This document outlines W.L. Gore's three-step process to drive personalization as a global B2B company without traditional consumer data. Step 1 focused on setting up analytics and data management processes. Step 2 developed goals and metrics around "consumer access". Step 3 established an independent data infrastructure using Tealium AudienceStream for data-driven campaigns, on-site personalization, and GDPR compliance. The case study details how W.L. Gore used these steps over time to transform from having data but no way to apply it, to successfully using end-consumer data for personalization across channels.

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How to Drive Personalisation at a Global B2B Company
Insights and Learnings from W. L. Gore & Associates
Korbinian Spann

2. © 2018 Tealium Inc. All rights reserved. | 2© 2018 Tealium Inc. All rights reserved. | 2
Why personalisation for a B2B company?
• No in-house capacity for data driven marketing (setup & processes)
• No sell-out of finished goods to consumers
• No end-consumer data
…but if we could?

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W. L. Gore: a complex and global setup
No global data infrastructure: Google, Adobe, Coremetrics, …
US EU AP
Tracking
Report
Tracking
Report
Tracking
Report
→ Yes, we have data but we cannot apply it

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Why is data management a challenge?
● It´s complex
● Aggregation of data sources is difficult
● Data visualisation & interpretation is a challenge
● Top-down decision needed to support and drive change!

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I.step - setup and processes: „Data Management“
II.step - goal setting and strategy: „Consumer Access“
III.step - infrastructure: „Data Independence“
3 steps to drive personalisation

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I. step: initiating change via analytics
First things first: tracking audit & optimisation!
✦ Adobe Analytics as a “single point of truth”
✦ Google Analytics global setup
✦ Adobe Tag Manager
✦ Custom Data Layer

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WindstopperGore-tex Workwear Protective Fabrics
Adobe Analytics
Drupal
EU / AP / NA
Adobe Tag
Manager
Data Layer
Google Analytics
I. step: reduce complexity

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I. step: rule based setup - data layer
Adobe Analytics
Google Analytics
Marketing Tags
A/B Testing Tools

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A. One interface for analytics (web, retail, brand)
B. Tableau allows the aggregation of different data sources
C. It is (relatively) easy to visualise the data
I. step: visualise and spread the word

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• Why did we do it?
• How long did it take?
• How much did we invest?
• What was the impact?
I. step: summary

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1st Party Data
B2B website, email
1st Party data From
Partner Sites (Retail)
Programmatic,
Retargeting
2nd Party Data 3rd Party Data
Tag Manager &
Data Layer
Excel, DB
TradeDesk, Criteo,
Quantcast
II. step: where is the data coming from?

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What means success in regard to customer centricity?
• How much „access“ = reach via all channels do we achieve
• How engaged are the users (like, click, buy)?
• How much is the cost-per-access?
II. step: a global measurement
framework: „consumer access“

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II. step: website (conversion)

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• Why did we do it?
• How long did it take?
• How much did we invest?
• What was the impact?
II. step: summary

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DTN & Data Layer & Global Tagging
1st
party
2nd
party
3rd
party
Display
Email
Social
Retail
Governance
Data sources
Print
TV
Infrastructure
for
agency
Channels
Strategy & Metrics
Dashboards
Ad Server: Google DC
DMP?
Personalisation
(Content & Campaigns)

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DoubleClick
Interactions
Website
III. step: AudienceStream (the pilot)
Gore-Tex Website

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Programmatic
1st Party Data
Retailer Sites
III. step: „Data Independence“

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Partner Site
2. GORE-TEX®
Site Visits
1. Generate High-
Quality Traffic
3. Retailer Site
Visits & Product
Interactions
4. Conversions &
Revenue
Audience Stream as a Data Management Platform
DoubleClick for Campaign
Management
III. step: data-driven campaigns

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Newsletter
Subscriber
Interaction
with Newsletter
Generic
Newsletter
…
Follow-up Visit:
„Running“
Email-NL
Targeted
Website Content
Audience Stream as a Data Management Platform
III. step: anonymous visitor identification

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Your personal offer!
- your model
- your colour
- your price
Your personal offer!
Get your
offer
Buy Now
GORE-TEX
Special!
$
Audience Stream as a Data Management Platform
III. step: affinity based onsite targeting

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Website
Interactions
Ad Interactions
(DoubleClick)
Partner
Interactions
Audience Stream as a Data Management Platform
III. step: advertising data management

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Tealium AudienceStream
as Consent Management
Platform
Yes
No
CONSENT
X
Double
Click
Adobe
Analytics
Google
Analytics
Criteo
Salesforce
Partner
Sites
Control
Manage
III. step: GDPR compliant consent

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• Why did we do it?
• How long did it take?
• How much did we invest?
• What was the impact?
III. step: summary

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Why personalisation for a B2B company?
• A setup and processes for data driven marketing
• Tracking of sell-out via retailer pages (2nd party data)
• End-consumer data collected and used for personalisation
Yes, we can.

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Thank you!
Korbinian Spann