W3C Analyst pre-briefing presentation
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A guide to the new W3C open data standard model. Over 50 companies including Qubit, Google, Adobe, Accenture and IBM.
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W3C Analyst pre-briefing presentation
- 1. 1 Customer Experience Digital Data Standard An Undertaking of the W3C Community Group July 2013
- 2. Viswanath Srikanth (“Sri”), IBM Program Manager, Standards Strategy for Digital Marketing, Commerce & Analytics ahs@us.ibm.com; @Sri_few_words; Justin Cutroni, Google Analytics Advocate, jcutroni@google.com, @justincutroni Graham Cooke, QuBit CEO & Co-founder, graham@qubitproducts.com, @thegrahamcooke Speakers 2
- 3. Open Technologies have served to consolidate, standardize and unleash new waves of innovation Customer Experience Digital Data
- 4. Standards Initiative streamlines the collection, sharing and governance of customer experience data
- 5. Data Acquisition presents challenges today Client Site Vendor A Vendor B Vendor C Responsive Digital Marketing depends on customer experience data 15-20 different data collection methods per page is common Current state of data collection is raising costs and degrading site performance … … … … …
- 6. Client Site Vendor A Vendor B Vendor C Data Layer Standard to streamline Data Acquisition JSO Standard Populate standard ‘digitalData’ object to surface data Default Vendor tag (JavaScript) automatically acts upon the data … … … … … Standard data layer reduces proprietary code on site Standard improves site performance, time to value for new services, and lowers maintenance costs One standard data collection method across the property
- 7. A snippet of the JSO Data Layer Model JavaScript Objects are widely supported across devices The data model is extensible and can be leveraged across industries
- 8. Broad Industry Participation in Initiative Initiative welcomed across the industry by Site-Owners, Partners, and industry associations – Digital Analytics Association & W3C 50+ Digital Marketing Technology Leaders collaborating in a first for the industry • Targeting 3Q 2013 – Delivery of Final Specification • Will Include: • Data Layer JavaScript Object specification • Privacy Impact Considerations • Dynamic Session Values Consideration An industry collaboration, under the aegis of W3C http://www.w3.org/community/custexpdata/
- 9. Standards cannot succeed in a Vacuum…we need your help in moving the industry forward Partners Early Code (POC/POT) Early Customer Engagements Intellectual Property Public Relations Standards Bodies, ISVs, Adjacent Standards
- 10. Find out More… • At the Customer Experience Digital Data Standard Community Group site – http://www.w3.org/community/custexpdata/ • First Draft of the Specification (Section #7 is most relevant) – http://www.w3.org/community/custexpdata/wiki/images/9/93/W3 C_CustomerExperienceDigitalDataAcquisition_Draft_v0.5.pdf • Reach out to any of us with any Questions 10
Editor's Notes
- Slide Objective: Rudimentary visualization of the standard If every marketing vendor has a unique way to acquire data, their data acquisition tags need to be deployed to a siteowner’s website, inevitably that will involve some level of customization to the tags This creates overhead for the partner as well as the client
- Slide Objective: By implementing a standard JSO schema for identifying and surfacing key behavioral data, digital marketing vendor technologies can be much more easily deployed Siteowner adheres to a standard way to surface page, product, site visitor, shopping, ordering, etc. information on their site pages Marketing vendors develop data acquisition code that adheres to the JSO standard which significantly reduces any custom integration or data mapping requirements