Enterprise tag management allows companies to more effectively collect and analyze customer data. Tag management systems (TMS) help companies implement tags across websites and applications to gather more types of customer data. With more data, companies can gain insights through predictive analytics. A TMS also allows changing how data is collected and analyzed in real time to test different algorithms and experiences. As data collection increases, TMS will transform how companies use customer data similar to how the printing press spread information. The next steps will be leveraging programmatic access to large data sets and creating real-time systems. Ultimately, an organization's ability to learn from data faster than competitors provides sustainable advantage.

1. Enterprise Tag Management
Innovating with Tag Management
Brandon Bunker
Senior Manager of Analytics
Sony

2. About Me:

3. 2011
Deploy Everything via Ensighten

4. Coming to Sony

5. What We Launched In 2011
Omniture Foresee Ad.com Test & Target DFA Criteo LivePerson Facebook Channel Advisor
Google Ethnio DoubleClick Tumri Kenshoo Oracle Youtube Pricegrabber
Shopping.com

6. 2012
“Don’t only practice your science, but force your way into
its secrets, for it can raise men to the divine.”
― Paraphrase of Ludwig van Beethoven Quote

7. Special Project #1- Go Faster than 200 MPH
• Hughes Racer
• Tracking issues
• Implement Process
Retrieved from http://attachments.techguy.org/attachments/83890d1153858305/hughes_racer_lg.jpg

8. Special Project #2 Pay for Service
• This is the vendors optimal data stack.
Vendor
Data
Source
Retrieved from http://www.time.com/time/specials/packages/article/0,28804,1991915_1991909_1991809,00.html

9. Sony’s View of the Data Stack

10. Data Sources
JSON/HTML URLs Ajax Cookies JavaScript
 PageName  Campaign Codes  Inventory Status  Referring domain
 Time since last visit
 Product Categories  Search Keywords  Inventory Qty  Derived Data
 New/Return Visit
 System  Auto Classification
Response
Data Sources
Ensighten Offsite
Real Time Integrations
 Social
 Voice of Customer  Sister Companies
 Chat/Telesales

11. Data Collection
• Build Data Layer
• Controls (Who gets what data)
• Privacy
• Data Syndication
• When tags fire
• Great for Troubleshooting
Data
Collection
Retrieved from http://www.time.com/time/specials/packages/article/0,28804,1991915_1991909_1991746,00.html #ixzz2IgaaNk9S

12. The Platform
• Platform Layer consists of Extract, Transform, Load (ETL)
• No Platform is perfect
• Use TMS to work around platform issues
• Replace some Vista Rules
• Sessionization
Platform

13. The Engine
• Your data is processed with Algorithms
• How does TMS change this layer
• A/B Test Audiences
• A/B Test Algorithms
• Remove vendor lock-in
Engine
Retrieved from http://blog.stackoverflow.com/2008/07/stack-overflow-private-beta-begins/

14. The Presentation Layer
• Consumer Presentation Layer
• Display Ad
• Real Time Targeting
• Email
• How can TMS change this layer
• Ensighten Offsite
• Deploy TnT
• Unique Identifiers
Presentation

15. Special Project #3 Data Centricities
• CRM – Customer Centricity
• Web Analytics – Visit Centricity (Maybe Visitor)
• Ad Server – Marketing Centricity

16. SP #3 DMP – Anonymous Profile Centricity
Site Behavior Variables Voice of Customer Environment Variables Engagement Referrer Variables
 Referring domain
 How users Navigate  Reason for Visit  Device type  Time since last visit
 Campaign ID
 Onsite Search terms  Satisfaction  Operating system  New/Return Visit
 Marketing
 Browser type  Customer/prospect Channel
Temporal Variables
 Time of day
3rd Party (Costs $$)
Offsite
 Demographic Anonymous Profile  Email
 Psychographic  Ads Served – Partner
 2nd and 3rd party websites
 Chat - Telesales

17. SP #3: Moving Beyond Visits
• Add Science to Retargeting Spend

18. SP #3 Product Centricity
Product Price Place Promotion Merchandising Levers
 Product Attributes  Timing of Price  Finding Methods  Promotions  Top Review
 Average Rating Drops
 Payment Types  Best Seller
 Cross Sell  Discounts
 New
 Basket
Supply Chain
Content
 Inventory Status
 Video  Inventory Qty
 Social  Ship Date
 Pictures

19. SP #3: Product Centricity
• Price or Discount Elasticity

20. SP #3: Product Centricity
• Be Careful about pricing.
Retrieved from http://9gag.com/gag/5825416

21. SP #3: Product Centricity
• Forecasting

22. The Next 12 Months
“More isn’t just More, More is Different”
Chris Anderson - Wired Magazine

23. Web Analysts before TMS
Retrieved from http://doriekeblogs.wordpress.com/2011/06/29/small-chicken-farm-in-tugrug/

24. Web Analyst after TMS
Retrieved from http://www.outdooralabama.com/watchable-wildlife/what/Birds/grouse/wt.cfm

25. Our past experience is not indicative of our future.
New Platforms
New Techniques
Retrieved from http://onecharmingparty.com/tag/thanksgiving-feast/page/2/

26. Trend #1: The Information Revolution

27. Tools Start the Revolution
• 1620, the English philosopher Francis Bacon wrote that the printing press
"changed the whole face and state of the world"
• TMS will do for data what the printing press did for the written word

28. Trend #2: More is Different
“As our collection of facts and figures grows, so will the opportunity to find
answers to fundamental questions. Because in the era of big data, more isn't
just more. More is different.” – Chris Anderson
Retrieved from http://www.wired.com/science/discoveries/magazine/16-07/pb_theory

29. Trend #2: More Data and Predictive Analytics
• TMS helps you to collect more data.
Retrieved from by http://technocalifornia.blogspot.com/2012/07/more-data-or-better-models.html by Xavier Amatriain

30. Trend #2: More Data and the Netflix Example
• TMS helps you to collect more types of Data.
Retrieved from by http://technocalifornia.blogspot.com/2012/07/more-data-or-better-models.html by Xavier Amatriain

31. Skill #1: Google – Finding the “Right” Data
“First generation search engines had used only the text of the web pages themselves.
“The addition of two additional data sets -- hyperlinks and anchortext -- took Google's search to the
next level.
“The PageRank algorithm itself is a minor detail -- any halfway decent algorithm that exploited this
additional data would have produced roughly comparable results.” Anand Rajaraman
Retrieved from http://anand.typepad.com/datawocky/2008/03/more-data-usual.html

32. Skill #2: Programmatic Access to Data
• Web Analytics platforms may have all your data, but they offer limited access.
• Some programmatic platforms require data reduction

33. Trend #3 Real Time Systems
• Real Time systems are critical for driving behavioral loops.
• TMS can measure and react on behaviors in real time.
Retrieved from “The Power of Habit: Why We Do What We Do in Life and Business” Charles Duhig

34. Conclusion: The Information Tidal Wave
• “The only sustainable competitive advantage is an organization's ability to learn
faster than the competition.” Peter M. Senge
Retrieved from http://youtu.be/58a9xYOweU8

35. Thank You
Brandon Bunker
@BrandonTBunker