#ddtt #1 Keynote by Tomas Salfischberger - the future of tag management - your data layer

1. Tomas
Salfischberger
-­‐
#DDTT
Tag
Management
May
6th
2014
Digital
Data
Tips
Tuesday
-­‐
Amsterdam
hAp://digitaldata.Eps
1
Tag
Management:
The
Next
Steps
Why
Tag
Management?
site-­‐speed
markeEng
velocity
independence

2. Tomas
Salfischberger
-­‐
#DDTT
Tag
Management
May
6th
2014
Digital
Data
Tips
Tuesday
-­‐
Amsterdam
hAp://digitaldata.Eps
2
What
are
the
possibili9es?
manage
tags
assure
data-­‐quality
cookie
consent
The
Swiss
Knife
of
your
website
• Manage
tags
(of
course)
• Collect
Data
• OpEmize
• Personalize

3. Tomas
Salfischberger
-­‐
#DDTT
Tag
Management
May
6th
2014
Digital
Data
Tips
Tuesday
-­‐
Amsterdam
hAp://digitaldata.Eps
3
A/B-­‐tests
with
Tag
Management
• Simple
A/B-­‐tests
• Analyze
in
web-­‐analyEcs
• Tests
based
on
random
groups
Missing
link?
Data!
• Collect
data
through
the
TMS
• Use
data
instead
of
staEc
content
(e.g.
“last
booked
10
seconds
ago”)
• OpEmize
the
site
for
a
general
audience

4. Tomas
Salfischberger
-­‐
#DDTT
Tag
Management
May
6th
2014
Digital
Data
Tips
Tuesday
-­‐
Amsterdam
hAp://digitaldata.Eps
4
Case:
Vrij
Uit
• Collect
booking
data
• Display
persuasion
elements
• Conversion
rate:
up
by
7%
Personaliza9on
Through
TMS
• Next
step
aZer
opEmizaEon
• Visitor
segmentaEon
• Machine
learning
to
determine
the
right
content
for
each
visitor
(e.g.
“This
fits
your
taste”)

5. Tomas
Salfischberger
-­‐
#DDTT
Tag
Management
May
6th
2014
Digital
Data
Tips
Tuesday
-­‐
Amsterdam
hAp://digitaldata.Eps
5
Case:
Neckermann
• Calculate
personalized
recommendaEons
• Use
current
context
(product)
+
user
profile
(history)
Case:
CRM
Data
Sync
- Online behavior data
- User identifiers
- Owned products
- Customer status
Profile
Time
Anonymous
Visitor
Identification
(e.g. email link)
CRM
System
+
Prospect
Message
Customer
Specific

6. Tomas
Salfischberger
-­‐
#DDTT
Tag
Management
May
6th
2014
Digital
Data
Tips
Tuesday
-­‐
Amsterdam
hAp://digitaldata.Eps
6
Case:
Offline
Data
Profile • Views & Recommendations
• Channels used
• Feedback by agent
Time
Visitor
Online behavior data
• Personalized
recommendaEons
• Combined
with
dynamic
opEmizaEon
elements
• 12%
increased
conversion
rate
Case:
Thomas
Cook

7. Tomas
Salfischberger
-­‐
#DDTT
Tag
Management
May
6th
2014
Digital
Data
Tips
Tuesday
-­‐
Amsterdam
hAp://digitaldata.Eps
7
Behind
The
Scences
Tag
Management
Data
Pla^orm
website
Raw
Data
Learning
Algorithms
IntegraEon
Center
User
Profiles
Others
Back-­‐end
Systems

8. Tomas
Salfischberger
-­‐
#DDTT
Tag
Management
May
6th
2014
Digital
Data
Tips
Tuesday
-­‐
Amsterdam
hAp://digitaldata.Eps
8
The
future
of
Tag
Management
• A
Tag
Management
System
is
much
more
than
a
simple
container
for
tags
• Valuable
data
can
be
at
your
fingerEps
• Dynamic
opEmizaEon
and
personalizaEon
are
the
next
A/B-­‐tesEng
Key
takeaways
• The
Tag
Management
System
is
a
mulE-­‐tool
for
the
website
• TMS
performance
is
essenEal
for
personalizaEon
• Work
towards
a
direct
integraEon
between
tags
and
data

9. Tomas
Salfischberger
-­‐
#DDTT
Tag
Management
May
6th
2014
Digital
Data
Tips
Tuesday
-­‐
Amsterdam
hAp://digitaldata.Eps
9