Digital Velocity 2014: "R-Oh-My! Quantifying the ROI of Tag Management"

transcript

R-Oh-My! Quantifying the ROI ofTag Management

Mark Fiske

thefiske

Senior Director, Digital MarketingAncestry.com

Omniture Implementation SpecialistAncestry.com

Jer Tippets

jertippets

About Ancestry.com

• Ancestry.com® is the world's largest online family history resource. We are dedicated to helping everyone discover, preserve and share their family history.

• Founded in 1983, site launched in 1996• One dozen brands in the Ancestry.com family• 1,400 employees• >2.5MM subscribers• >12 Billion records• 55 Million family trees• 10 Petabytes of structured and unstructured data

About Us

• Mark Fiske– Digital Marketing Guy– NexTag, Gap, now Ancestry.com– B2C direct response

• Jer Tippets– Oversees web analytics and third-party pixel implementations

at Ancestry.com – Omniture, BET, Mashable, comScore and NBC Universal

Why We’re Not Fans of Marketing Infra Expenses

• Burdens media efficiency• Disagreement over ownership• Long-term commitments or lock-in, sales

processes• OpEx isn’t fun!

Why I’m a fan of Tag Management

• Immediately demonstrable cost savings in millions

• Enables personalized marketing experiences• Unlike other infra tools, saw and proved nearly

immediate business gains that more than justified expense

History

• Implemented Tealium on over 24 properties• Collecting over 200 data points about our users and our content• Implemented over 300 marketing pixels across all of our sites

Implementation Highlights

• Cut the number of requests sent to Adobe Analytics by 12%, reducing our annual cost at the same time we increased data accuracy

• Reduced the number of redundant calls across the site, helping to streamline user experience

Implementation: Less Tangible Savings

• By leveraging complex load rules and a little creativity, we were able to simplify an otherwise complex implementation of – Survey tools (Ethn.io, ForeSee)– Site performance tools (Crazy Egg)– Testing and optimization tools (Adobe Test and Target)

• Less tags loaded = Faster page loads

Saving Money With Tag Management 101

• Time to market on tags:– 2-4 weeks to 2 days– Implemented more tags in one week than in 7 months– New “test” partners drove year-over-year increase in subscribers

• Launched new channel one month earlier = >$100K• Four hours week of time savings * FED/QA salary = >$10K• Switched agencies, SEM & display platforms in two week time

period• Moving work from FED resources to business users = Priceless

Maybe a Graduate Level Example…

• Brand SEM = Incremental or not?• Incremental, but as subscription-based site, significant

expense put toward member marketing• Using Tealium to implement custom logic on Google

Remarketing lists for search allows one to turn waste into upsell messaging

• Cost savings, lift in DNA sales to existing members

What it looks like…

Non-member Member

Other Areas of Saving: Sampling Logic

• Moving sampling logic upstream presents cost savings opportunities

• Consumer insights:– Most businesses utilize customer insights and feedback tools– Surveys often left running longer than needed due to nature of

“sprints”, driving tens of thousands in unnecessary expense

• Testing tools:– Unfortunately, most businesses let this code load 100% of time,

relying on partner to manage sampling– Can result in hundreds of thousands in wasted page calls for smaller

tests with low sample rates

You’ve Seen This Slide Before…

Looking To The Future = AudienceStream

• Create a Truly Unified View of Customer• Extend transactional and triggered communications

beyond email to the Facebook News Feed– For most marketers, email open rates rarely above 30%– Email limited in frequency, messaging calendar

• Enable consistent messaging logic across channels– Core onsite experience– Email– Onsite display advertising– Offsite display advertising – Offsite social

Before: 24-48 hours

FTPBIT

24 Hour Wait

Web Analytics

Data Feed

Rest API

Marketing Segmentation Tool

Email Service Provider

Onsite Display Ad Server

Offsite Display Platform

Processing

Importance of Low-Latency Marketing

0-1 Hour 1-3 Hours 3-4 Hours 24+ Hours

Incremental Abandon Cart Volume By Messaging

After: 3-4 seconds

DataEmail Service

Provider

Onsite Display Ad Server

Offsite Display Platform

What it looks like…

Email On-Site Display

Off-Site Display

Social

• Tag management cost savings both tangible & intangible• Creativity key in maximizing tag management value• Think about customer segmentation, lifecycle and how you

can personalize marketing based on customer journey• Timeliness is key in messaging – technology should be able

to facilitate• Marketing in the future is still channel-centric, but the

customer should drive the messaging and strategy – think about the technologies needed to get there

Thank You