Oleg Kalenichenko, Cox Communications The process of overhauling your digital analytics implementation can be a harrowing one - especially for someone who is not a programmer, or sits outside of an IT organization. Oleg Kalenichenko, Director of Digital Analytics at Cox Communications, has not only completed the journey of creating an entirely new analytics framework without programming experience – but drove significant transformation in business and product strategies as a result. In this session, he’ll share a detailed roadmap of the process, best practices and lessons learned, as well as two comprehensive use cases that highlight the paradigm shift possible with a stronger analytics foundation in place.

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Mission Possible: Building a
New Analytics Framework
Oleg Kalenichenko, Cox Communications

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Oleg Kalenichenko
Director of Digital Analytics, Cox Communications
13 years @ Cox
Managed ecommerce, content, product marketing, sales
2x “Cox Innovator of the Year” award winner
Adobe Reports and Analytics Implementation ACE Certified
Live in VA
Sonny
Teddy

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How the world sees my job….
Boring, uneventful, reporting,
crunching numbers…
How I view my job….
Modern-day Gold Rush, exciting,
rewarding, innovative!

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Digital “Gold Rush” success factors
• Implementing robust analytics through Tealium. Lessons learned.
• Two use cases: innovation through Tealium using data.

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Analytics Implementation

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Background
• “Took over” Tealium at Cox in Jan 2015.
• No prior knowledge of Tealium. Attended Tealium University and DV2015.
• Not a programmer. Part of Cox Sales team.

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Analytics prior to Tealium
• Hard-coded outdated implementation
• Locked in IT release cycle (2-3 month turn-
around).
• Unstable analytics code. Things constantly
break.
• Outdated solution design. 75% of analytics
variables are irrelevant or/and broken.
• Beyond repair. Needed a complete re-do.

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Step 1: Business Requirements
• Partnered with
WebAnalyticsDemystified
• Begin with the end in mind. What
business questions are you trying
to address with new analytics?
• 269 business requirements from 13
different teams
• Expensive “change orders”

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Step 2: Solution Design
• Translates business requirements into a set of eVars/events/props
• Outlined what each variable does
• Tied each variable to the business requirements

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Step 3: UDO
• Each UDO variable supports solution design variables
• Tip: pay attention to variables vs. arrays in the UDO! Matching any sets of
variables – use arrays! The syntax is different – alert your technology team
or it will be missed!
• Tip: if you use any concatenated values, use separate variables in the UDO
and combine them via Tealium vs. having concatenated values passed to in
the UDO
• Tip: provide consistent patterns and examples for each UDO variable

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Step 4: Tell your IT how to implement Tealium and UDO
• Use Tealium’s technical guide
• UDO as early on the page as possible

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“If anything in the UDO can be misinterpreted, it
will be misinterpreted. If you think it can’t be
misinterpreted… well, you will be surprised.”
Oleg K.
The Law of UDO Misinterpretation

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Step 5: Technology team implements UDO
• The toughest part of the implementation (80% of time was spent on this step)
• 100+ rounds of revisions
• “Hands off” approach does not work. Work closely with the programmers.
• Programmers need to understand the logic behind the variables
• Incremental vs. state values of variables

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Step 6: Tealium implementation
• Worked with world-class Tealium engineer (Justin Fitzgerald)
• 100+ custom extensions to handle 269+ business requirements
• Multiple Adobe tags in multiple environments
• Used Tealium library to get better multi-track development and version control
• Complicated. 9 on the scale from 1 (simple) to 10 (complicated)

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Step 7: Test and launch!
• Multiple reporting suites for dev and production
• Testing all scenarios was very challenging and time consuming

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Final thoughts on the implementation
• Learn your tools. Google Chrome dev tools (console, network, sources)
• CodeSchool and Google have a free course http://discover-
devtools.codeschool.com/
• Learn basic JS. Even if you don’t write your own extensions, you need basic JS to
understand utag.js, JS extensions, scope, and troubleshooting
• Use your Tealium support hours!
• Record screen sharing sessions with Tealium engineers

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The Grid

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Customize Your Offer – Sep 2015
• Offer prices are shown only after the visitor
clicks
• No way to compare the offers
• No way to determine which combination is
the best deal
• Data showed visitors navigating back from
this page, not forward

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The Grid Test – Dec 2015
• Untested new concept to sell product
combinations
• Visual channel lineup
• Channel lookup tool
• “Best Deal” badge

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Responsive mobile version
• No degrading functionality

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Tealium role in the test
• Ultimate flexibility – could capture all critical
data points:
• Offer click path (behavioral analysis)
• Added TV channels to the filter and
consequent actions (product
marketing)
• Removed TV channels
• Offers selected and ordered
• utag.link firing on various actions user
takes
• Allowed us to dig deeper into various
patterns due to the new data
• Quick turnaround time
• Opened up multiple other ideas to test!

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Results
• 23% increase in conversion
• 25-40% increase across multiple
categories of multi-product offers
• Multi-million $$$ impact on revenue
Launched country-wide in Jan 2016

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Page Load Time Dashboard

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New cox.com CMS
• Launched in Sep 2015
• Sluggish site performance – pages load
slowly
• Need to quantify or no action will be taken
• How does it affect different
segments?
• How does it affect mobile vs.
desktop?
• How does it affect sales?

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Used Tealium to capture key
Page Load metrics
• Used browser’s built-in performance.timing
object
• Captured the difference between several
key time stamps
• Created Tealium extension scoped to
analytics tag
• Created a new data source variable to
capture the load time
• Mapped to analytics, tested, and launched
Turnaround time: 2 days!

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Created a report for Page Load
• Used Adobe Report Builder
• Recurring daily report
• Page load performance by segments and
pages
• Replaces expensive site performance
systems
• Integrates into analytics – can be used for
various break-downs and reports

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Summary/ Key Takeaways
 Get creative! The limits only exist if you
think they exist.
 Use Tealium to test new concepts and
ideas!
 Build a KILLER new analytics system with
Tealium – flexible, accurate, and robust
 Use data to innovate and experiment.

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AUDIENCE Q&A

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Thank You
Oleg Kalenichenko
https://www.linkedin.com/in/olegkalenichenko

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