Digital Velocity 2014: "R-Oh-My! Quantifying the ROI of Tag Management"
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R-Oh-My! Quantifying the ROI of Tag Management Mark Fiske thefiske Senior Director, Digital Marketing Ancestry.com Omniture Implementation Specialist Ancestry.com Jer Tippets jertippets
description
Presentation from: Mark Fiske, Sr. Director, Digital Marketing Ancestry.com & Jer Tippets, Omniture Implementation Specialist, Ancestry.com Translating the specific ROI of new technology can often be difficult. Learn how the odd couple of marketing and development joined forces at Ancestry.com to tackle the challenge of selling the benefits of tag management across the organization. See how Ancestry.com was able to not only quantify the value of traditional tag management capabilities, but also show how Tealium could be used in new and unexpected ways, including providing more targeted customer experiences.
Transcript of Digital Velocity 2014: "R-Oh-My! Quantifying the ROI of Tag Management"
R-Oh-My! Quantifying the ROI ofTag Management
Mark Fiske
thefiske
Senior Director, Digital MarketingAncestry.com
Omniture Implementation SpecialistAncestry.com
Jer Tippets
jertippets
About Ancestry.com
• Ancestry.com® is the world's largest online family history resource. We are dedicated to helping everyone discover, preserve and share their family history.
• Founded in 1983, site launched in 1996• One dozen brands in the Ancestry.com family• 1,400 employees• >2.5MM subscribers• >12 Billion records• 55 Million family trees• 10 Petabytes of structured and unstructured data
About Us
• Mark Fiske– Digital Marketing Guy– NexTag, Gap, now Ancestry.com– B2C direct response
• Jer Tippets– Oversees web analytics and third-party pixel implementations
at Ancestry.com – Omniture, BET, Mashable, comScore and NBC Universal
Why We’re Not Fans of Marketing Infra Expenses
• Burdens media efficiency• Disagreement over ownership• Long-term commitments or lock-in, sales
processes• OpEx isn’t fun!
Why I’m a fan of Tag Management
• Immediately demonstrable cost savings in millions
• Enables personalized marketing experiences• Unlike other infra tools, saw and proved nearly
immediate business gains that more than justified expense
History
• Implemented Tealium on over 24 properties• Collecting over 200 data points about our users and our content• Implemented over 300 marketing pixels across all of our sites
Implementation Highlights
• Cut the number of requests sent to Adobe Analytics by 12%, reducing our annual cost at the same time we increased data accuracy
• Reduced the number of redundant calls across the site, helping to streamline user experience
Implementation: Less Tangible Savings
• By leveraging complex load rules and a little creativity, we were able to simplify an otherwise complex implementation of – Survey tools (Ethn.io, ForeSee)– Site performance tools (Crazy Egg)– Testing and optimization tools (Adobe Test and Target)
• Less tags loaded = Faster page loads
Saving Money With Tag Management 101
• Time to market on tags:– 2-4 weeks to 2 days– Implemented more tags in one week than in 7 months– New “test” partners drove year-over-year increase in subscribers
• Launched new channel one month earlier = >$100K• Four hours week of time savings * FED/QA salary = >$10K• Switched agencies, SEM & display platforms in two week time
period• Moving work from FED resources to business users = Priceless
Maybe a Graduate Level Example…
• Brand SEM = Incremental or not?• Incremental, but as subscription-based site, significant
expense put toward member marketing• Using Tealium to implement custom logic on Google
Remarketing lists for search allows one to turn waste into upsell messaging
• Cost savings, lift in DNA sales to existing members
What it looks like…
Non-member Member
Other Areas of Saving: Sampling Logic
• Moving sampling logic upstream presents cost savings opportunities
• Consumer insights:– Most businesses utilize customer insights and feedback tools– Surveys often left running longer than needed due to nature of
“sprints”, driving tens of thousands in unnecessary expense
• Testing tools:– Unfortunately, most businesses let this code load 100% of time,
relying on partner to manage sampling– Can result in hundreds of thousands in wasted page calls for smaller
tests with low sample rates
You’ve Seen This Slide Before…
Looking To The Future = AudienceStream
• Create a Truly Unified View of Customer• Extend transactional and triggered communications
beyond email to the Facebook News Feed– For most marketers, email open rates rarely above 30%– Email limited in frequency, messaging calendar
• Enable consistent messaging logic across channels– Core onsite experience– Email– Onsite display advertising– Offsite display advertising – Offsite social
Before: 24-48 hours
Data
FTPBIT
24 Hour Wait
Web Analytics
Tool
Web Analytics
Data Feed
Rest API
Marketing Segmentation Tool
Email Service Provider
Onsite Display Ad Server
Offsite Display Platform
Processing
Importance of Low-Latency Marketing
0-1 Hour 1-3 Hours 3-4 Hours 24+ Hours
60%
16%
8%5%
Incremental Abandon Cart Volume By Messaging
After: 3-4 seconds
DataEmail Service
Provider
Onsite Display Ad Server
Offsite Display Platform
What it looks like…
Email On-Site Display
Off-Site Display
Social
Recap
• Tag management cost savings both tangible & intangible• Creativity key in maximizing tag management value• Think about customer segmentation, lifecycle and how you
can personalize marketing based on customer journey• Timeliness is key in messaging – technology should be able
to facilitate• Marketing in the future is still channel-centric, but the
customer should drive the messaging and strategy – think about the technologies needed to get there
Thank You
Mark Fiske
thefiske
Senior Director, Digital MarketingAncestry.com
Omniture Implementation SpecialistAncestry.com
Jer Tippets
jertippets
