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Accel 2011 sony_brandon_bunker

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Accel 2011 sony_brandon_bunker

  1. 1. TAG MANAGEMENT TOP TIPSACCELERATE 2011 – SAN FRANCISCOSUPER ACCELERATOR SESSIONS
  2. 2. About me: Brandon Bunker• Early Adopter of TMS • I have worked with TMS at 2 different companies. • I have experience with multiple TMS vendors.• An Awkward Example • Presentation Disclosures
  3. 3. 10. TMS Fuels Analytics.• Code push implementations are costly, slow and inefficient.• Analytics tools are limited by implementation. Homer:"with todays gas prices, we cant afford not to buy a pony." @BrandonTBunker at #ACCELERATE
  4. 4. 10. TMS Fuels Analytics• Before TMS, Time normalization was n/a in Site Cat.• For more info see the Innovation Blog @ http://www.ensighten.com/node/203 @BrandonTBunker at #ACCELERATE
  5. 5. 9. TMS Breaks Down Barriers• TMS’ do more than website analytics.• At first, IT viewed TMS threat; now they view TMS as critical infrastructure. @BrandonTBunker at #ACCELERATE
  6. 6. 9. TMS Breaks Down Barriers.• Current tags deployed through Ensighten.Omniture Foresee Ad.com Test & DFA Criteo LivePerson Facebook Channel Advisor Google Ethnio DoubleClick Target Tumri Kenshoo Oracle Pricegrabber Shopping.com @BrandonTBunker at #ACCELERATE
  7. 7. 8. TMS Improves Page Load Time• TMS provides: – Asynch tags, Caching and Single Domain for tags. – Real-time conditionals, code minification, SLA’s @BrandonTBunker at #ACCELERATE
  8. 8. 7. Master Your Data Domains.• Analytics providers try to enforce what you can and can’t do.• Exit barriers have slowed analytics innovation. @BrandonTBunker at #ACCELERATE
  9. 9. 7. Master Your Data Domains.• Send data to multiple providers.• Decreases implementation and switching costs.• Sampling is controlled by TMS (You). @BrandonTBunker at #ACCELERATE
  10. 10. 6. Turbo Charge Your Analytics• Where the analytics industry is going? – Importance of recent behavioral data.• Integration is time consuming and expensive. – Example: Product rec. engine. @BrandonTBunker at #ACCELERATE
  11. 11. 6. Turbo Charge Your Analytics• Sony has integrated multiple systems via TMS. – Analytics data is being leveraged in real time. @BrandonTBunker at #ACCELERATE
  12. 12. 5. TMS Makes You “Agile”Pottermore by J.K. Rowling – used Ensighten to manageMagic Quill contest @BrandonTBunker at #ACCELERATE
  13. 13. 5. TMS Makes You “Agile”• Pottermore drove 70x visits.• Key Takeaway – Make sure you TMS system can handle your traffic spikes or you will lose data. @BrandonTBunker at #ACCELERATE
  14. 14. 4. TMS Special Use Case• TMS implementation benefits: – TMS can enforce sampling and server call limits. – TMS can enforce SLA’s. – TMS overlay reduces development time. @BrandonTBunker at #ACCELERATE
  15. 15. 3. TMS Vendor selection• Pure plays vs. TMS as an add on• Always do a POC• Demand security• Special considerations – Privacy – A/B testing – Attribution – Run time execution controls – SLA’s around up time @BrandonTBunker at #ACCELERATE
  16. 16. 3. TMS Vendor selection• Too Good to Be True• POC with Vendor• Major challenges @ Sony • Rigorous IT and Security Review @BrandonTBunker at #ACCELERATE
  17. 17. 2. TMS and Budgeting• How to get executive buy in?• My first mention on Twitter. @BrandonTBunker at #ACCELERATE
  18. 18. 1. TMS Generates ROI @BrandonTBunker at #ACCELERATE
  19. 19. Thanks & questionsBrandon Bunkerhttp://twitter.com/BrandonTBunkerbrandon.bunker@am.sony.com @BrandonTBunker at #ACCELERATE

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