TAG C O MM AN D E R

MY DATA BELONGS TO ME25 NOVEMBRE 2016 - BRUSSELS

TAG C O MM AN D E R| DATA S U MM I T | N OV E M B E R 2 0 1 6 | MY D ATA B E LO NG S T O M E

Sébastien BuretteHead of Lille Office

@sburette+33 6 09 34 81 30sebastien.burette@tagcommander.com

TAG C O MM AN D E R

TAGCOMMANDER

Founded in Paris in 2010 A team of 70 people 320+ clients in 17 countries Offices in Paris, Lille, Munich, Milan and

Amsterdam +80% YoY increase Expert in tracking and Information Systems

feeds Tag Management Campaign Analytics Data Management Platform

CORPORATE

| D ATA S U MM IT | N OV E M BE R 2 0 1 6 | M Y D ATA BE LO NG S T O M E

TAG C O MM AN D E R

A SOLID CSUTOMER BASE: +320 CLIENTS BTOCCORPORATE

FINANCIAL SERVICES

MEDIA & TELCO

SERVICES

TRAVEL & TOURISM

RETAIL

E-COMMERCE

FOOD & BEVERAGE

| D ATA S U MM IT | N OV E M BE R 2 0 1 6 | M Y D ATA BE LO NG S T O M E

WHAT IS OMNICHANNEL?

TAG C O MM AN D E R

Not everything that counts can be

counted,And not everything that can be counted, counts.

Albert Einstein

I know that half of my advertising

dollars are wasted…I just don’t know

which half.

John Wanamaker, father of modern advertising

| DATA S U MM I T | N OV E M B E R 2 0 1 6 | MY D ATA B E LO NG S T O M E

TAG C O MM AN D E R| DATA S U MM I T | N OV E M B E R 2 0 1 6 | MY D ATA B E LO NG S T O M E

TAG C O MM AN D E R| DATA S U MM I T | N OV E M B E R 2 0 1 6 | MY D ATA B E LO NG S T O M E

WHY IS OMNICHANNEL A PROBLEM?

TAG C O MM AN D E R

947 COMPANIES

2014

3876COMPANIES

2016

100COMPANIES

2011 350 COMPANIES

2012

1876COMPANIES

2015

| DATA S U MM I T | N OV E M B E R 2 0 1 6 | MY D ATA B E LO NG S T O M E

TAG C O MM AN D E R

OMNICHANNEL ATTRIBUTION

THE COOKIE GET THE

CREDIT WITH THE

CONVERSION

CUSTOMER JOURNEY

OMNICHANNEL CUSTOMER JOURNEY

LAST CLICK RULES

| DATA S U MM I T | N OV E M B E R 2 0 1 6 | MY D ATA B E LO NG S T O M E

TAG C O MM AN D E R

Call center CRM DisplayDSI

TV

iPad

RetailMarketing

Mobile CDO

Retargeting DG WebMerchandising

Testing

Stores

Affiliation

| DATA S U MM I T | N OV E M B E R 2 0 1 6 | MY D ATA B E LO NG S T O M E

HOW TO FIX IT?

TAG C O MM AN D E R

Link.

| DATA S U MM I T | N OV E M B E R 2 0 1 6 | MY D ATA B E LO NG S T O M E

TAG C O MM AN D E RI PERFORMANCE MARKETING - MOSCOW - 2016

OUR CLIENTS ARE RUNNING « CONNECTED BUSINESSES »

TAG C O MM AN D E R

Coverage of what is happening on-site

Access to End User data

Coverage of what is done off-site

DIGITAL UNIVERSE

CRMCentric

SITEcentric

ADcentric

| DATA S U MM I T | N OV E M B E R 2 0 1 6 | MY D ATA B E LO NG S T O M E

TAG C O MM AN D E R

CALL CENTER

TV

EMAILWEB

DIRECTMARKETING

CASH REGISTER

ID CRM – PHONE NUMBER

COOKIE - EMAIL

COOKIE SYNC LOYALTY CARD - EMAIL

ID CRM - EMAIL

SPECIAL NUMBERS - ID CRM

CRM ONBOARDING

| DATA S U MM I T | N OV E M B E R 2 0 1 6 | MY D ATA B E LO NG S T O M E

HOW TO TAKE ADVANTAGE OF IT?

TAG C O MM AN D E R

PLUG-IN

1. Build your data assets2. Use data as a trigger3. Scenarize your campaigns4. Adjust performance5. Scale

| DATA S U MM I T | N OV E M B E R 2 0 1 6 | MY D ATA B E LO NG S T O M E

EXAMPLE IN BANKING INDUSTRY

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BUSINESS CASE FROM THE BANKING INDUSTRYData

CollectionBig Data Storage

We create cluster

Cluster Activation

PerformanceMeasurement

Email triggers

Abandonned shopping cart

Content page view

Campaign clicks

Search engine requests Big Data

(6 months)

High interest in car loans

Low interest in car loans

Strong interest in mortages

Moderate interest in car loans

Email campaigns

Website personalisation

Call centers / branches

Cross channel reporting

| DATA S U MM I T | N OV E M B E R 2 0 1 6 | MY D ATA B E LO NG S T O M E

FOCUS USE CASES

TAG C O MM AN D E R

Tracking of all Customer oriented

campaigns1

USE CASE 1 : OPTIMISATION OF ONLINE MEDIA BUDGET

3 months

+18% savings

18% SAVINGS ON THE

ONLINE MEDIA BUDGET

Build the segment of « non customers »4

Synchronise channels (emails, display, calls)5

Link ID CRM – Cookie ID2

Share the cookie pool with the DSP3

| DATA S U MM I T | N OV E M B E R 2 0 1 6 | MY D ATA B E LO NG S T O M E

TAG C O MM AN D E R

LinkID CRM – Cookie ID2

USE CASE 2 : CHURN DETECTION

-15% Customer Churn

Reduce 15% more the Customer

Churn

Select the relevant keywords

(internal & external)

3

Call center Campaigns Email / Display7

Tracking of all Customer oriented campaigns1

Select the relevant content/channel4

Send the ID List to the campaign tool6

Create real-time clusters (cookies)5

3 months

| DATA S U MM I T | N OV E M B E R 2 0 1 6 | MY D ATA B E LO NG S T O M E

TAG C O MM AN D E R

LinkID CRM – Cookie ID2

USE CASE 3 : PRODUCT INTENTIONISTS

+20% in agencies Client appointments

Over 20% of

customers acception

of meeting with a bank advisor

Select the relevant keywords

(internal & external)

3

Call center Campaigns(Client Appointments)7

Tracking of all Customer oriented campaigns1

Select the relevant content (occurrences)4

Send the CRM ID List to the Call Center6

Create real-time clusters (cookie List)5

3 months

| DATA S U MM I T | N OV E M B E R 2 0 1 6 | MY D ATA B E LO NG S T O M E

TAG C O MM AN D E R

LinkID CRM – Cookie ID2

USE CASE 4 : CONTENT TESTING

Achieve targeted Content testing

Establish the best stratgey of

content organisation for the key populations

Select the relevant keywords

(internal & external)

3

Measure the best version for the Cluster7

Tracking of all Customer oriented campaigns1

Select the relevant contents to test4

Setup A/B test campaign in CMS6

Create real-time clusters (cookie List)5

3 months

| DATA S U MM I T | N OV E M B E R 2 0 1 6 | MY D ATA B E LO NG S T O M E

TAG C O MM AN D E R

LinkID CRM – Cookie ID2

USE CASE 5 : PRIVACY & COMMERCIAL PRESSURE MANAGEMENT

-12 % campaigns targeted audiences

Save media budget and benefit from Brand Image

Set Privacy systems on your digital media3

Send final clusters to campaign tools7

Tracking of all Customer oriented campaigns1

Record the number of commercial exposures4

De-target over-exposedor privacy populations6

Select the rules for filtered exposure5

3 months

| DATA S U MM I T | N OV E M B E R 2 0 1 6 | MY D ATA B E LO NG S T O M E

TAG C O MM AN D E R

LinkID CRM – Cookie ID2

USE CASE 6 : DIRECT CROSS-COMPANY COMMERCIAL PARTNERSHIP

Save budget and drive brand strategy

Re-internalise campaign mastering, and fine-tune your strategy

Define the relevant Clusters with Partners3

Cash in your Partner money or exchange Cluster populations

7

Tracking of all Customer oriented campaigns1

Send the cookie List to your display network4

Measure the performance of the

campaigns

5Your partner buys the

display on DSP network5

3 months

| DATA S U MM I T | N OV E M B E R 2 0 1 6 | MY D ATA B E LO NG S T O M E

TAG C O MM AN D E R

SCALEPhase 1 : Mono-product Phase 2 : More Products PHASE 3 : Extended network

EXTENDED DATA COLLECTDATA COLLECTION

BIG DATA STORAGE

CLUSTER CREATION

CLUSTER ACTIVATION

PERFORMANCE MEASUREMENT

DATA COLLECTIONPRODUCT

1PRODUCT

2PRODUCT

3

BIG DATA STORAGE

CLUSTER CREATION

CLUSTER ACTIVATION

PERFORMANCE MEASUREMENT

BIG DATA STORAGE

CLUSTER CREATION

CLUSTER ACTIVATION

PERFORMANCE MEASUREMENT

PRODUCT 1

PRODUCT 2

PRODUCT 3

MY PROPERTIESPARTNER 1 PARTNER 2

PARTNER 4PARTNER 3 PARTNER 5

PRODUCT 1

| DATA S U MM I T | N OV E M B E R 2 0 1 6 | MY D ATA B E LO NG S T O M E

TAG C O MM AN D E R

Take the control over your data.Your data belongs to you.

| DATA S U MM I T | N OV E M B E R 2 0 1 6 | MY D ATA B E LO NG S T O M E

TAKE AWAYS

BE PRAGMATIC LESS EFFORT/BEST

VALUE WALK AS A TEAM DEPLOY AS IT GOES MEASURE YOUR ACTIONS