Datalicious SuperTag: Container tag for smart tag management
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The document outlines the Datalicious Supertag platform, which streamlines tag management and enhances the integration of marketing platforms. It addresses challenges like inefficient tag management affecting campaign execution and content relevance, while providing solutions for conversion tracking, behavioral targeting, and media attribution. Key benefits include improved page load speeds, simplified analytics implementation, and user-friendly interfaces for marketers to manage tags independently.
![>
Great
customer
feedback
"Managing
third
party
tags
has
never
been
easier
[...]
simplicity
of
se1ng
business
rules
[...]
reduc8on
in
CPA
[...].“
Jason
Lima,
Online
Marke-ng,
IMB
"[...]
SuperTag
tool
is
so
easy
to
use
[...].
Live
tes@ng
is
par@cularly
useful
[...]
highly
recommended
[...]."
Helene
Cameron-‐Heslop,
Analyst,
Appliances
Online
"SuperTag
speeds
up
tag
implementa@on
and
gives
us
increased
flexibility
[...]
manage
media
and
website
analy8cs
[...].”
Alex
Crompton,
Head
of
Digital,
Aussie
38
June
2013
©
Datalicious
Pty
Ltd](https://image.slidesharecdn.com/datalicious-supertag-marketers-120215233607-phpapp01/85/Datalicious-SuperTag-Container-tag-for-smart-tag-management-38-320.jpg)
Datalicious SuperTag: Container tag for smart tag management
- 1. > Datalicious SuperTag < Streamlining tag management and integra-ng marke-ng pla0orms
- 2. © Datalicious Pty Ltd 2 June 2013 FREE tag management with op:onal support
- 3. June 2013 © Datalicious Pty Ltd 3 The Internet runs on tags
- 4. June 2013 © Datalicious Pty Ltd 4 Digital marke:ng = tags
- 5. > Data driven marke:ng = tags June 2013 © Datalicious Pty Ltd 5 Media ABribu:on & Modeling Op:mise channel mix, predict sales Tes:ng & Op:misa:on Remove barriers, drive sales Boos:ng ROMI Targe:ng & Merchandising Increase relevance, reduce churn “Using data to widen the conversion funnel”
- 6. > Challenge: Tag management § Inefficient tag management impacts … – Idea genera:on and strategy development § Technology limita-ons dampen crea-ve thinking and idea genera-on rather than s-mula-ng them – Campaign execu:on and op:misa:on § Ineffec-ve tag deployment reduces speed to market for campaigns and limits ability to implement changes – Content relevance and user experience § Pla0orm silos limit cross-‐channel integra-on, thus reduced targe-ng, ad relevance and response rates – Report accuracy and media nego:a:ons § Report inaccuracies and discrepancies damage client trust and limit nego-a-on power with channel owners 6 June 2013 © Datalicious Pty Ltd
- 7. > Solu:on: Datalicious SuperTag 7 SuperTag Conversion Tracking Conversion De-‐duping Media ABribu:on Behavioral Targe:ng A/B Tes:ng Heat Maps Live Chat Web Analy:cs Any JavaScript Easily implement and update any tag on any websites without or limited IT involvement De-‐duplicate conversions for CPA deals and align repor-ng figures across pla0orms Collect accurate mul--‐channel media aTribu-on data to provide advanced insights Enable advanced features such as targe-ng, tes-ng and chat to op-mise user experience June 2013 © Datalicious Pty Ltd
- 8. > Overcoming team barriers 8 Marke:ng SuperTag Technology Easy to use online user interface enabling marketers to manage tags without intensive technology support June 2013 © Datalicious Pty Ltd
- 9. > Cross-‐plaRorm integra:on 9 DSPs Ad Servers Targe:ng Tes:ng Live Chat Phone #s SuperTag CRM DM/eDM Web Analy:cs Heat Maps Paid Search Affiliates Centralised uniform business rules to trigger conversions and segment visitors across mul-ple marke-ng pla0orms June 2013 © Datalicious Pty Ltd
- 10. > Poten:al SuperTag use cases § Implement tags without JavaScript skills or IT support § Enable central pla0orm for tag management and audi-ng § Improve page load speed across all websites and devices § Simplify web analy-cs implementa-on & maintenance § De-‐duplicate conversions and re-‐nego-ate CPA deals § Track purchase path for advanced media aTribu-on § Enable A/B tests and heat maps to improve conversions § Turn any content element into a dynamic targe-ng area § Enable re-‐targe-ng to increase ad response rates § Trigger proac-ve live chats to improve user experience § Target phone numbers to boost call center effec-veness § ID customers and push key events into any CRM pla0orm § Collect raw clickstream data for advanced analy-cs June 2013 © Datalicious Pty Ltd 10
- 11. SuperTag.js > SuperTag code architecture 11 T B B B § One tag for all sites & pla0orms § Hosted internally or externally § Easy tag implementa-on/updates § Tag/business rule tes-ng on live site § Facilitates A/B & MV test execu-on § Implementa-on of heat-‐maps § Re-‐targe-ng across channels & tools § Live chat & phone number targe-ng § Collect raw page & impression data T T June 2013 © Datalicious Pty Ltd Injec-ng JavaScript tags into the page based on business rules using the SuperTag top and boTom containers. The SuperTag top and boTom containers are JavaScript func-ons called in the page code just aber the opening <body> tag and just before the closing </body> tag on all page across all domains. superT.t() superT.b() Works on … Websites, Flash mobile apps, videos, etc
- 12. June 2013 © Datalicious Pty Ltd 12 Copy & paste same code on all pages to implement
- 13. June 2013 © Datalicious Pty Ltd 13 SuperTag works on websites, mobile apps & videos
- 14. June 2013 © Datalicious Pty Ltd 14 SuperTag works on websites, mobile apps & videos
- 15. June 2013 © Datalicious Pty Ltd 15 Drag & drop tags through easy to use interface
- 16. June 2013 © Datalicious Pty Ltd 16 Add new tags from constantly growing tag library
- 17. June 2013 © Datalicious Pty Ltd 17 Add custom JavaScript for tags missing from library
- 18. June 2013 © Datalicious Pty Ltd 18 Build complex business rules to suit all scenarios
- 19. June 2013 © Datalicious Pty Ltd 19 Create new page variables from any page element
- 20. June 2013 © Datalicious Pty Ltd 20 Create new page variables from any page element
- 21. June 2013 © Datalicious Pty Ltd 21 Create premium experiences for high value clients
- 22. June 2013 © Datalicious Pty Ltd 22 Turn any page element into dynamic content areas
- 23. June 2013 © Datalicious Pty Ltd 23 Define visitor affinity segments for re-‐targe:ng
- 24. June 2013 © Datalicious Pty Ltd 24 Customise what data to send to your data server
- 25. June 2013 © Datalicious Pty Ltd 25 Analyse raw clickstream data in Splunk in real-‐:me
- 26. > SuperTag integra:on June 2013 © Datalicious Pty Ltd 26 SuperTag app genera:ng JS app.supert.ag Full SuperTag.js hosted by client or on c.supert.ag Client pages referencing SuperTag.js Browser execu:ng SuperTag.js SuperTag DataCollector(s) d.supert.ag Splunk saved searches and dashboards JavaScript JavaScript Requests Tags Logs Lookup tables Databases, files, etc Splunk regex builder and data extracts Addi:onal data (i.e. CRM, IP, social, etc) Dedicated client Splunk server(s) Ads & emails loading sta:c 1x1 pixel Requests
- 27. > SuperTag ExactTarget integra:on June 2013 © Datalicious Pty Ltd 27 SuperTag app genera:ng JS app.supert.ag Full SuperTag.js hosted by client or on c.supert.ag Client pages referencing SuperTag.js SuperTag integra:on via DataCollector JavaScript Tags Requests Data Databases, files, etc ExactTarget business rules and condi:ons Addi:onal data (i.e. CRM, POS, social, etc) Dedicated ExactTarget DataExtension Relevant ExactTarget email campaign Data List Targeted ExactTarget campaign list Emails Clicks, data
- 28. June 2013 © Datalicious Pty Ltd 28 Test tags on your live site even before deployment
- 29. > SuperTag code architecture 29 June 2013 © Datalicious Pty Ltd Client pages referencing SuperTag.js SuperTag.js SuperTag-‐ Code-‐V1.js 3rd party web analy:cs & ad serving tags Client-‐Custom-‐ Code.js 3rd party web analy:cs & ad serving plaRorms Client pages execu-ng JavaScript tags SuperTag app genera:ng JS app.supert.ag SuperTag-‐ Live-‐Tes:ng.js JavaScript injec-ng tags into client pages based on business rules SuperTag applica-on combining tags and business rules into JavaScript
- 30. June 2013 © Datalicious Pty Ltd 30 Define access and deployment rights for all users
- 31. June 2013 © Datalicious Pty Ltd 31 Review changes from all users in the audit view
- 32. > Faster page load with SuperTag June 2013 © Datalicious Pty Ltd 32 By implemen:ng the SuperTag code architecture your pages are guaranteed to load faster anywhere between 10-‐30% as the below tests show. This is achieved by streamlining the way JavaScript assets are loaded and executed on your pages as well as our smart mul--‐CDN JavaScript hos-ng pla0orm which not only guarantees a 100% up-me but also ensures that all JavaScript code is always loaded from the CDN provider with the best performance for that par:cular user (i.e. usually the server that is closest geographically).
- 33. SuperTag.js hos:ng on client CDN > SuperTag deployment op:ons 33 Client pages referencing SuperTag.js SuperTag.js hos:ng on client server Email/FTP JavaScript publishing Manual JavaScript management Client pages referencing SuperTag.js Client pages referencing SuperTag.js SuperTag app genera:ng JS app.supert.ag Real-‐:me JavaScript publishing SuperTag.js Edgecast CDN c.supert.ag CDN = Content delivery network Dedicated client Github JavaScript archive June 2013 © Datalicious Pty Ltd Reverse proxy
- 34. > Enterprise grade reliability June 2013 © Datalicious Pty Ltd 34 99% up:me guarantee for the SuperTag applica:on (i.e. the user interface on app.supert.ag genera-ng the JavaScript code) via redundant AWS EC2/RDS set-‐ up and 100% up:me guarantee for the SuperTag JavaScript (i.e. the code on c.supert.ag that is executed on every page) via mul-ple redundant CDNs including Akamai and Edgecast.
- 35. June 2013 © Datalicious Pty Ltd 35 Re-‐engineer code changes in your GitHub archive Clients get perpetual usage rights for all generated JavaScript including dedicated Github code archive.
- 36. > Unique selling points (USPs) § Superior pla0orm architecture for more flexibility – Turn any page element into variables for data collec-on or business rules for tag execu-on – Cross-‐pla0orm integra-on and data exchange – Splunk integra-on for advanced data mining § Superior tes-ng, deployment and audit features – Tes-ng of tags & business rules on the live website – Complete audit trail of all tag changes and tests § No lock-‐in, stop using the SuperTag at any -me – External and internal JavaScript hos-ng available – Perpetual JavaScript usage rights & Github archive § Free pla0orm, pay for support and add-‐ons only June 2013 © Datalicious Pty Ltd 36
- 37. > Blue chip SuperTag clients June 2013 © Datalicious Pty Ltd 37
- 38. > Great customer feedback "Managing third party tags has never been easier [...] simplicity of se1ng business rules [...] reduc8on in CPA [...].“ Jason Lima, Online Marke-ng, IMB "[...] SuperTag tool is so easy to use [...]. Live tes@ng is par@cularly useful [...] highly recommended [...]." Helene Cameron-‐Heslop, Analyst, Appliances Online "SuperTag speeds up tag implementa@on and gives us increased flexibility [...] manage media and website analy8cs [...].” Alex Crompton, Head of Digital, Aussie 38 June 2013 © Datalicious Pty Ltd
- 39. June 2013 © Datalicious Pty Ltd 39 Contact us cbartens@datalicious.com Learn more blog.datalicious.com Follow us twiBer.com/datalicious
- 40. Smart tag management June 2013 © Datalicious Pty Ltd 40