Enterprise Tag Management

Analytics and Optimization Agility Derek Gilbert | Product Innovator & Optimization Coach

#agility2013

What have we learned?

…that the difficulties we all face are similar regardless of size or industry.

That all websites

are in the Customer Service Industry regardless of their company

#agility2013

What is Agility

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The ability of a system to rapidly respond to change by adapting its initial stable configuration. …and what is it good for?

Agility as a concept incorporates the ideas of flexibility, balance, adaptability, and coordination. In a business context, this is the ability of an organization to rapidly adapt to market and environmental changes in productive and cost-effective ways

#agility2013

Digital Marketing Today…

24/7 global businesses, requiring real-time marketing reaction.

Dependent on 3rd party digital marketing services - analytics, advertising, social sharing, etc.

Inability to modify or deploy digital marketing services quickly.

- site-wide release cycles; availability of IT or agency resources

Customers interact via the wired website, mobile website, mobile apps, offsite advertising, POS, etc.

Customers expect a 1-1 experience in their digital brand interactions.

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…is demanding.

#agility2013

Optimizing Digital Marketing seems simple…

Version A

Version B

OR

#agility2013

Yet few have moved out of basic testing.

Why have so few succeeded?

Ad Hoc Testing

Full Scale Implement

ation

Disciplined Testing Series

Full Time Iterative Testing

Optimization Organization

#agility2013

Common Issues

Scalability issues

Long deployment cycles

Management complexity

Not leveraging in-house data

Less than ideal page performance

Mired in Legal, IT, or internal politics

Unable to dynamically interact with customers

Unable to integrate marketing vendor solutions

Lack of coordinated “one voice” marketing effort

Right hand doesn’t know what the left hand is doing

#agility2013

Common Issues

Is there any wonder why companies struggle?

#agility2013

Is There a Bigger Picture?

What do companies with successful optimization programs have in common?

#agility2013

Optimization is a Philosophy applied to everything

Holistic Optimization

#agility2013

Ninjas vs. Pirates

#agility2013

Our Approach

#agility2013

Over Documentation, Red Tape, and Bottlenecks are counter-productive

#agility2013

Operational Frankenstein - the original intention is lost over time

#agility2013

Governance playbook is outdated and can't possible prepare teams for every possible scenario

"We don't have time to discuss this in a committee."

#agility2013

"Best Practice" is a Myth

#agility2013

Our Approach

#agility2013

Automate and increase efficiency so teams are free to focus on what marketers do best. . .

Automate & Innovate

#agility2013

Creative, Engaging Conversations

#agility2013

Marketing Operations – One Team, One Goal

#agility2013

Our Approach

Enterprise Tag Management

Thank You!