"how harman amplifies e-commerce success: a case study" - harman international, digital...
TRANSCRIPT
© 2015 Tealium Inc. All rights reserved. | 5
About HarmanOver 60 years of industry groundbreaking “firsts”
1928 World’s first talking movie features Lansing’s HD loudspeakers
1937 MGM-Lansing sound system wins first of two Academy Awards
1949 Crown introduces first open reel tape recorder with built-in power amp
1948 First ever in-car radio
1984 JBL in Lincoln Town Car Premiers as First OEM Branded Car Audio System
1997First car radio/CD/nav. system
1999HK Soundsticks debut at MOMA
/ 1958 Harman Kardon releases the world’s first stereo receiver
1975 Becker launches first car cassette radio
1969 JBL powersfirst of three Woodstocks
1970’s JBL co-develops the Wall Of Sound for the Grateful Dead
1971 DBX brings realism of live performance to recorded music
1991 AKG binaural products used on Mir Space Station
1983 George Lucas selects JBL to develop the first THX licensed theater audio system
1983 Crown taps JBL to develop first THX licensed system
1956
Sidney Harman buys out Bernard Kardon and creates Harman International
1953 AKG invents world’s first dynamic cardiod microphone
1953 Harman Kardon introduces first FM tuner
1987Martin lights up the dance floor with disco lights and fog machines
1989 Digitech Whammy first foot-controlled pitch shifting guitar pedal
2002 Three JBL engineers receive Academy Awards
2014 HARMAN wins third GRAMMY
2004 Harman enables first Bluetooth wireless connectivity in the car
2004 JBL one of first to release audio docks for iPod.
2012 JBL introduces Flip
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About Harman
Infotainment (54% of revenue)
Navigation, Multimedia, Connectivity, Safety & Security solutions and services.
Lifestyle (28% of revenue)
Premium Branded Audio products for use at home, in the car and on the go.
Three Corporate Divisions
Professional (18% of revenue)
Audio, Lighting, Video Switching and Control systems for the installation, portable PA, touring, broadcast and cinema markets.
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About HarmanMost Respected VenuesYankee Stadium NATO Headquarters Beijing National Stadium
Grand Mosque at Mecca Radio City Music Hall Walt Disney Concert Hall
© 2015 Tealium Inc. All rights reserved. | 8
About HarmanThree Corporate Divisions
Infotainment (54% of revenue)
Navigation, Multimedia, Connectivity, Safety & Security solutions and services.
Lifestyle (28% of revenue)
Premium Branded Audio products for use at home, in the car and on the go.
Professional (18% of revenue)
Audio, Lighting, Video Switching and Control systems for the installation, portable PA, touring, broadcast and cinema markets.
© 2015 Tealium Inc. All rights reserved. | 11
ABOUT HARMAN E-COMMERCEHistory
B2C (and especially ecommerce) were never a large part of the Harman businessFew dedicated e-commerce employeesNo global ecommerce leadership
– Limited knowledge or resource sharing across regions
Properties were regionally built and maintained– Often by the sales team– Built with limited resources– Occasionally hosted and/or maintained by 3rd parties
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About E-commerceInherited E-commerce Infrastructure
~10 platforms– None of which is fast enough– Maintained by different dev groups– Some hosted by 3rd parties– Inconsistent site design, features, and tracking
Myriad feeds for various purposes Different tracking capabilities
– Known and unknown tags throughout
Off-brand sites in some cases Region-specific payment collection solutions Hard-coded tracking
© 2015 Tealium Inc. All rights reserved. | 14
Objective
Build a more robust and scalable online B2C solution by expanding investing in e-commerce.
Leverage online vehicles to drive revenue and brand awareness.
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Objective
Digital Team
Stakeholders– Sales– Marketing
Tasked with:– Building a best-in-class e-commerce
practice across all markets 2 years into a ~4 year plan
– Doubling revenue each year– Increasing Harman brand awareness
among consumers
Analytics Manager Stakeholders
– Marketing– IT
Tasked with:– Standardize tracking and reporting– Automate re-occurring reporting– BI warehouse– Personalization– Site optimization– Expedite marketing campaign time to
market
New Global Team
© 2015 Tealium Inc. All rights reserved. | 16
Objective
Phase 1 (Standardization)
Global On-Brand Site Design Global Platform Global Payment Consistent Tracking Speed-up Marketing Campaigns Consistent Site Features
Phase 2 (Enhancement and Expansion)
Personalization Testing SEO Optimization BI Warehouse BRIC Expansion
E-commerce Roadmap
Phase 1 Phase 2
Year 1 Year 2 Year 3 Year 4
© 2015 Tealium Inc. All rights reserved. | 17
Objective
Phase 1 (Standardization)
Global On-Brand Site Design Global Platform Global Payment Consistent Tracking Speed-up Marketing Campaigns Consistent Site Features
Phase 2 (Enhancement and Expansion)
Personalization Testing SEO Optimization BI Warehouse BRIC Expansion
E-commerce Roadmap
Phase 1 Phase 2
Year 1 Year 2 Year 3 Year 4
© 2015 Tealium Inc. All rights reserved. | 19
Challenge
Site Performance
Tags slowing down site load
Unknown legacy tags
Messy code from in-page tags
Limited IT Resources
2-4 week sprints Time spent
communicating and documenting requirements
Limited code sharing across tags and sites and no sharing across platform
Removing tags is another ticket
Different IT teams requires duplicate communication and different implementations.
Slow Time to Market
Marketing campaigns have to wait for tracking to be added
Documentation
Auditing tags and documenting implementation in Word documents
Scale
4 Sites 16 tags
– Multiple instances of many (50+ MediaMind tags)
© 2015 Tealium Inc. All rights reserved. | 20
Solution
1. Move all tags into a tag management system
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Solution
1. Move all tags into a tag management system
2. Single container across all sites
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Solution
1. Move all tags into a tag management system
2. Single container across all sites3. Robust data layer to eliminate (or at
least reduce) the need for code changes to launch new tags
• Virtually every product touch-point
• All product meta-data• Entire checkout process• Checkout sequencing• User group & test segment
• Brand/category affinity• Hierarchical page names• Custom page elements• More
© 2015 Tealium Inc. All rights reserved. | 23
SolutionVendor Requirements
Client-side tracking Compatible with virtually all tags Asynchronous tag loading Alternate solutions for data layer variables Virtually no lag in launching tags User-friendly QA tools Stable company Solid success record and references
© 2015 Tealium Inc. All rights reserved. | 24
SolutionVendor Evaluation
Tealium iQ
Great references Intuitive interface Corporate leadership
Ensighten
Ok references, but not stellar
Appeared to be less user-friendly than Tealium
Tagman (now part of Ensighten)
Appeared to lack the resources to keep up with competition
Terrible references
Google Tag Manager
Only compatible with Google tags and a few others
© 2015 Tealium Inc. All rights reserved. | 26
SolutionTracking
Site Performance
Tags slowing down site load
Unknown legacy tags
Messy code from in-page tags
Limited IT Resources
2-4 week sprints Time spent
communicating and documenting requirements
Limited code sharing across tags and sites and no sharing across platform
Removing tags is another ticket
Different IT teams requires duplicate communication and different implementations.
Slow Time to Market
Marketing campaigns have to wait for tracking to be added
Documentation
Auditing tags and documenting implementation in Word documents
Scale
4 Sites 16 tags
– Multiple instances of many (50+ Mediamind tags)
• No in-page tags• Asynchronous tags
© 2015 Tealium Inc. All rights reserved. | 27
SolutionTracking
Site Performance
Tags slowing down site load
Unknown legacy tags
Messy code from in-page tags
Limited IT Resources
2-4 week sprints Time spent
communicating and documenting requirements
Limited code sharing across tags and sites and no sharing across platform
Removing tags is another ticket
Different IT teams requires duplicate communication and different implementations.
Slow Time to Market
Marketing campaigns have to wait for tracking to be added
Documentation
Auditing tags and documenting implementation in Word documents
Scale
4 Sites 16 tags
– Multiple instances of many (50+ Mediamind tags)
• Adding tags no longer dependent upon IT
• IT freed-up to work on enhancements
• ROI within ~4 months
• One-time setup for each tag regardless of the number of sites using it
• Tags removed in 5 minutes
© 2015 Tealium Inc. All rights reserved. | 28
SolutionTracking
Site Performance
Tags slowing down site load
Unknown legacy tags
Messy code from in-page tags
Limited IT Resources
2-4 week sprints Time spent
communicating and documenting requirements
Limited code sharing across tags and sites and no sharing across platform
Removing tags is another ticket
Different IT teams requires duplicate communication and different implementations.
Slow Time to Market
Marketing campaigns have to wait for tracking to be added
Documentation
Auditing tags and documenting implementation in Word documents
Scale
4 Sites 16 tags
– Multiple instances of many (50+ Mediamind tags)
• Simple tags live in 15 minutes
• Most complex new tag was live in a couple hours
• Campaign launch time is no longer restricted by tracking
© 2015 Tealium Inc. All rights reserved. | 29
SolutionTracking
Site Performance
Tags slowing down site load
Unknown legacy tags
Messy code from in-page tags
Limited IT Resources
2-4 week sprints Time spent
communicating and documenting requirements
Limited code sharing across tags and sites and no sharing across platform
Removing tags is another ticket
Different IT teams requires duplicate communication and different implementations.
Slow Time to Market
Marketing campaigns have to wait for tracking to be added
Documentation
Auditing tags and documenting implementation in Word documents
Scale
4 Sites 16 tags
– Multiple instances of many (50+ Mediamind tags)
• A list of all tags easily accessible
© 2015 Tealium Inc. All rights reserved. | 30
SolutionTracking
Site Performance
Tags slowing down site load
Unknown legacy tags
Messy code from in-page tags
Limited IT Resources
2-4 week sprints Time spent
communicating and documenting requirements
Limited code sharing across tags and sites and no sharing across platform
Removing tags is another ticket
Different IT teams requires duplicate communication and different implementations.
Slow Time to Market
Marketing campaigns have to wait for tracking to be added
Documentation
Auditing tags and documenting implementation in Word documents
Scale
4 Sites 16 tags
– Multiple instances of many (50+ Mediamind tags)
• Single container• No duplicate tags
• MediaMind tags solved via an extension
© 2015 Tealium Inc. All rights reserved. | 32
Future Plans
Complete platform consolidation Global payment provider Complete BRIC expansion Launch MVT program Launch personalization program BI warehouse (exploring Tealium AudienceStream as part of this
project)
© 2015 Tealium Inc. All rights reserved. | 34
Key Takeaways
1. Take your time planning the implementation2. Design a tag-agnostic, scalable data layer3. Avoid redundancies4. Utilize naming conventions and labels5. Experiment with extensions (ON STAGING)6. Add the Tealium EventStream tag to your profile(s) for QA
© 2015 Tealium Inc. All rights reserved. | 35
Thank [email protected]
Yes, sadly I have a 2 in my email address