Digital Velocity 2014: "R-Oh-My! Quantifying the ROI of Tag Management"
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The document discusses the implementation and advantages of tag management at Ancestry.com, highlighting significant cost savings and improved marketing efficiency. By using Tealium, they reduced redundant data calls and accelerated tag deployment, resulting in increased data accuracy and faster marketing responses. The overall results demonstrate both tangible and intangible benefits, emphasizing the importance of creative and timely customer engagement strategies.
Digital Velocity 2014: "R-Oh-My! Quantifying the ROI of Tag Management"
- 1. R-Oh-My! Quantifying the ROI of Tag Management Mark Fiske Senior Director, Digital Marketing Ancestry.com thefiske Jer Tippets Omniture Implementation Specialist Ancestry.com jertippets
- 2. About Ancestry.com • • • • • • • • Ancestry.com® is the world's largest online family history resource. We are dedicated to helping everyone discover, preserve and share their family history. Founded in 1983, site launched in 1996 One dozen brands in the Ancestry.com family 1,400 employees >2.5MM subscribers >12 Billion records 55 Million family trees 10 Petabytes of structured and unstructured data
- 3. About Us • Mark Fiske – Digital Marketing Guy – NexTag, Gap, now Ancestry.com – B2C direct response • Jer Tippets – Oversees web analytics and third-party pixel implementations at Ancestry.com – Omniture, BET, Mashable, comScore and NBC Universal
- 4. Why We’re Not Fans of Marketing Infra Expenses • Burdens media efficiency • Disagreement over ownership • Long-term commitments or lock-in, sales processes • OpEx isn’t fun!
- 5. Why I’m a fan of Tag Management • Immediately demonstrable cost savings in millions • Enables personalized marketing experiences • Unlike other infra tools, saw and proved nearly immediate business gains that more than justified expense
- 6. History • • • Implemented Tealium on over 24 properties Collecting over 200 data points about our users and our content Implemented over 300 marketing pixels across all of our sites
- 7. Implementation Highlights • Cut the number of requests sent to Adobe Analytics by 12%, reducing our annual cost at the same time we increased data accuracy • Reduced the number of redundant calls across the site, helping to streamline user experience
- 8. Implementation: Less Tangible Savings • By leveraging complex load rules and a little creativity, we were able to simplify an otherwise complex implementation of – Survey tools (Ethn.io, ForeSee) – Site performance tools (Crazy Egg) – Testing and optimization tools (Adobe Test and Target) • Less tags loaded = Faster page loads
- 9. Saving Money With Tag Management 101 • Time to market on tags: – 2-4 weeks to 2 days – Implemented more tags in one week than in 7 months – New “test” partners drove year-over-year increase in subscribers • • • • Launched new channel one month earlier = >$100K Four hours week of time savings * FED/QA salary = >$10K Switched agencies, SEM & display platforms in two week time period Moving work from FED resources to business users = Priceless
- 10. Maybe a Graduate Level Example… • Brand SEM = Incremental or not? • Incremental, but as subscription-based site, significant expense put toward member marketing • Using Tealium to implement custom logic on Google Remarketing lists for search allows one to turn waste into upsell messaging • Cost savings, lift in DNA sales to existing members
- 11. What it looks like… Non-member Member
- 12. Other Areas of Saving: Sampling Logic • • Moving sampling logic upstream presents cost savings opportunities Consumer insights: – Most businesses utilize customer insights and feedback tools – Surveys often left running longer than needed due to nature of “sprints”, driving tens of thousands in unnecessary expense • Testing tools: – Unfortunately, most businesses let this code load 100% of time, relying on partner to manage sampling – Can result in hundreds of thousands in wasted page calls for smaller tests with low sample rates
- 13. You’ve Seen This Slide Before…
- 14. Looking To The Future = AudienceStream • • Create a Truly Unified View of Customer Extend transactional and triggered communications beyond email to the Facebook News Feed – For most marketers, email open rates rarely above 30% – Email limited in frequency, messaging calendar • Enable consistent messaging logic across channels – – – – – Core onsite experience Email Onsite display advertising Offsite display advertising Offsite social
- 15. Before: 24-48 hours Data Web Analytics Tool Web Analytics Data Feed Rest API 24 Hour Wait Processing BIT Marketing Segmentation Tool Email Service Provider Onsite Display Ad Server Offsite Display Platform FTP
- 16. Importance of Low-Latency Marketing 60% Incremental Abandon Cart Volume By Messaging 16% 8% 5% 0-1 Hour 1-3 Hours 3-4 Hours 24+ Hours
- 17. After: 3-4 seconds Data Email Service Provider Onsite Display Ad Server Offsite Display Platform
- 18. What it looks like… Email On-Site Display Off-Site Display Social
- 19. Recap • Tag management cost savings both tangible & intangible • Creativity key in maximizing tag management value • Think about customer segmentation, lifecycle and how you can personalize marketing based on customer journey • Timeliness is key in messaging – technology should be able to facilitate • Marketing in the future is still channel-centric, but the customer should drive the messaging and strategy – think about the technologies needed to get there
- 20. Thank You Mark Fiske Senior Director, Digital Marketing Ancestry.com thefiske Jer Tippets Omniture Implementation Specialist Ancestry.com jertippets