Deploying Test&Target using Ensighten, including how to use Ensighten’s data capabilities in this context

1. Enterprise Tag Management
Implementing Adobe Test&Target
Chris Zakharoff / Marketect / Ensighten R&D

2. Test&Target Functional Overview
TEST TARGET
 A/B testing  Customer Profiling
 Multivariate testing  Behavioral Targeting
 Conversion Optimization  Segmentation Targeting
#agility2013

3. Test&Target Functional Overview
What can you test?
 Layout
 Promotions
 Pictures
 Headlines
 Sales copy
 Calls to action
 Signup forms
 Email campaigns
 Offsite Banner Ads
 Mobile
#agility2013

4. Test&Target Functional Overview
<script type=“text/javascript” src=“//path/to/mbox.js”></script>
T&T
OR
#agility2013

5. Test&Target Functional Overview
Marketing Box = “mbox”
 Serves alternate content
 Sends customer profile information
 Records conversion metrics
#agility2013

6. Digital Marketing with Test&Target
In The Wild

7. Digital Marketing Today is Demanding
 24/7 global businesses, requiring real-time marketing
reaction.
 Customers expect a 1-1 experience in their digital brand
interactions.
 Many Marketers are unable to modify or deploy
promotions and digital marketing services quickly.
- Long, site-wide IT release cycles
- Marketing is not always an IT top priority
- Unavailability of IT or agency resources
- Technical skillset bottleneck
- Cost-sensitive, cost-prohibitive
#agility2013
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8. Digital Marketing Today
Mboxes are incredibly important to the Marketer
Multiple Uses:
 Promotions
 Top Segments
 Personas
 1:1 Personalization
 Email Repeater
 OBA Repeater
 Search Repeater
 Brand Messaging
 Navigation
…even all at the same time!
#agility2013
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9. Digital Marketing Today
But Marketers are limited by the mbox location –
adding or removing mboxes is another IT request…
Hard-coded mbox
#agility2013
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10. Digital Marketing Today
Advanced attempts to reach beyond the mbox via
Javascript creates complexity and skillset bottlenecks
• Campaign Traffic Jams
• Less Than Ideal Performance
• Content Flicker / Poor UX
#agility2013
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11. Digital Marketing Today
An Agile Mbox Implementation Strategy is the Key
• Dynamically Delivered As Needed
• No Wasted Mbox Calls / Cost
• No Long IT Release Cycles
• No Skillset Bottlenecks
#agility2013
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12. Implementation Agility = Optimized ROI $$$
Full Scale Disciplined Full Time Optimization
Ad Hoc
Implement Testing Iterative Organization
Testing ation Series Testing
6
5
4
3 Agility
2 Status Quo
1
0
2013 2013 2013 2013 2014
#agility2013 Q1 Q2 Q3 Q4 Q1

13. Ensighten + Test&Target
Optimization Agility

14. Ensighten +Test&Target Benefits
Optimize your Optimization Efforts
 Implementation & Operational Management
 Simplified Vendor Solution Management
 Data Layer Integration - Profile, Segmentation,
Targeting, & Personalization Enrichment
 Advanced Implementation Plugins
 Partner App Reporting Integrations
 Partner App Testing
#agility2013
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15. Analyzed 15+ Different Integrations
1. Adhoc mboxCreate …
2. Global mboxCreate …
3. Dynamic Global …
4. Adhoc mboxCreate - …
5. Adhoc mboxDefine/…
6. Adhoc Ensighten Xpath …
7. Adhoc Ensighten Xpath …
8. Global / Adhoc Turbo …
9. Global / Adhoc Turbo + …
10. Adhoc Xpath inject …
T&T
11. Injected div …
12. Server to server …
13. Adobe Tag Manager …
14. Adhoc iframeBox …
15. Adhoc adBox …
#agility2013
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16. 4 Mbox Implementation Solutions
1. Global
2. Conversion
95% of Use Cases
3. Content
4. Redirect
#agility2013
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17. 4 Implementations = 95% Use Cases
Mbox Types by Function and Implementation
1. Global
1. Use Case Benefits:
Ideal for engagement metrics & site-wide testing
2. Ensighten Value Add:
Not committed to high expense; no wasted mbox calls / cost
2. Conversion
3. Content
4. Redirect
#agility2013
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18. 4 Implementations = 95% Use Cases
Mbox Types by Function and Implementation
1. Global
2. Conversion
1. Use Case Benefits:
Passive tracking used to determine winning experiences
2. Ensighten Value Add:
Data Layer integration for easy implementation and
asynchronous conversion tracking
3. Content
4. Redirect
#agility2013
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19. 4 Implementations = 95% Use Cases
Mbox Types by Function and Implementation
1. Global
2. Conversion
3. Content
1. Use Case Benefits:
Alternate content injection for experimentation in MVT or A/B
tests.
2. Ensighten Value Add:
Asynchronous, Flicker-free content swapping without
requiring Javascript skillset.
4. Redirect
#agility2013
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20. 4 Implementations = 95% Use Cases
Mbox Types by Function and Implementation
1. Global
2. Conversion
3. Content
4. Redirect
1. Use Case Benefits:
Testing entire alternate page treatments via traffic redirection
split tests.
2. Ensighten Value Add:
High-performance, Flicker-free redirect testing.
#agility2013
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21. Advanced Implementation Features
Data Layer Integration
 Advanced Analytics:
– Enhanced Profiling & Segmentation
 Advanced Optimization:
– Enhanced Targeting & Enhanced Personalization
Advanced Implementation Features
 Implementation Plugins
 QA Debugging Tools
 Partner App Reporting Integrations
#agility2013
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22. DEMO

23. Launch the Adobe Test&Target App
#agility2013
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24. Provision Mboxes
 Launching the Ensighten Visual Tagger
 Provisioning a Global Mbox
 Provisioning a Content Mbox
 Provisioning a Redirect Mbox
 Provisioning a Conversion Mbox
#agility2013
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25. Thank you!
chris.zakharoff@ensighten.com
@chriszak