Enterprise Tag Management Enterprise Tag Management
Brandon Bunker Senior Manager of Analytics
Sony
Innovating with Tag Management
About Me:
2011
Deploy Everything via Ensighten
Coming to Sony
What We Launched In 2011
Omniture Google
Foresee Ethnio
Ad.com DoubleClick
Test & Target Criteo Kenshoo
Facebook Youtube
Channel Advisor Pricegrabber
Shopping.com
DFA Tumri
LivePerson Oracle
2012 “Don’t only practice your science, but force your way into
its secrets, for it can raise men to the divine.” ― Paraphrase of Ludwig van Beethoven Quote
• Hughes Racer
• Tracking issues
• Implement Process
Retrieved from http://attachments.techguy.org/attachments/83890d1153858305/hughes_racer_lg.jpg
Special Project #1- Go Faster than 200 MPH
• This is the vendors optimal data stack.
Special Project #2 Pay for Service
Vendor
Data Source
Retrieved from http://www.time.com/time/specials/packages/article/0,28804,1991915_1991909_1991809,00.html
Sony’s View of the Data Stack
Ensighten Offsite Real Time Integrations
Data Sources
Referring domain Derived Data Auto Classification
JavaScript
PageName Product Categories
JSON/HTML
Inventory Status Inventory Qty System
Response
Ajax URLs
Campaign Codes Search Keywords
Cookies
Time since last visit New/Return Visit
Data Sources
Social Sister Companies
Voice of Customer Chat/Telesales
• Build Data Layer
• Controls (Who gets what data) • Privacy • Data Syndication • When tags fire
• Great for Troubleshooting
Retrieved from http://www.time.com/time/specials/packages/article/0,28804,1991915_1991909_1991746,00.html #ixzz2IgaaNk9S
Data Collection
Data Collection
• Platform Layer consists of Extract, Transform, Load (ETL)
• No Platform is perfect
• Use TMS to work around platform issues • Replace some Vista Rules • Sessionization
The Platform
Platform
• Your data is processed with Algorithms
• How does TMS change this layer • A/B Test Audiences • A/B Test Algorithms • Remove vendor lock-in
Retrieved from http://blog.stackoverflow.com/2008/07/stack-overflow-private-beta-begins/
The Engine
Engine
• Consumer Presentation Layer • Display Ad • Real Time Targeting • Email
• How can TMS change this layer • Ensighten Offsite • Deploy TnT • Unique Identifiers
The Presentation Layer
Presentation
• CRM – Customer Centricity
• Web Analytics – Visit Centricity (Maybe Visitor)
• Ad Server – Marketing Centricity
Special Project #3 Data Centricities
SP #3 DMP – Anonymous Profile Centricity Referring domain Campaign ID Marketing
Channel
Referrer Variables
How users Navigate Onsite Search terms
Site Behavior Variables Device type Operating system Browser type
Environment Variables
Temporal Variables
Time of day
Anonymous Profile
3rd Party (Costs $$)
Demographic Psychographic
Voice of Customer
Reason for Visit Satisfaction
Engagement
Time since last visit New/Return Visit Customer/prospect
Offsite
Email Ads Served – Partner 2nd and 3rd party websites Chat - Telesales
• Add Science to Retargeting Spend
SP #3: Moving Beyond Visits
SP #3 Product Centricity
Top Review Best Seller New
Merchandising Levers
Product Attributes Average Rating Cross Sell Basket
Product
Finding Methods
Place
Supply Chain
Inventory Status Inventory Qty Ship Date
Content
Video Social Pictures
Price
Timing of Price Drops
Discounts
Promotion
Promotions Payment Types
• Price or Discount Elasticity
SP #3: Product Centricity
• Be Careful about pricing.
Retrieved from http://9gag.com/gag/5825416
SP #3: Product Centricity
• Forecasting
SP #3: Product Centricity
The Next 12 Months
“More isn’t just More, More is Different” Chris Anderson - Wired Magazine
Retrieved from http://doriekeblogs.wordpress.com/2011/06/29/small-chicken-farm-in-tugrug/
Web Analysts before TMS
Retrieved from http://www.outdooralabama.com/watchable-wildlife/what/Birds/grouse/wt.cfm
Web Analyst after TMS
New
Tec
hniq
ues
Retrieved from http://onecharmingparty.com/tag/thanksgiving-feast/page/2/
Our past experience is not indicative of our future.
New
Platforms
Trend #1: The Information Revolution
• 1620, the English philosopher Francis Bacon wrote that the printing press "changed the whole face and state of the world"
• TMS will do for data what the printing press did for the written word
Tools Start the Revolution
Retrieved from http://www.wired.com/science/discoveries/magazine/16-07/pb_theory
Trend #2: More is Different
“As our collection of facts and figures grows, so will the opportunity to find answers to fundamental questions. Because in the era of big data, more isn't just more. More is different.” – Chris Anderson
• TMS helps you to collect more data.
Trend #2: More Data and Predictive Analytics
Retrieved from by http://technocalifornia.blogspot.com/2012/07/more-data-or-better-models.html by Xavier Amatriain
Retrieved from by http://technocalifornia.blogspot.com/2012/07/more-data-or-better-models.html by Xavier Amatriain
Trend #2: More Data and the Netflix Example • TMS helps you to collect more types of Data.
Skill #1: Google – Finding the “Right” Data “First generation search engines had used only the text of the web pages themselves. “The addition of two additional data sets -- hyperlinks and anchortext -- took Google's search to the next level. “The PageRank algorithm itself is a minor detail -- any halfway decent algorithm that exploited this additional data would have produced roughly comparable results.” Anand Rajaraman
Retrieved from http://anand.typepad.com/datawocky/2008/03/more-data-usual.html
• Web Analytics platforms may have all your data, but they offer limited access.
• Some programmatic platforms require data reduction
Skill #2: Programmatic Access to Data
• Real Time systems are critical for driving behavioral loops.
• TMS can measure and react on behaviors in real time.
Retrieved from “The Power of Habit: Why We Do What We Do in Life and Business” Charles Duhig
Trend #3 Real Time Systems
• “The only sustainable competitive advantage is an organization's ability to learn faster than the competition.” Peter M. Senge
Retrieved from http://youtu.be/58a9xYOweU8
Conclusion: The Information Tidal Wave
Thank You
Brandon Bunker
@BrandonTBunker
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