Learn how Ani Lopez at Electronics Arts manages and optimizes 1,300+ digital marketing vendor tags across a global network of sites.

2. Taming
Advanced Analytics
Implementations
at EA Scale
#DigitalVelocity15

3. Ani Lopez
Measurement Strategist

4. @AniLopez

5. Pamplona

6. Barcelona

7. Vancouver

8. @AniLopez
• Former web developer / project manager / SEO
• Measurement strategist working for agencies or in-house

9. @AniLopez
• Aug 2013 Joined EA’s DI as Technical Solutions Architect
• Feb 2015 Full time employee as Measurement Strategist
Digital
Intelligence
Team

10. EA’s Landscape
Why analytics is so important to our business

11. Gaming industry was simpler way back

12. Transition from physical to digital distribution

13. Multi-platform
PCs Consoles
Mobile
Devices
Online

14. Multi-device game experience

15. Product publishing cycle has evolved
Revenue = (Units sold x Price) - (Production + Distribution + Marketing) Cost
1993

16. New monetization opportunities
Base Game FIFA + Ultimate Team

17. New monetization opportunities

18. New monetization opportunities
Freemium + in-game micro-transactions

19. Why analytics is so important to us
Attract
Engage
Convert
Retain
Advocate
• Measurement tools have become more sophisticated
• We can measure pretty much everything
• Do we have a more accurate picture?

20. • Not in the videogame industry
• Connecting the dots is challenging
• Analytics even moreimportant!!!

21. EA Scale
What we deal with

22. What we deal with
+35 properties 1 e-commerce

23. New
+10 Production & Analysis teams
• Business Intelligence
• CRM / DBs managers
• Campaign Managers
• Producers
• Programmers
• QAengineers
• UX experts
• Ops
• Data Analysts
What we deal with

24. Programmers

25. +1,300 tags: Measurement, A/B Testing, Heat Mapping, Marketing

26. +5 Billion hits a month sent to GA via Tealium

27. Monday first hour

28. Wednesday noon

29. Friday late afternoon

30. Projects
Let’s get to the meat of the matter

31. 1. Migrate from SiteCatalyst to Google Analytics
2. Global Revenue Attribution Project
3. Migrate from ClassicGA to Universal
4. House Cleaning
5. Customer Data Integration
6. Ongoing Standardization
7. Executing and TrackingSemantic SEO

32. 1. Migrate from SiteCatalyst to GA Premium
Issues
• Poor adoption of the tool
• Complicated implementation
• Not flexible enough for our changing environment
• Very expensive

33. 1. Migrate from SiteCatalyst to GA Premium
Solution

34. 1. Migrate from SiteCatalyst to GA Premium
• Optimal adoption of the tool
• Very flexible implementation
• Remarkableamount of money saved
that we invested in brainpower
ROI

35. 1. Migrate from SiteCatalyst to Google Analytics
2. Global Revenue Attribution Project
3. Migrate from ClassicGA to Universal
4. House Cleaning
5. Customer Data Integration
6. Ongoing Standardization
7. Executing and TrackingSemantic SEO

36. 2. Global Revenue Attribution
Source
Campaign
Medium
+35 websites 1 E-commerce

37. Issues
• GA accounts at franchise sites with no transactional data
• Origin GA account (e-commerce) with no original attribution
2. Global Revenue Attribution
Campaigns
GA Account
Campaigndata
No revenue data
GA Account
No campaign data
Revenue data

39. Solution
• Cross-domain tracking from franchise sites towards Origin
2. Global Revenue Attribution
Source
Campaign
Medium Franchise GA tracker Franchise GA tracker
Origin GAtracker
Extended Session

40. Solution
• Cross-domain tracking from franchise sites towards Origin
2. Global Revenue Attribution
Campaign data
Revenue data
Campaign data
Revenue data

41. 2. Global Revenue Attribution
• Muchbetter analysis about what
increases revenue&saves money
• Noprogrammers required,
all donevia Tealium
ROI

42. 1. Migrate from SiteCatalyst to Google Analytics
2. Global Revenue Attribution Project
3. Migrate from ClassicGA to Universal
4. House Cleaning
5. Customer Data Integration
6. Ongoing Standardization
7. Executing and TrackingSemantic SEO

43. Scenario
• When we migrated from SiteCatalyst to GA, Universal was in beta
• Universal Analytics got out of beta April 2014
• Classic GA is not an option anymore, Universal is way better
Issues
• Large number of tags to replace
• Even larger amount of JavaScript code in extensions to review
• Legacy sketchy implementations
• Countless hours of QA
• “Non-Stop production” environment
3. Migrate from Classic GA to Universal

44. Solution
3. Migrate from Classic GA to Universal

45. And the patience
of a loving mother
3. Migrate from Classic GA to Universal

46. 3. Migrate from Classic GA to Universal
• All the benefits of UniversalAnalytics
• No programmersrequired
Moremoney saved!!!
ROI

47. What I mean by “No programmers”
Before Tealium
• Digital Intelligence sent specifications to programmers
• They implement alongside their regular stuff (more workload)
• QA testing
• DI validated
This means
• Resistance
• Lots of back and forth
• Less time to test
• Higher risk of inconsistent data collection

48. What I mean by “No programmers”
With Tealium
• Programmers do their stuff at their own pace
• DI implements tracking
• DI + QA test
This means
• Earlier integration of tracking in the project
• Agile implementations
• Perfect data collection
• Everybody happy!!
• (Requires certain technical knowledge though)

49. 1. Migrate from SiteCatalyst to Google Analytics
2. Global Revenue Attribution Project
3. Migrate from ClassicGA to Universal
4. House Cleaning
5. Customer Data Integration
6. Ongoing Standardization
7. Executing and TrackingSemantic SEO

50. 4. House Cleaning
Everything tends to chaos
After a year and a half
• Are all Tealium profiles active?
• What happens with the marketing tags when campaigns are over?
• Who has access to the tool and what level?

51. @tomomichu
4. House Cleaning
Solution
• Hired extra brain power for a short gig
• Audited all profiles and removed
orphaned tags, load rules, and data layers
• Reviewed / revoked user permissions
65 users now, very few publish to Prod
• Audited privacy practices and updating
profiles to meet compliance
• Developed governance and user guidelines

52. 4. House Cleaning
• Lessmargin forerrors
• Tighter governance
• Privacypolicy enforcement
• Moneysaved!!
ROI

53. 1. Migrate from SiteCatalyst to Google Analytics
2. Global Revenue Attribution Project
3. Migrate from ClassicGA to Universal
4. House Cleaning
5. Customer Data Integration
6. Ongoing Standardization
7. Executing and TrackingSemantic SEO

54. 5. Customer Data Integration
“Full customer journey” but how do we get to know the customer*?
Stitching the pieces
• Before we know customer at a personal level
• When they register and give us their details
• Whether they buy or not
• In-game data. How, what, when they play
• Campaign evaluation
• Product quality / User satisfaction

55. 5. Customer Data Integration
Solution
Encourage then to register

56. 5. Customer Data Integration
Solution
Facilitate log-in
Automated cross properties

57. 5. Customer Data Integration
In Tealium
• CRM makes it available on our properties after login
• It’s passed to Tealium’s Data Layer
• Mapped to tags that attach info to rest of data they collect
Outside Tealium
• Data exported from different tag vendors
• Data captured from other sources like
social media
• Warehoused / mix and match

58. • Better understanding of
customer cycle/ ecosystem
• Increasesrevenue andsaves money
ROI
5. Customer Data Integration

59. 1. Migrate from SiteCatalyst to Google Analytics
2. Global Revenue Attribution Project
3. Migrate from ClassicGA to Universal
4. House Cleaning
5. Customer Data Integration
6. Ongoing Standardization
7. Executing and TrackingSemantic SEO

60. 6. Ongoing Standardization
Issues
• Entropy
We already know everything tends to chaos already
• Frantic production rhythm
There is never a good moment to come up with standards
• Teams change / technologies / business models evolve
There is never a unique standard
• Lack of buy-in from stakeholders
“Best” is often times trampled by circumstances or egos

61. 6. Ongoing Standardization
Solution
• Learned from errors
• Introduced standardization during:
• Migration from Classic GA to Universal
• House cleaning
• Got decision makers involved, educated
and presented with evidence

62. 6. Ongoing Standardization
What did we standardize?
• Best practices around implementing measurement strategies
• Code in extensions: GA function wrappers
• Naming conventions
• Tealium elements: Data Points, Load Rules, Tags, Extensions
• GA elements: Events, Custom Dimensions

63. • Less margin forerrors
• Easier deployments
• All that savesmoney
ROI
5. Customer Data Integration

64. 1. Migrate from SiteCatalyst to Google Analytics
2. Global Revenue Attribution Project
3. Migrate from ClassicGA to Universal
4. House Cleaning
5. Customer Data Integration
6. Ongoing Standardization
7. Executing and TrackingSemantic SEO

65. 7. Semantic SEO
What is got to do SEO and Tealium?
The EA Content Service is a flexible, API-driven mechanism that, in conjunction with
a model that defines different content types and elements, allows content to be
published on any platform and consumed on any device.
AaronBradley
@aaranged

66. 7. Semantic SEO
How we tell better to Search Engines what our site is all about?
They now read “JSON for Linking Data” or JSON-LD

67. 7. Semantic SEO
Learnmore > http://www.seoskeptic.com/json-ld-big-day-at-google/
EA ContentService

68. 7. Semantic SEO
Consequence is “SERPs domination”

69. 7. Semantic SEO
• Moreand better organic traffic
• Deeper contentanalysis
• Significant increases in revenue
ROI

70. Wrapping Up

71. How Tealium Helps
• Centralized control
Who does what and where (Dev, QA, Prod)
• Performance
Task separation, everyone focused on what they do best
• Agility
Ability to react quickly to last minute changes
• Scalability
Marketing campaigns growing across
products / properties / territories

72. What I’ve learned
• Taming chaos is your job
Don’t chicken out of it!
• Everything evolves including measurement strategies
Don’t panic, question everything and adapt
• No tool is perfect
But support and commitment should. Be demanding
• No tool, or set of them, is going to provide a 100%
complete vision of the customer journey
• No tool is going to solve the biggest issue
Lack of measurement strategy

73. ROI

74. What we deal with (recap)
• +35 properties
• 1 e-commerce (across several platforms)
• +10 production teams
• Quite a few Data Analysts, BIs, DB managers
• +1,300 measurement and marketing tags
• +5 billion monthly hits via Tealium (only Google Analytics)
• Advanced tracking implementations
• How many people required to manage all that?

75. Allthis chaoswrangled byonlyone guyand

77. No programmer
was harmed in the making
of these implementations

78. Thanks
Questions?

79. Wait!!
Game License
Giveaway