Webinar Deck: Don't get stuck in the marketing cloud

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Don’t Get Stuck In The Marketing CloudJames NiehausVP of Analytics and Digital StrategyEnsighten

Josh Slivken Senior Solutions EngineerEnsighten

#ensightenwebinar

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About This Webinar

“How The Ensighten Platform Makes The Adobe Marketing Cloud Better”


About Me

VP of Analytics & Digital StrategyOptimization practitioner >15 yrs First A/B & MVT tests in 1999Ran programs for:


My Unique Perspective (2011-2013)

Most Advanced Users Of Both Adobe Target and TMS (Ensighten)

100+ concurrent experiments per month globally Single global Mbox implementation designAcross countries and domainsAdvanced segmentation (40-50 per test) 3rd party and firmographics data enrichmentReal-time algorithmic modeling (propensity to buy)Customer Lifetime Value KPIsIntegration of Testing, Analytics, and VOCNearly Everything Done In-House

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The Latest Digital Marketing Trends

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The Rise of the Omni-Channel Consumer

Multi-Device - Multi-Channel - Multi-TouchForrester Calls This The “Age of the Customer”


The Answer Is To Personalize The Consumer Experience


Marketing Technology Landscape Has Exploded

By 2017 the CMO will Spend More on IT than the CIO - Gartner


The Big Players Are Introducing Suite/Cloud Solutions


Forrester Offered The Best Insight On Our Industry’s Future


The Answer Is Integration of Best of Breed Technologies

Key Points:

It will be an integration--not a suite—storyTools to support contextual experiences will gain tractionTools must create business value out of dataMarketing and line of business will demand capabilities, not just technology

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The Ensighten Platform Sits At The Intersection

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The Ensighten Platform: Solving For The Trends


Enterprise Personalization: A Data & Technology Challenge Enterprise Data

MissingInaccurateNot integratedNot ownedNot built around usersNot available for action

Enterprise TechnologyUnder IT control

Hard to enrich w/ data

Limited integration

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Ensighten Is More Than Just Tag Management

Website

Mobile Apps

Display

Social

Kiosks

Game Console

Smart Phone

Tablet

Laptop

Mobile

Manage

Privacy

Tag Delivery Network

Ensighten Agile Marketing Platform™

ActivatePulse& One

“Transform the way enterprises collect, own and act on all of their customer data across every digital touchpoint.” Josh Manion, CEO

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Ensighten’s Advantage: Our Dynamic Real-Time Architecture

One-to-one marketing Real-time action: Any use case at scale1:1 data/tag level Any device, channel or touch point Maximum response & performance

UniqueAdvantages


Ensighten Manage: Omni-Channel Tag & Data Management

Ensighten Manage™ Any tag for any use case in real time at 1:1 level


Ensighten Mobile: Native App Tagging w/o SDKs

Ensighten Mobile™ Track app use without recompiling, resubmitting.

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Ensighten Privacy: 100% Privacy Compliance

Ensighten Privacy™ visitor level data collection and privacy control.


Ensighten Pulse: 1st Party 1x1 Pixel/Cookie Server

Ensighten Pulse™ Personalize experiences with display, email, microsites, 3rd party data.


Ensighten One: Build/Stitch Real-Time Multi-Channel Profiles

Ensighten One™ Personalize experiences with CRM, POS, call center, BI, modeling data.


How Ensighten Enables Real-Time Personalization

Collect -


Collect Data Across Any Device or Touchpoint

Collect - Data Layer –Collect All Data (Online/Offsite/Offline)


Integrate the Data To Maximize Ownership & Privacy


Integration Layer – Own & Unify (1st Party + Privacy)


Create and Stitch Profiles in Real-Time Across Devices



Identity Layer – Build, Sync and Stitch User Profiles


Enrich Profiles With Real-Time Calculations




Decision Layer – Rules, Segments, Scores, Models


Make The Profile Available For Real-Time Action





Action Layer –Real-Time & 1:1 Any Use Case (A/B test)


Deploy In Real-Time Across Any Tag or Technology





Action Layer –Real-Time & 1:1 Any Use Case (A/B test)

Data + Technology = Personalization Capabilities


Orchestrate User Experience Across Data and Technologies

All Your Tools Can Now Personalize At A 1:1 Level

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The Benefits Of An Open Platform


Difference Between a Platform and a Suite/Cloud

Built as a platformEach module enriches and enhances all point products

Built through acquisition of point productsSub optimal or closed integrations

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How Ensighten Enhances The Marketing Cloud


Why Ensighten Is The Leader In Enterprise Tag Management

Built To Collect Data Built To Collect, Own, and Act On All your Data

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Personalization: Real-Time Data Driven Content Changes

SynchronousBottom of Page

AsynchronousTop or Bottom of Page

SynchronousTop of Page

Basic AnalyticsBasic Tracking Pixels and Scripts

Standard AnalyticsBasic Tracking Pixels and ScriptsNon Content Tags

A/B and MVT Testing ToolsContent Targeting TechnologyRatings and Reviews ContentProduct Recommendation EnginesComplex AnalyticsTracking Pixels and Scripts

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Enterprise Page Load Case Study

• Performed on a live site in Nov 2013, over 1 week time period• Ensighten vs. Adobe DTM vs. Existing “Control”• Deployment of 12 Technologies (Monetate, LiveRamp, Floodlight (2 iframes, 1 img),

Adobe Test&Target (mbox.js and all mboxes), MediaMath, Foresee, BazaarVoice, OpinionLab, BlueKai, Liveperson, Adobe SiteCatalyst, Invodo)

• Measured with Gomez, Webpagetest.org, Keynote and browser tools36.3% decrease in total page load w/ Ensighten41.1% decrease in time to visually complete w/ EnsightenCompetitor increased page load time by 13%


Acting On Data: Don’t Bring a Knife To a Gun Fight


Ensighten + Adobe Target

Implement any mbox strategy at enterprise scale Eliminate flicker and improve page performanceEnrich Adobe Target w/ a rich real-time data layer


Ensighten + Adobe Analytics

App allows for full analytics customization w/o IT Advanced event/behavior tracking support

Mobile analytics w/o SDK or app re-submit


Ensighten + Adobe Audience Manager Ensighten DMP/Audience Manager

Built To: Drive personalization through omni-channel tag and data management

Drive efficient and effective audience targeting in programmatic/exchanges

Core Action: Enable real-time personalization across best of breed technologies

Maximize reach, and performance of audience driven media spend

Data Design 1st Party (data ownership) 3rd Party (data activation)

Granularity Stitched 1:1 profile Enriched audience segments

Integrations Primarily on domain with 100s of pre-built app integrations

Primary off domain sever to server integrations with DSPs, and other ad tech

How They Work Together

Deployment: Ensighten can deploy AAM and AAM can use the Ensighten data layer to rapidly create site/audience taxonomyEnriched Action: Each platform can enrich the other for personalization or audience optimization


Ensighten + Adobe Experience Manager (CQ5)

AEM’s page centric approach is optimal for content assets but not for tag deployments.You want data & tag flexibility outside of IT control or CMS roll-out timelines or organization adoption

Expose and import AEM’s client context data into the Ensighten data layer

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Ensighten & Adobe Use Cases


About Me

Solutions EngineerFocused on Optimization Strategy, specifically with Adobe TargetPractitioner, Agency, and Consultant at the following:


Use Cases

Analytics– Quickly reconfigure Site Catalyst– Migrate from one platform to another– Top of page analytics

Content Testing and Personalization– Deployment of new mboxes– Mbox targeting– Omni-Channel Personalization/Optimization– Data Democratization

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Analytics Use Cases


Quickly reconfigure Site Catalyst

Request from SVP to start tracking as soon as possible the Facebook Like button clicks, which has never been tracked before

Without Ensighten With Ensighten• Requirements documentation passes

several times from business to IT• Prioritized in to a monthly release,

launching 30+ days from need• Data takes a month to arrive and is no

longer relevant.

• Ability to immediately add/modify Site Catalyst setup without the need for a release

• Test out new reporting requirements easily before committing to new dashboards, etc

• Get immediate access to new reporting needs, increasing the actionability of your Site Catalyst investment


Quickly reconfigure Site Catalyst

Site Catalyst App– Custom built by Site

Catalyst engineers– Data Layer integration

Visual Tagger– Point and Click data and

event definitions


Migration/Addition of new Analytics platform

There is a need to migrate from an existing analytics platform in Ensighten to Site Catalyst. Requirements gathering is done, now it’s time to implement.

Without Ensighten With Ensighten• Technical requirements and

documentation can typically take weeks• Technical implementation can takes

months; upwards of years for larger enterprises

• Inconsistent data definitions between the two analytics platforms

• Typically no technical documentation needed – that work has already been done in the App

• Implementation time reduced 80-90%• No source code of the page needs to be

touched – everything done through Ensighten

• Data accuracy and ability to re-explore business requirements for additional features



Data Layer foundation– Define once, use for every tag – data, page events, etc.– Majority of the heavy lifting for any analytics implementation



Fully supported suite of Apps– No preferred or un-supported technologies – open platform– Custom apps built in partnership with analytics technologies by

technical industry leaders


Moving Analytics to the top of the page

Data quality is in question – sessions don’t match the server logs, pathing analysis seems broken, etc – the business is tasked with finding a solution

Without Ensighten With Ensighten• Very significant development effort to

move analytics from the bottom to the top of the page

• Tag timing configuration comes out of the box with every tag deployed

• Asynchronous loading of analytics files ensures minimal impact to page load

15%of page views on average do not reach the analytics tagging at the bottom of the page

Percentage is higher on landing pagesLow data quality between vendor and client measurementsImpossible to optimize UX / Marketing / Advertising efforts – understanding non-converting traffic is just as important as converting traffic

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Content Targeting/Personalization Use Cases


Deploying a new mBox

It’s in the middle of the giant spring sale, and Marketing wants to try out 3 different types of messaging on the website through Adobe Target, which means a new mbox needs to be placed on the site.

Without Ensighten With Ensighten• Required release from IT to add, remove,

or modify existing mbox implementation• Process could take days or months,

depending on release cycles• Opportunity for testing may already be

passed by the time the mbox is put in to place

• Point-and-click mbox deployments• No altering of page code needed,

meaning that no IT release is necessary• Launch a new mbox in a few clicks,

allowing for immediate testing and a much more agile optimization team


Deploying a new mBox


Mbox Targeting

For the promotion, we only want the mbox to fire to previous purchasers, which is only 5% of our traffic.

Without Ensighten With Ensighten• Audience targeting done on the Adobe

Target server side, after a request to Adobe Target has been sent.

• Server calls cost money and decrease page performance

• Testing often becomes dictated by mbox budgets

• Integration with data layer – inclusive of onsite, offsite, and offline data

• Selective firing of mboxes based on data• Drastically reduced mbox usage: Cost

savings, more efficient testing• Pass data elements to Adobe Target• Auto-disable mboxes for poor

performance


Mbox Targeting

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Omni-Channel Personalization Without Ensighten

Lack of integration between toolsComplex process for bringing data togetherCustomer data not available in real-time – much less actionable

1st Party Data 3rd Party Data

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Omni-Channel Personalization With Ensighten

1st Party Data 3rd Party Data

Activate: Create a 360 degree real-time profile of the customer– Share and exchange

data across data sources, channels, and devices

– Deliver personalized experience based on customer data and predictive modeling


Omni-Channel Cross Device Personalization/Optimization

For the Spring Sale, previous purchasers are touching the website from multiple channels and devices – it’s important that they receive the same message

Without Ensighten With Ensighten• Adobe Target out of the box targets based

on cookies, meaning that users can get randomized between 3 different experiences on 3 different devices

• Confusing at best, and often times frustrating user experiences

• Cumbersome and inadequate integrations

• Real-time actionable cross-device user profile

• Campaign consistency across devices and channels – display, web, mobile app, emails, etc

• Better user experience, leading to higher overall ROI from optimization efforts

Vs.

AC

BA

AA


Data Democratization

After the Spring Sale was over, a 15% lift in RPV for experience A was reported – however, this didn’t match internal reporting. The results were called in to question.

Without Ensighten With Ensighten• Reporting available in Adobe Target out of

the box; Site Catalyst reporting available if integration is in place

• Getting data out to additional systems is challenging at best

• Last touch reporting

• Share campaign and experience data with any analytics or reporting solution available

• Open up data to internal BI and Data Science resources to provide better analysis and gain trust in results

• Remove last touch from the equation!

AA

ACampaign /Experience

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Q&A

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Join Next Week’s Webinar

Creating a Successful Personalization StrategyWednesday, April 911am PDT/2pm EDT

The registration page will automatically be loaded after this webinar.

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Thank You & Meet Ensighten

www.ensighten.com

@ensighten company/ensighten /ensighten

www.linkedin.com/company/ensightenTag Management For Digital Marketing, Web Analytics and IT

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