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Going Beyond Data and Tags

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About Me

• VP of Analytics & Digital Strategy @ Ensighten

• Owner of data and personalization services

• Optimization practitioner >15 yrs.

• Ran digital marketing & analytics programs for:

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• Collect User-level Data Everywhere

• Own the Data in Omni-channel Profiles

• Activate Profiles in Real-Time, Everywhere

Open Marketing Platform

So What Is Everybody Doing?

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A Typical Customer Journey With Ensighten

Tag AgilityData

Agility

Omni-Channel Agility

Marketing Agility

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It Begins By Removing the Tag/IT Release Bottleneck

Tag Agility

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Tag Management without TMS

• The existing paradigm

VOICE OFCONSUMER

ANALYTICSVENDORS

ADSERVERS

TESTINGSOLUTIONS

TARGETINGTOOLS

PPCTOOLS

AFFILIATETRACKING

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Tag Management with TMS

• The Ensighten Ecosystem

VOICE OFCONSUMER

ANALYTICSVENDORS

ADSERVERS

TESTINGSOLUTIONS

TARGETINGTOOLS

PPCTOOLS

AFFILIATETRACKING

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Examples of Operational Benefit

“"With Ensighten, we are able to deploy new marketing technologies 75% faster than before.“

"Pixel deployment for SEM usually would take 6 weeks to deploy. Ensighten did it in a week."

"Before Ensighten, it would take up to 4 months to get simple JavaScript tags on our site. With Ensighten we’ve been able to cut that time down to same day and it’s been quite amazing.”

"Ensighten saved us 600 hours in site catalyst implementation."

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You Also Get Optimized Page Performance

Decreased page load times by 2.7 seconds

"Ensighten supported a 70x traffic spike with no page load slowdowns or freezing."

"With Ensighten we’ve been able to manage the logic of when tags fire, which has lightened up the pages quite a bit."

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They Soon Realize it’s ALL about the DATA

Tag AgilityData

Agility

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Marketing Data Layer:

• A centralized abstraction layer that sits between your website and your 3rd party marketing tools

Data Tags

Data Layer

Data Tags

Real-Time Data Collection-Integration-Syndication-Activation

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KeywordCampaign IDPromo Code

URL Parameters

Browser TypeOperating SystemScreen ResolutionDevice Type

User Agent/Browser

Page NameSite SectionPage/Content Type

Page DOM/HTML

SKUProduct EditionBoxshotCategory

Product/SKU

Order priceOrder quantityDiscount CodeTotal Cart Amount

Cart

Customer IDPurchase historyCampaign history

CRM/Offline

Data Layer

CookiesNew/ReturnVisit NumberTime on SitePathing

Offsite/3rd Party

DemopgrahicsAd historySocial GraphIn-Market details

Data Layer: Collect & Unify All Your Digital Data

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Syndicate Rich User Data to Every Tool at a 1:1 Level

Data Layer

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Scaling Complex Optimization

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How Data and Tag Management Makes That Happen

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Launch of a Digital Testing Program

Before Ensighten After Ensighten

Programs suspended 8-digit ROI program

> IT limited bandwidth

> Fragmented implementation

> IT limited bandwidth

> Full implementation

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Data and Tag Management Expands Across Channels

Tag AgilityData

Agility

Omni-Channel Agility

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Making Mobile Tagging as Flexible as the Web

• Native Mobile Apps

• Tag Mobile with the same flexible as the web– Real-time updates

– No SDK

– No recompiling app

– No resubmitting to app stores

– No waiting for customers to download again

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Start Tagging New and Interesting Places

First Party Data Collection Pixel

“pixel.yourdomain.com”

• Display

• Email

• Downloaded/Compiled applications

Log all your data and set first party cookies offsite

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Tagging and Data Collection Across Channels

4

2012 2014

Web

Mobile Web

Mobile App

Kiosk

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New and Interesting Use Cases

s• Offsite display ad

tracking

• Retargeting arbitrage

“We achieved an 18.1x ROI within the first year of using Ensighten.”Brandon Bunker, Sr. Manager of Analytics

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This Data Is Now Being Used to Solve for Attribution

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True Data Ownership Is Now Possible

• Building a richer omni-channel data set

• All first party

• True data integration

• Real-time data activation

• True digital data governance

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A Typical Customer Journey With Ensighten

Tag AgilityData

Agility

Omni-Channel Agility

Marketing Agility

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The Future of Digital Experience Technologies

Key Predictions:

It will be an integration--not a suite—story

Marketing and line of business will demand capabilities, not just technology

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How Are Most Engaged Customers See Ensighten

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Customers Are Building Their Own Marketing Platforms

So What’s Next?(Personalization)

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The Industry’s Challenges With Personalization

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Main Challenges Achieving a Single Customer View

• Inability to link different technologies (40%);

• Poor data quality (34%); and

• Lack of relevant technology (32%).

-Experian Survey, July 2014

How does Data and Tag Management Help?

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Display ads Email Cross-Domains2nd Party Partner Sites

CRMEDWESPCall Center

Omni-Channel Profile

Offsite

Tracking Pixel

(Pulse)

Onsite

Javascript

(Manage)Offline

FTP Upload

(One)

Website/Mobile WebOn Page EventsMobile App

Helping Build Real-Time Omni-Chanel Profiles

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Personalization Needs to Touch Every Use Case

A/B

& M

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REAL-TIME OMNI-CHANNEL PROFILE

Display Ad

WEB – MOBILE – DISPLAY – EMAIL – CALL CENTER – IN STORE – CONNECTED DEVICES

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Orchestrating Personalized Experiences

All Your Tools Can Now Personalize At A 1:1 Level

Questions