1. Tag Management
Efficiency, Flexibility and Performance

2. Introductions
Jeff Seacrist Maggie Neuwald Des Cahill
VP – Partner Solutions VP – Product Marketing VP – Marketing
Webtrends TagMan Ensighten

3. Agenda
• Intro to Tag Management
• Ensighten – Overview & Case Study
• TagMan – Overview & Case Study
• Open Discussion

4. Tags
Everywhere

5. Quick Poll

6. Benefits

7. Significant Time Savings

8. The Webtrends Approach

9. Introduction to
ENSIGHTEN

10. about ensighten
• Our Technology
– Any tag = any 3rd-party digital marketing service
– Any platform = web, mobile apps, video, social, PC, phone,
tablet, kiosk, ATM, game
– Single line of code deployment
– Maximum site performance
• Our Business
– 80+ F1000 customers
– 25k domains
– $25B e-commerce
– 150+ countries
– Cupertino, CA > London UK

11. select ensighten customers
Retail Finance
Software
Media
Recent
Travel

12. phases of TMS adoption
Business Data
Tags off page
rules management
1. Tags off page: 2. Business rules: 3. Data Mgmnt:
• marketing agility • A/B test vendors • 1st party data
• site performance • vendor cost collection
control • user
• tag usage segmentation
optimization • user experience
optimization

13. Customer case:
Customer Challenge:
• Managing ~15 complex tags
– including Webtrends, Atlas
• Across 3 main business lines
– Store, Office, Education
• For 138 country specific domains
– Thousands of pages per domain

14. U
D F
S
J K R
N
P L
U E S
K S E
R N
U O
U D
S E
F A ZH
R U
B C R
R A U
N B
L J E
P
IT
N IE
Z

15. U
D F
S
J K R
N
P L
U E S
K S E
R N
U O
U D
S E
F A ZH High quality and high agility. Ensighten’s
R U
B C solution is a game changer for the Microsoft
R
R A U
Store.
Bill Bazley, eCommerce Group Manager
N B
L J E
P
IT
N IE
Z

16. Case study: top global airline
Vision
Create 360°
view of
customers
across ALL
digital touch
points

17. Case study: top global airline
Challenge
• Create 360° view of customers across ALL
digital touchpoints
• EASE tag migration during brand merger and
site redesign
• Maintain data CONSISTENCY
Why Ensighten
• Extensive MULTI-PLATFORM, multi-device
capabilities
• Enterprise traffic SCALE in competitive POC
Results
• Replaced incumbent TMS
• Website, mobile app live, airport kiosk
underway

18. Introduction to
TAGMAN

19. About TagMan
ABOUT
TAGMAN:
TagMan
unlocks
big
marke9ng
data
to
achieve
big
business
results
with
our
Tag
Management
and
Marke9ng
Data
PlaAorm.
q Data
Management
q Real-­‐9me
AEribu9on
q Cross
PlaAorm
Tracking
q Cross-­‐channel
Insights
q ePrivacy
Solu9ons
Customers
More
than
250
enterprise
websites
across
all
major
industries
including
Travel
&
Hospitality,
Retail,
CPG,
Consumer
Electronics,
Financial
Services,
Pharmaceu9cal,
and
Telecom

20. The Solution
Easily Manage Every Tag in one place
Remove
all
the
tags
from
client
site...
House
them
in
a
single
system
under
client
control…
Patent
pending
‘smart
tag
loading’
technology
Replace
them
with
just
one…
Private
and
confiden9al,
copyright
TagMan
2012

21. Case Studies
Efficiencies and Site Performance
Reduce
IT
Overhead
Increase
Site
Speed
“We
chose
TagMan
as
“Smart
Tag
Loading…
our
global
tag
management
improvements
in
page
load
provider
because
site
Emes
-­‐
up
to
42%.
This
performance
and
flexibility
means
both
a
be?er
user
really
ma?er
to
us.”
experience...”
–
William
Beckler,
–
Fran
O'Connor,
Travelocity’s
Marke9ng
Digital
Marketer,
Analy9cs
Manager
Holland
America
Line
Private
and
confiden9al,
copyright
TagMan
2012

22. Attribution Real-time attribution – ‘conditional tag loading’
Needs Tag
Management
1.
Search
click
url
to
site.
2.
Social
media
click
url
to
site.
3.
Commission
Junc9on
(AN)
click
url
to
site.
Marke9ng
ROI:
TagMan
data:
20%-­‐40%
op9miza9on
1. All
media
channels.
2. Consumer
level.
3. Time
stamped.
4. Unlimited
events.
4.
Email
view.
5.
Consumer
goes
direct
to
site
and
purchases.
Private
and
confiden9al,
copyright
TagMan
2012

23. Visualization
OFFLINE TO
Connect disparate data sources (on/offline)
ONLINE
Private and confidential, copyright TagMan 2012

24. Data Feed
Clean, Clear independent data sources
TagMan Cross-channel Optimization Partners
Data Data Syndication and
Merging
“…data from the TagMan system
will be the main data source that
powers all our paid search/social
reports, optimization and bidding
algorithms..”
William Hartley-Booth, Solutions Architect
For Booking.com, TagMan
patent pending technology
increased conversions by 20%
in month 1
Criteo TagMan Case Study
Private
&
Confiden9al
Copyright
TagMan
2012

25. Case Study
Big Data, Better Bookings: Air New Zealand
Air New Zealand Grew Revenue 15%
using TagMan's Marketing Experience Data:
• Gained
full
visibility
into
their
customer
purchase
journey
• IdenEfied
which
channels
drove
the
best
engagement
&
conversion
• Developed
a
year-­‐round
display
media
plan
• Improved
MarkeEng
Agility:
Shortened
test
cycle
for
new
technologies
(adding
“By implementing TagMan’s solution,
tags)
from
a
minimum
of
4
months
down
to
we were able to react and employ an
1
day.
efficient and effective test and learn
process which enabled us to use our
• 15%
year-­‐on-­‐year
sales
increase
customers’ conversion data to sew a
• 20%
increase
in
ROI
thread through the non-linear customer
• 12%
decrease
in
cost
per
sale
journey.”
Private and confidential, copyright TagMan 2012

26. Expert Panel
OPEN DISCUSSION

27. Top 5 Take-Aways
• TMS can save significant time and effort
• TMS will force you to improve tag
business processes
• Webtrends works with the leading vendors
• Evaluate TMS vendor claims carefully
• Thank you to TagMan and Ensighten

28. Rate
Session
&
Speakers/
Panelists

29. Thank You
Maggie Neuwald Des Cahill
VP of Product Marketing vp of marketing
TagMan ensighten
maggie.neuwald@tagman.com
descahill@ensighten.com
blog.tagman.com
@maggien ensighten.com/news/blog
@descahill
jeff.seacrist@webtrends.com
@jeffseacrist