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Get to Know Ensighten PulseMichael Buzzelle, Sr. Consultant, Ensighten

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Meet the Teacher

Michael BuzzelleSr. Consultant, Ensighten

Hometown, Seattle Ski Instructor Photographer

4AGENDA01 02 03 04Data Collection 101

Pulse Overview

Deployment Use Cases

• Data Collection

• Anatomy of a Web Beacon

• Digital Marketing Tracking

• What is Pulse

• Data Ownership – 3rd vs 1st Party

• Pulse Pixel Design

• Data Flow

• Benefits of Pulse

• Channel Deployment

• Display Example

• Paid Search Example

• Onsite Deployment

• Ad Efficiency

• First Visit Contextualization

• Data Syndication

• Tips & Tricks

05Best Practices

5THE ENSIGHTEN CUSTOMER DATA PLATFORM> WEB/MOBILE ENTERPRISE TAG

MANAGEMENTOnboard any tech; activate profiles back through existing solutions via 1K+ tag integrations

> OMNICHANNEL DATA COLLECTIONStart collecting customer data as first-party ASAPfrom any offsite source

> OMNICHANNEL PROFILE CREATION & MANAGEMENTImport offline CRM/EDW/POS data for profile creation/management with cross-channel ID stitching

> PRIVACYEnforce onsite consumer privacy regulations including monitoring and alerting system for non-secure onsite data exposure

Pulse

OneManageMobile

Privacy

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DATA COLLECTION 101

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> The practice of leveraging tracking technologies to collect user-level data on the web. Traffic generation Engagement Conversion Retention

Data Collection

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DoubleClick Floodlight Criteo AppNexus BlueKai MediaMath

Anatomy of a Web Beacon

cmpid=123&event=imp&channel=displayno-content.ensighten.com/pulsehttps:// ?

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Offsite

Digital Marketing Tracking

Display

Email

Paid Search

Social

Mobile

Onsite

&

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ENSIGHTEN PULSEOVERVIEW

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> A data-collection service in the form of an image pixel or click redirect that the client owns, 1st Party.

> Allows the user to collect dynamic and static data.

> Enables cookie setting functions to write, append, increment or decrement values.

What is Ensighten Pulse?

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IE Chrome FireFoxIE Chrome FireFox Safari

Data Ownership – 1st Party vs 3rd Party> Ensighten Pulse enables 1st party data collection

offsite and onsite for all users exposed to the pixel.• Through the use of a CNAME resource listed in the

client’s DNS> 3rd Party data forgoes all data collected from

browsers like Safari who, by default, block all 3rd party data collection.

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> Impression:• http(s)://pulse.awesomeclientsite.com?

channel=dsp&event=imp&dom=1&cw_cmpid=%ebuy!&ci_impcnt=1

> Click Redirect:• http(s)://pulse.awesomeclientsite.com?redirect=https

%3A%2F%2Fwww.awesomeclientsite.com%3Fchannel=dsp&event=imp&dom=1&cw_cmpid=%ebuy!&ci_impcnt=1

Pulse Pixel Design

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Pulse – Data Flow

Pulse Pixels in offsite media: Display Email Paid Search Social Etc…

End User – Browser/Device

PULSE CLUSTER

PulseLogs

Pulse pixels generate server logs which are enriched with uuid, timestamp, IP address,

cookie data, geo data and browser info.

Fire

wal

lDataWarehouse

Export and map reduce processes

move JSON, CSV, and AVRO logs to Data

Warehouse.

Client Ingestion

Pulse Server Clients access the data from Data Collection UI, API, or SFTP

with Manage credentials.

1 2 3

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> 1st Party data ownership.> Expanded reach of data collection over 3rd Party

solutions.> Cross-Channel data collection into one homogeneous

data source.> Connect offsite engagement with onsite interactions.> Seamless data flow from offsite and onsite with data

layer.> Part of the larger Customer Data Platform.

Benefits of Pulse

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Partner Sites

CRM

Mobile sites & App

Affiliates & Remarketer

s

Call Center

Offline Ad Promo codes

Online properties

Offsite Ads & Content

Organic & Paid Search

Onsite Ads & Content

Ensighten

Ensighten

Ensighten

Ensighten

Ensighten

Pulse for a Multi-Channel Digital Strategy

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ENSIGHTEN PULSEDEPLOYMENT

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Pulse Offsite - Display

Impression Pixel:• http(s)://activate.awesomeclientsite.com?

channel=dsp&event=imp&dom=1&cw_cmpid=%ebuy!&ci_impcnt=1

Click Redirect:• http(s)://activate.awesomeclientsite.com?

channel=dsp&event=clk&dom=1&cw_cmpid=%ebuy!&ci_clkcnt=1

> Pulse can collect offsite impression and click data stored as 1st party cookies to the client domain.

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Pulse – Offsite Display (DCM)

•%eaid! - Ad ID•%eadv! - Advertiser ID•%ebuy! - Campaign ID

•%ecid! - Creative ID•%epid! - Placement ID•%esid! - Site ID

DCM Macro Example:1 3

Resulting Pixel:https://activate.awesomeclientsite.com/redirect?cw_pch=1&cw_pei=3&cw_pbrd=1&ci_pacc=1&ci_pdctc=1&cw_pve=3&cw_pdadvid=%eadv!&cw_pdsid=%esid!&cw_pdplid=%epid!&cw_pdcid=%ebuy!&cw_pdcrid=%ecid!&cw_pdadid=%eaid!&cw_pdsid=%esid!&url=http%3A%2F%2Fwww.awesomeclientsite.com

2

DCM Steps:1. Go to the Campaigns (or Advertiser)

Level within DCM2. Click Properties tab3. Scroll down to the Event Tag section4. Click New Impression or Click Event Tag5. Go through set-up, place the Pulse pixel

from step 2, and hit save6. Hit save again on Advertiser Properties

Tab

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Pulse – Offsite Paid Search> Pulse can collect offsite click data stored as 1st party

cookies to the client domain. Paid Search Campaigns Dynamic Search Ads

(DSA) Product Listing Ads

(PLA)

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Pulse – Offsite Paid Search (AdWords)

<li>Encrypted ID</li>

• cw_ppscid={campaignid}

• cw_ppsgid={adgroupid}• cw_ppsti={targetid}• cw_ppsmt={matchtype}

• cw_ppsn={network}• cw_ppsc={creative}• cw_ppskw={keyword}• cw_ppsp={placement}• url={lpurl}

Adwords Macro Example:1

Resulting Pixel:https://activate.ensighten.com/redirect?cw_pch=2&cw_pei=3&cw_pbrd=1&ci_pacc=1&ci_ppsctc=1&cw_pve=20&cw_ppscid={campaignid}&cw_ppsgid={adgroupid}&cw_ppsti={targetid}&cw_ppsmt={matchtype}&cw_ppsn={network}&cw_ppsc={creative}&cw_ppskw={keyword}&cw_ppsp={placement}&url={lpurl}

2

3

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> Page Load Tracking Domain Referrer Page Name Any other attribute

> Event Tracking Specified End Actions Conversion Events Cart Data (e-commerce) Anything in the Data Layer

Pulse Onsite

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ENSIGHTEN PULSEUSE CASES

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> Leverage Pulse across all display/search vendors• Uniquely measure the performance of each vendor

separately.• Increase return on ad spend by shifting spend from

underperforming vendors to those who deliver better performance.

Ad Efficiency

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> With all offsite media tracked (including display impressions)• Drop cookies to identify exposure of media to those

users.• Match the experience that users have seen offsite

with their first visit to your site.• Swap content based on what that user has been

exposed to offsite or from cookie data.

Message Matching/Swapping

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> Pulse is great at collecting data, now make your other tools better, too.• Syndicate data to SiteCatalyst in eVars/props to layer

offsite media exposure for site visitors as soon as they land onsite.

• Push Pulse data into the dataLayer to make it available for personalization tools – Maxymizer, Optimizely, Adobe Target.

Data Syndication

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ENSIGHTEN PULSEBEST PRACTICES

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Tips and Tricks> Get organizational buy-in including IT and get groups to

the table early.> Define all in-scope marketing channels for tracking prior

to starting.• Outline agencies and partners whom will be part of this effort.• Provide a thorough Pulse overview to all involved stakeholders.• Communicate early and often.

> If all channels are included, begin with onsite, display and paid search.

> Only use cookie functions for specific use cases.> Create consistency between channel data.

• Parameter selections, names, etc..

> Keep tracking as simple as possible while being complete.

> Implementation documentation is key.

Best Practices

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Q&A

MICHAEL BUZZELLESr. Consultant

Ensighten

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APPENDIX

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> With the latest release of Pulse, initial product set-up is streamlined within the UI for Certification, Whitelisting and Exports.

Pulse – Certificates, Whitelisting & Exports UI

SSL/SAN Certificates

Data Exports

Whitelisting

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Leveraging Professional ServicesFeatures Premium Support: Designated Ensighten Services Resources > Product Implementation> Product Support

Professional Services: Complete Service Offering > Onsite Strategic Consulting> Platform and Product Implementation> Platform Migration> Platform Support> Program Management> Activate and Attribution Implementation and

Support> ASG (Analytics Solutions Group)

Benefits > Higher marketing ROI> Faster program implementations> Higher digital revenue> Improved customer satisfaction

ENSIGHTEN

SUPPORT

ENSIGHTEN PREMIUM SUPPORT

ENSIGHTEN PROFESSIONAL

SERVICES

SERV

ICE

& SU

PPOR

T NE

EDS

BUSINESS USE CASE COMPLEXITY