Enterprise Tag Management Enterprise Tag Management

Adrian Maguire General Manager – Web Analytics

TUI UK Mainstream

TUI Travel’s Journey to Tag Control & Marketing Agility

Overview

1. Who are TUI Travel 2. Why did we invest in Tag Management 3. What have we achieved 4. What’s next? 5. Tips and Tricks

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Who are TUI Travel?

Leading European Tour Operator • Formed in 2007 following consolidation in European travel sector

• Listed on the London Stock Exchange

• Re-Entered the FTSE 100 in December 2012

• Operations in most European nations and emerging markets

• Wide scope of operations • Mainstream Holidays – typically beach “package” holidays and cruises

using in-house airline • Specialist Holidays – “Bespoke” holidays using scheduled airlines stock • Accommodation Services – Primarily B2B provided excursions, coach

transfers etc

• Autonomously managed regional businesses (UK and Ireland, Nordic, Central Europe)

The Business in Numbers - 2012

TUI Group TUI UK

EMPLOYEES 54,000 17,500 (seasonal)

AIRCRAFT 141 60

CUSTOMERS 30 million 5 million

TURNOVER £14 billion £3.6 billion

PROFIT £490 million £197 million

RETAIL OUTLETS 1,800 700

ONLINE PENETRATION 33% 44%

A Large Organisation

• Underpinned by two leading brands

The UK Mainstream Business

• Heavily Invested in Web Analytics

The UK Travel Market

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Tag Management – Why?

TUI Infrastructure

2 Main Brands but multiple booking engines and checkout processes – bespoke products 1 tagging change request – multiple implementations Slow IT processes Competition for Resource – particularly to amend post implementation No Flexibility – have to make long-term decisions very early Unable to support and leverage group initiatives Current re-platforming front end web sites and back-office Inventory system Dual running systems – need to have comparable data

SIZE COLOUR STYLE ACTIVITY

What is our Product?

SIZE

COLOUR

ACTIVITY

STYLE

DESTINATION

DURATION

PARTY

BOARD

HOTEL TYPE

DEPARTURE POINT

DEPARTURE DATE

INSURANCE

UPGRADED ROOM

UPGRADED FLIGHT

TRANSFER OPTIONS

RESORT ACTIVITIES

CAR HIRE

Yield Management

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Cross Sell

I’d like to go to Ibiza on June 22nd

We’d prefer you to go to Majorca

on June 26th

Garbage In – Garbage Out

PARAMETER NAME

PARAMETER VALUE

UK Air Gatwick FO Dept Point LGW CR UK Dept London

Gatwick

Why Ensighten?

• Differences in Technology are subtle – More IT Savvy customers might distinguish

• Processes and Usability of the tool is straightforward • Looking forward to the next version

• Our key driver was people and service

• Having a team on the ground in the UK who listened and understood our requirements was very important and proving an ongoing asset.

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Achievements

6 Months in… I’m a Converted Cynic

We have greater flexibility in technology and approach – we challenge ourselves to thing of new ways to tackle problems, because we are less constrained

All our numbers would change overnight when we implemented and removed the native analytics tags

The whole area of Tag Management seemed to be a non-industry born from problems that should be easy to solve internally

It would be a process nightmare.

Haven’t changed my mind – but the ROI is clearly there for a business like ours

Differences were marginal and explainable by tag moving to HEAD

So far, so good – we have implemented 276 tag rules with no major issues

Supplier Relationship • Analytics Vendors know 1 set of code inside-out

• Tag Management Vendors need to know multiple code-sets

• Leverage value and techniques of technologies and clients across multiple

tool-sets

• Professional Services Resources are more responsive

• Smaller organisation – everyone knows everyone – they can speak to the right people quickly

• More cost-effective & consistent than Analytics Vendors professional services teams

Entry and Exit Barriers • Slow Development Cycles inhibit

flexibility and experimentation

• No Flexibility, so less willing to risk an implementation as it isn’t possible to remove the trial if unsuccessful…more releases needed

Can take 6 months to make the wrong decision OR ignore opportunity due to complexity of implementation

Post Ensighten we have: • Confidence to engage with potential suppliers • Re-Negotiate contracts from a position of strength

All our custom variables are named in a supplier agnostic manner – we can pass them into any tool and substitute systems as required

Usability of Search Panel

• Individual Fields are being monitored for interaction • Validation Errors are being collected for individual fields

• Without Ensighten we couldn’t have done it… • Depth of consulting available from Adobe to design a solution • Volumes of data – Ensighten allows us to switch the tag rule on, collect

some data and turn it off again

• All the Insight comes from the Analytics tools, but Ensighten facilitates effectively

• We found 29% of users were struggling with the validation • Disproportionate issue on Tablets

Bug Identification During Implementation Phase: Bootstrap implemented but no rules in place, but Vendor Tags still native in the page code

• Page hanging during load • Unable to quantify as native

analytics tag wasn’t being called • Business impact judged to be

minimal, so bug raised and prioritised

BUT • Bootstrap enabled tag to be fired • Custom parameter added to avoid

double counting • Impact much greater than expected • Original decision reversed and

urgent fix arranged

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Upcoming Initiatives

2013…

• Re-Invigorate our Tealeaf Solution – including the js based UI Capture

• Implement Google Analytics Premium

• Migrate our Test and Target mboxes to Ensighten

• Further cost savings in our annual mBox volumes as we can de-activate unused calls

• Re-Platforming continues – some big

analytical challenges • Use of Filtering • Multiple input search requests

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Tips and Tricks

1. Engage with your IT Stakeholders

2. Invest time in planning the Tag Management infrastructure

3. Put some processes and controls in place

4. Do your Due Diligence

5. Leverage the knowledge of the Client Services team

Right First Time

Further Questions Email: Adrian.Maguire@thomson.co.uk OR Connect on LinkedIn

#agility2013