Post on 15-Jan-2015
description
Tag Management Efficiency, Flexibility and Performance
Introductions
Jeff Seacrist VP – Partner Solutions
Webtrends
Maggie Neuwald VP – Product Marketing
TagMan
Des Cahill VP – Marketing
Ensighten
Agenda
• Intro to Tag Management • Ensighten – Overview & Case Study • TagMan – Overview & Case Study • Open Discussion
Tags Everywhere
Quick Poll
Benefits
Significant Time Savings
The Webtrends Approach
ENSIGHTEN Introduction to
about ensighten • Our Technology
– Any tag = any 3rd-party digital marketing service – Any platform = web, mobile apps, video, social, PC, phone,
tablet, kiosk, ATM, game – Single line of code deployment – Maximum site performance
• Our Business – 80+ F1000 customers – 25k domains – $25B e-commerce – 150+ countries – Cupertino, CA > London UK
select ensighten customers Finance Retail
Software
Media
Travel Recent
Tags off page Business rules
Data management
phases of TMS adoption
1. Tags off page: • marketing agility • site performance
2. Business rules: • A/B test vendors • vendor cost
control • tag usage
optimization
3. Data Mgmnt: • 1st party data
collection • user
segmentation • user experience
optimization
Customer case:
Customer Challenge: • Managing ~15 complex tags
– including Webtrends, Atlas • Across 3 main business lines
– Store, Office, Education • For 138 country specific domains
– Thousands of pages per domain
DK
FR
JP
NL
UK
US
SE
ES
RU
NO
US
DE
BR
AU
FR
ZH
RU
CA
NL
IT NZ
IE
BE J
P
DK
FR
JP
NL
UK
US
SE
ES
RU
NO
US
DE
BR
AU
FR
ZH
RU
CA
NL
IT NZ
IE
BE J
P
High quality and high agility. Ensighten’s solution is a game changer for the Microsoft Store. Bill Bazley, eCommerce Group Manager
Case study: top global airline Vision
Create 360° view of customers across ALL digital touch points
Case study: top global airline Challenge • Create 360° view of customers across ALL
digital touchpoints • EASE tag migration during brand merger and
site redesign • Maintain data CONSISTENCY Why Ensighten • Extensive MULTI-PLATFORM, multi-device
capabilities • Enterprise traffic SCALE in competitive POC Results • Replaced incumbent TMS • Website, mobile app live, airport kiosk
underway
TAGMAN Introduction to
About TagMan ABOUT TAGMAN:
TagMan unlocks big marke9ng data to achieve big business results with our Tag Management and Marke9ng Data PlaAorm.
q Data Management
q Real-‐9me AEribu9on
q Cross PlaAorm Tracking
q Cross-‐channel Insights
q ePrivacy Solu9ons Customers
More than 250 enterprise websites across all major industries including Travel & Hospitality, Retail, CPG, Consumer Electronics, Financial Services, Pharmaceu9cal, and Telecom
Private and confiden9al, copyright TagMan 2012
Replace them with just one…
Remove all the tags from client site...
House them in a single system under client control…
Patent pending ‘smart tag loading’ technology
The Solution Easily Manage Every Tag in one place
Reduce IT Overhead
“We chose TagMan as our global tag management
provider because site performance and flexibility
really ma?er to us.” – William Beckler,
Travelocity’s Marke9ng Analy9cs Manager
Increase Site Speed
“Smart Tag Loading… improvements in page load Emes -‐ up to 42%. This
means both a be?er user experience...” – Fran O'Connor, Digital Marketer,
Holland America Line
Private and confiden9al, copyright TagMan 2012
Case Studies Efficiencies and Site Performance
Private and confiden9al, copyright TagMan 2012
Real-time attribution – ‘conditional tag loading’
1. Search click url to site.
2. Social media click url to site.
3. Commission Junc9on (AN) click url to site.
4. Email view. 5. Consumer goes direct to site and purchases.
Marke9ng ROI: 20%-‐40% op9miza9on
Attribution Needs Tag
Management
TagMan data: 1. All media channels. 2. Consumer level. 3. Time stamped. 4. Unlimited events.
OFFLINE TO ONLINE
Visualization Connect disparate data sources (on/offline)
Private and confidential, copyright TagMan 2012
Private & Confiden9al Copyright TagMan 2012
TagMan Cross-channel Data
Optimization Partners
Clean, Clear independent data sources Data Feed
Data Syndication and Merging
“…data from the TagMan system will be the main data source that powers all our paid search/social reports, optimization and bidding
algorithms..”
William Hartley-Booth, Solutions Architect
For Booking.com, TagMan patent pending technology
increased conversions by 20% in month 1
Criteo TagMan Case Study
• Gained full visibility into their customer purchase journey
• IdenEfied which channels drove the best engagement & conversion
• Developed a year-‐round display media plan
• Improved MarkeEng Agility: Shortened test cycle for new technologies (adding tags) from a minimum of 4 months down to 1 day.
• 15% year-‐on-‐year sales increase • 20% increase in ROI • 12% decrease in cost per sale
Air New Zealand Grew Revenue 15% using TagMan's Marketing Experience Data:
“By implementing TagMan’s solution, we were able to react and employ an efficient and effective test and learn process which enabled us to use our customers’ conversion data to sew a thread through the non-linear customer journey.”
Private and confidential, copyright TagMan 2012
Big Data, Better Bookings: Air New Zealand Case Study
OPEN DISCUSSION Expert Panel
Top 5 Take-Aways
• TMS can save significant time and effort • TMS will force you to improve tag
business processes • Webtrends works with the leading vendors • Evaluate TMS vendor claims carefully • Thank you to TagMan and Ensighten
Rate Session
& Speakers/ Panelists
Thank You
blog.tagman.com
@maggien
Maggie Neuwald VP of Product Marketing
TagMan maggie.neuwald@tagman.com
Des Cahill vp of marketing
ensighten
ensighten.com/news/blog
@descahill
descahill@ensighten.com
jeff.seacrist@webtrends.com @jeffseacrist