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