Omni-Channel Event Siegert Dierickx 25 November 2014 siegert.dierickx@multiminds.eu

@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 SIEGERT.DIERICKX@MULTIMINDS.EU

0032 491 33 11 11

WWW.MULTIMINDS.EU

manage measure monet ize

multiminds