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Deploying Test&Target using Ensighten, including how to use Ensighten’s data capabilities in this context
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Enterprise Tag Management
Chris Zakharoff / Marketect / Ensighten R&D
Implementing Adobe Test&Target
#agility2013
Test&Target Functional Overview
TEST
A/B testing
Multivariate testing
Conversion Optimization
TARGET
Customer Profiling
Behavioral Targeting
Segmentation Targeting
#agility2013
Test&Target Functional Overview
What can you test?
Layout
Promotions
Pictures
Headlines
Sales copy
Calls to action
Signup forms
Email campaigns
Offsite Banner Ads
Mobile
#agility2013
Test&Target Functional Overview
<script type=“text/javascript” src=“//path/to/mbox.js”></script>
OR
T&T
#agility2013
Test&Target Functional Overview
Marketing Box = “mbox”
Serves alternate content
Sends customer profile information
Records conversion metrics
Digital Marketing with Test&Target
In The Wild
#agility2013
Digital Marketing Today is Demanding
24/7 global businesses, requiring real-time marketing
reaction.
Customers expect a 1-1 experience in their digital brand
interactions.
Many Marketers are unable to modify or deploy
promotions and digital marketing services quickly.
- Long, site-wide IT release cycles
- Marketing is not always an IT top priority
- Unavailability of IT or agency resources
- Technical skillset bottleneck
- Cost-sensitive, cost-prohibitive
7 | Ensighten, LLC. - Confidential, All Rights Reserved.
#agility2013
Digital Marketing Today
8 | Ensighten, LLC. - Confidential, All Rights Reserved.
Mboxes are incredibly important to the Marketer
Multiple Uses:
Promotions
Top Segments
Personas
1:1 Personalization
Email Repeater
OBA Repeater
Search Repeater
Brand Messaging
Navigation
…even all at the same time!
#agility2013
Digital Marketing Today
9 | Ensighten, LLC. - Confidential, All Rights Reserved.
But Marketers are limited by the mbox location –
adding or removing mboxes is another IT request…
Hard-coded mbox
#agility2013
Digital Marketing Today
10 | Ensighten, LLC. - Confidential, All Rights Reserved.
Advanced attempts to reach beyond the mbox via
Javascript creates complexity and skillset bottlenecks
• Campaign Traffic Jams
• Less Than Ideal Performance
• Content Flicker / Poor UX
#agility2013
Digital Marketing Today
11 | Ensighten, LLC. - Confidential, All Rights Reserved.
An Agile Mbox Implementation Strategy is the Key
• Dynamically Delivered As Needed
• No Wasted Mbox Calls / Cost
• No Long IT Release Cycles
• No Skillset Bottlenecks
#agility2013
Ad Hoc
Testing
Full Scale
Implement
ation
Disciplined
Testing
Series
Full Time
Iterative
Testing
Optimization
Organization
0
1
2
3
4
5
6
2013Q1
2013Q2
2013Q3
2013Q4
2014Q1
Agility
Status Quo
Implementation Agility = Optimized ROI $$$
Ensighten + Test&Target
Optimization Agility
#agility2013
Ensighten +Test&Target Benefits
14 | Ensighten – Confidential, All Rights Reserved.
Implementation & Operational Management
Simplified Vendor Solution Management
Data Layer Integration - Profile, Segmentation,
Targeting, & Personalization Enrichment
Advanced Implementation Plugins
Partner App Reporting Integrations
Partner App Testing
Optimize your Optimization Efforts
#agility2013
Analyzed 15+ Different Integrations
1. Adhoc mboxCreate …
2. Global mboxCreate …
3. Dynamic Global …
4. Adhoc mboxCreate - …
5. Adhoc mboxDefine/…
6. Adhoc Ensighten Xpath …
7. Adhoc Ensighten Xpath …
8. Global / Adhoc Turbo …
9. Global / Adhoc Turbo + …
10. Adhoc Xpath inject …
11. Injected div …
12. Server to server …
13. Adobe Tag Manager …
14. Adhoc iframeBox …
15. Adhoc adBox …
15 | Ensighten – Confidential, All Rights Reserved.
T&T
#agility2013
4 Mbox Implementation Solutions
16 | Ensighten – Confidential, All Rights Reserved.
1. Global
2. Conversion
3. Content
4. Redirect
95% of Use Cases
#agility2013
4 Implementations = 95% Use Cases
17 | Ensighten – Confidential, All Rights Reserved.
Mbox Types by Function and Implementation
1. Global
1. Use Case Benefits: Ideal for engagement metrics & site-wide testing
2. Ensighten Value Add: Not committed to high expense; no wasted mbox calls / cost
2. Conversion
3. Content
4. Redirect
#agility2013
4 Implementations = 95% Use Cases
18 | Ensighten – Confidential, All Rights Reserved.
Mbox Types by Function and Implementation
1. Global
2. Conversion 1. Use Case Benefits:
Passive tracking used to determine winning experiences
2. Ensighten Value Add: Data Layer integration for easy implementation and asynchronous conversion tracking
3. Content
4. Redirect
#agility2013
4 Implementations = 95% Use Cases
19 | Ensighten – Confidential, All Rights Reserved.
Mbox Types by Function and Implementation
1. Global
2. Conversion
3. Content 1. Use Case Benefits:
Alternate content injection for experimentation in MVT or A/B tests.
2. Ensighten Value Add: Asynchronous, Flicker-free content swapping without requiring Javascript skillset.
4. Redirect
#agility2013
4 Implementations = 95% Use Cases
20 | Ensighten – Confidential, All Rights Reserved.
Mbox Types by Function and Implementation
1. Global
2. Conversion
3. Content
4. Redirect
1. Use Case Benefits: Testing entire alternate page treatments via traffic redirection split tests.
2. Ensighten Value Add: High-performance, Flicker-free redirect testing.
#agility2013
Advanced Implementation Features
21 | Ensighten – Confidential, All Rights Reserved.
Implementation Plugins
QA Debugging Tools
Partner App Reporting Integrations
Advanced Implementation Features
Advanced Analytics:
– Enhanced Profiling & Segmentation
Advanced Optimization:
– Enhanced Targeting & Enhanced Personalization
Data Layer Integration
DEMO
#agility2013
Launch the Adobe Test&Target App
23 | Ensighten – Confidential, All Rights Reserved.
#agility2013
Provision Mboxes
Launching the Ensighten Visual Tagger
Provisioning a Global Mbox
Provisioning a Content Mbox
Provisioning a Redirect Mbox
Provisioning a Conversion Mbox
24 | Ensighten – Confidential, All Rights Reserved.
Thank you!
[email protected] @chriszak