TomTom Digital Analytics Case Study
•Download as PPTX, PDF•
0 likes•550 views
This document discusses TomTom's implementation of Tealium's tag management system to improve its digital analytics capabilities. It describes TomTom's background with no dedicated analytics team and unstructured data collection. Tealium was implemented in 3 phases from basic tagging to more advanced uses, resulting in standardized tagging, improved data quality and governance, and greater flexibility. The presentation concludes with lessons learned around implementing Tealium gradually and using data and analytics experts to ensure benefits are realized.
Recommended
Recommended
More Related Content
What's hot
What's hot (20)
Viewers also liked
Viewers also liked (13)
Similar to TomTom Digital Analytics Case Study
Similar to TomTom Digital Analytics Case Study (20)
More from Tealium
More from Tealium (20)
Recently uploaded
Recently uploaded (20)
TomTom Digital Analytics Case Study
- 1. © 2015 Tealium Inc. All rights reserved.
- 2. YoCDo – You Only Collect Data Once TomTom user case
- 3. © 2015 Tealium Inc. All rights reserved. | 4 Agenda 14 3 Agenda Aim
- 4. © 2015 Tealium Inc. All rights reserved. | 5 About me About me Experience Father
- 5. © 2015 Tealium Inc. All rights reserved. | 6 TomTom History GPS Bright Watches Action Cam Website
- 6. YoCDo – Digital Analytics @ TomTom “If we have data, let’s look at data. If all we have are opinions, let’s go with mine.” Jim Barksdale
- 7. © 2015 Tealium Inc. All rights reserved. | 8 Digital Analytics @ TomTom: Background No Web Analyst No KPI framework No documentation No control
- 8. © 2015 Tealium Inc. All rights reserved. | 9 Digital Analytics @ TomTom: Key Challenges Personalisation Solid foundation Flexibility (startup) New Product Launches Expanding Data driven
- 9. © 2015 Tealium Inc. All rights reserved. | 10 Digital Analytics @ TomTom: Creating a Web Analytics Home Web Analytics Home Data Quality Advanced Reporting Business Adaptation
- 10. © 2015 Tealium Inc. All rights reserved. | 11 Digital Analytics @ TomTom: Data Quality People Platform Process
- 11. YoCDo – Data collection @ TomTom “I want to collect everything” said every marketer
- 12. © 2015 Tealium Inc. All rights reserved. | 13 Data collection @ TomTom: Old ADVERTISING SERVICES OTHER SCRIPTS WEB ANALYTICS DATA DATA DATA Tags DATA
- 13. © 2015 Tealium Inc. All rights reserved. | 14 Data collection @ TomTom: New ADVERTISING SERVICES OTHER SCRIPTS WEB ANALYTICS DATA DATA DATA Tags DATA LAYER TAG MANAGER DATA DATA
- 14. © 2015 Tealium Inc. All rights reserved. | 15 Data collection @ TomTom: Old vs New New data collection Overview StandardisationControl
- 15. YoCDo – Implementation Tealium @ TomTom "If your only tool is a hammer, every problem looks like a nail." – Abraham Maslow
- 16. © 2015 Tealium Inc. All rights reserved. | 17 Implementation of Tealium @ TomTom: 3 phases Script only Basic Advanced
- 17. © 2015 Tealium Inc. All rights reserved. | 18 Implementation Tealium @ TomTom: Results Results Governance of tags 14 3 Minimised tags used Flexibility Data quality FastLess dependency IT
- 18. YoCDo – Future Tealium @ TomTom “It is a capital mistake to theorise before one has data.” Sherlock Holmes
- 19. © 2015 Tealium Inc. All rights reserved. | 20 Future Tealium @ TomTom Future More tags Monitoring Purpose Solid foundationExpanding Flexibility
- 20. YoCDo – Learnings “Even a rock moves on.” Vernor Vinge
- 21. © 2015 Tealium Inc. All rights reserved. | 22 Learnings Learnings 3 phases Data layer Experts Contraction tracking use it wisely
- 22. © 2015 Tealium Inc. All rights reserved. | 23 Thank you Thank you Contact me Use LinkedIn
Editor's Notes
- Welcome Happy to be here Topic Today I will be talking about Tealium at Tomtom Focus From a web analytics point of view Wont discuss What we wont discuss Explain why YoCDo YOLO
- Icons only Will tell my story in icoons only Agenda This is the full story Aim of this session at the end of the session
- About Me Technical webanalyst at TomTom Responsible for online data collection Love structure, high level overview, enjoy concepts, results are important but the processes are key. Experience Been working at TomTom for 9 months Before that used to work for Adversitement Implementation experts on omniture analytics and tagmanagement sollutions Share experience in different complex technical environments with some large companies. Multiple Tealium implementations Just became father Tracking App for Contractions Why Am I here today Share reason why I’m here: to share my story from a client sided data collection point of view. Web analyst with a strong technical background @ TomTom
- TomTom Navigation devices known for there navigation devices. Best products in the world. TomTom Brightest people working TomTom know how to make good products, smart intelligent products. TomTom watch is really smart Tomtom Bandit is smarter than the go pro TomTom focused on having a new website
- How is the digital analytics organized
- When I joined TomTom No web analyst When I joined TomTom there wasn’t a webanalyst for over 9 months. Lot of processes were lost, nobody within tomtom was responsible for data collection No KPI framework Where are moving toward a KPI framework, great to see people talking about data. No documentation No ownership No control
- Personalization Change in purpose data Solid foundation Flexible analytics New product launches Expanding New tags, but also new products, new elements on the website, implementation of DoubleClick More data driven Create ownership
- Data Quality “get the data at an excellent data quality level” Advanced reporting “get relevant reporting, which will be actively u Business adaptation “Make sure that web analytics data is pro-active used within the TomTom community”
- Lot of actions can be taken
- Explain Issues: No overview No control on data distribution No standardization
- Issues: No overview No control on data distribution No standardization
- Issues: No overview No control on data distribution No standardization
- 3 phases implementation Why is this cool? Script only allowed us to implement some Tags Data layer + webanalytics Allowed us to implement web analytics Advanced datalayer extended
- Fast implementation of Tags, no longer the technical side is the limitation, but legal, delivering instructions are time consuming. Eco system has to be upgraded to get good data quality Applied a lot of fixes Applied a lot of temporary fixes while “waiting” on IT has to change somethings Removed 14 pixels Having clear ownership Purpose of the data Personalization -> allowed us to get some fixes in to place
- Keeps on changing Interesting to mention that Data quailty shouldn’t be considered as a static thing, it is more a dynamic process Monitoring + Alerting, technical performance All impacting good data collection As systems are plugging into the functionality of the datalayer and Tealium. It is and will become a challenge to have clear policy and ownership. Expected is Perzonalisation and clientsided data to play an important role in this Overlap in tools, growing, creating a solid foundation, that will us to be flexible. Making sure that the data collection via Tealium place a central role Data collection and old school marketing Change of use of data Data quality is not only about having good data coming in, it is also about having a sound ecosystem that collects data. Tealium plays an essential role in that. Embedding involvement analytics Kpi framework and Reporting (picking up) Standardization and customization
- Key is the datalayer Having a good implementation is crucial so let an expert help you (data quality) Its all about having a good data structure Data layer Documentation Clear mapping Easy naming convention Flat or nested structure Depends on type of website Good implementation, let an expert help you Temp fixes for fixes that will take time Phase approach implementation Make sure you have some governance on the data collection Main tip , as we know it is hard to find a balance between short term solutions which in the long run will are hard to maintain. Don’t ever tell a marketeer how flexible tealium really is. Thank you, any questions, please do ask afterwards (pim.verhoog@tomtom.com) Remember YoCDoyou only collect data once!