Convergence: Unlocking the Power of Data for Modern Marketing
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Josh Manion, CEO, Ensighten Marketing technology is evolving rapidly, and it’s bringing teams, channels, technologies and data right along with it. In doing so, technology is creating new intersection points with tremendous business potential and long-reaching impacts. For brands using an enterprise tag management system to its fullest potential, tags, and the data within tags, are at the center of all this convergence. But how is streamlining, standardizing, and syndicating customer data through a tag management system different than other leading industry approaches to harnessing data? This session will establish a framework to get everyone aligned on core definitions and set the stage for tangible, thought provoking discussions throughout the day.
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Convergence: Unlocking the Power of Data for Modern Marketing
- 1. #agility2016 Convergence: Unlocking the Power of Data for Modern Marketing Presented by Josh Manion, CEO, Ensighten
- 2. #agility2016
- 3. #agility2016
- 4. #agility2016 SECURITY & PRIVACY PHASE 4 ENTERPRISE TMS TAGS Number of PHASE 1 CONDITIONS Number ofx PHASE 2 VARIABLES Number ofx INTEGRATIONS Number ofx (x) PHASE 3
- 6. #agility2016 EXPERIENCE SUPPORTING ENTERPRISE CLIENTS AT ALL STAGES Tagging Agility Data Agility Omni-channel Agility Omni-channel Personalization BusinessValue Level of Complexity
- 7. #agility2016 TODAY’S TMS MARKET LANDSCAPE Value for small businesses with simple infrastructures Some solutions only usable within “walled garden” Some solutions lack data layer, privacy, mobile support “FREE” Relies on client-heavy methodology as free tools Focus limited to web- specific use cases Significant limitations to ensuring data privacy Limitations to web, mobile, offsite and offline use cases BASIC Full range of capabilities for today’s marketers Supports and optimizes mobile app environments Collects and unifies all omni-channel data Ensures security and privacy of all customer data Supports a broad range of use cases at any scale Supports wide range of digital technology use cases ENTERPRISE TMS
- 8. #agility2016 TODAY’S TMS MARKET LANDSCAPE Value for small businesses with simple infrastructures Some solutions only usable within “walled garden” Some solutions lack data layer, privacy, mobile support “FREE” Full range of capabilities for today’s marketers Supports and optimizes mobile app environments Collects and unifies all omni-channel data Ensures security and privacy of all customer data Supports a broad range of use cases at any scale Supports wide range of digital technology use cases ENTERPRISE TMS DMP’ish
- 9. #agility2016 • Information Security Team: Initial platform built with security / compliance foundation • Infrastructure: Scalable and secure • Secure User Role Management: Prevent data leakage, verify security of users • Security and Integrity Testing on health and behavior of tags • Privacy and Consent Enforcement {patented} • ETMS Mobile {patented} • Pulse Marketer ENSIGHTEN ENTERPRISE TMS
- 10. #agility2016 THANK YOU JOSH MANION CEO, Ensighten @joshmanion
Editor's Notes
- In order to understand Ensighten’s POV, it’s important to understand that the MarTech landscape (specifically the technologies that run in the digital sphere) at the end of the day, are translated into tags. Each tag represents a set of capabilities that is deployed on your first party websites and mobile sites. The sounds very basic, but most people don’t think of the Lumscape in the context of tags. If we translate this set of logos, into corresponding tags, the importance of tag management shifts from being tactical to strategic. Why is that? It’s because the tag is becoming the place where first and 3rd party data, security, privacy enforcement, omni-channel customer journey;s are all converging. The tag is where great ideas converge with great implementation. The tags need to talk to one another and to backend and front end systems. They power countless use cases around personalization, analytics, advertising, attribution, reporting, etc. And as the number of MarTech companies has exploded, so has the number of tags corresponding to each technology. In other words, the important of tag management continues to grow.
- In order to understand Ensighten’s POV, it’s important to understand that the MarTech landscape (specifically the technologies that run in the digital sphere) at the end of the day, are translated into tags. Each tag represents a set of capabilities that is deployed on your first party websites and mobile sites. The sounds very basic, but most people don’t think of the Lumscape in the context of tags. If we translate this set of logos, into corresponding tags, the importance of tag management shifts from being tactical to strategic. Why is that? It’s because the tag is becoming the place where first and 3rd party data, security, privacy enforcement, omni-channel customer journey;s are all converging. The tag is where great ideas converge with great implementation. The tags need to talk to one another and to backend and front end systems. They power countless use cases around personalization, analytics, advertising, attribution, reporting, etc. And as the number of MarTech companies has exploded, so has the number of tags corresponding to each technology. In other words, the important of tag management continues to grow.
- There is another trend that is converging with the proliferation of the MarTech stack, and that is what is happening at the tag level to power more and more sophisticated use cases for marketing, IT, security and privacy enforcement. I mentioned earlier that Data and Teams were converging….here is why. In the early days BEFORE enterprise TMS (say 3 to 5 years ago), the basic logic for needing a TMS was simple: I have more than one tag, it’s a pain to manage this growing complexity of tags, therefore lets get a TMS system. In other words, TMS was simply a function of the number of tags deployed. We refer to this need as a basic TMS need as distinct from Enterprise TMS. Today, there is the need for ENTERPRISE TMS. Why? It’s not just the number of tags anymore. It is also the number of conditions deployed on each tag, the number of 1st and 3rd party data variables required in each of those conditions, the integrations to back and front end systems, and all of this must be done with security and privacy enforcement in mind globally.
- In other words, CMO’s and CTOs are taking the complexity of the CRM and Omnichannel digital worlds and converging them at the tag level in real-time, 24/7, globally. So the business case from basic TMS has now evolved into an enterprise use case. The math problem is infinitely more complex and is continuing to evolve at a more rapid pace. And when you consider that most large companies go to market with different business units, internal ecosystems, and external ecosystems that need to manage this complexity, only an enterprise TMS can attempt to solve for this kind of complexity.
- With this mind, Ensighten has seen our enterprise clients following a very similar path. Almost all of them started with the need for tagging agility (e.g. basic TMS need several years ago)…and have rapidly worked to determine how to bring more first and third party data to bear at the tag level to support omni-channel agility. And finally get to an Always On 24/7, real-time, global, secure, privacy enforced, omni-channel personalization stage.
- With this in mind, how has the TMS landscape evolved over the last five years and importantly how has it evolved in relation to DMPs. We essentially have three buckets: FREE, BASIC, and ENTERPRISE. No two technologies are more at the heart of convergences than two big ones that every company should have: ETMS and DMP. Why you need both; how they complement each other What is an enterprise TMS? What is an enterprise DMP? The market has caused confusion. Brands are asking for guidance. Eg., Is a TMS a DMP? Answer is no. Can I getaway with just using one of them…no, they do very different things. Refer to Pelin’s article on the differences. Both enable a convergence of technologies but in different places. DMPs help manage the confusing world of DSPs and power programmatic ad buying….TMS does not do this. Confusion is exacerbated by the proliferation in the market of Adobe’s model (free TMS to enable a closed suite of technologies and DMP). Adobe’s model is now being copied by Tealium / Signal – with the assumption this is the right direction. The problem is this model falls short of the DMP goal and it falls short the TMS goal. ]The result is both a DMP-lite and a TMS-lite. Anything that is not enterprise TMS is a divergence from its original goal. With the ”FREE” offerings from Adobe and Google, it’s safe to say that there’s no such thing as a free lunch. In Adobe’s case, DTM exists as a means to try to lock you up in a restrictive closed technology stack - with the (false) promise of better integration within that stack which often isn’t fulfilled. Adobe does several things (like Analytics and being a DMP) very well but they certainly don’t have the best in breed for every single marketing technology out there so it highly unrealistic for anyone to adopt a 100% Adobe stack. Google’s GTM primarily exists to enable its own technologies in order to allow it to optimize ad spend on . . . (of course) Google. Both offerings are severely limited in the technologies they support and they rely on an approach that exposes your data within the browser – which is something that enterprises that care about security and orivacy enforcement simply cannot afford to do. Needless to say, these “FREE” options are a dead-end for large enterprises. With that said, the leading DMPs are required to manage programmatic ad buys…the key is to not confuse ad buying with tag management…they are just not the same. Within the ”BASIC” bucket, we have Tealium and Signal. These platforms are designed for the smaller mid-market segment with simpler workflows, less complex use cases, and less focus on security. The interesting thing to note regarding these two vendors is that we believe that they’re both moving out of the TMS space to focus elsewhere. Signal’s entire focus going forward is FUSE (which has nothing to do with TMS) and they’ve instructed their sales teams to no longer sell TMS as a stand alone product. Tealium is betting the farm on its AudienceStream product, which was originally meant to be a DMP but, when put through its paces, it became very evident, very quickly that it can’t hold a candle to the offerings from Adobe & BlueKai. The bigger problem w/ Tealium on the TMS side is that they’ve spent the last 5yrs+ focused on a strategy to only please the marketers while ignoring the needs of your IT, InfoSec, and Privacy teams – On the other hand, Ensighten’s Enterprise TMS (ETMS) is the result of the constant evolution of the TMS space over those 5+ years to go beyond just tag deployment. Today, in the face of ever increasing security breaches and more stringent privacy regulations worldwide, large enterprises have come to realize that privacy enforcement and secure data management across every channel are critical to ensuring their ongoing success. This is precisely where Ensighten plays. We are a pure-play, fully agnostic, open-stack Enterprise TMS platform that has evolved from Day 1 to allow even the messiest companies to manage their entire BEST IN BREED martech stack in a secure and privacy compliant manner, across all business units and across all channels! We are NOT a DMP, nor do we want to be a DMP. We think it is a huge mistake for Tealium and Signal to move into an already crowded DMP space and de-emphasize the importance of a truly enterprise grade TMS! We disagree with this decision for one very critical reason: DMP’s were never built to manage all of Martech across first party websites and mobile properties. The DMP’s argument that managing web, mobile web, and native mobile app content is exactly the same as buying and managing a digital ad is fundamentally flawed! So Ensighten remains the last man standing when it come to enterprise class TMS because doing ETMS correctly is a hard and complex endeavor and there is no time to split focus. Everyone else is focused elsewhere and that has left Wells Fargo’s Marketing, IT, InfoSec, and Privacy teams holding the bag trying to utilize a platform that doesn’t meet your business or security needs. Again, we are here to deliver you from that pain!
- With this in mind, how has the TMS landscape evolved over the last five years and importantly how has it evolved in relation to DMPs. We essentially have three buckets: FREE, BASIC, and ENTERPRISE. No two technologies are more at the heart of convergences than two big ones that every company should have: ETMS and DMP. Why you need both; how they complement each other What is an enterprise TMS? What is an enterprise DMP? The market has caused confusion. Brands are asking for guidance. Eg., Is a TMS a DMP? Answer is no. Can I getaway with just using one of them…no, they do very different things. Refer to Pelin’s article on the differences. Both enable a convergence of technologies but in different places. DMPs help manage the confusing world of DSPs and power programmatic ad buying….TMS does not do this. Confusion is exacerbated by the proliferation in the market of Adobe’s model (free TMS to enable a closed suite of technologies and DMP). Adobe’s model is now being copied by Tealium / Signal – with the assumption this is the right direction. The problem is this model falls short of the DMP goal and it falls short the TMS goal. ]The result is both a DMP-lite and a TMS-lite. Anything that is not enterprise TMS is a divergence from its original goal. With the ”FREE” offerings from Adobe and Google, it’s safe to say that there’s no such thing as a free lunch. In Adobe’s case, DTM exists as a means to try to lock you up in a restrictive closed technology stack - with the (false) promise of better integration within that stack which often isn’t fulfilled. Adobe does several things (like Analytics and being a DMP) very well but they certainly don’t have the best in breed for every single marketing technology out there so it highly unrealistic for anyone to adopt a 100% Adobe stack. Google’s GTM primarily exists to enable its own technologies in order to allow it to optimize ad spend on . . . (of course) Google. Both offerings are severely limited in the technologies they support and they rely on an approach that exposes your data within the browser – which is something that enterprises that care about security and orivacy enforcement simply cannot afford to do. Needless to say, these “FREE” options are a dead-end for large enterprises. With that said, the leading DMPs are required to manage programmatic ad buys…the key is to not confuse ad buying with tag management…they are just not the same. Within the ”BASIC” bucket, we have Tealium and Signal. These platforms are designed for the smaller mid-market segment with simpler workflows, less complex use cases, and less focus on security. The interesting thing to note regarding these two vendors is that we believe that they’re both moving out of the TMS space to focus elsewhere. Signal’s entire focus going forward is FUSE (which has nothing to do with TMS) and they’ve instructed their sales teams to no longer sell TMS as a stand alone product. Tealium is betting the farm on its AudienceStream product, which was originally meant to be a DMP but, when put through its paces, it became very evident, very quickly that it can’t hold a candle to the offerings from Adobe & BlueKai. The bigger problem w/ Tealium on the TMS side is that they’ve spent the last 5yrs+ focused on a strategy to only please the marketers while ignoring the needs of your IT, InfoSec, and Privacy teams – On the other hand, Ensighten’s Enterprise TMS (ETMS) is the result of the constant evolution of the TMS space over those 5+ years to go beyond just tag deployment. Today, in the face of ever increasing security breaches and more stringent privacy regulations worldwide, large enterprises have come to realize that privacy enforcement and secure data management across every channel are critical to ensuring their ongoing success. This is precisely where Ensighten plays. We are a pure-play, fully agnostic, open-stack Enterprise TMS platform that has evolved from Day 1 to allow even the messiest companies to manage their entire BEST IN BREED martech stack in a secure and privacy compliant manner, across all business units and across all channels! We are NOT a DMP, nor do we want to be a DMP. We think it is a huge mistake for Tealium and Signal to move into an already crowded DMP space and de-emphasize the importance of a truly enterprise grade TMS! We disagree with this decision for one very critical reason: DMP’s were never built to manage all of Martech across first party websites and mobile properties. The DMP’s argument that managing web, mobile web, and native mobile app content is exactly the same as buying and managing a digital ad is fundamentally flawed! So Ensighten remains the last man standing when it come to enterprise class TMS because doing ETMS correctly is a hard and complex endeavor and there is no time to split focus. Everyone else is focused elsewhere and that has left Wells Fargo’s Marketing, IT, InfoSec, and Privacy teams holding the bag trying to utilize a platform that doesn’t meet your business or security needs. Again, we are here to deliver you from that pain!
- Why are we spending so much time on these definitions and understanding the tag management world vs the DMP world? Because getting this wrong will cost large enterprises billions of dollars in lost opportunity, revenue loss combined with increased costs. The solutions are there now….the convergence is there…and the confusion is at an all time high. To review: -So why is getting ETMS right so hard? -Why is it a mistake for Tealium & Signal to focus elsewhere and still claim to do TMS? Why is it a fallacy for Adobe & Google to claim to do TMS? From our perspective, it is simple: it is not just about implementing a tag . . . that was 5 years ago! -It is about making sure that the tag is secure and that privacy is enforced at all times at the tag level – which is why Ensighten hired our security team first and tasked it to build out a fully scalable and secure infrastructure from the ground up – and also guide product development. -It’s about allowing large enterprises to deploy technologies across the web, mobile web, and native mobile apps -It’s also about making sure that your first and third party data can be brought to bear in realtime at the tag level and fed into other front end and back end systems -It’s about recognizing that in a complex organization, there are many marketers, agencies, IT, InfoSec, privacy, and other team members that are involved in the customer/prospect journey. A lot of people make light of workflow but it is not a minor point. Considerable thought and effort has been put in to building out our workflow to accommodate ANY governance model! -And last but not least, it’s about maintaining the integrity of your tags and the data which they collect so that you’re in full compliance with privacy laws wherever your enterprise does business throughout the world! In conclusion: Tealium and Signal failed to account for all of the above from their inception. Adobe and Google will never focus on it. So while everyone else is chasing the DMP ring, Ensighten remains the only enterprise TMS platform in the market place today. What we do is really hard, a DMP is not designed to do this. Just as you picked the best in breed for your Analytics platform and DMP, you should pick the best in breed for Enterprise TMS . . . and Ensighten is the ONLY enterprise player left in that space! Thank you and I'll now turn it over to Pelin.