© 2015 Tealium Inc. All rights reserved.

YoCDo – You Only Collect Data OnceTomTom user case

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Agenda

14

3

Agenda Aim

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About me

About me Experience Father

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TomTom

History GPS Bright Watches Action Cam Website

YoCDo – Digital Analytics @ TomTom

“If we have data, let’s look at data. If all we have are opinions, let’s go with mine.” Jim Barksdale

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Digital Analytics @ TomTom: Background

No Web Analyst No KPI framework No documentation No control

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Digital Analytics @ TomTom: Key Challenges

Personalisation Solid foundation

Flexibility

(startup)

New Product Launches

Expanding Data driven

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Digital Analytics @ TomTom: Creating a Web Analytics Home

Web Analytics

Home

Data Quality

Advanced Reporting

Business Adaptation

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Digital Analytics @ TomTom: Data Quality

People Platform Process

YoCDo – Data collection @ TomTom

“I want to collect everything” said every marketer

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Data collection @ TomTom: OldADVERTISING

SERVICESOTHER

SCRIPTSWEB

ANALYTICS

DATA

DATA

DATA

Tags

DATA

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Data collection @ TomTom: NewADVERTISING

SERVICESOTHER

SCRIPTSWEB

ANALYTICS

DATA

DATA

DATA

Tags

DATA LAYER

TAG MANAGER

DATA

DATA

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Data collection @ TomTom: Old vs New

New data collection

Overview StandardisationControl

YoCDo – Implementation Tealium @ TomTom"If your only tool is a hammer, every problem looks like a nail." – Abraham Maslow

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Implementation of Tealium @ TomTom:

3 phases Script only Basic Advanced

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Implementation Tealium @ TomTom: Results

Results Governance of tags

143

Minimised tags used

Flexibility

Data quality

FastLess dependency IT

YoCDo – Future Tealium @ TomTom“It is a capital mistake to theorise before one has data.” Sherlock Holmes

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Future Tealium @ TomTom

Future More tags Monitoring Purpose Solid foundationExpanding Flexibility

YoCDo – Learnings

“Even a rock moves on.” Vernor Vinge

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Learnings

Learnings 3 phases Data layer

Experts Contraction tracking use it

wisely

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Thank you

Thank you

Contact me

Use LinkedIn