More Test&Target – Less Time and Money

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Enterprise Tag Management More Test&Target – Less Time and Money July 11, 2012

description

Test & Target is a phenomenal marketing tool but it is notoriously difficult to deploy and use effectively. Marketing organizations are excited by its potential but then spend countless hours and consulting dollars trying to get it to work. In this educational one-hour session, former Adobe product optimization gurus will share how Ensighten can help you get the most from your Test & Target investment. • Simplify and reduce deployment costs – Ensighten has the technology, techniques, and deep domain expertise to make deployment a breeze • Reduce testing costs - Run more tests at less cost with greater testing control that allows you to turn tests on and off more quickly • Enhance functionality – Ensighten has developed and field-tested a number of templates and other techniques that make even complex tasks simple

Transcript of More Test&Target – Less Time and Money

Page 1: More Test&Target – Less Time and Money

Enterprise Tag Management

More Test&Target – Less Time and MoneyJuly 11, 2012

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Overview

Introductions

Ensighten Overview

T&T: Better with Ensighten

10 TIPS: Site Optimization with Tag Management

Q&A

*Feel free to ask questions in the Q&A box

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About Ensighten

Provider of the industry's leading Tag Management System

Founded 2009

– 40+ F1000 customers

– 13k domains, $16B in e-commerce

– Headquarters in Cupertino, California (Silicon Valley)

– Offices in London, UK

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Ensighten Resources

Website – www.ensighten.com

Upcoming events

Stratigent Workshop SeriesJuly 24, Washington DC

eMetrics Marketing Optimization SummitOctober 1 – October 2, Washington DC

ACCELERATE BostonOctober 24, Boston

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Pre Event Survey Results

Question 1: What is your primary job function?

Business Analyst

Technical/IT

Marketing

Other

Management

0% 20% 40% 60% 80% 100%

Primary Function

Question 2: What tools do you use to integrate with Test&Target?

Mulitple16%

Affiliate Pro-

grams10%

Display Adver-tising7%

Email Service Provider

s6%

Internal Propri-etary Prod-ucts7%

Other13%

Site Catalyst

40%

Tools Integrated with T&T

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Pre Event Survey Results

No Yes0%

20%

40%

60%

80%

100%

Tests Running

Question 3: Are you running as many tests as you like?

Question 4: How long does it typically take IT to make changes to your site?

Less than a week27%

1-4 Months56%

2-3 Months7%

3+ Months10%

Length of IT change

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Speakers

Joaquin ViramontesSenior Training Manager

Derek Gilbert Product Innovation Manager & Optimization Strategist

Chris ZakharoffE-commerce Optimization, Symantec Corporation

joaquinviramontes

derekagilbert

chriszakharoff

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Ensighten Overview

Enterprise Tag Management Solutions for Web, Mobile Apps, Flash

Deploy, test, optimize and manage any 3rd-party digital marketing Javascript tag

– Accelerate page load

– Manage consumer data collection

– Manage privacy compliance

Founded 2009

– 40+ F1000 customers

– 13k domains, $16B in e-commerce

– Cupertino, CA • London UK

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Global multi-cloud network. Handled 46 Billion tag requests in Q1’12 representing a 300% growth year over year. Powers $16B in ecommerce revenue across 13,0000 domains for customers like Staples, Microsoft, Sony, United Airlines, American Express, Symantec.

<script src=“//privacy.ensighten.com/YourID/bootstrap.js”></script>Single line of code deployment1

2 Cloud based TMS, Privacy and Mobile products for site tag audit, monitor and control

3 Global Tag Server Network for fast tag serving and blocking by site by visitor

Ensighten Overview

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Ensighten Products

Ensighten Manage

– Tag management for enterprise-class websites

Ensighten Mobile

– Simplify mobile app tagging

Ensighten Privacy

– Monitor and enforce global privacy standards and regulations

Ensighten Flash

– Complete control of flash app tagging

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T&T: Better with EnsightenDerek Gilbert – Product Innovation Manager & Optimization Strategist

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T&T: Better with Ensighten

Reduces Costs of Consulting, Training, Expertise, Tests Simplify deployment and optimization of T&T

– Rely less on (and pay less for) external consulting services

– Reduce need for highly trained internal technical staff

Run more tests at less cost with greater testing control

– Dynamically deploy mbox code – drastically decrease server calls (and $) and increase numtest volume

– Easily turn tests off when enough data is gathered

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Simplifies and Enhances Test & Target Functionality

Ensighten T&T template library makes even complex tasks and conditional deployments simple

Deploy T&T dynamically without causing “flicker”

T&T: Better with Ensighten

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Makes Deployment Easier, Faster

Deployed in many large enterprises with complex Test & Target

implementations

– Experience and tools to make it simple

Designed for Adobe customers

– Container tag approaches lacked flexibility and scalability,

– Ensighten designed for needs of the enterprise

T&T: Better with Ensighten

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Ten Tips: Site Optimization with Tag Management

Chris Zakharoff – E-commerce Optimization, Symantec Corporation

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What we are solving for

100’s of tests running simultaneously

Dozens of web sites

50+ marketing stakeholders

Dozens of vendors & tools

Complexity

Vo

lum

e

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Tip #1: Execute at web speed

People

TechProcess

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Tip #2: Right tool for the right job

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Tip #3: Organize your data

Mozilla/5.0 (Macintosh; Intel Mac OS X 10_6_7) AppleWebKit/535.11 (KHTML, like Gecko) Chrome/17.0.963.83 Safari/535.11

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Tip #4: Get integrated (first party)

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Tip #4: Get integrated (third party)

Demographics

Firmographics

Intent

Integrate quickly and find out what works

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Tip #5: Optimize cost

Release processes are horribly inefficient for tags

Vendor switching costs are high

Control server calls

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Tip #6: Optimize performance

Performance

Caching

Asynch

Security

Controls (SOX)

IT is a necessary partner

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Tip #7: Scale internally

Sell your work and be prepared to to meet the demand of new internal customers

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Tip #8: Protect privacy

Control what data is available to 3rd parties

Control which 3rd party tags are deployed

Tag Auditing

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Tip #9: Have a migration strategy

Start simple

Net new is easier

Solve the data layer

Prioritize tags

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Tip #10: Get technical

Javascript is the language of the web + Digital Marketing

Control your destiny

Integrate w/ business

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#1 Execute at web speed

#2 Right tool for the right job

#3 Organize your data

#4 Get integrated

#5 Optimize cost

Summary

#6 Optimize performance

#7 Scale internally

#8 Protect privacy

#9 Have a migration strategy

#10 Get technical

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Questions and Answers

Derek Gilbert Product Innovation Manager & Optimization Strategist

Chris ZakharoffE-commerce Optimization, Symantec Corporation

derekagilbert

chriszakharoff

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Ensighten Resources

Website – www.ensighten.com

Upcoming events

Stratigent Workshop SeriesJuly 24, Washington DC

eMetrics Marketing Optimization SummitOctober 1 – October 2, Washington DC

ACCELERATE BostonOctober 24, Boston

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Thank you

Joaquin ViramontesEmail: [email protected]

Derek Gilbert Email: [email protected]

Chris ZakharoffEmail: [email protected]

joaquinviramontes

derekagilbert

chriszakharoff