Introduction to the data layer concept and Ensighten’s data capabilities. Identifying data elements for real-time tagging, advanced visual tagging with a new overlay tool

1. Optimization with Ensighten Data Layer
#agility2013
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2. New Interaction Channels = Disparate Data
Receive mobile
Research ad for product
product
online Join Facebook
community for
product
Receive
promo for
product Search online Buy
for product accessories
in store
View video
for newer
product
Receive
Research product
accessories updates
for product
See TV ad
for product
Visit
store
Visit store to for help
get help with
product
#agility2013
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3. Bringing it all together
#agility2013
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4. Data Layer – Notes
 What is a Data Layer?
– Meta data about your pages
– Meta data about your visitors
 How is One Defined?
– Visual Tagger
– JavaScript
 Why does it matter?
– Consistency between tags / Reusability / Testability
– Centralize dealing with disconnect between IT & Marketing
– Centralize privacy management
– More intelligence means better everything
#agility2013

5. DEMO
Data Layer

6. Data Layer, Data Maps, Data Library
Your website already has a Data Layer.
Data Maps enable you to map
the marketing-relevant data
from your website into your
Data Library.
#agility2013
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7. DEMO
 Launching the Ensighten Visual Tagger
 Defining a Data Layer Mapping
– Mapping Meta Tags
– Mapping Cookies
– Mapping Query Parameters
– Mapping Browser Details
– Mapping Javascript Variables
– Mapping Page Content
#agility2013
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8. Thank you!