Martijn Visser from ING Bank discusses implementing a tag management system (TMS) at ING. He outlines identifying problems like inconsistent measurements, gaining stakeholder buy-in, creating a project group to evaluate vendors, conducting a proof of concept with Ensighten, implementing the selected TMS, and solving initial problems like scroll tracking. Next steps include expanding the TMS to more channels like mobile and call centers to gain further insights.

1. Mar$jn
Visser
-­‐
#DDTT
Tag
management
May
6th
2014
Digital
Data
Tips
Tuesday
-­‐
Amsterdam
h?p://digitaldata.$ps
1
Welcome
Tag Management at ING
Martijn Visser
Technical Web Analyst
ING Nederland

2. Mar$jn
Visser
-­‐
#DDTT
Tag
management
May
6th
2014
Digital
Data
Tips
Tuesday
-­‐
Amsterdam
h?p://digitaldata.$ps
2
Innovates tools and
processes so analysts
and online marketeers are
able to generate quicker
and better insights
is known at ING and
beyond as the knowledge
centre for all digital
customer behaviour
Proactive sharing of
insights to increase omni-
channel sales & service
Frank
Piels
(intern)
Ingrid
Uitendaal
Joël de
Haan
Kevin
Anderson
Maarten
Schavemaker
Maaike
Plieger
Martijn
Visser
Win Yan
Man
About Digital Analytics Team
Past Present Future
1 2 3

3. Mar$jn
Visser
-­‐
#DDTT
Tag
management
May
6th
2014
Digital
Data
Tips
Tuesday
-­‐
Amsterdam
h?p://digitaldata.$ps
3
ING background:
ING.nl
Mobile Banking App
My ING
There must be a better way…

4. Mar$jn
Visser
-­‐
#DDTT
Tag
management
May
6th
2014
Digital
Data
Tips
Tuesday
-­‐
Amsterdam
h?p://digitaldata.$ps
4
Tag Management!
How can I get a TMS at a bank?
Stakeholders:
Management
Privacy
Security
Risk
Legal
IT
Architects
(Online) marketeers
Product owners
& more…

5. Mar$jn
Visser
-­‐
#DDTT
Tag
management
May
6th
2014
Digital
Data
Tips
Tuesday
-­‐
Amsterdam
h?p://digitaldata.$ps
5
Start: with identifying your problems (1/3)
Goal: buy-in
1. No standardized measurements
2. Inconsistent IT approach
3. Limited user experience
Why: are they problems for your company? (2/3)
• Incorrect measurements mean no insights
• Higher costs
• Lower sales and service
• No IT/privacy control
• No optimized user experience

6. Mar$jn
Visser
-­‐
#DDTT
Tag
management
May
6th
2014
Digital
Data
Tips
Tuesday
-­‐
Amsterdam
h?p://digitaldata.$ps
6
Suggest: What is a solution? (3/3)
• Suggest a general solution, not a vendor
• Never “bypass IT”
My approach:
1. No big bang, let me prove myself
2. IT feels in control, checks & balances built in
3. Match your stakeholder
Bonus: use a metaphor
Deep dive: ‘what’s in it for them’
But… TMS…
It could bring the site down! Matches our architecture, kill switch
Anyone could add tags! User rights management, process
optimization, security & audit logging,
What happens to the data? Provides us with total control over
which data gets send to which system
After buy-in from management:
• Talk to each stakeholder individually
• Add them to your project group
• Use their concerns as a TMS solution

7. Mar$jn
Visser
-­‐
#DDTT
Tag
management
May
6th
2014
Digital
Data
Tips
Tuesday
-­‐
Amsterdam
h?p://digitaldata.$ps
7
Group: find the best tool with your projectgroup
• Create a projectgroup with all involved stakeholders
• Identify required functionality & questions for TMS
• Search for vendors & organize a Request For Proposal
• Do a Proof of Concept
• Make a decision based on the determined requirements
Group Identify RFP POC Choose
POC: Make it happen
Create use-cases:
• When is the website successful?
• Which information do I need?
• When does it need to be sent?
Test them!

8. Mar$jn
Visser
-­‐
#DDTT
Tag
management
May
6th
2014
Digital
Data
Tips
Tuesday
-­‐
Amsterdam
h?p://digitaldata.$ps
8
Past Present Future
1 2 3
Ensighten
ING selected:
• Matches our architecture, security, risk & legal requirements
• Support for current and future implementations
• Native app libraries
• Enterprise support

9. Mar$jn
Visser
-­‐
#DDTT
Tag
management
May
6th
2014
Digital
Data
Tips
Tuesday
-­‐
Amsterdam
h?p://digitaldata.$ps
9
How: did we get Ensighten implemented?
• Code implemented
• Re-used POC use-cases
• Stay on top
Finalize: show what you can!
Data layer
analytics targetingcustomer experiencepersonalization
ING.nl
Mobile Banking App
My ING

10. Mar$jn
Visser
-­‐
#DDTT
Tag
management
May
6th
2014
Digital
Data
Tips
Tuesday
-­‐
Amsterdam
h?p://digitaldata.$ps
10
Which problems did I solve?
• Scroll tracking
• Single Page Applications
• Video
• Call Me Now
Past Present Future
1 2 3

11. Mar$jn
Visser
-­‐
#DDTT
Tag
management
May
6th
2014
Digital
Data
Tips
Tuesday
-­‐
Amsterdam
h?p://digitaldata.$ps
11
Data layer
analytics targetingcustomer experiencepersonalization
Callcenter
ING.nl
Mobile Banking App
My ING
Branches
What’s next?

12. Mar$jn
Visser
-­‐
#DDTT
Tag
management
May
6th
2014
Digital
Data
Tips
Tuesday
-­‐
Amsterdam
h?p://digitaldata.$ps
12
Questions?
martijn.j.h.visser@ing.nl
@martijnvisser82