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© 2015 Tealium Inc. All rights reserved. | 1
© 2015 Tealium Inc. All rights reserved. | 2
SCALING YOUR DIGITAL MARKETING PROGRAMS TO REACH A GLOBAL AUDIENCEVMware & SiteOlytics
© 2015 Tealium Inc. All rights reserved. | 3
WHO WE ARE Michael T. Butler – Director of Global
eCommerce, VMware. Held senior eCommerce positions at Hpshopping.com and Accenture.
Roland Oberdorfer – Managing Director & Cofounder, SiteOlyticsFormer CTO of hp’s online consumer business and General Manager for eCommerce at NVIDIA
© 2015 Tealium Inc. All rights reserved. | 4
WHO WE ARE VMware - > $6 billion dollar industry
leading virtualization software company. Virtualizing infrastructure from the data center to the cloud to mobile devices – we enable IT to deliver services from any device, anytime, anywhere
SiteOlytics – Creative Web Marketing and Analytics Agency with eCommerce Focus.
https://twitter.com/siteolytics
https://twitter.com/VMware
© 2015 Tealium Inc. All rights reserved. | 5
VMWARE
http://bit.ly/1CtlHg6
© 2015 Tealium Inc. All rights reserved. | 6
OBJECTIVEVirtualization
© 2015 Tealium Inc. All rights reserved. | 7
QUEST TO VIRTUALIZE VMware’s quest is to virtualize IT.
VMware’s products are a necessity for any cloud solution. How to distribute the software across the planet?
How to scale globally with a centralized platform that provides local flexibilities.
© 2015 Tealium Inc. All rights reserved. | 8
CHALLENGESGlobalization
© 2015 Tealium Inc. All rights reserved. | 9
QUEST TO VIRTUALIZE Existing SAAS eCommerce platform
established in a few countries. Many retired and invalid tags across
the environments on a code level and CMS.
Which countries should be expanded to first?
© 2015 Tealium Inc. All rights reserved. | 10
GLOBAL SOLUTION Tealium
© 2015 Tealium Inc. All rights reserved. | 11
PLAN THE QUEST Get organized – create an inventory of all
tags by country Research market data by country.
Investigate local marketing challenges and solutions for each country
Understand language implications, tax systems, currency conversations, and digital privacy laws for each country.
Create action plan and plot out sequence of launches by country
© 2015 Tealium Inc. All rights reserved. | 12
PLAN THE QUEST - TIMELINE• Analysis• Compile list of
currently used tags by store
• Access and validate accounts
• Review and cleanup list
• Development• Account creation• Integrate tag
container into global store template
• Account validation
Apr 2014 May 2014
• Transition / Set up • Remove all tags across
all stores form product and category pages
• Disable all tracking flags across all stores and pages
• Set up all tags in tag manager
• Validate all tags
• Go Live• Monitor and test all
analytics accounts and systems
Jun 2014 Dec 2014
• Expansion• Launch China
and Russia• Cyberweek
campaigns
Sep 2014
• SiteCatalyst• Adjust events,
props, and vars
• Expansion• Launch Japan and
Brazil
© 2015 Tealium Inc. All rights reserved. | 13
GLOBAL PREPARATION Implement global data layer Define and create extensions
necessary Manage your countries in a lookup
table Manage taxes centrally Define a naming convention that
works globally The Global eCommerce Extension
© 2015 Tealium Inc. All rights reserved. | 14
GLOBAL VENDOR MIX
© 2015 Tealium Inc. All rights reserved. | 15
GLOBAL LOOKUP TABLEA global lookup table extension
makes it easy to manage all countries and allows to quickly
expand into new countries.
© 2015 Tealium Inc. All rights reserved. | 16
GLOBAL NAMING CONVENTION
• Consistent Global Naming Convention is key to be able to manage load rules, tags, and extensions.
• It is also a must to have proper reporting by country and regions.
© 2015 Tealium Inc. All rights reserved. | 17
GLOBAL ECOMMERCE BUNDLE
• The prebuild E-Commerce Bundle saves time and helps you get up and running faster.
• All E-Commerce related data sources get automatically added and mapped.
© 2015 Tealium Inc. All rights reserved. | 18
LOCAL FLEXIBILITIES Tealium
© 2015 Tealium Inc. All rights reserved. | 19
RUSSIAIssue Yandex tracking via Marin codes not
working.
Solution
Yandex versus Google
Results Ad campaigns are
running nicely in parallel onYandex and Google
Need the Yandex Metrica code placed on all pages of the Russia store, including the Thank You page.
Yandex tracking need to run in parallel to Marin and Google AdWords codes
© 2015 Tealium Inc. All rights reserved. | 20
JAPANIssue Affiliates get paid for product sales numbers.. Countries like Japan include taxes in the displayed
price already. Affiliates would earn extra.
Solution
Consumption Tax Included
Results Accurate affiliate
payments
A custom extension recalculates the price of the product based on the tax percentage in the country.
Tax percentages are getting maintained in data layer.
© 2015 Tealium Inc. All rights reserved. | 21
GERMANY, AUSTRALIA, JAPANIssue Atlas (Microsoft Advertising) Action tag enables the unified
management of digital marketing campaigns across display banners, rich media, search, video, and websites
Some countries do not want this solution on their site.
Solution
Exclude countries for certain campaigns
Results Compliance with
local laws is simply achieved with a clean data layer.
Exclude the pixel entirely by setting the right country specific load rules.
© 2015 Tealium Inc. All rights reserved. | 22
CHINAIssue Preparing to launch PPC campaigns in support of the VMware China
eStore. Confirm that all Paid Search tracking pixels are properly in place. Conversion pixels on the Thank You pages to be modified to
dynamically report revenue.
Solution
Ad campaigns in China
Results Additional country
goes live within a few weeks and is fully integrated
Adding China to PPC campaigns. Verify via debugger that all pixels are
firing as expected.
© 2015 Tealium Inc. All rights reserved. | 23
RESULTSTime to Market
© 2015 Tealium Inc. All rights reserved. | 24
TIME TO MARKET = SALES 20-30% return on ad spending Ability to execute marketing campaigns
faster Take developers out of the process What took weeks takes hours Cost savings Centralized management of all tags Clean code Error tolerant and flexibility to make
changes during code freeze
© 2015 Tealium Inc. All rights reserved. | 25
OUTLOOKExciting stuff …
© 2015 Tealium Inc. All rights reserved. | 26
EXCITING STUFF … New products Additional Countries Real-time Marketing