DV 2016: Burning Down the House - Rebuilding Your Measurement Stack in 90 Days

Burning Down the House

How to rebuild your Measurement Technology Stack

in 90 days.

Who are We

Jim CainCEO, Napkyn Inc.@jim_cain

Bryan ElliottDir, Digital Marketing – Lucky Brand

Quick Agenda

• Admit you have a problem.• The Demolition• The Blueprints• Foundation• Your New Home!

Admit it.

You have a Problem.

Knock it down

before it falls down.

Blueprints

Business Requirements


Web Analytics – Full Coverage



Marketing Pixels – Full Audit



Marketing Pixels – Full Audit

Other Marketing Tech/Data Layer Consumers

A Quick Point of Note

If you don’t have good alignment between the business and tech teams by now….

Blueprints: Best Practices• Interview your business stakeholders!• Let your analytics requirements guide your TMS

deployment plan.• With few exceptions, if it can’t go in the TMS – it

shouldn’t be allowed on the site.• This is a golden opportunity to create proper

structure and communication between IT and Business stakeholders.• Document EVERYTHING before you get started.

Foundations

Your Tag Manager is a core piece of your web

infrastructure.

Baseline Deployment

Baseline DeploymentProper Creation of

Enviornments


Environments

Data Layer Creation


Environments

Data Layer Creation

Clear definition of owners and responsibilities

Foundations: Best Practices• Treat the tag manager as core technology,

not just another tool.• Make the right decisions about your data

layer.• Implement the tool against the optimal

workflow for IT and business users.• Assign ownership of key tasks now, or pay for

it later.

Your New Home

The Hard Parts have all been done

The Hard Parts have all been done

Fully documented implementation guides for all

marketing tech/pixelsA business relevant deployment and proper

ownership A data layer that will meet all

tagging requirements

Just don’t forget

Marketing built the blueprints.

Marketing built the blueprints.

But IT gave you the keys.

New Home: Best Practices• Use the implementation of your full tagging and pixel

plan as a chance to test ongoing tag management workflows.• Remember that IT is being as empowered as Marketing,

not removed from the equation – work accordingly.• While this is the first big push in the new tag

management infrastructure, it’s a living deployment with ongoing requirements.• Think Home Insurance at this point – ongoing workflows,

documentation and release notes, data layer decision tree

Thanks!

Bring on the questions.