Presentation by Mamta Desai, Sr. Manager, Web & Mobile Analytics, Citrix It’s one thing to have a great solution at your fingertips. It’s another to know how to use it. Learn how one longtime Tealium customer maximizes her use of Tealium iQ with these personal tips and tricks, including how to leverage features such as Labels, Notes, and Extensions. These simple tips have helped the Saas Division at Citrix increase digital marketing agility, while streamlining web analytics deployments. Bonus: Learn how Citrix is integrating Tealium iQ into its GoToMeeting iPad app.

1. Mamta’s Top 3 Tips for Tealium Success
Mamta Desai
Senior Manager, Web & Mobile Analytics at Citrix
mkdesai3

2. About Me
• Senior Manager Web & Mobile Analytics
@ Citrix, SaaS Division
• 8+ years experience in Digital Analytics
• Manage the Web & Mobile Analytics
team at Citrix. Including data
infrastructure, analysis and testing
strategies.

3. About Citrix, SaaS Division
Every month, more
than 17,000 new
customers start
using Citrix GoTo
cloud services to
work from anywhere
with anyone.

4. Tealium Journey
2014
Late 2011
2009
• Universal Tag
Implementation
2008
• Repurpose HBX
tags to fit Unica
Implementation
• Tealium Tag
Management
• Tealium Tag
Management for
Apps
1000% increase in productivity
- 3 months to less than a week
- Implemented Adobe Analytics in
45 days. Tealium tagging 2
weeks.

5. Current Tealium Environment
11 Active
Profiles
380 Active
Tags
Tealium
Tag Mg
Setup
368 Load
Rules
150
Extensions
Largest Profile
•
•
•
•
•
99 Data Sources
128 Load Rules
153 Tags
35 Extensions
126 Versions

6. New Challenges
• Shift in responsibilities
– IT  Web Analytics Team
• Increase in requests for tags & beyond
via Tag Management
Solution: Leverage Tealium functionalities
to improve processes

7. Tip 1
Notes

8. Tip 1: Notes
Example:
Online Media Specialist: “I am seeing a DoubleClick tag
fire on US G2M pricing page. Do you know who
requested the tag and when?”
Web Analyst: “Yes, this was requested by Becky Dellar
on your team. The tag request came in on 5/22/2012 as
request for retargeting campaign”
Process Before Notes: Dig up emails, JIRA tickets etc.
Approx. 30mins to hours. At times never 
Process After Notes: Find tag in Tealium and review
notes. 5 Minutes

9. Tip 1: Notes
• Benefits:
– Save hours digging up history
– Secondary ticketing system
• Note request method: JIRA ticket # |
eMail
• Date Requested
• Requested By (Name, Dept, Region)
• Additional background info (3-4
words)

10. Tip 2: Labels
Label
s

11. Tip 2: Labels
Example:
Agency: “Can you provide a list of all DoubleClick Floodlight tags for G2M US
firing on the trial noncredit card confirmation page? Also is xyz tag firing on the
buy welcome page?”
Web Analyst: “Yes, please see an attached list” (responded within 10 minutes)
Process Before Labels: Scan list of 150+ tags in Tealium to identify the specific
tags. Good 15-20 minutes
Process After Labels: Apply label filter to narrow down the list. Less than 2
Minutes

12. Tip : Labels
• Benefits:
– Organize tags/pixels in similar buckets
– Save time searching for specific pixels
– Especially helpful with large profiles that have multiple tags firing on the same
page

13. Tip 3: Extensions
Extensions

14. Tip 3: Extensions
Tealium Definition:
An Extension is a
tool in Tealium iQ for
manipulating data
collected from your
site before you send
it to your vendor
tags.
Disagree
Tealium too
modest with
definition!

15. Tip 3: Extensions
• Used beyond just manipulation of data
collected from the site
– Leveraged to run A/B Tests during down
time of testing tool
– JS extension in place to force internal
tracking parameters to populate
– Extension in place to manage Do Not Track
Opt In/Out implementation.

16. Tip 3: Extensions
My Definition:
Extensions

17. What’s Next
Apps Apps Apps!

18. Citrix SaaS Apps
6 Million+ Downloads
• 100+ Countries
• 4 App Store

19. App Tracking Challenges
– Same challenges as Web
• Multiple pixels
• Data beyond usage -> optimization for
marketing campaigns
– Advertisers getting more mobile savvy
and need for adding tags/pixels to
mobile have increased
– Tedious & repetitive to implement each
vendor SDK

20. Testing Tealium Solution
– 1 SDK: Implement Tealium SDK
– Maps to various analytics vendors
(Flurry, SiteCatayst, Google Analytics)
– Publish tags anytime! No
dependency on app releases

21. Thank You
Mamta Desai
Mamta.Desai@citrix.com
mkdesai3