Presentation on Personalization

1. confidential 1
Going Beyond Data and Tags

2. confidential 2
About Me
• VP of Analytics & Digital Strategy @ Ensighten
• Owner of data and personalization services
• Optimization practitioner >15 yrs.
• Ran digital marketing & analytics programs for:

3. confidential 3
• Collect User-level Data Everywhere
• Own the Data in Omni-channel Profiles
• Activate Profiles in Real-Time, Everywhere
Open Marketing Platform

4. So What Is Everybody Doing?

5. confidential 5
A Typical Customer Journey With Ensighten
Tag Agility
Data
Agility
Omni-
Channel
Agility
Marketing
Agility

6. confidential 6
It Begins By Removing the Tag/IT Release Bottleneck
Tag Agility

7. confidential 7confidential 7
Tag Management without TMS
• The existing paradigm
VOICE OF
CONSUMER
ANALYTICS
VENDORS
AD
SERVERS
TESTING
SOLUTIONS
TARGETING
TOOLS
PPC
TOOLS
AFFILIATE
TRACKING
VENDOR IT DEPARTMENT
DEVELOPER
DEVELOPER
DEVELOP
ER
IT
DEPARTM
ENT
VENDO
R
VEN
DOR
VENDO
R
IT DEPARTMENT
DEVEL
OPER
DEVELOPER
VENDO
R
IT
DEPARTMENT
IT
DEPARTM
ENT
VEND
OR
VENDO
R
DEVELOP
ER
VEND
OR
IT
DEPARTMENT VENDO
R
DEVELOP
ER
VENDO
R
IT DEPARTMENT
VENDO
R
DEVEL
OPER
VENDOR
IT DEPARTMENT
VENDO
R
DEVELOP
ER
VENDO
RDEVELOP
ER
VENDOR
IT DEPARTMENT
DEVEL
OPER
DEVELOP
ER
IT
DEPARTMENT
VEND
OR
IT DEPARTMENTIT DEPARTMENT
IT DEPARTMENT
VENDO
R
VENDO
R
VENDO
R
IT
DEPARTMENT

8. confidential 8confidential 8
Tag Management with TMS
• The Ensighten Ecosystem
VOICE OF
CONSUMER
ANALYTICS
VENDORS
AD
SERVERS
TESTING
SOLUTIONS
TARGETING
TOOLS
PPC
TOOLS
AFFILIATE
TRACKING

9. confidential 9confidential 9
Examples of Operational Benefit
“"With Ensighten, we are able to
deploy new marketing
technologies 75% faster than
before.“
"Pixel deployment for SEM usually
would take 6 weeks to deploy.
Ensighten did it in a week."
"Before Ensighten, it would take up to 4
months to get simple JavaScript tags on our
site. With Ensighten we’ve been able to cut
that time down to same day and it’s been
quite amazing.”
"Ensighten saved us 600
hours in site catalyst
implementation."

10. confidential 10confidential 10
You Also Get Optimized Page Performance
Decreased page load times
by 2.7 seconds
"Ensighten supported a 70x
traffic spike with no page load
slowdowns or freezing."
"With Ensighten we’ve been able to
manage the logic of when tags fire, which
has lightened up the pages quite a bit."

11. confidential 11
They Soon Realize it’s ALL about the DATA
Tag Agility
Data
Agility

12. confidential 12
Marketing Data Layer:
• A centralized abstraction layer that sits between your website and
your 3rd party marketing tools
Data Tags
Data
Layer
Data Tags
Real-Time Data Collection-Integration-Syndication-Activation

13. confidential 13
Keyword
Campaign ID
Promo Code
URL Parameters
Browser Type
Operating System
Screen Resolution
Device Type
User Agent/Browser
Page Name
Site Section
Page/Content Type
Page DOM/HTML
SKU
Product Edition
Boxshot
Category
Product/SKU
Order price
Order quantity
Discount Code
Total Cart Amount
Cart
Customer ID
Purchase history
Campaign history
CRM/Offline
Data
Layer
Cookies
New/Return
Visit Number
Time on Site
Pathing
Offsite/3rd Party
Demopgrahics
Ad history
Social Graph
In-Market details
Data Layer: Collect & Unify All Your Digital Data

14. confidential 14
Syndicate Rich User Data to Every Tool at a 1:1 Level
Data
Layer

15. confidential 15confidential 15
Scaling Complex Optimization

16. confidential 16confidential 16
How Data and Tag Management Makes That Happen

17. confidential 17confidential 17
Launch of a Digital Testing Program
Before Ensighten After Ensighten
Programs suspended 8-digit ROI program
> IT limited bandwidth
> Fragmented implementation
> IT limited bandwidth
> Full implementation

18. confidential 18
Data and Tag Management Expands Across Channels
Tag Agility
Data
Agility
Omni-
Channel
Agility

19. confidential 19
Making Mobile Tagging as Flexible as the Web
• Native Mobile Apps
• Tag Mobile with the same flexible as the
web
– Real-time updates
– No SDK
– No recompiling app
– No resubmitting to app stores
– No waiting for customers to download again

20. confidential 20
Start Tagging New and Interesting Places
First Party Data Collection Pixel
“pixel.yourdomain.com”
• Display
• Email
• Downloaded/Compiled applications
Log all your data and set first party
cookies offsite

21. confidential 21confidential 21
Tagging and Data Collection Across Channels
4
2012 2014
Web
Mobile Web
Mobile App
Kiosk

22. confidential 22
New and Interesting Use Cases
s
• Offsite display ad
tracking
• Retargeting arbitrage
“We achieved an 18.1x
ROI within the first year
of using Ensighten.”
Brandon Bunker,
Sr. Manager of Analytics

23. confidential 23
This Data Is Now Being Used to Solve for Attribution

24. confidential 24
True Data Ownership Is Now Possible
• Building a richer omni-channel data set
• All first party
• True data integration
• Real-time data activation
• True digital data governance

25. confidential 25
A Typical Customer Journey With Ensighten
Tag Agility
Data
Agility
Omni-
Channel
Agility
Marketing
Agility

26. confidential 26
The Future of Digital Experience Technologies
Key Predictions:
It will be an integration--not a suite—story
Marketing and line of business will demand
capabilities, not just technology

27. confidential 27confidential 27
How Are Most Engaged Customers See Ensighten

28. confidential 28confidential 28
Customers Are Building Their Own Marketing Platforms

29. So What’s Next?
(Personalization)

30. confidential 30
The Industry’s Challenges With Personalization

31. confidential 31
Main Challenges Achieving a Single Customer View
• Inability to link different technologies (40%);
• Poor data quality (34%); and
• Lack of relevant technology (32%).
-Experian Survey, July 2014

32. How does Data and Tag
Management Help?

33. confidential 33

34. confidential 34

35. confidential 35
Display ads
Email
Cross-Domains
2nd Party Partner
Sites
CRM
EDW
ESP
Call Center
Omni-
Channel
Profile
Offsite
Tracking Pixel
(Pulse)
Onsite
Javascript
(Manage)
Offline
FTP Upload
(One)
Website/Mobile Web
On Page Events
Mobile App
Helping Build Real-Time Omni-Chanel Profiles

36. confidential 36
Personalization Needs to Touch Every Use Case
A/B&MVT
Testing
Analytics
VoiceofCustomer
Social
Attribution
Personalization
Omni-Channel
Experience
Management
Privacy
Governance
Performance
DisplayAdvertising
REAL-TIME OMNI-CHANNEL PROFILE
Display
Ad
WEB – MOBILE – DISPLAY – EMAIL – CALL CENTER – IN STORE – CONNECTED DEVICES

37. confidential 37confidential 37
Orchestrating Personalized Experiences
All Your Tools Can Now Personalize At A 1:1 Level

38. Questions