Mamta’s Top 3 Tips for Tealium Success

Mamta Desai

mkdesai3

Senior Manager, Web & Mobile Analytics at Citrix

About Me

• Senior Manager Web & Mobile Analytics @ Citrix, SaaS Division

• 8+ years experience in Digital Analytics

• Manage the Web & Mobile Analytics team at Citrix. Including data infrastructure, analysis and testing strategies.

About Citrix, SaaS Division

Every month, more than 17,000 new customers start using Citrix GoTo cloud services to work from anywhere with anyone.

Tealium Journey

2008•Repurpose HBX tags to fit Unica Implementation

2009•Universal Tag Implementation

Late 2011•Tealium Tag Management 2014

•Tealium Tag Management for Apps

1000% increase in productivity- 3 months to less than a week- Implemented Adobe Analytics in 45 days. Tealium tagging 2 weeks.

Current Tealium Environment

11 Active Profiles

380 Active Tags

368 Load Rules

150 Extensions

Tealium Tag Mg Setup

Largest Profile

• 99 Data Sources• 128 Load Rules• 153 Tags• 35 Extensions• 126 Versions

New Challenges

• Shift in responsibilities– IT Web Analytics Team

• Increase in requests for tags & beyond via Tag Management

Solution: Leverage Tealium functionalities to improve processes

Tip 1

Notes

Tip 1: Notes

Example:Online Media Specialist: “I am seeing a DoubleClick tag fire on US G2M pricing page. Do you know who requested the tag and when?”

Web Analyst: “Yes, this was requested by Becky Dellar on your team. The tag request came in on 5/22/2012 as request for retargeting campaign”

Process Before Notes: Dig up emails, JIRA tickets etc. Approx. 30mins to hours. At times never

Process After Notes: Find tag in Tealium and review notes. 5 Minutes

Tip 1: Notes

• Benefits:– Save hours digging up history– Secondary ticketing system

• Note request method: JIRA ticket # | eMail

• Date Requested• Requested By (Name, Dept,

Region)• Additional background info (3-4

words)

Tip 2: Labels

Labels

Tip 2: Labels

Example:Agency: “Can you provide a list of all DoubleClick Floodlight tags for G2M US firing on the trial noncredit card confirmation page? Also is xyz tag firing on the buy welcome page?”

Web Analyst: “Yes, please see an attached list” (responded within 10 minutes)

Process Before Labels: Scan list of 150+ tags in Tealium to identify the specific tags. Good 15-20 minutes

Process After Labels: Apply label filter to narrow down the list. Less than 2 Minutes

Tip : Labels

• Benefits:– Organize tags/pixels in similar buckets– Save time searching for specific pixels– Especially helpful with large profiles that have multiple tags firing on

the same page

Tip 3: Extensions

Extensions

Tip 3: Extensions

Tealium Definition: An Extension is a tool in Tealium iQ for manipulating data collected from your site before you send it to your vendor tags.

Disagree

Tealium too modest with definition!

Tip 3: Extensions

• Used beyond just manipulation of data collected from the site

– Leveraged to run A/B Tests during down time of testing tool

– JS extension in place to force internal tracking parameters to populate

– Extension in place to manage Do Not Track Opt In/Out implementation.

Tip 3: Extensions

My Definition:

Extensions

What’s Next

Apps Apps Apps!

Citrix SaaS Apps

6 Million+ Downloads• 100+ Countries• 4 App Store

App Tracking Challenges

– Same challenges as Web• Multiple pixels• Data beyond usage -> optimization

for marketing campaigns

– Advertisers getting more mobile savvy and need for adding tags/pixels to mobile have increased

– Tedious & repetitive to implement each vendor SDK

Testing Tealium Solution

– 1 SDK: Implement Tealium SDK

– Maps to various analytics vendors

(Flurry, SiteCatayst, Google Analytics)

– Publish tags anytime! No dependency on app releases

Thank You

Mamta Desai

mkdesai3

Mamta.Desai@citrix.com