Analytics & Optimization Agility - Agility2013
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Enterprise tag management provides a way for companies to optimize their digital marketing efforts through increased agility. It allows companies to rapidly test and modify digital marketing services like analytics, advertising, and social sharing. This helps companies overcome common issues like long deployment cycles, inability to dynamically interact with customers, and a lack of coordination across marketing efforts. Successful optimization programs treat optimization as a holistic philosophy applied throughout the organization, with an emphasis on automating processes to free up teams to focus on innovation and creative engagement with customers.
Analytics & Optimization Agility - Agility2013
- 1. Enterprise Tag Management Analytics and Optimization Agility Derek Gilbert | Product Innovator & Optimization Coach
- 2. What have we learned? …that the difficulties we all face are similar regardless of size or industry. That all websites are in the Customer Service Industry regardless of their company #agility2013
- 3. What is Agility The ability of a system to rapidly respond to change by adapting its initial stable configuration. …and what is it good for? Agility as a concept incorporates the ideas of flexibility, balance, adaptability, and coordination. In a business context, this is the ability of an organization to rapidly adapt to market and environmental changes in productive and cost-effective ways #agility2013 3 | Ensighten – Confidential, All Rights Reserved.
- 4. Digital Marketing Today… 24/7 global businesses, requiring real-time marketing reaction. Dependent on 3rd party digital marketing services - analytics, advertising, social sharing, etc. Inability to modify or deploy digital marketing services quickly. - site-wide release cycles; availability of IT or agency resources Customers interact via the wired website, mobile website, mobile apps, offsite advertising, POS, etc. Customers expect a 1-1 experience in their digital brand interactions. …is demanding. #agility2013 4 | Ensighten, LLC. - Confidential, All Rights Reserved.
- 5. Optimizing Digital Marketing seems simple… Version Version A B OR #agility2013
- 6. Yet few have moved out of basic testing. Full Scale Disciplined Full Time Optimization Ad Hoc Implement Testing Iterative Organization Testing ation Series Testing Why have so few succeeded? #agility2013
- 7. Common Issues Scalability issues Long deployment cycles Management complexity Not leveraging in-house data Less than ideal page performance Mired in Legal, IT, or internal politics Unable to dynamically interact with customers Unable to integrate marketing vendor solutions Lack of coordinated “one voice” marketing effort Right hand doesn’t know what the left hand is doing #agility2013
- 8. Common Issues Is there any wonder why companies struggle? #agility2013
- 9. Is There a Bigger Picture? What do companies with successful optimization programs have in common? #agility2013
- 10. Optimization is a Philosophy applied to everything Holistic Optimization #agility2013
- 13. Over Documentation, Red Tape, and Bottlenecks are counter-productive #agility2013
- 14. Operational Frankenstein - the original intention is lost over time #agility2013
- 15. "We don't have time to discuss this in a committee." Governance playbook is outdated and can't possible prepare teams for every possible scenario #agility2013
- 16. "Best Practice" is a Myth #agility2013
- 18. Automate & Innovate Automate and increase efficiency so teams are free to focus on what marketers do best. . . #agility2013
- 20. Marketing Operations – One Team, One Goal #agility2013
- 22. Enterprise Tag Management Thank You!