dv 2016: beyond the technology - optimizing your organization for success

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BEYOND THE TECHNOLOGYOptimizing Your Organization for Success

Michael Vanderhoof, Toys”R”US, Inc.


Michael VanderhoofDirector, eCommerce Optimization

With a previous back ground in logistics at Target and TRU, my career took an exciting turn into ecommerce where I have led site performance improvement and optimization for the last two years. My focus areas have been on improving site speed, defining tag management, and building a test and learn culture at TRU.


The Exciting Challenge of New Technology• Introducing new technology to solve a problem many times can bring with it the need to rethink

or create new operating processes. • In the digital space, technology often spans across different departments requiring not only

new processes, but collaborative partnerships. • Before you know it, you are faced with identifying best practices, guidelines and creating

process flows. • The challenging task is not only getting multiple partners on board, but having them support

the new process.


Plan for the Future Based on the PastThe introduction of TiQ provided the solution needed to more easily implement tags and to manage their onsite impact. It also provided the opportunity to foment digital maturity by instituting guidelines and processes that would prevent errors of the past.

Challenges

• Decentralized

• No Governance

• Site Impact

Goals

• Transparency

• Accountability

• Balance business with performance

Action

• Partner with experts

• Define process

• Engage partners


Sustainable ImprovementFocus on key areas to develop a winning strategy that takes advantage of the technology to drive lasting change

• Tools

• Process and Best Practices

• Awareness

• Buy In


Alignment: Commitment to a Common GoalIdentifying a common goal shared by different teams will help drive productive discussion and problem solving. Setting controls and best practices to achieve that goal allows teams to adopt them and encourages compromise.

IT

Performance

Marketing


TiQ: Realized ValueIntroducing TiQ has yielded multiple material benefits

• Dramatically reduced tag implementation time and costs

• Provided ability to compare and validate performance between vendors

• Able to address tag performance issues in matter of minutes greatly minimizing visitor experience impact

• Significant impact to site performance through tag placement flexibility


Driving Improvement:Don’t Slow Me Down!Site performance has a tangible influence on the visitor experience and conversion

• Needed improvements can be costly and have long project times

• Tags incur a performance impact, sometimes significantly

• Business objectives need to be balanced with performance impact


Using TiQ to Drive PerformanceTiQ provides control over tags that is not possible when hard coded. The ability to govern tag load placement in TiQ is powerful.

Get the Facts A/B test tags for performance impact Determine cost of latency Identify tags impacting visitor

experience

Configure for Benefits Move tags after onload Control piggy-backs Do not buy the line, “This tag loads

asynchronously so there’s no performance impact.”


Summary/ Key TakeawaysAdopting a TMS can require material change to realize benefits

Educate IT and Marketing users on capability

Establish best practices and governance to sustain change and adapt the process with experience

Points to consider Achieve buy in by aligning around

common goal and how new process helps achieve it

The flexibility of a TMS can deliver multiple benefits


Thank [email protected]