Post on 10-Oct-2014
description
> Datalicious SuperTag < Streamlining tag management and integra-ng marke-ng pla0orms
© Datalicious Pty Ltd 2 June 2013
FREE tag management with op:onal support
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The Internet runs on tags
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Digital marke:ng = tags
> Data driven marke:ng = tags
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Media ABribu:on & Modeling
Op:mise channel mix, predict sales
Tes:ng & Op:misa:on Remove barriers, drive sales
Boos:ng ROMI
Targe:ng & Merchandising Increase relevance, reduce churn
“Using data to widen the conversion funnel”
> Challenge: Tag management § Inefficient tag management impacts … – Idea genera:on and strategy development
§ Technology limita-ons dampen crea-ve thinking and idea genera-on rather than s-mula-ng them
– Campaign execu:on and op:misa:on § Ineffec-ve tag deployment reduces speed to market for campaigns and limits ability to implement changes
– Content relevance and user experience § Pla0orm silos limit cross-‐channel integra-on, thus reduced targe-ng, ad relevance and response rates
– Report accuracy and media nego:a:ons § Report inaccuracies and discrepancies damage client trust and limit nego-a-on power with channel owners
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> Solu:on: Datalicious SuperTag
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SuperTag
Conversion Tracking
Conversion De-‐duping
Media ABribu:on
Behavioral Targe:ng
A/B Tes:ng Heat Maps
Live Chat
Web Analy:cs
Any JavaScript
Easily implement and update any tag on any websites without or limited IT involvement De-‐duplicate conversions for CPA deals and align repor-ng figures across pla0orms Collect accurate mul--‐channel media aTribu-on data to provide advanced insights Enable advanced features such as targe-ng, tes-ng and chat to op-mise user experience
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> Overcoming team barriers
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Marke:ng SuperTag Technology
Easy to use online user interface enabling marketers to manage tags without intensive technology support
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> Cross-‐plaRorm integra:on
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DSPs Ad Servers Targe:ng Tes:ng Live Chat Phone #s
SuperTag
CRM DM/eDM
Web Analy:cs Heat Maps Paid Search Affiliates
Centralised uniform business rules to trigger conversions and segment visitors across mul-ple marke-ng pla0orms
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> Poten:al SuperTag use cases § Implement tags without JavaScript skills or IT support § Enable central pla0orm for tag management and audi-ng § Improve page load speed across all websites and devices § Simplify web analy-cs implementa-on & maintenance § De-‐duplicate conversions and re-‐nego-ate CPA deals § Track purchase path for advanced media aTribu-on § Enable A/B tests and heat maps to improve conversions § Turn any content element into a dynamic targe-ng area § Enable re-‐targe-ng to increase ad response rates § Trigger proac-ve live chats to improve user experience § Target phone numbers to boost call center effec-veness § ID customers and push key events into any CRM pla0orm § Collect raw clickstream data for advanced analy-cs
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SuperTag.js
> SuperTag code architecture
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§ One tag for all sites & pla0orms § Hosted internally or externally § Easy tag implementa-on/updates § Tag/business rule tes-ng on live site § Facilitates A/B & MV test execu-on § Implementa-on of heat-‐maps § Re-‐targe-ng across channels & tools § Live chat & phone number targe-ng § Collect raw page & impression data
T T
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Injec-ng JavaScript tags into the page based on business rules using the SuperTag top and boTom containers. The SuperTag top and boTom containers are JavaScript func-ons called in the page code just aber the opening <body> tag and just before the closing </body> tag on all page across all domains.
superT.t()
superT.b()
Works on … Websites, Flash mobile apps, videos, etc
June 2013 © Datalicious Pty Ltd 12 Copy & paste same code on all pages to implement
June 2013 © Datalicious Pty Ltd 13 SuperTag works on websites, mobile apps & videos
June 2013 © Datalicious Pty Ltd 14 SuperTag works on websites, mobile apps & videos
June 2013 © Datalicious Pty Ltd 15 Drag & drop tags through easy to use interface
June 2013 © Datalicious Pty Ltd 16 Add new tags from constantly growing tag library
June 2013 © Datalicious Pty Ltd 17 Add custom JavaScript for tags missing from library
June 2013 © Datalicious Pty Ltd 18 Build complex business rules to suit all scenarios
June 2013 © Datalicious Pty Ltd 19 Create new page variables from any page element
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Create new page variables from any page element
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Create premium experiences for high value clients
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Turn any page element into dynamic content areas
June 2013 © Datalicious Pty Ltd 23 Define visitor affinity segments for re-‐targe:ng
June 2013 © Datalicious Pty Ltd 24 Customise what data to send to your data server
June 2013 © Datalicious Pty Ltd 25 Analyse raw clickstream data in Splunk in real-‐:me
> SuperTag integra:on
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SuperTag app genera:ng JS app.supert.ag
Full SuperTag.js hosted by client or on c.supert.ag
Client pages referencing SuperTag.js
Browser execu:ng SuperTag.js
SuperTag DataCollector(s) d.supert.ag
Splunk saved searches and dashboards
JavaScript JavaScript
Requests
Tags
Logs
Lookup tables
Databases, files, etc
Splunk regex builder and data extracts
Addi:onal data (i.e. CRM, IP, social, etc)
Dedicated client Splunk server(s)
Ads & emails loading sta:c 1x1 pixel
Requests
> SuperTag ExactTarget integra:on
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SuperTag app genera:ng JS app.supert.ag
Full SuperTag.js hosted by client or on c.supert.ag
Client pages referencing SuperTag.js
SuperTag integra:on via DataCollector
JavaScript Tags
Requests
Data Databases, files, etc
ExactTarget business rules and condi:ons
Addi:onal data (i.e. CRM, POS, social, etc)
Dedicated ExactTarget
DataExtension
Relevant ExactTarget
email campaign
Data
List Targeted ExactTarget campaign list
Emails
Clicks, data
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Test tags on your live site even before deployment
> SuperTag code architecture
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Client pages referencing SuperTag.js
SuperTag.js
SuperTag-‐ Code-‐V1.js
3rd party web analy:cs & ad serving tags
Client-‐Custom-‐Code.js
3rd party web analy:cs & ad
serving plaRorms
Client pages execu-ng JavaScript tags
SuperTag app genera:ng JS app.supert.ag
SuperTag-‐ Live-‐Tes:ng.js
JavaScript injec-ng tags into client pages based on business rules
SuperTag applica-on combining tags and business rules into JavaScript
June 2013 © Datalicious Pty Ltd 30 Define access and deployment rights for all users
June 2013 © Datalicious Pty Ltd 31 Review changes from all users in the audit view
> Faster page load with SuperTag
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By implemen:ng the SuperTag code architecture your pages are guaranteed to load faster anywhere between 10-‐30% as the below tests show. This is achieved by streamlining the way JavaScript assets are loaded and executed on your pages as well as our smart mul--‐CDN JavaScript hos-ng pla0orm which not only guarantees a 100% up-me but also ensures that all JavaScript code is always loaded from the CDN provider with the best performance for that par:cular user (i.e. usually the server that is closest geographically).
SuperTag.js hos:ng on client CDN
> SuperTag deployment op:ons
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Client pages referencing SuperTag.js
SuperTag.js hos:ng on client server
Email/FTP JavaScript publishing
Manual JavaScript
management
Client pages referencing SuperTag.js
Client pages referencing SuperTag.js
SuperTag app genera:ng JS app.supert.ag
Real-‐:me JavaScript publishing
SuperTag.js Edgecast CDN c.supert.ag
CDN = Content delivery network
Dedicated client Github
JavaScript archive
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Reverse proxy
> Enterprise grade reliability
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99% up:me guarantee for the SuperTag applica:on (i.e. the user interface on app.supert.ag genera-ng the JavaScript code) via redundant AWS EC2/RDS set-‐up and 100% up:me guarantee for the SuperTag JavaScript (i.e. the code on c.supert.ag that is executed on every
page) via mul-ple redundant CDNs including Akamai and Edgecast.
June 2013 © Datalicious Pty Ltd 35 Re-‐engineer code changes in your GitHub archive
Clients get perpetual usage rights for all generated JavaScript including dedicated Github code archive.
> Unique selling points (USPs) § Superior pla0orm architecture for more flexibility – Turn any page element into variables for data collec-on or business rules for tag execu-on
– Cross-‐pla0orm integra-on and data exchange – Splunk integra-on for advanced data mining
§ Superior tes-ng, deployment and audit features – Tes-ng of tags & business rules on the live website – Complete audit trail of all tag changes and tests
§ No lock-‐in, stop using the SuperTag at any -me – External and internal JavaScript hos-ng available – Perpetual JavaScript usage rights & Github archive
§ Free pla0orm, pay for support and add-‐ons only June 2013 © Datalicious Pty Ltd 36
> Blue chip SuperTag clients
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> Great customer feedback
"Managing third party tags has never been easier [...] simplicity of se1ng business rules [...] reduc8on in CPA [...].“ Jason Lima, Online Marke-ng, IMB "[...] SuperTag tool is so easy to use [...]. Live tes@ng is par@cularly useful [...] highly recommended [...]." Helene Cameron-‐Heslop, Analyst, Appliances Online "SuperTag speeds up tag implementa@on and gives us increased flexibility [...] manage media and website analy8cs [...].” Alex Crompton, Head of Digital, Aussie
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Contact us cbartens@datalicious.com
Learn more
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Smart tag management
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