datalicious supertag: container tag for smart tag management
DESCRIPTION
The Datalicious Supertag is Australian’s leading tag management platform that enables digital marketers and agencies to manage a wide range of digital analytics and optimisation technologies through an easy to use drag and drop online interface. The container tag platform allows marketers to implement any JavaScript based tags and apply advanced business rules without the need for IT involvement, which breaks down departmental barriers, reduces costs and increases speed to market as well as overall marketing sophistication. The result is a significant increase in digital ROI through more advanced campaigns, in particular improved ad relevance, user experience and conversion rates.TRANSCRIPT
> Datalicious SuperTag < Streamlining tag management and integra-ng marke-ng pla0orms
© Datalicious Pty Ltd 2 June 2013
FREE tag management with op:onal support
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The Internet runs on tags
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Digital marke:ng = tags
> Data driven marke:ng = tags
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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”
> 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
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> Solu:on: Datalicious SuperTag
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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
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> Overcoming team barriers
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Marke:ng SuperTag Technology
Easy to use online user interface enabling marketers to manage tags without intensive technology support
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> Cross-‐plaRorm integra:on
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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
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> 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
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SuperTag.js
> SuperTag code architecture
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§ 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
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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
June 2013 © Datalicious Pty Ltd 12 Copy & paste same code on all pages to implement
June 2013 © Datalicious Pty Ltd 13 SuperTag works on websites, mobile apps & videos
June 2013 © Datalicious Pty Ltd 14 SuperTag works on websites, mobile apps & videos
June 2013 © Datalicious Pty Ltd 15 Drag & drop tags through easy to use interface
June 2013 © Datalicious Pty Ltd 16 Add new tags from constantly growing tag library
June 2013 © Datalicious Pty Ltd 17 Add custom JavaScript for tags missing from library
June 2013 © Datalicious Pty Ltd 18 Build complex business rules to suit all scenarios
June 2013 © Datalicious Pty Ltd 19 Create new page variables from any page element
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Create new page variables from any page element
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Create premium experiences for high value clients
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Turn any page element into dynamic content areas
June 2013 © Datalicious Pty Ltd 23 Define visitor affinity segments for re-‐targe:ng
June 2013 © Datalicious Pty Ltd 24 Customise what data to send to your data server
June 2013 © Datalicious Pty Ltd 25 Analyse raw clickstream data in Splunk in real-‐:me
> SuperTag integra:on
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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
> SuperTag ExactTarget integra:on
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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
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Test tags on your live site even before deployment
> SuperTag code architecture
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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
June 2013 © Datalicious Pty Ltd 30 Define access and deployment rights for all users
June 2013 © Datalicious Pty Ltd 31 Review changes from all users in the audit view
> Faster page load with SuperTag
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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).
SuperTag.js hos:ng on client CDN
> SuperTag deployment op:ons
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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
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Reverse proxy
> Enterprise grade reliability
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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.
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.
> 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
> Blue chip SuperTag clients
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> 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
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Contact us [email protected]
Learn more
blog.datalicious.com
Follow us twiBer.com/datalicious
Smart tag management
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