DV 2016: Mission Possible - Building a New Analytics Framework
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Oleg Kalenichenko from Cox Communications details the successful implementation of a new analytics framework using Tealium, addressing significant issues with outdated analytics methods. The process involved extensive collaboration, communication with the IT team, and iterative testing, leading to measurable business improvements, including a 23% increase in conversions. Key takeaways emphasize creativity, the importance of data-driven decision-making, and leveraging Tealium's capabilities for innovative solutions.
DV 2016: Mission Possible - Building a New Analytics Framework
- 1. © 2016 Tealium Inc. All rights reserved. | 1 Mission Possible: Building a New Analytics Framework Oleg Kalenichenko, Cox Communications
- 2. © 2016 Tealium Inc. All rights reserved. | 2 Oleg Kalenichenko Director of Digital Analytics, Cox Communications 13 years @ Cox Managed ecommerce, content, product marketing, sales 2x “Cox Innovator of the Year” award winner Adobe Reports and Analytics Implementation ACE Certified Live in VA Sonny Teddy
- 3. © 2016 Tealium Inc. All rights reserved. | 3 How the world sees my job…. Boring, uneventful, reporting, crunching numbers… How I view my job…. Modern-day Gold Rush, exciting, rewarding, innovative!
- 4. © 2016 Tealium Inc. All rights reserved. | 4 Digital “Gold Rush” success factors • Implementing robust analytics through Tealium. Lessons learned. • Two use cases: innovation through Tealium using data.
- 5. © 2016 Tealium Inc. All rights reserved. | 5 Analytics Implementation
- 6. © 2016 Tealium Inc. All rights reserved. | 6 Background • “Took over” Tealium at Cox in Jan 2015. • No prior knowledge of Tealium. Attended Tealium University and DV2015. • Not a programmer. Part of Cox Sales team.
- 7. © 2016 Tealium Inc. All rights reserved. | 7 Analytics prior to Tealium • Hard-coded outdated implementation • Locked in IT release cycle (2-3 month turn- around). • Unstable analytics code. Things constantly break. • Outdated solution design. 75% of analytics variables are irrelevant or/and broken. • Beyond repair. Needed a complete re-do.
- 8. © 2016 Tealium Inc. All rights reserved. | 8 Step 1: Business Requirements • Partnered with WebAnalyticsDemystified • Begin with the end in mind. What business questions are you trying to address with new analytics? • 269 business requirements from 13 different teams • Expensive “change orders”
- 9. © 2016 Tealium Inc. All rights reserved. | 9 Step 2: Solution Design • Translates business requirements into a set of eVars/events/props • Outlined what each variable does • Tied each variable to the business requirements
- 10. © 2016 Tealium Inc. All rights reserved. | 10 Step 3: UDO • Each UDO variable supports solution design variables • Tip: pay attention to variables vs. arrays in the UDO! Matching any sets of variables – use arrays! The syntax is different – alert your technology team or it will be missed! • Tip: if you use any concatenated values, use separate variables in the UDO and combine them via Tealium vs. having concatenated values passed to in the UDO • Tip: provide consistent patterns and examples for each UDO variable
- 11. © 2016 Tealium Inc. All rights reserved. | 11 Step 4: Tell your IT how to implement Tealium and UDO • Use Tealium’s technical guide • UDO as early on the page as possible
- 12. © 2016 Tealium Inc. All rights reserved. | 12 “If anything in the UDO can be misinterpreted, it will be misinterpreted. If you think it can’t be misinterpreted… well, you will be surprised.” Oleg K. The Law of UDO Misinterpretation
- 13. © 2016 Tealium Inc. All rights reserved. | 13 Step 5: Technology team implements UDO • The toughest part of the implementation (80% of time was spent on this step) • 100+ rounds of revisions • “Hands off” approach does not work. Work closely with the programmers. • Programmers need to understand the logic behind the variables • Incremental vs. state values of variables
- 14. © 2016 Tealium Inc. All rights reserved. | 14 Step 6: Tealium implementation • Worked with world-class Tealium engineer (Justin Fitzgerald) • 100+ custom extensions to handle 269+ business requirements • Multiple Adobe tags in multiple environments • Used Tealium library to get better multi-track development and version control • Complicated. 9 on the scale from 1 (simple) to 10 (complicated)
- 15. © 2016 Tealium Inc. All rights reserved. | 15 Step 7: Test and launch! • Multiple reporting suites for dev and production • Testing all scenarios was very challenging and time consuming
- 16. © 2016 Tealium Inc. All rights reserved. | 16 Final thoughts on the implementation • Learn your tools. Google Chrome dev tools (console, network, sources) • CodeSchool and Google have a free course http://discover- devtools.codeschool.com/ • Learn basic JS. Even if you don’t write your own extensions, you need basic JS to understand utag.js, JS extensions, scope, and troubleshooting • Use your Tealium support hours! • Record screen sharing sessions with Tealium engineers
- 17. © 2016 Tealium Inc. All rights reserved. | 17 The Grid
- 18. © 2016 Tealium Inc. All rights reserved. | 18 Customize Your Offer – Sep 2015 • Offer prices are shown only after the visitor clicks • No way to compare the offers • No way to determine which combination is the best deal • Data showed visitors navigating back from this page, not forward
- 19. © 2016 Tealium Inc. All rights reserved. | 19 The Grid Test – Dec 2015 • Untested new concept to sell product combinations • Visual channel lineup • Channel lookup tool • “Best Deal” badge
- 20. © 2016 Tealium Inc. All rights reserved. | 20 Responsive mobile version • No degrading functionality
- 21. © 2016 Tealium Inc. All rights reserved. | 21 Tealium role in the test • Ultimate flexibility – could capture all critical data points: • Offer click path (behavioral analysis) • Added TV channels to the filter and consequent actions (product marketing) • Removed TV channels • Offers selected and ordered • utag.link firing on various actions user takes • Allowed us to dig deeper into various patterns due to the new data • Quick turnaround time • Opened up multiple other ideas to test!
- 22. © 2016 Tealium Inc. All rights reserved. | 22 Results • 23% increase in conversion • 25-40% increase across multiple categories of multi-product offers • Multi-million $$$ impact on revenue Launched country-wide in Jan 2016
- 23. © 2016 Tealium Inc. All rights reserved. | 23 Page Load Time Dashboard
- 24. © 2016 Tealium Inc. All rights reserved. | 24 New cox.com CMS • Launched in Sep 2015 • Sluggish site performance – pages load slowly • Need to quantify or no action will be taken • How does it affect different segments? • How does it affect mobile vs. desktop? • How does it affect sales?
- 25. © 2016 Tealium Inc. All rights reserved. | 25 Used Tealium to capture key Page Load metrics • Used browser’s built-in performance.timing object • Captured the difference between several key time stamps • Created Tealium extension scoped to analytics tag • Created a new data source variable to capture the load time • Mapped to analytics, tested, and launched Turnaround time: 2 days!
- 26. © 2016 Tealium Inc. All rights reserved. | 26 Created a report for Page Load • Used Adobe Report Builder • Recurring daily report • Page load performance by segments and pages • Replaces expensive site performance systems • Integrates into analytics – can be used for various break-downs and reports
- 27. © 2016 Tealium Inc. All rights reserved. | 27 Summary/ Key Takeaways Get creative! The limits only exist if you think they exist. Use Tealium to test new concepts and ideas! Build a KILLER new analytics system with Tealium – flexible, accurate, and robust Use data to innovate and experiment.
- 28. © 2016 Tealium Inc. All rights reserved. | 28 AUDIENCE Q&A
- 29. © 2016 Tealium Inc. All rights reserved. | 29 Thank You Oleg Kalenichenko https://www.linkedin.com/in/olegkalenichenko
- 30. © 2016 Tealium Inc. All rights reserved. | 30
Editor's Notes
- #4: Tealium makes it a reality!