w3c analyst pre-briefing presentation

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Customer Experience Digital Data Standard

An Undertaking of the W3C Community GroupJuly 2013

Viswanath Srikanth (“Sri”), IBMProgram Manager, Standards Strategy for Digital Marketing, Commerce & Analyticsahs@us.ibm.com; @Sri_few_words;

Justin Cutroni, GoogleAnalytics Advocate, jcutroni@google.com, @justincutroni

Graham Cooke, QuBitCEO & Co-founder, graham@qubitproducts.com, @thegrahamcooke

Speakers

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Open Technologies have served to consolidate, standardize and unleash new waves of innovation

Customer ExperienceDigital Data

Standards Initiative streamlines the collection, sharing and governance of customer experience data

Data Acquisition presents challenges today

Client Site

VendorA

VendorB

VendorC

Responsive Digital

Marketing depends on customer

experience data

15-20 different data collection methods per page is common

Current state of data collection is raising

costs and degrading site performance

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Client Site

VendorA

VendorB

VendorC

Data Layer Standard to streamline Data Acquisition

JSO Standard

Populate standard ‘digitalData’ object to surface dataDefault Vendor tag (JavaScript) automatically acts upon the data

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Standard data layer reduces

proprietary code on site

Standard improves site performance, time to value for

new services, and lowers maintenance

costs

One standard data collection method across the property

A snippet of the JSO Data Layer Model

JavaScript Objects are

widely supported

across devices

The data model is extensible and can

be leveraged across industries

Broad Industry Participation in Initiative

Initiative welcomed across the industry by Site-Owners, Partners, and industry associations – Digital Analytics Association & W3C

50+ Digital Marketing

Technology Leaders

collaborating in a first for the industry

• Targeting 3Q 2013 – Delivery of Final Specification

• Will Include:• Data Layer JavaScript Object specification• Privacy Impact Considerations• Dynamic Session Values Consideration

An industry collaboration, under the aegis of W3C http://www.w3.org/community/custexpdata/

Standards cannot succeed in a Vacuum…we need your help in moving the industry forward

Partners

Early Code (POC/POT)

Early Customer Engagements

Intellectual Property

Public Relations

Standards Bodies,ISVs, Adjacent Standards

Find out More…

• At the Customer Experience Digital Data Standard Community Group site– http://www.w3.org/community/custexpdata/

• First Draft of the Specification (Section #7 is most relevant)– http://www.w3.org/community/custexpdata/wiki/images/9/93/

W3C_CustomerExperienceDigitalDataAcquisition_Draft_v0.5.pdf

• Reach out to any of us with any Questions

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Question time….

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