Bryan Elliott, Lucky Brand/ Jim Cain, Napkyn
It's hard to compete in analytics when your measurement ecosystem is broken and out of date... and sometimes, it's easier to burn it all down and start over. In this session, Bryan Elliott, Digital Marketing Director at Lucky Brand, and Jim Cain, CEO of Napkyn, talk through best practices and lessons learned during a complete retooling at Lucky Brand, including implementing Google Analytics Premium, Tealium IQ, and Analysis Engine.
16. If you don’t have good
alignment between the
business and tech
teams by now….
17.
18. Blueprints: Best Practices
• Interview your business stakeholders!
• Let your analytics requirements guide yourTMS deployment
plan.
• With few exceptions, if it can’t go in theTMS – it shouldn’t be
allowed on the site.
• This is a golden opportunity to create proper structure and
communication between IT and Business stakeholders.
• Document EVERYTHING before you get started.
26. Foundations: Best Practices
• Treat the tag manager as core technology, not just
another tool.
• Make the right decisions about your data layer.
• Implement the tool against the optimal workflow for IT
and business users.
• Assign ownership of key tasks now, or pay for it later.
30. The Hard Parts have all been done
Fully documented implementation
guides for all marketing tech/pixels
A business relevant deployment and
proper ownership
A data layer that will meet all tagging
requirements
34. New Home: Best Practices
• Use the implementation of your full tagging and pixel plan as
a chance to test ongoing tag management workflows.
• Remember that IT is being as empowered as Marketing, not
removed from the equation – work accordingly.
• While this is the first big push in the new tag management
infrastructure, it’s a living deployment with ongoing
requirements.
• Think Home Insurance at this point – ongoing workflows,
documentation and release notes, data layer decision tree
1. Admitting you have a problem: How we identified the critical issues with measurement infrastructure and made the decision to rebuild rather than remodel.
2. The Demolition: How to tear down existing tools, reports and processes to clear the way for a rebuild.
3. Blueprints: Planning time, budget, requirements and workflows.
4. Foundation: Building a tag management infrastructure for scalability, and workflows between marketing and IT for serenity.
5. New Home: Deploying analytics and other key marketing tools and pixels with thebusiness user in mind.
6. Home insurance: Protecting your investment with governance.