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© 2015 Tealium Inc. All rights reserved. | 3
SCALING YOUR DIGITAL MARKETING PROGRAMS TO REACH A GLOBAL AUDIENCE
VMware & SiteOlytics
© 2015 Tealium Inc. All rights reserved. | 4
WHO WE ARE
Michael T. Butler – Director of Global eCommerce, VMware. Held senior eCommerce positions at Hpshopping.comand 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. | 5
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 eCommerceFocus.
https://twitter.com/siteolytics
https://twitter.com/VMware
© 2015 Tealium Inc. All rights reserved. | 8
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. | 10
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. | 12
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. | 13
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 2014May 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. | 14
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. | 16
GLOBAL LOOKUP TABLE
A 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. | 17
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. | 18
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. | 20
RUSSIA
Issue
Yandex tracking via Marin codes not
working.
Solution
Yandex versus Google
Results Ad campaigns are
running
nicely in parallel on
Yandex 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. | 21
JAPAN
Issue
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. | 22
GERMANY, AUSTRALIA, JAPAN
Issue
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. | 23
CHINA
Issue
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. | 25
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