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A guide to the new W3C open data standard model. Over 50 companies including Qubit, Google, Adobe, Accenture and IBM.
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Customer Experience Digital Data Standard
An Undertaking of the W3C Community GroupJuly 2013
Viswanath Srikanth (“Sri”), IBMProgram Manager, Standards Strategy for Digital Marketing, Commerce & [email protected]; @Sri_few_words;
Justin Cutroni, GoogleAnalytics Advocate, [email protected], @justincutroni
Graham Cooke, QuBitCEO & Co-founder, [email protected], @thegrahamcooke
Speakers
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Open Technologies have served to consolidate, standardize and unleash new waves of innovation
Customer ExperienceDigital Data
Standards Initiative streamlines the collection, sharing and governance of customer experience data
Data Acquisition presents challenges today
Client Site
VendorA
VendorB
VendorC
Responsive Digital
Marketing depends on customer
experience data
15-20 different data collection methods per page is common
Current state of data collection is raising
costs and degrading site performance
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Client Site
VendorA
VendorB
VendorC
Data Layer Standard to streamline Data Acquisition
JSO Standard
Populate standard ‘digitalData’ object to surface dataDefault Vendor tag (JavaScript) automatically acts upon the data
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Standard data layer reduces
proprietary code on site
Standard improves site performance, time to value for
new services, and lowers maintenance
costs
One standard data collection method across the property
A snippet of the JSO Data Layer Model
JavaScript Objects are
widely supported
across devices
The data model is extensible and can
be leveraged across industries
Broad Industry Participation in Initiative
Initiative welcomed across the industry by Site-Owners, Partners, and industry associations – Digital Analytics Association & W3C
50+ Digital Marketing
Technology Leaders
collaborating in a first for the industry
• Targeting 3Q 2013 – Delivery of Final Specification
• Will Include:• Data Layer JavaScript Object specification• Privacy Impact Considerations• Dynamic Session Values Consideration
An industry collaboration, under the aegis of W3C http://www.w3.org/community/custexpdata/
Standards cannot succeed in a Vacuum…we need your help in moving the industry forward
Partners
Early Code (POC/POT)
Early Customer Engagements
Intellectual Property
Public Relations
Standards Bodies,ISVs, Adjacent Standards
Find out More…
• At the Customer Experience Digital Data Standard Community Group site– http://www.w3.org/community/custexpdata/
• First Draft of the Specification (Section #7 is most relevant)– http://www.w3.org/community/custexpdata/wiki/images/9/93/
W3C_CustomerExperienceDigitalDataAcquisition_Draft_v0.5.pdf
• Reach out to any of us with any Questions
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Question time….
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