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Mamta’s Top 3 Tips for Tealium Success
Mamta Desai
mkdesai3
Senior Manager, Web & Mobile Analytics at Citrix
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About Me
• Senior Manager Web & Mobile Analytics @ Citrix, SaaS Division
• 8+ years experience in Digital Analytics
• Manage the Web & Mobile Analytics team at Citrix. Including data infrastructure, analysis and testing strategies.
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About Citrix, SaaS Division
Every month, more than 17,000 new customers start using Citrix GoTo cloud services to work from anywhere with anyone.
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Tealium Journey
2008•Repurpose HBX tags to fit Unica Implementation
2009•Universal Tag Implementation
Late 2011•Tealium Tag Management 2014
•Tealium Tag Management for Apps
1000% increase in productivity- 3 months to less than a week- Implemented Adobe Analytics in 45 days. Tealium tagging 2 weeks.
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Current Tealium Environment
11 Active Profiles
380 Active Tags
368 Load Rules
150 Extensions
Tealium Tag Mg Setup
Largest Profile
• 99 Data Sources• 128 Load Rules• 153 Tags• 35 Extensions• 126 Versions
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New Challenges
• Shift in responsibilities– IT Web Analytics Team
• Increase in requests for tags & beyond via Tag Management
Solution: Leverage Tealium functionalities to improve processes
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Tip 1
Notes
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Tip 1: Notes
Example:Online Media Specialist: “I am seeing a DoubleClick tag fire on US G2M pricing page. Do you know who requested the tag and when?”
Web Analyst: “Yes, this was requested by Becky Dellar on your team. The tag request came in on 5/22/2012 as request for retargeting campaign”
Process Before Notes: Dig up emails, JIRA tickets etc. Approx. 30mins to hours. At times never
Process After Notes: Find tag in Tealium and review notes. 5 Minutes
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Tip 1: Notes
• Benefits:– Save hours digging up history– Secondary ticketing system
• Note request method: JIRA ticket # | eMail
• Date Requested• Requested By (Name, Dept,
Region)• Additional background info (3-4
words)
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Tip 2: Labels
Labels
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Tip 2: Labels
Example:Agency: “Can you provide a list of all DoubleClick Floodlight tags for G2M US firing on the trial noncredit card confirmation page? Also is xyz tag firing on the buy welcome page?”
Web Analyst: “Yes, please see an attached list” (responded within 10 minutes)
Process Before Labels: Scan list of 150+ tags in Tealium to identify the specific tags. Good 15-20 minutes
Process After Labels: Apply label filter to narrow down the list. Less than 2 Minutes
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Tip : Labels
• Benefits:– Organize tags/pixels in similar buckets– Save time searching for specific pixels– Especially helpful with large profiles that have multiple tags firing on
the same page
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Tip 3: Extensions
Extensions
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Tip 3: Extensions
Tealium Definition: An Extension is a tool in Tealium iQ for manipulating data collected from your site before you send it to your vendor tags.
Disagree
Tealium too modest with definition!
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Tip 3: Extensions
• Used beyond just manipulation of data collected from the site
– Leveraged to run A/B Tests during down time of testing tool
– JS extension in place to force internal tracking parameters to populate
– Extension in place to manage Do Not Track Opt In/Out implementation.
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Tip 3: Extensions
My Definition:
Extensions
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What’s Next
Apps Apps Apps!
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Citrix SaaS Apps
6 Million+ Downloads• 100+ Countries• 4 App Store
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App Tracking Challenges
– Same challenges as Web• Multiple pixels• Data beyond usage -> optimization
for marketing campaigns
– Advertisers getting more mobile savvy and need for adding tags/pixels to mobile have increased
– Tedious & repetitive to implement each vendor SDK
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Testing Tealium Solution
– 1 SDK: Implement Tealium SDK
– Maps to various analytics vendors
(Flurry, SiteCatayst, Google Analytics)
– Publish tags anytime! No dependency on app releases