"couple’s therapy – bridging the gap between marketing & it" - mason companies,...
TRANSCRIPT
© 2015 Tealium Inc. All rights reserved. | 3
COUPLE’S THERAPYBridging the Gap Between Marketing and IT
Jodi Bresina – Internet Manager
Adam Birkholz – IT Systems Analyst
© 2015 Tealium Inc. All rights reserved. | 4
OUTLINE
Company Background
Challenges– Viewpoints
– Pain Points
5 Steps to Improve your Relationship– Tools
– Techniques
© 2015 Tealium Inc. All rights reserved. | 6
COMPANY BACKGROUND100 years and counting…
Family owned company located in Chippewa Falls, Wisconsin
Founded in 1904 by August Mason and son Bert Mason
© 2015 Tealium Inc. All rights reserved. | 7
COMPANY BACKGROUNDEvolution
1922 –
Door to Door
1985 –
Mail Order
1996 –
Credit Offer
1999 –
Multi-Channel
© 2015 Tealium Inc. All rights reserved. | 9
COMPANY BACKGROUNDChannels
Marketing Channels– One of the largest catalogers in the United States
– Over 200 million marketing e-mails per year
Websites– 10 catalog sites
– 7 mobile sites
– ShoeMall
– eBay & Amazon
© 2015 Tealium Inc. All rights reserved. | 13
VIEWPOINTS
What IT thinks of Marketing….
Dreamers
– Growing list of needs/wants
Innovators
Desire to rapidly change
Immediate change
– They want it now!
Testing should be controlled by business
Fluid priorities
What Marketing thinks of IT….
Black and white
Problem solvers
Facilitators
Desire to control and minimize change If it isn’t broke, don’t fix it
Follow steps to implement change
Testing should be controlled by IT
Static priorities
© 2015 Tealium Inc. All rights reserved. | 14
PAIN POINTS
Dependence on IT – To Make Things Work
– To Remember How Things Work
Slow to market on new initiatives
Testing– Who was the true owner?
– Missing scenarios
Bad data– Multiple systems impacting data readiness/integrity
Business rules were not clear for new initiatives
Numerous code deployments
Inability to do one-to-one marketing
© 2015 Tealium Inc. All rights reserved. | 16
STEP 1: DOCUMENTATIONSolution: Templates + Organization
Tools for Business– URD – User Requirement Document
Tools for IT– FDD – Functional Design Document
– TDD – Technical Design Document
Tools for Both– Technology Library
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STEP 1: DOCUMENTATION
Implementation – 2010
Benefits– Efficiency
– Less rework
– Less risk
– More organization
– More buy-in from both departments
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STEP 2: TEST CASE MANAGEMENTSolution: Software
Features:– Web release planning
– Task management
– Resource management
– Requirements management
– Test case management
– Bug tracking
– Document collaboration
– Automated emails
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STEP 2: TEST CASE MANAGEMENTSolution: SpiraTeam
Implementation – 2010– 500+ Test Cases
– 40+ Web Releases
Benefits– On-premise cost is under $1,000/year for 50 concurrent users
– Efficiency
– Speed to implement
– Less rework because of more clarity
– Less risk because of potential employee turnover
– More organization
– More buy-in from both departments
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STEP 3: MASTER DATA MANAGEMENTSolution: Software
Features– Flexible Data Modeling
– Configurable Portal Framework
– Attribute Creation, Validation, & Maintenance
– Hierarchy Management
– Complex Associations and References
– Digital Asset Management
– Print Publishing
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STEP 3: MASTER DATA MANAGEMENTSolution: STEP by Stibo Systems
Implementation – 2013– 800K SKUs across 25K Product Families
– 400+ attributes across 11 Product Types (ex. Apparel, Electronics, Footwear, Home)
Benefit– Establish a single source of truth for products & assets
– Streamline communication from planning to sourcing
– Establish data quality controls
– Managed product introduction via formal workflow
– Increase speed and oversight of onboarding processes
– Enable vendor attribute enrichment in portal or import via Excel
– Equal or surpass legacy environment data entry metrics
© 2015 Tealium Inc. All rights reserved. | 24
STEP 4: WIREFRAMINGSolution: Software
Features– Prototyping
– Automated Specification Creation
– Sharing and Collaboration
– User Interaction Simulation
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STEP 4: WIREFRAMING
Implementation – 2010– Covering all websites including desktop, tablet, and mobile
Benefits– Cost is $300 - $600 per user
– Common platform for business and IT
– Streamline communication with external business partners
– Clear expectations for user experience
– Generate a full or partial UI design specification in seconds
– Annotate and capture any scenarios including errors or notifications
– Guides creation of requirements and test cases prior to development
© 2015 Tealium Inc. All rights reserved. | 27
STEP 5: TAG MANAGEMENTSolution: Tealium iQ
Features– Centralized tracking tag management
– Improved website performance
– Improved implementation speed
– Change control
© 2015 Tealium Inc. All rights reserved. | 28
STEP 5: TAG MANAGEMENTSolution: Tealium IQ
Implementation – 2012– 9 Divisions, 99 Tags, 4 Weeks
Benefits– Business has control
– Faster performance/page load time
– Improved tracking since tags no longer load synchronously at bottom of source code
– One change applies to both desktop and mobile sites
– Reduction in the number of web releases
Over a 50% improvement
– Increased speed to market
Over a 75% improvement
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STEP 5: TAG MANAGEMENTSolution: Tealium AudienceStream
Features– Customer segmentation
– One-to-one marketing
– Real-time marketing
Visitor trace
– Built in 3rd party integrations
– Dashboard reporting
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STEP 5: TAG MANAGEMENTSolution: Tealium Audience Stream
Implementation – 2014– 2 Divisions – Cart Abandonment, Browse Abandonment, Badge Enrichment
Benefits– One-to-One Marketing
– Game Changer – Marketing
– ROI – Immediate payback
– Cart Abandonment Campaign is one our highest converting emails
Open Rates over 50%
© 2015 Tealium Inc. All rights reserved. | 31
5 Steps1. Documentation
2. Test Case Management
3. Master Data Management
4. Wireframing
5. Tag Management
Find the tools to facilitate communication!
SUMMARY
© 2015 Tealium Inc. All rights reserved. | 33
THANK YOU
Contact InformationJodi Bresina, [email protected]
Adam Birkholz, [email protected]