identity Layer – Build, Sync and Stitch
User Profiles
Decision Layer – Rules, Segments, Scores,
Models
Action Layer –Real-Time & 1:1 Any Use Case
(A/B test)
Data + Technology = Personalization Capabilities

29. confidential 29confidential 29
Orchestrate User Experience Across Data and Technologies
All Your Tools Can Now Personalize At A 1:1 Level

30. confidential 30
The Benefits Of An Open Platform

31. confidential 31confidential 31
Difference Between a Platform and a Suite/Cloud
Built as a platform
Each module enriches
and enhances all
point products
Built through acquisition
of point products
Sub optimal or closed
integrations

32. confidential 32
How Ensighten Enhances The Marketing Cloud

33. confidential 33confidential 33
Why Ensighten Is The Leader In Enterprise Tag Management
Built To Collect Data Built To Collect, Own, and
Act On All your Data

34. confidential 34
Personalization: Real-Time Data Driven Content Changes
Synchronous
Bottom of Page
Asynchronous
Top or Bottom of Page
Synchronous
Top of Page
Basic Analytics
Basic Tracking Pixels
and Scripts
Standard Analytics
Basic Tracking Pixels
and Scripts
Non Content Tags
A/B and MVT
Testing Tools
Content Targeting
Technology
Ratings and Reviews
Content
Product
Recommendation
Engines
Complex Analytics
Tracking Pixels and
Scripts

35. confidential 35
Enterprise Page Load Case Study
• Performed on a live site in Nov 2013, over 1 week time period
• Ensighten vs. Adobe DTM vs. Existing “Control”
• Deployment of 12 Technologies (Monetate, LiveRamp, Floodlight (2 iframes, 1 img),
Adobe Test&Target (mbox.js and all mboxes), MediaMath, Foresee, BazaarVoice,
OpinionLab, BlueKai, Liveperson, Adobe SiteCatalyst, Invodo)
• Measured with Gomez, Webpagetest.org, Keynote and browser tools
36.3% decrease in total page load w/ Ensighten
41.1% decrease in time to visually complete w/ Ensighten
Competitor increased page load time by 13%

36. confidential 36confidential 36
Acting On Data: Don’t Bring a Knife To a Gun Fight

37. confidential 37confidential 37
Ensighten + Adobe Target
Implement any mbox strategy at enterprise scale
Eliminate flicker and improve page performance
Enrich Adobe Target w/ a rich real-time data layer

38. confidential 38confidential 38
Ensighten + Adobe Analytics
App allows for full analytics customization w/o IT
Advanced event/behavior tracking support
Mobile analytics w/o SDK or app re-submit

39. confidential 39confidential 39
Ensighten + Adobe Audience Manager
Ensighten DMP/Audience Manager
Built To: Drive personalization through
omni-channel tag and data
management
Drive efficient and effective
audience targeting in
programmatic/exchanges
Core Action: Enable real-time
personalization across best of
breed technologies
Maximize reach, and
performance of audience
driven media spend
Data Design 1st Party (data ownership) 3rd Party (data activation)
Granularity Stitched 1:1 profile Enriched audience segments
Integrations Primarily on domain with 100s
of pre-built app integrations
Primary off domain sever to
server integrations with DSPs,
and other ad tech
How They
Work
Together
Deployment: Ensighten can deploy AAM and AAM can use the
Ensighten data layer to rapidly create site/audience taxonomy
Enriched Action: Each platform can enrich the other for
personalization or audience optimization

40. confidential 40confidential 40
Ensighten + Adobe Experience Manager (CQ5)
AEM’s page centric approach is optimal for
content assets but not for tag deployments.
You want data & tag flexibility outside of IT control
or CMS roll-out timelines or organization adoption
Expose and import AEM’s client context data into
the Ensighten data layer

41. confidential 41
Ensighten & Adobe Use Cases

42. confidential 42confidential 42
About Me
Solutions Engineer
Focused on Optimization Strategy,
specifically with Adobe Target
Practitioner, Agency, and Consultant
at the following:

43. confidential 43confidential 43
Use Cases
Analytics
– Quickly reconfigure Site Catalyst
– Migrate from one platform to another
– Top of page analytics
Content Testing and Personalization
– Deployment of new mboxes
– Mbox targeting
– Omni-Channel Personalization/Optimization
– Data Democratization

44. confidential 44
Analytics Use Cases

45. confidential 45confidential 45
Quickly reconfigure Site Catalyst
Request from SVP to start tracking as soon as possible the Facebook Like button clicks,
which has never been tracked before
Without Ensighten With Ensighten
• Requirements documentation passes
several times from business to IT
• Prioritized in to a monthly release,
launching 30+ days from need
• Data takes a month to arrive and is no
longer relevant.
• Ability to immediately add/modify Site
Catalyst setup without the need for a
release
• Test out new reporting requirements
easily before committing to new
dashboards, etc
• Get immediate access to new reporting
needs, increasing the actionability of your
Site Catalyst investment

46. confidential 46confidential 46
Quickly reconfigure Site Catalyst
Site Catalyst App
– Custom built by Site
Catalyst engineers
– Data Layer integration
Visual Tagger
– Point and Click data and
event definitions

47. confidential 47confidential 47
Migration/Addition of new Analytics platform
There is a need to migrate from an existing analytics platform in Ensighten to Site Catalyst.
Requirements gathering is done, now it’s time to implement.
Without Ensighten With Ensighten
• Technical requirements and
documentation can typically take weeks
• Technical implementation can takes
months; upwards of years for larger
enterprises
• Inconsistent data definitions between the
two analytics platforms
• Typically no technical documentation
needed – that work has already been
done in the App
• Implementation time reduced 80-90%
• No source code of the page needs to be
touched – everything done through
Ensighten
• Data accuracy and ability to re-explore
business requirements for additional
features

48. confidential 48confidential 48
Migration/Addition of new Analytics platform
Data Layer foundation
– Define once, use for every tag – data, page events, etc.
– Majority of the heavy lifting for any analytics implementation

49. confidential 49confidential 49
Migration/Addition of new Analytics platform
Fully supported suite of Apps
– No preferred or un-supported technologies – open platform
– Custom apps built in partnership with analytics technologies by
technical industry leaders

50. confidential 50confidential 50
Moving Analytics to the top of the page
Data quality is in question – sessions don’t match the server logs, pathing analysis seems
broken, etc – the business is tasked with finding a solution
Without Ensighten With Ensighten
• Very significant development effort to
move analytics from the bottom to the
top of the page
• Tag timing configuration comes out of the
box with every tag deployed
• Asynchronous loading of analytics files
ensures minimal impact to page load
15%
of page views on average
do not reach the analytics
tagging at the bottom of
the page
Percentage is higher on landing pages
Low data quality between vendor and client
measurements
Impossible to optimize UX / Marketing / Advertising
efforts – understanding non-converting traffic is just
as important as converting traffic

51. confidential 51
Content Targeting/Personalization Use Cases

52. confidential 52confidential 52
Deploying a new mBox
It’s in the middle of the giant spring sale, and Marketing wants to try out 3 different types
of messaging on the website through Adobe Target, which means a new mbox needs to be
placed on the site.
Without Ensighten With Ensighten
• Required release from IT to add, remove,
or modify existing mbox implementation
• Process could take days or months,
depending on release cycles
• Opportunity for testing may already be
passed by the time the mbox is put in to
place
• Point-and-click mbox deployments
• No altering of page code needed,
meaning that no IT release is necessary
• Launch a new mbox in a few clicks,
allowing for immediate testing and a
much more agile optimization team

53. confidential 53confidential 53
Deploying a new mBox

54. confidential 54confidential 54
Mbox Targeting
For the promotion, we only want the mbox to fire to previous purchasers, which is only 5%
of our traffic.
Without Ensighten With Ensighten
• Audience targeting done on the Adobe
Target server side, after a request to
Adobe Target has been sent.
• Server calls cost money and decrease
page performance
• Testing often becomes dictated by mbox
budgets
• Integration with data layer – inclusive of
onsite, offsite, and offline data
• Selective firing of mboxes based on data
• Drastically reduced mbox usage: Cost
savings, more efficient testing
• Pass data elements to Adobe Target
• Auto-disable mboxes for poor
performance

55. confidential 55confidential 55
Mbox Targeting

56. confidential 56
Omni-Channel Personalization Without Ensighten
Lack of integration
between tools
Complex process for
bringing data together
Customer data not
available in real-time –
much less actionable
1st Party Data 3rd Party Data

57. confidential 57
Omni-Channel Personalization With Ensighten
1st Party Data 3rd Party Data
Activate: Create a
360 degree real-time
profile of the
customer
– Share and exchange
data across data
sources, channels, and
devices
– Deliver personalized
experience based on
customer data and
predictive modeling

58. confidential 58confidential 58
Omni-Channel Cross Device Personalization/Optimization
For the Spring Sale, previous purchasers are touching the website from multiple channels
and devices – it’s important that they receive the same message
Without Ensighten With Ensighten
• Adobe Target out of the box targets based
on cookies, meaning that users can get
randomized between 3 different
experiences on 3 different devices
• Confusing at best, and often times
frustrating user experiences
• Cumbersome and inadequate integrations
• Real-time actionable cross-device user
profile
• Campaign consistency across devices and
channels – display, web, mobile app,
emails, etc
• Better user experience, leading to higher
overall ROI from optimization efforts
Vs.
A
C
B
A
A
A

59. confidential 59confidential 59
Data Democratization
After the Spring Sale was over, a 15% lift in RPV for experience A was reported – however,
this didn’t match internal reporting. The results were called in to question.
Without Ensighten With Ensighten
• Reporting available in Adobe Target out of
the box; Site Catalyst reporting available if
integration is in place
• Getting data out to additional systems is
challenging at best
• Last touch reporting
• Share campaign and experience data with
any analytics or reporting solution
available
• Open up data to internal BI and Data
Science resources to provide better
analysis and gain trust in results
• Remove last touch from the equation!
A
A
A
Campaign
/Experience

60. confidential 60
Q&A

61. confidential 61
Join Next Week’s Webinar
Creating a Successful Personalization
Strategy
Wednesday, April 9
11am PDT/2pm EDT
The registration page will automatically be
loaded after this webinar.

62. confidential 62
Thank You & Meet Ensighten
www.ensighten.com
@ensighten
company/ensighten
/ensighten
www.linkedin.com/company/ensighten
Tag Management For Digital Marketing, Web
Analytics and IT
Web
Social
Discuss