scaling your digital marketing programs to reach a global audience

© 2015 Tealium Inc. All rights reserved. | 1

© 2015 Tealium Inc. All rights reserved. | 2

SCALING YOUR DIGITAL MARKETING PROGRAMS TO REACH A GLOBAL AUDIENCEVMware & SiteOlytics

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WHO WE ARE Michael T. Butler – Director of Global

eCommerce, VMware. Held senior eCommerce positions at Hpshopping.com and Accenture.

Roland Oberdorfer – Managing Director & Cofounder, SiteOlyticsFormer CTO of hp’s online consumer business and General Manager for eCommerce at NVIDIA

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WHO WE ARE VMware - > $6 billion dollar industry

leading virtualization software company. Virtualizing infrastructure from the data center to the cloud to mobile devices – we enable IT to deliver services from any device, anytime, anywhere

SiteOlytics – Creative Web Marketing and Analytics Agency with eCommerce Focus.

https://twitter.com/siteolytics

https://twitter.com/VMware

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VMWARE

http://bit.ly/1CtlHg6

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OBJECTIVEVirtualization

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QUEST TO VIRTUALIZE VMware’s quest is to virtualize IT.

VMware’s products are a necessity for any cloud solution. How to distribute the software across the planet?

How to scale globally with a centralized platform that provides local flexibilities.

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CHALLENGESGlobalization

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QUEST TO VIRTUALIZE Existing SAAS eCommerce platform

established in a few countries. Many retired and invalid tags across

the environments on a code level and CMS.

Which countries should be expanded to first?

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GLOBAL SOLUTION Tealium

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PLAN THE QUEST Get organized – create an inventory of all

tags by country Research market data by country.

Investigate local marketing challenges and solutions for each country

Understand language implications, tax systems, currency conversations, and digital privacy laws for each country.

Create action plan and plot out sequence of launches by country

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PLAN THE QUEST - TIMELINE• Analysis• Compile list of

currently used tags by store

• Access and validate accounts

• Review and cleanup list

• Development• Account creation• Integrate tag

container into global store template

• Account validation

Apr 2014 May 2014

• Transition / Set up • Remove all tags across

all stores form product and category pages

• Disable all tracking flags across all stores and pages

• Set up all tags in tag manager

• Validate all tags

• Go Live• Monitor and test all

analytics accounts and systems

Jun 2014 Dec 2014

• Expansion• Launch China

and Russia• Cyberweek

campaigns

Sep 2014

• SiteCatalyst• Adjust events,

props, and vars

• Expansion• Launch Japan and

Brazil

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GLOBAL PREPARATION Implement global data layer Define and create extensions

necessary Manage your countries in a lookup

table Manage taxes centrally Define a naming convention that

works globally The Global eCommerce Extension

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GLOBAL VENDOR MIX

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GLOBAL LOOKUP TABLEA global lookup table extension

makes it easy to manage all countries and allows to quickly

expand into new countries.

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GLOBAL NAMING CONVENTION

• Consistent Global Naming Convention is key to be able to manage load rules, tags, and extensions.

• It is also a must to have proper reporting by country and regions.

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GLOBAL ECOMMERCE BUNDLE

• The prebuild E-Commerce Bundle saves time and helps you get up and running faster.

• All E-Commerce related data sources get automatically added and mapped.

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LOCAL FLEXIBILITIES Tealium

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RUSSIAIssue Yandex tracking via Marin codes not

working.

Solution

Yandex versus Google

Results Ad campaigns are

running nicely in parallel onYandex and Google

Need the Yandex Metrica code placed on all pages of the Russia store, including the Thank You page.

Yandex tracking need to run in parallel to Marin and Google AdWords codes

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JAPANIssue Affiliates get paid for product sales numbers.. Countries like Japan include taxes in the displayed

price already. Affiliates would earn extra.

Solution

Consumption Tax Included

Results Accurate affiliate

payments

A custom extension recalculates the price of the product based on the tax percentage in the country.

Tax percentages are getting maintained in data layer.

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GERMANY, AUSTRALIA, JAPANIssue Atlas (Microsoft Advertising) Action tag enables the unified

management of digital marketing campaigns across display banners, rich media, search, video, and websites

Some countries do not want this solution on their site.

Solution

Exclude countries for certain campaigns

Results Compliance with

local laws is simply achieved with a clean data layer.

Exclude the pixel entirely by setting the right country specific load rules.

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CHINAIssue Preparing to launch PPC campaigns in support of the VMware China

eStore. Confirm that all Paid Search tracking pixels are properly in place.  Conversion pixels on the Thank You pages to be modified to

dynamically report revenue.

Solution

Ad campaigns in China

Results Additional country

goes live within a few weeks and is fully integrated

Adding China to PPC campaigns. Verify via debugger that all pixels are

firing as expected.

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RESULTSTime to Market

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TIME TO MARKET = SALES 20-30% return on ad spending Ability to execute marketing campaigns

faster Take developers out of the process What took weeks takes hours Cost savings Centralized management of all tags Clean code Error tolerant and flexibility to make

changes during code freeze

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OUTLOOKExciting stuff …

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EXCITING STUFF … New products Additional Countries Real-time Marketing