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Enterprise Tag Management Enterprise Tag Management
Adrian Maguire General Manager – Web Analytics
TUI UK Mainstream
TUI Travel’s Journey to Tag Control & Marketing Agility
Overview
1. Who are TUI Travel 2. Why did we invest in Tag Management 3. What have we achieved 4. What’s next? 5. Tips and Tricks
Page 4
Who are TUI Travel?
Leading European Tour Operator • Formed in 2007 following consolidation in European travel sector
• Listed on the London Stock Exchange
• Re-Entered the FTSE 100 in December 2012
• Operations in most European nations and emerging markets
• Wide scope of operations • Mainstream Holidays – typically beach “package” holidays and cruises
using in-house airline • Specialist Holidays – “Bespoke” holidays using scheduled airlines stock • Accommodation Services – Primarily B2B provided excursions, coach
transfers etc
• Autonomously managed regional businesses (UK and Ireland, Nordic, Central Europe)
The Business in Numbers - 2012
TUI Group TUI UK
EMPLOYEES 54,000 17,500 (seasonal)
AIRCRAFT 141 60
CUSTOMERS 30 million 5 million
TURNOVER £14 billion £3.6 billion
PROFIT £490 million £197 million
RETAIL OUTLETS 1,800 700
ONLINE PENETRATION 33% 44%
A Large Organisation
• Underpinned by two leading brands
The UK Mainstream Business
• Heavily Invested in Web Analytics
The UK Travel Market
0.0%
1.0%
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9.0%
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e of
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Tra
vel A
genc
ies
Onl
ine
Traf
fic
0.00%
2.00%
4.00%
6.00%
8.00%
10.00%
12.00%
14.00%
16.00%
18.00%
20.00%
Shar
e of
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Airl
ine
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Page 10
Tag Management – Why?
TUI Infrastructure
2 Main Brands but multiple booking engines and checkout processes – bespoke products 1 tagging change request – multiple implementations Slow IT processes Competition for Resource – particularly to amend post implementation No Flexibility – have to make long-term decisions very early Unable to support and leverage group initiatives Current re-platforming front end web sites and back-office Inventory system Dual running systems – need to have comparable data
SIZE COLOUR STYLE ACTIVITY
What is our Product?
SIZE
COLOUR
ACTIVITY
STYLE
DESTINATION
DURATION
PARTY
BOARD
HOTEL TYPE
DEPARTURE POINT
DEPARTURE DATE
INSURANCE
UPGRADED ROOM
UPGRADED FLIGHT
TRANSFER OPTIONS
RESORT ACTIVITIES
CAR HIRE
Yield Management
Page 14
Cross Sell
I’d like to go to Ibiza on June 22nd
We’d prefer you to go to Majorca
on June 26th
Garbage In – Garbage Out
PARAMETER NAME
PARAMETER VALUE
UK Air Gatwick FO Dept Point LGW CR UK Dept London
Gatwick
Why Ensighten?
• Differences in Technology are subtle – More IT Savvy customers might distinguish
• Processes and Usability of the tool is straightforward • Looking forward to the next version
• Our key driver was people and service
• Having a team on the ground in the UK who listened and understood our requirements was very important and proving an ongoing asset.
Page 17
Achievements
6 Months in… I’m a Converted Cynic
We have greater flexibility in technology and approach – we challenge ourselves to thing of new ways to tackle problems, because we are less constrained
All our numbers would change overnight when we implemented and removed the native analytics tags
The whole area of Tag Management seemed to be a non-industry born from problems that should be easy to solve internally
It would be a process nightmare.
Haven’t changed my mind – but the ROI is clearly there for a business like ours
Differences were marginal and explainable by tag moving to HEAD
So far, so good – we have implemented 276 tag rules with no major issues
Supplier Relationship • Analytics Vendors know 1 set of code inside-out
• Tag Management Vendors need to know multiple code-sets
• Leverage value and techniques of technologies and clients across multiple
tool-sets
• Professional Services Resources are more responsive
• Smaller organisation – everyone knows everyone – they can speak to the right people quickly
• More cost-effective & consistent than Analytics Vendors professional services teams
Entry and Exit Barriers • Slow Development Cycles inhibit
flexibility and experimentation
• No Flexibility, so less willing to risk an implementation as it isn’t possible to remove the trial if unsuccessful…more releases needed
Can take 6 months to make the wrong decision OR ignore opportunity due to complexity of implementation
Post Ensighten we have: • Confidence to engage with potential suppliers • Re-Negotiate contracts from a position of strength
All our custom variables are named in a supplier agnostic manner – we can pass them into any tool and substitute systems as required
Usability of Search Panel
• Individual Fields are being monitored for interaction • Validation Errors are being collected for individual fields
• Without Ensighten we couldn’t have done it… • Depth of consulting available from Adobe to design a solution • Volumes of data – Ensighten allows us to switch the tag rule on, collect
some data and turn it off again
• All the Insight comes from the Analytics tools, but Ensighten facilitates effectively
• We found 29% of users were struggling with the validation • Disproportionate issue on Tablets
Bug Identification During Implementation Phase: Bootstrap implemented but no rules in place, but Vendor Tags still native in the page code
• Page hanging during load • Unable to quantify as native
analytics tag wasn’t being called • Business impact judged to be
minimal, so bug raised and prioritised
BUT • Bootstrap enabled tag to be fired • Custom parameter added to avoid
double counting • Impact much greater than expected • Original decision reversed and
urgent fix arranged
Page 23
Upcoming Initiatives
2013…
• Re-Invigorate our Tealeaf Solution – including the js based UI Capture
• Implement Google Analytics Premium
• Migrate our Test and Target mboxes to Ensighten
• Further cost savings in our annual mBox volumes as we can de-activate unused calls
• Re-Platforming continues – some big
analytical challenges • Use of Filtering • Multiple input search requests
Page 25
Tips and Tricks
1. Engage with your IT Stakeholders
2. Invest time in planning the Tag Management infrastructure
3. Put some processes and controls in place
4. Do your Due Diligence
5. Leverage the knowledge of the Client Services team
Right First Time
Further Questions Email: [email protected] OR Connect on LinkedIn
#agility2013