stima mkt cloud-tms_20150319
TRANSCRIPT
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DIGITAL MARKETING DRIVEN BY
TAG TECHNOLOGY
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Philippe Vlaemminck (Mul;Minds) 19 March 2015 Yves Van Dooren (Mediahuis)
STIMA Engage 4 Results Marke;ng Automa;on through Tag Management
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AGENDA
1. Introduction to tag management • Digital Marketing Driven by Tag Technology • TMS: the concept
2. Case: Mediahuis • History • Implementation • Pitfalls • Best Practies
3. Case: Unigro • Real-Time Attribution
4. Key Take-Aways
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manage w measure w monetize mul3minds
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TAGGING HAS BECOME A FACT OF LIFE FOR DIGITAL MARKETERS
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TAG OVERLOAD
6 different tags Tool: Chrome Plugin: Ghostery
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TAG OVERLOAD
8 different tags Tool: Chrome Plugin: Ghostery
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TAG OVERLOAD
8 different tags Tool: Chrome Plugin: Ghostery
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TAG OVERLOAD
15 different tags Tool: Chrome Plugin: Ghostery
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14%
26%
38%
42%
47%
50%
59%
62%
64%
88%
Recommenda3ons
Voice of the Customer
Social Media
Audience Measurement
Tes3ng
Behavioral Targe3ng
Affiliate Marke3ng
Ad Serving
Search Marke3ng
Web Analy3cs
Source: Forrester Research, Inc. – Understanding Tag Management Tools And Technology
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• RAPID CHANGING SITE TECHNOLOGIES REQUIRE NEW TAG
IMPLEMENTATION SKILLS
• EMERGING CHANNELS • MULTI-‐DEVICE TRACKING • CROSS-‐DOMAIN TRACKING • EVENT FOCUSED • RESPONSIVE DESIGN • …
TAG COMPLEXITY
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• MANAGEMENT OF TAGS IS A CONSTANT BATTLE
• MEASUREMENT IS RARELY A PRIORITY FOR IT (STILL TODAY) • SITE UPDATES HAPPEN IN WAVES • NO RESPONSIBILITY • NO QUALITY ASSURANCE • NO PROCESSES • AD-‐HOC REQUIREMENTS • TAGS ARE RARELY DE-‐ACTIVATED • ….
TAG GOVERNANCE
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MOST COMMON ISSUES
36%
55%
55%
55%
75%
86%
0% 20% 40% 60% 80% 100%
Tags causing page errors
Nega3ve impact on page load
Tags collect wrong data
Tags on wrong pages
Deployment cycles cause delays
Incorrect/Missing tags
Source: MM Market Research – 2014
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TAG MANAGEMENT
THE CONCEPT
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A CMS FOR TAGS
website website website website website website
Web analy3cs Ad servers A/B test solu3ons
Targe3ng -‐ segmen3ng PPC tracking Affiliate
tracking
Tag management
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TAG MANAGEMENT WITHOUT A TMS
Google Analy3cs
DoubleClick
Criteo
Google Google Analy3cs VE Interac3ve Zanox
TradeDoubler
Universal Analy3cs Universal Analy3cs
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TMS Script
TMS
TAG MANAGEMENT WITH A TMS
Doubleclick
Google Analy3cs
Google Google Analy3cs VE Interac3ve Zanox
Criteo
TradeDoubler
Universal Analy3cs
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CENTRALIZED TAGGING
A unique tag replace all your tags
A central script manages the condi;ons of ac;va;on of all your tags
EASINESS
INTELLIGENCE
Tags can be manipulated by marke;ng teams AUTONOMY
1
2
3
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Beeer ROI of suppliers
Beeer control over data
Business Team
Management Team
Project Management
Extreme Agility
IT
Higher conversion rate
New opportuni;es
More reliable repor3ng
More complete deployment
Supplier management
Smoother opera;ons Higher reac;vity Less resources
involved
Decrease of the IT workload
Improvement in loading ;me
Beeer control over live Tags
Organiza3on
Higher profitability
Higher produc;vity
Compe;;ve advantage
OVERALL BENEFITS
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TAG COMMANDER ALLOWED UNIGRO TO
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TODAY, TAG MANAGEMENT IS FAST BECOMING A COMMODITY
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CASE
MEDIAHUIS
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OVER MEDIAHUIS
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HISTORY
• CORELIO (EARLY DAYS) • Modest amount of websites (but growing)
• News sites • Classifieds sites
• Just a few tags (analy3cs, CIM) • Placed directly on the pages
-‐> Life was simple
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HISTORY
• CORELIO (GROWING) • More sites added to the porlolio
• Mobile sites, apps, … • Weather site, agenda, … • Marke3ng microsites • Editorial projects (elec3ons, tests, …)
• More tags in use • Extra metrics (real 3me, comscore, …) • Temporary tags (remarke3ng, …)
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HISTORY
• MAINTENANCE BECOMES HARDER • Updates take ages at IT (3 months = ages) • Tags are no priority for IT (just wait) • Need for consistency (different configura3ons) • Specific tracking/tests difficult to set up
-‐> Solu3on: Google Tag Manager
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HISTORY
• AND THEN: MEDIAHUIS • Corelio and Concentra join forces • Concentra site porlolio
• Adds a complete list of extra sites (GVA, HBVL, Hebbes, …) • Different configura3ons • Different ways of metrics (cookie 3meouts) • Different front-‐end data available
• Extra complexity added • Big data ini3a3ves, …
• Managed by the same (modest) team
-‐> Challenge: tag management in a complex environment
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HISTORY
• ENTER TEALIUM TAG MANAGAMENT • Why no longer Google tag Manager?
• Tealium is more mature – Management interface – Industry tag support (not only Google tags) – Privacy support – Web Companion
• Who can I call when things go wrong? (SLA) • Expose all your data to Google?
• Tealium comes with a cost (but problems too)
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IMPLEMENTATION
• HOW WE IMPLEMENTED? • Just placing a tag on each page?
(short answer: no)
• Different stages: 1. Tag placement on all pages 2. Roll out datalayer 3. Migrate tags to tealium 4. Grow you tags
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IMPLEMENTATION
• TAG PLACEMENT • Document site porlolio and developers • Configure Tealium environment
• Users • Account structure
• Contact developers, explain • Make sure tags are placed on all sites/pages
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IMPLEMENTATION
• ROLL OUT DATA LAYER • Document all data needs
• Current available parameters • Add things from whishlists
• Make IT deploy datalayer • On most important sites • Some sites will lag behind
– Not a problem: they have default values
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IMPLEMENTATION
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IMPLEMENTATION
• MIGRATE TO TEALIUM • How? (together with Mul3minds)
• Load tags in Tealium via load rule – If hardcoded tag s3ll exists: do nothing – No hardcoded tag found: fire tag
• As soon as all hardcoded tags are removed: new situa3on
• Advantage: step by step move towards new situa3on. More 3me to test/debug.
• Remark: event tracking is more difficult over datalayer than hardcoded
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IMPLEMENTATION
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IMPLEMENTATION
• GROW YOU TAGS • With new possibili3es, more:
• Experiments • Tests • Answers • Opportuni3es • …
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EXAMPLE: BIG DATA INITIATIVE
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EXAMPLE: FAST EVENT TRACKING
Take aways: -‐ Snel op vragen van ‘de business’ kunnen antwoorden wordt enorm gewaardeerd -‐ Tealium laat toe (3jdelijke) me3ngen snel te implementeren -‐ Gebruik de Web Companion indien geen HTML/CSS kennis
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EXAMPLE: TARGETED NOTIFICATIONS
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EXAMPLE: A/B TESTING (SEGMENTED)
Vs.
Vraag: hoeveel % meer/minder kliks voor rechtes versie?
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EXAMPLE: HEATMAP PLANNING (TIMING)
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TAG MANAGEMENT PITFALLS
• ATTENTION • Tag Management can insert almost anything in a
live environment (like a Trojan horse) • Use with same care as other web coding
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TAG MANAGEMENT PITFALLS
• BEST PRACTICES • Maak gebruik van de development/staging/live cyclus in Tealium • Maak gebruik van het selec3ef uitschakelen van probleemtags • Maak gebruik van de rollback func3es in Tealium • Maak gebruik van de historiek van Tealium (“whodunnit") • Maak procedures voor wanneer het mis loopt (Tealium user access) • Maak procedures voor het proper beheren van code (Github)
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TAG MANAGEMENT BEST PRACTICES
• Most of all: have fun trying new things!
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CASE
UNIGRO: CAMPAIGN ATTRIBUTION
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Tag Management
Campaign tracking
parameters
Conversion deduplica;on
Deduplica;on Rules
• Real Time
• Fully customizable
• Ability to integrate natural channels
• Ability to exclude channels or situa3ons
• Ability to manage excep3ons
CONVERSION DEDUPLICATION
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Decreased affiliate expenses by 50% by maintaining Conversion Rates
CONVERSION DEDUPLICATION
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A[ribu;on By Tag Commander
Unified tracking
Custom A[ribu;on
Rules
A[ribu;on Rules
Simula3on
Performance Analysis
Costs Integra;on
Automa;zed A[ribu;on
Key insights • Post-‐View integra3on
• Acquisi3on or returning visitors
• LifeTimeValue Analysis
• Performance Analysis with customized kpi
• Costs integra3on
• Segmenta3on
• Scoring
ROLLING OUT CAMPAIGN ATTRIBUTION MANAGEMENT
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50 © TagCommander
No Deduplica;on
SEM Google
Brand Google
Affilia3on TradeDoubler
Direct Access
Retarge3ng Criteo
SEO Google C
REAL TIME ATTRIBUTION
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51 © TagCommander
Last Touch Deduplica;on
SEM Google
Brand Google
Affilia3on TradeDoubler
Direct Access
Retarge3ng Criteo
SEO Google C
REAL TIME ATTRIBUTION
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52 © TagCommander
U model Deduplica;on
SEM Google
Brand Google
Affilia3on TradeDoubler
Direct Access
Retarge3ng Criteo
SEO Google C
REAL TIME ATTRIBUTION – ADVANCED RULES
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53 © TagCommander
40.0 €
10.0 € 10.0 €
40.0 €
TOUCH 1 DISPLAY
TOUCH 2 SEO
TOUCH 3 RETARGETING
TOUCH 4 DIRECT ACCESS
ATTR
IBUTED AM
OUNT
CUSTOMER JOURNEY
U MODEL
REAL TIME ATTRIBUTION – EXAMPLE
• NATURAL AND PAID CHANNELS • FIRST TOUCH GETS 40% // LAST TOUCH GETS 40% • INTERIM TOUCH GETS A % ACCORDING TO ITS PLACE WITHIN THE CUSTOMER JOURNEY
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54 © TagCommander
REAL TIME ATTRIBUTION – EXAMPLE
• ENGAGED VISIT (2 PAGES +) GETS AN ATTRIBUTION BONUS
40,0 € 40,0 €
5,0 € 5,0 € 10,0 €
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5 TAKE-‐AWAYS
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5 TIPS TO TAKE HOME
1. Make your business case: Efficiency, Cost Reduction, Revenue Generation
2. Involve your IT from the start: you will not gain independence from IT, but you will gain independence from releases
3. Migrating to a Tag Management Solution is like switching between Web Analytics vendors. Be prepared!
4. Define ownership, rules and processes 5. More than just tag management
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Multichannel and Multidevice Interactions
Experience Layer
Data Layer
Application Layer
Connectivity to!Advertising, CRM, Email, etc!Key partnerships receive visitor data to perform real-time action.
Real-time Remarketing!Advanced Analytics!Optimization
Tag Management 750+!Tags Supported
Visitor Enrichment Segmentation Real-Time!APIs
Omnichannel EventStore EventDB AudienceDB
Improved Media Buying Improved Customer!Interactions
Data Layer Creation and Enrichment
MORE THAN JUST TAG MANAGEMENT
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CONTACT: PHILIPPE VLAEMMINCK YVES VAN DOOREN CO-‐FOUNDER & DIGITAL TECHNICAL LEAD MANAGER TRAFFIC CENTER [email protected] [email protected]
WWW.MULTIMINDS.EU WWW.MEDIAHUIS.BE @MULTIMINDS_EU
manage w measure w monetize mul3minds