accel 2011 sony_brandon_bunker
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SUPER ACCELERATOR SESSIONSACCELERATE 2011 – SAN FRANCISCO
TAG MANAGEMENT TOP TIPS
About me: Brandon Bunker• Early Adopter of TMS• I have worked with TMS at 2 different companies.• I have experience with multiple TMS vendors.
• An Awkward Example
• Presentation Disclosures
@BrandonTBunker at #ACCELERATE
10. TMS Fuels Analytics. • Code push implementations are costly, slow and
inefficient.• Analytics tools are limited by implementation.
Homer:"with today's gas prices, we can't afford not to buy a pony."
@BrandonTBunker at #ACCELERATE
10. TMS Fuels Analytics• Before TMS, Time normalization was n/a in Site Cat.
• For more info see the Innovation Blog @ http://www.ensighten.com/node/203
@BrandonTBunker at #ACCELERATE
9. TMS Breaks Down Barriers• TMS’ do more than website analytics.• At first, IT viewed TMS threat; now they view TMS as
critical infrastructure.
@BrandonTBunker at #ACCELERATE
9. TMS Breaks Down Barriers.• Current tags deployed through Ensighten.
OmnitureGoogle
ForeseeEthnio
Ad.comDoubleClick
Test & Target
CriteoKenshoo
Facebook Channel AdvisorPricegrabber
Shopping.com
DFATumri
LivePersonOracle
@BrandonTBunker at #ACCELERATE
8. TMS Improves Page Load Time• TMS provides:– Asynch tags, Caching and Single Domain for tags.– Real-time conditionals, code minification, SLA’s
@BrandonTBunker at #ACCELERATE
7. Master Your Data Domains.
• Analytics providers try to enforce what you can and can’t do.
• Exit barriers have slowed analytics innovation.
@BrandonTBunker at #ACCELERATE
7. Master Your Data Domains.• Send data to multiple providers.• Decreases implementation and switching costs.• Sampling is controlled by TMS (You).
@BrandonTBunker at #ACCELERATE
6. Turbo Charge Your Analytics• Where the analytics industry is going?– Importance of recent behavioral data.
• Integration is time consuming and expensive. – Example: Product rec. engine.
@BrandonTBunker at #ACCELERATE
6. Turbo Charge Your Analytics• Sony has integrated multiple systems via TMS.– Analytics data is being leveraged in real time.
@BrandonTBunker at #ACCELERATE
5. TMS Makes You “Agile”Pottermore by J.K. Rowling – used Ensighten to manage Magic Quill contest
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5. TMS Makes You “Agile”
• Pottermore drove 70x visits.• Key Takeaway– Make sure you TMS system
can handle your traffic spikes or you will lose data.
@BrandonTBunker at #ACCELERATE
4. TMS Special Use Case• TMS implementation benefits:– TMS can enforce sampling and server call limits.– TMS can enforce SLA’s.– TMS overlay reduces development time.
@BrandonTBunker at #ACCELERATE
3. TMS Vendor selection• Pure plays vs. TMS as an add on• Always do a POC• Demand security• Special considerations– Privacy– A/B testing– Attribution– Run time execution controls– SLA’s around up time
@BrandonTBunker at #ACCELERATE
3. TMS Vendor selection• Too Good to Be True• POC with Vendor• Major challenges @ Sony• Rigorous IT and Security
Review
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2. TMS and Budgeting• How to get executive buy in?
• My first mention on Twitter.
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1. TMS Generates ROI
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Thanks & questions
Brandon Bunkerhttp://twitter.com/BrandonTBunker