Date post: | 08-Jul-2015 |
Category: |
Marketing |
Upload: | faces-of-content |
View: | 72 times |
Download: | 0 times |
Omni-Channel Event Siegert Dierickx 25 November 2014 [email protected]
@multiminds_eu
Marketing Automation through Tag Management
Case:
manage measure monet ize
multiminds
ANALYTICS & OPTIMIZATION SERVICES & ROADMAP
MANAGE MEASURE MONETIZE
OUR AMBITION IS TO KNOW THE CONNECTED CONSUMER
Actions
with
Data
Data
with
Insight
Insight
with
Context
Context
With
Action
WHAT IS
TAG MANAGEMENT
TAGGINGHAS BECOMEA FACT OF LIFE FORDIGITAL MARKETERS
TAG OVERLOAD
10 different tags
Tool: Chrome Plugin: Ghostery
TAG OVERLOAD
25 different tags
Tool: Chrome Plugin: Ghostery
TAG OVERLOAD
25 different tags
Tool: Chrome Plugin: Ghostery
44 different tags
14%
26%
38%
42%
47%
50%
59%
62%
64%
88%
Recommendations
Voice of the Customer
Social Media
Audience Measurement
Testing
Behavioral Targeting
Affiliate Marketing
Ad Serving
Search Marketing
Web Analytics
Source: Forrester Research, Inc. – Understanding Tag Management Tools And Technology - 2012
• RAPID CHANGING SITE TECHNOLOGIES REQUIRE NEW TAG IMPLEMENTATION SKILLS
• EMERGING CHANNELS
• MULTI-DEVICE TRACKING
• CROSS-DOMAIN TRACKING
• EVENT FOCUSED
• RESPONSIVE DESIGN
• …
TAG COMPLEXITY
• MANAGEMENT OF TAGS IS A CONSTANT BATTLE
• MEASUREMENT IS RARELY A PRIORITY FOR IT (STILL TODAY)
• SITE UPDATES HAPPEN IN WAVES
• NO RESPONSIBILITY
• NO QUALITY ASSURANCE
• NO PROCESSES
• AD-HOC REQUIREMENTS
• TAGS ARE RARELY DE-ACTIVATED
• ….
TAG GOVERNANCE
MOST COMMON ISSUES
36%
55%
55%
55%
75%
86%
0% 20% 40% 60% 80% 100%
Tags causing page errors
Negative impact on page load
Tags collect wrong data
Tags on wrong pages
Deployment cycles cause delays
Incorrect/Missing tags
Source: MM Market Research – 2014
TAG MANAGEMENT
THE CONCEPT
A CMS FOR TAGS
website website website website website website
Web analytics Ad serversA/B test solutions
Targeting -segmenting
PPC trackingAffiliate tracking
Tag management
TAG MANAGEMENTWITHOUT A TMS
Google Analytics
DoubleClick
Criteo
Google Google AnalyticsVE Interactive Zanox
TradeDoubler
Universal AnalyticsUniversal Analytics
TMS Script
TAG MANAGEMENTWITH A TMS
Doubleclick
Google Analytics
Google Google AnalyticsVE Interactive Zanox
Criteo
CENTRALIZED TAGGING
A unique tag replace all your tags
A central script manages the conditions of activation of all your tags
EASINESS
INTELLIGENCE
Tags can be manipulated by marketing teams
AUTONOMY
1
2
3
Better ROI of suppliers
Better control over data
Business Team
Management Team
Project Management
Extreme Agility
IT
Higherconversion rate
New opportunities
More reliablereporting
More completedeployment
Supplier management
Smootheroperations
Higher reactivityLess resources
involved
Decrease of the IT workload
Improvement in loading time
Better control over live Tags
Organization
Higherprofitability
Higherproductivity
Competitiveadvantage
OVERALL BENEFITS
TODAY, TAG MANAGEMENT IS FAST BECOMINGA COMMODITY
CASE
UNIGRO
DIGITAL MARKETING MATURITY AUDIT
• Google Analytics
• Google Adwords
• TradeDoubler
• TradeTracker
■Doubleclick Floodlight
■VE Interactive
■Criteo
Used tags:
TAGS
Partner delivers tag(s)
Tag(s)
• Tagging Guidelines
• Briefing• Book
developers• Integration of
tag(s) on page(s)
Test on Staging internal
Test on Staging external
Acceptance
Test on QA
Pu
blish
TAG IMPLEMENTATION PROCESS – WITHOUT TMS
Integration of tag(s) ‘manually’ via:
• Development team in Germany
• Depending of implementation sprints of 2 months
Partner delivers tag(s)
Tag(s)
• Briefing• Create tag in
TagCommander• Map variables• Create load
rule(s)
Test in QA mode on
Production Site
Pu
blish
TAG IMPLEMENTATION PROCESS – WITH TMS
Integration of tag(s):
• Via TagCommander solution
• Managed by eComm and Marketing Team
• Implemtation Cycle between 1 hour to 1 day (max.)
Data Mapping&
Load Rules
CRMStatus client/prospectScoring clientActif/non actifStatus newsletterStatus opt-in cookieLogged/Public…
BehaviourPage viewsCategory viewsEngagement IndexDate last buySession Time…
Desktop/Tablet/MobileOSType deviceScreen sizeConnexion Type…
Cookies
Device
External Variables
Internal Variables
Source Code
URL’s
Traffic Source
Navigator
BENEFITS OF THE DATA LAYER
TAG COMMANDER ALLOWED UNIGRO TO
Tag Management
Campaign tracking
parameters
Conversion deduplication
Deduplication Rules
• Real Time
• Fully customizable
• Ability to integrate natural channels
• Ability to exclude channels or situations
• Ability to manage exceptions
CONVERSION DEDUPLIACTION
• Decreased affiliate expenses by 50%
by maintaining Conversion Rates
TAG COMMANDER ALLOWED UNIGRO TO
AttributionBy Tag Commander
Unified tracking
Custom Attribution
Rules
AttributionRules
Simulation
PerformanceAnalysis
Costs Integration
Automatized Attribution
Key insights
• Post-View integration
• Acquisition or returning visitors
• LifeTimeValue Analysis
• Performance Analysis with customized kpi
• Costs integration
• Segmentation
• Scoring
NEXT STEPSCAMPAIGN ATTRIBUTION MANAGEMENT
35© TagCommander
ATTRIBUTION MODELS SEARCH AND ANALYSE
36© TagCommander
TagCommanderNo
Deduplication
SEMGoogle
BrandGoogle
AffiliationTradeDoubler
Direct Access
RetargetingCriteo
SEOGoogle
C
REAL TIME ATTRIBUTION – ADVANCED RULES
37© TagCommander
TagCommanderLast Touch
Deduplication
SEMGoogle
BrandGoogle
AffiliationTradeDoubler
Direct Access
RetargetingCriteo
SEOGoogle
C
REAL TIME ATTRIBUTION – ADVANCED RULES
38© TagCommander
TagCommanderU model
Deduplication
SEMGoogle
BrandGoogle
AffiliationTradeDoubler
Direct Access
RetargetingCriteo
SEOGoogle
C
REAL TIME ATTRIBUTION – ADVANCED RULES
39© TagCommander
40.0 €
10.0 € 10.0 €
40.0 €
TOUCH 1DISPLAY
TOUCH 2SEO
TOUCH 3RET ARG ETING
TOUCH 4DIRECT ACCESS
ATT
RIB
UTE
D A
MO
UN
T
CUSTOMER JOURNEY
U MODEL
REAL TIME ATTRIBUTION – EXAMPLE
• NATURAL AND PAID CHANNELS
• FIRST TOUCH GETS 40% // LAST TOUCH GETS 40%
• INTERIM TOUCH GETS A % ACCORDING TO ITS PLACE WITHIN THE CUSTOMER JOURNEY
40© TagCommander
40.0 €
10.0 € 10.0 €
40.0 €
TOUCH 1DISPLAY
TOUCH 2SEO
TOUCH 3RET ARG ETING
TOUCH 4DIRECT ACCESS
ATT
RIB
UTE
D A
MO
UN
T
CUSTOMER JOURNEY
U MODEL
REAL TIME ATTRIBUTION – EXAMPLE
• NATURAL AND PAID CHANNELS
• FIRST TOUCH GETS 40% // LAST TOUCH GETS 40%
• INTERIM TOUCH GETS A % ACCORDING TO ITS PLACE WITHIN THE CUSTOMER JOURNEY
41© TagCommander
REAL TIME ATTRIBUTION – EXAMPLE
• ENGAGED VISIT (2 PAGES +) GETS AN ATTRIBUTION BONUS
DIGITAL MARKETING MATURITY AUDIT
5 TAKE-AWAYS
5 TIPS TO TAKE HOME
1. Make your business case: Efficiency, Cost
Reduction, Revenue Generation
2. Involve your IT from the start: you will not gain
independence from IT, but you will gain
independence from releases
3. Migrating to a Tag Management Solution is like
switching between Web Analytics vendors. Be
prepared!
4. Define ownership, rules and processes
5. More than tag management
SIMPLIFY & ACCELERATE
UNDERSTAND& IMPROVE
SHARE & OPTIMIZE
PROTECTYOUR BRAND
T A GMANAGEMENT
(TMS)
P R I V A C YMANAGEMENT
(PMS)
A T T R I B U T I O N MANAGEMENT
(AMS)
D A T AMANAGEMENT
(DMS)
CONTACT:
SIEGERT DIERICKX CO-FOUNDER & DIGITAL ANALYTICS LEAD [email protected]
0032 491 33 11 11
WWW.MULTIMINDS.EU
manage measure monet ize
multiminds