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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 [email protected] [email protected]
WWW.MULTIMINDS.EU WWW.MEDIAHUIS.BE @MULTIMINDS_EU
manage w measure w monetize mul3minds