stima mkt cloud-tms_20150319

DIGITAL  MARKETING  DRIVEN  BY  

TAG  TECHNOLOGY  

Philippe  Vlaemminck  (Mul;Minds)                                                          19  March  2015  Yves  Van  Dooren  (Mediahuis)        

STIMA  Engage  4  Results    Marke;ng  Automa;on  through  Tag  Management  

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

manage w measure w monetize mul3minds  

TAGGING    HAS  BECOME    A  FACT  OF  LIFE    FOR    DIGITAL  MARKETERS  

TAG  OVERLOAD  

6 different tags Tool: Chrome Plugin: Ghostery

TAG  OVERLOAD  

8 different tags Tool: Chrome Plugin: Ghostery

TAG  OVERLOAD  

8 different tags Tool: Chrome Plugin: Ghostery

TAG  OVERLOAD  

15 different tags Tool: Chrome Plugin: Ghostery

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

 •  RAPID  CHANGING  SITE  TECHNOLOGIES  REQUIRE  NEW  TAG  

IMPLEMENTATION  SKILLS  

•  EMERGING  CHANNELS  •  MULTI-­‐DEVICE  TRACKING  •  CROSS-­‐DOMAIN  TRACKING  •  EVENT  FOCUSED  •  RESPONSIVE  DESIGN  •  …  

TAG  COMPLEXITY  

 •  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  

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

TAG  MANAGEMENT  

THE  CONCEPT  

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  

TAG  MANAGEMENT  WITHOUT A TMS

Google  Analy3cs  

DoubleClick  

Criteo  

Google   Google  Analy3cs  VE  Interac3ve   Zanox  

TradeDoubler  

Universal  Analy3cs  Universal  Analy3cs  

TMS  Script  

TMS  

TAG  MANAGEMENT  WITH A TMS

Doubleclick  

Google  Analy3cs  

Google   Google  Analy3cs  VE  Interac3ve   Zanox  

Criteo  

TradeDoubler  

Universal  Analy3cs  

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  

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  

TAG  COMMANDER  ALLOWED  UNIGRO  TO  

TODAY,    TAG  MANAGEMENT    IS  FAST  BECOMING    A    COMMODITY  

CASE  

MEDIAHUIS  

OVER  MEDIAHUIS  

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  

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,  …)  

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  

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  

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)  

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  

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  

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  

IMPLEMENTATION  

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  

IMPLEMENTATION  

IMPLEMENTATION  

•  GROW  YOU  TAGS  •  With  new  possibili3es,  more:  

•  Experiments  •  Tests  •  Answers  •  Opportuni3es  •  …  

EXAMPLE:  BIG  DATA  INITIATIVE  

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  

EXAMPLE:  TARGETED  NOTIFICATIONS  

EXAMPLE:  A/B  TESTING  (SEGMENTED)  

Vs.  

Vraag:  hoeveel  %  meer/minder  kliks  voor  rechtes  versie?  

EXAMPLE:  HEATMAP  PLANNING  (TIMING)  

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  

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)  

TAG  MANAGEMENT  BEST  PRACTICES  

•  Most  of  all:  have  fun  trying  new  things!  

CASE  

UNIGRO:    CAMPAIGN  ATTRIBUTION  

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  

Decreased  affiliate  expenses    by  50%      by  maintaining    Conversion  Rates  

CONVERSION  DEDUPLICATION  

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  

50  ©    TagCommander  

No  Deduplica;on  

SEM  Google  

Brand  Google  

Affilia3on  TradeDoubler  

Direct  Access  

Retarge3ng  Criteo  

SEO  Google   C  

REAL  TIME  ATTRIBUTION  

51  ©    TagCommander  

Last  Touch  Deduplica;on  

SEM  Google  

Brand  Google  

Affilia3on  TradeDoubler  

Direct  Access  

Retarge3ng  Criteo  

SEO  Google   C  

REAL  TIME  ATTRIBUTION  

52  ©    TagCommander  

U  model  Deduplica;on  

SEM  Google  

Brand  Google  

Affilia3on  TradeDoubler  

Direct  Access  

Retarge3ng  Criteo  

SEO  Google   C  

REAL  TIME  ATTRIBUTION  –  ADVANCED  RULES  

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  

54  ©    TagCommander  

REAL  TIME  ATTRIBUTION  –  EXAMPLE  

•  ENGAGED  VISIT  (2  PAGES  +)  GETS  AN  ATTRIBUTION  BONUS  

40,0  €   40,0  €  

5,0  €  5,0  €  10,0  €  

5  TAKE-­‐AWAYS  

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

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  

CONTACT:    PHILIPPE  VLAEMMINCK                                        YVES  VAN  DOOREN  CO-­‐FOUNDER  &  DIGITAL  TECHNICAL  LEAD                                                                              MANAGER  TRAFFIC  CENTER  PHVL@MULTIMINDS.EU                                                                                    YVES.VANDOOREN@MEDIAHUIS.BE    

                                   WWW.MULTIMINDS.EU                                                          WWW.MEDIAHUIS.BE      @MULTIMINDS_EU  

manage w measure w monetize mul3minds