more test&target – less time and money
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 simpleTRANSCRIPT
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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