Tomas  Salfischberger  -­‐  #DDTT  Tag  Management  

May  6th  2014  

Digital  Data  Tips  Tuesday  -­‐  Amsterdam  hAp://digitaldata.Eps   1  

Tag  Management:  The  Next  Steps  

Why  Tag  Management?  

site-­‐speed  

markeEng  velocity  

independence  

Tomas  Salfischberger  -­‐  #DDTT  Tag  Management  

May  6th  2014  

Digital  Data  Tips  Tuesday  -­‐  Amsterdam  hAp://digitaldata.Eps   2  

What  are  the  possibili9es?  manage  tags  

assure  data-­‐quality  

cookie  consent  

The  Swiss  Knife  of  your  website  

•  Manage  tags  (of  course)  

•  Collect  Data  

•  OpEmize  

•  Personalize  

Tomas  Salfischberger  -­‐  #DDTT  Tag  Management  

May  6th  2014  

Digital  Data  Tips  Tuesday  -­‐  Amsterdam  hAp://digitaldata.Eps   3  

A/B-­‐tests  with  Tag  Management  

•  Simple  A/B-­‐tests  

•  Analyze  in  web-­‐analyEcs  

•  Tests  based  on  random  groups  

Missing  link?  Data!  

•  Collect  data  through  the  TMS  

•  Use  data  instead  of  staEc  content  (e.g.  “last  booked  10  seconds  ago”)  

•  OpEmize  the  site  for  a  general  audience  

Tomas  Salfischberger  -­‐  #DDTT  Tag  Management  

May  6th  2014  

Digital  Data  Tips  Tuesday  -­‐  Amsterdam  hAp://digitaldata.Eps   4  

Case:  Vrij  Uit  

•  Collect  booking  data  

•  Display  persuasion  elements  

•  Conversion  rate:  up  by  7%  

Personaliza9on  Through  TMS  

•  Next  step  aZer  opEmizaEon  

•  Visitor  segmentaEon  

•  Machine  learning  to  determine  the  right  content  for  each  visitor  (e.g.  “This  fits  your  taste”)  

Tomas  Salfischberger  -­‐  #DDTT  Tag  Management  

May  6th  2014  

Digital  Data  Tips  Tuesday  -­‐  Amsterdam  hAp://digitaldata.Eps   5  

Case:  Neckermann  

•  Calculate  personalized  recommendaEons  

•  Use  current  context  (product)  +  user  profile  (history)  

Case:  CRM  Data  Sync  

- Online behavior data - User identifiers - Owned products - Customer status

Profile

Time  

Anonymous Visitor

Identification (e.g. email link)

CRM  System  

+  

Prospect  Message  

Customer  Specific  

Tomas  Salfischberger  -­‐  #DDTT  Tag  Management  

May  6th  2014  

Digital  Data  Tips  Tuesday  -­‐  Amsterdam  hAp://digitaldata.Eps   6  

Case:  Offline  Data  

Profile •  Views & Recommendations

•  Channels used

•  Feedback by agent

Time  

Visitor

Online behavior data

•  Personalized  recommendaEons  

•  Combined  with  dynamic  opEmizaEon  elements  

•  12%  increased  conversion  rate  

Case:  Thomas  Cook  

Tomas  Salfischberger  -­‐  #DDTT  Tag  Management  

May  6th  2014  

Digital  Data  Tips  Tuesday  -­‐  Amsterdam  hAp://digitaldata.Eps   7  

Behind  The  Scences  

Tag  Management  

Data  Pla^orm  

website  

Raw  Data  

Learning  Algorithms  IntegraEon  Center  

User  Profiles  

Others  

Back-­‐end  Systems  

Tomas  Salfischberger  -­‐  #DDTT  Tag  Management  

May  6th  2014  

Digital  Data  Tips  Tuesday  -­‐  Amsterdam  hAp://digitaldata.Eps   8  

The  future  of  Tag  Management  

•  A  Tag  Management  System  is  much  more  than  a  simple  container  for  tags  

•  Valuable  data  can  be  at  your  fingerEps  

•  Dynamic  opEmizaEon  and  personalizaEon  are  the  next  A/B-­‐tesEng  

Key  takeaways  

•  The  Tag  Management  System    is  a  mulE-­‐tool  for  the  website  

•  TMS  performance  is  essenEal  for  personalizaEon  

•  Work  towards  a  direct  integraEon  between  tags  and  data  

Tomas  Salfischberger  -­‐  #DDTT  Tag  Management  

May  6th  2014  

Digital  Data  Tips  Tuesday  -­‐  Amsterdam  hAp://digitaldata.Eps   9