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Qubit Opentag: Introduction to Universal VariableThursday 25th July 2013
Chris HoughtonLead CSE at Qubit
@qubitgroup
Wednesday, 24 July 13
Introduction to Universal Variable - What is Universal Variable? - How the data model works - Marketing and developer team benefits
Deploying Universal Variable - Wizard - Tag management integration - In-page event tracking
Client case study - Stylistpick & the Magento Extension
Q&A
Agenda
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Introduction to Universal Variable
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What is Universal Variable?A JavaScript (JSON) object that lets you publish your data in a single standard way which your technology partners can access.
You can publish information about:- your users- the pages they visit- the products they view/search for- the products they add to the basket- what they end up buying
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Example
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window.universal_variable = { page: { category: “home” }, user: { user_id: “12331123”, returning: true }}
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Universal Variable (UV) provides a data layer in a standardized
JSON structure, relating to the user journey of your visitors,
including the user details, products viewed, and
transactions.
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All pages
How it works
"page" : { "category": "Home", "subcategory": "Mens - Shoes"}
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All pages
Product page
"product" : { "id": "1234567890", "name": "Sparkly Shoes", "category": "Shoe", "unit_price": 130, "unit_sale_price": 125, "sku_code": "1234567890red", "stock": 21}
How it works
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Confirmation page
All pages
Product page
"transaction" : { "order_id": "123456", "currency": "GBP", "payment_type": "Visa Credit Card", "subtotal": 380, "shipping_cost": 4.5, "shipping_method": "Royal Mail 1st Class", "total": 369.5, "line_items": [] // items purchased}
How it works
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Reduced switching costs
Future proofed data model
Decreased reliance on development teams
Faster deployment of tags
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Benefits of Universal Variable
Marketers
More reliable deployment of tags
Better structured data layer
Fewer requests from marketing to focus on higher value tasks
Developers
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Deploying Universal Variable
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Deploying Universal Variable
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Define Universal Variable
Client developers implement
server-side code
Validation
Deployment
Implement third party tags
Insight & action
Getting the most out of Universal Variable
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Resource: UV Wizard
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UV Wizard
Validator Bookmarklet UV Demo Website
UV Designer
http://tools.qubitproducts.com/uv/
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universal_variable.transaction.order_id
universal_variable.transaction.total
Parameters in UV are automatically passed back to tags within Opentag.
Tag management integration
Example:
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Event tracking is supported in Universal Variable, enabling tracking technologies to work better together.
Publishing events to Universal Variable
universal_variable.events.push({ category: “checkout”, action: “next_step_3”});
Listening to for events
universal_variable.events.on(“add”, function(event) { // other technologies can act on new event});
Event tracking
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Case Study
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StylistpickObjective: create a better framework for data collection
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Result
90mins to fully deploy Universal Variable
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http://www.magentocommerce.com/magento-connect/catalog/product/view/id/13932/
Magento PluginUV extension plugged seamlessly into Stylistpick's Magento platform
Moving forwards, the Universal Variable data model will enable Stylistpick to exchange or modify technologies easily without any need to recode or use up precious development resource.
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Resources
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Read more here:bit.ly/qubitcasestudies
Read more about how Qubit worked with Stylistpick and others on our website.
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Q&AWednesday, 24 July 13
Thanks
@qubitgroup
Chris HoughtonLead CSE at Qubit
Wednesday, 24 July 13