![Page 1: Digital Velocity Europe 2015 | TomTom Presentation](https://reader030.vdocument.in/reader030/viewer/2022032504/55c43a21bb61ebec118b4721/html5/thumbnails/1.jpg)
© 2015 Tealium Inc. All rights reserved.
![Page 2: Digital Velocity Europe 2015 | TomTom Presentation](https://reader030.vdocument.in/reader030/viewer/2022032504/55c43a21bb61ebec118b4721/html5/thumbnails/2.jpg)
YoCDo – You Only Collect Data OnceTomTom user case
![Page 3: Digital Velocity Europe 2015 | TomTom Presentation](https://reader030.vdocument.in/reader030/viewer/2022032504/55c43a21bb61ebec118b4721/html5/thumbnails/3.jpg)
© 2015 Tealium Inc. All rights reserved. | 3
Agenda
14
3
Agenda Aim
![Page 4: Digital Velocity Europe 2015 | TomTom Presentation](https://reader030.vdocument.in/reader030/viewer/2022032504/55c43a21bb61ebec118b4721/html5/thumbnails/4.jpg)
© 2015 Tealium Inc. All rights reserved. | 4
About me
About me Experience Father
![Page 5: Digital Velocity Europe 2015 | TomTom Presentation](https://reader030.vdocument.in/reader030/viewer/2022032504/55c43a21bb61ebec118b4721/html5/thumbnails/5.jpg)
© 2015 Tealium Inc. All rights reserved. | 5
TomTom
History GPS Bright Watches Action Cam Website
![Page 6: Digital Velocity Europe 2015 | TomTom Presentation](https://reader030.vdocument.in/reader030/viewer/2022032504/55c43a21bb61ebec118b4721/html5/thumbnails/6.jpg)
YoCDo – Digital Analytics @ TomTom
“If we have data, let’s look at data. If all we have are opinions, let’s go with mine.” Jim Barksdale
![Page 7: Digital Velocity Europe 2015 | TomTom Presentation](https://reader030.vdocument.in/reader030/viewer/2022032504/55c43a21bb61ebec118b4721/html5/thumbnails/7.jpg)
© 2015 Tealium Inc. All rights reserved. | 7
Digital Analytics @ TomTom: Background
No Web Analyst No KPI framework No documentation No control
![Page 8: Digital Velocity Europe 2015 | TomTom Presentation](https://reader030.vdocument.in/reader030/viewer/2022032504/55c43a21bb61ebec118b4721/html5/thumbnails/8.jpg)
© 2015 Tealium Inc. All rights reserved. | 8
Digital Analytics @ TomTom: Key Challenges
Personalisation Solid foundation
Flexibility
(startup)
New Product Launches
Expanding Data driven
![Page 9: Digital Velocity Europe 2015 | TomTom Presentation](https://reader030.vdocument.in/reader030/viewer/2022032504/55c43a21bb61ebec118b4721/html5/thumbnails/9.jpg)
© 2015 Tealium Inc. All rights reserved. | 9
Digital Analytics @ TomTom: Creating a Web Analytics Home
Web Analytics
Home
Data Quality
Advanced Reporting
Business Adaptation
![Page 10: Digital Velocity Europe 2015 | TomTom Presentation](https://reader030.vdocument.in/reader030/viewer/2022032504/55c43a21bb61ebec118b4721/html5/thumbnails/10.jpg)
© 2015 Tealium Inc. All rights reserved. | 10
Digital Analytics @ TomTom: Data Quality
People Platform Process
![Page 11: Digital Velocity Europe 2015 | TomTom Presentation](https://reader030.vdocument.in/reader030/viewer/2022032504/55c43a21bb61ebec118b4721/html5/thumbnails/11.jpg)
YoCDo – Data collection @ TomTom
“I want to collect everything” said every marketer
![Page 12: Digital Velocity Europe 2015 | TomTom Presentation](https://reader030.vdocument.in/reader030/viewer/2022032504/55c43a21bb61ebec118b4721/html5/thumbnails/12.jpg)
© 2015 Tealium Inc. All rights reserved. | 12
Data collection @ TomTom: OldADVERTISING
SERVICESOTHER
SCRIPTSWEB
ANALYTICS
DATA
DATA
DATA
Tags
DATA
![Page 13: Digital Velocity Europe 2015 | TomTom Presentation](https://reader030.vdocument.in/reader030/viewer/2022032504/55c43a21bb61ebec118b4721/html5/thumbnails/13.jpg)
© 2015 Tealium Inc. All rights reserved. | 13
Data collection @ TomTom: NewADVERTISING
SERVICESOTHER
SCRIPTSWEB
ANALYTICS
DATA
DATA
DATA
Tags
DATA LAYER
TAG MANAGER
DATA
DATA
![Page 14: Digital Velocity Europe 2015 | TomTom Presentation](https://reader030.vdocument.in/reader030/viewer/2022032504/55c43a21bb61ebec118b4721/html5/thumbnails/14.jpg)
© 2015 Tealium Inc. All rights reserved. | 14
Data collection @ TomTom: Old vs New
New data collection
Overview StandardisationControl
![Page 15: Digital Velocity Europe 2015 | TomTom Presentation](https://reader030.vdocument.in/reader030/viewer/2022032504/55c43a21bb61ebec118b4721/html5/thumbnails/15.jpg)
YoCDo – Implementation Tealium @ TomTom"If your only tool is a hammer, every problem looks like a nail." – Abraham Maslow
![Page 16: Digital Velocity Europe 2015 | TomTom Presentation](https://reader030.vdocument.in/reader030/viewer/2022032504/55c43a21bb61ebec118b4721/html5/thumbnails/16.jpg)
© 2015 Tealium Inc. All rights reserved. | 16
Implementation of Tealium @ TomTom:
3 phases Script only Basic Advanced
![Page 17: Digital Velocity Europe 2015 | TomTom Presentation](https://reader030.vdocument.in/reader030/viewer/2022032504/55c43a21bb61ebec118b4721/html5/thumbnails/17.jpg)
© 2015 Tealium Inc. All rights reserved. | 17
Implementation Tealium @ TomTom: Results
Results Governance of tags
143
Minimised tags used
Flexibility
Data quality
FastLess dependency IT
![Page 18: Digital Velocity Europe 2015 | TomTom Presentation](https://reader030.vdocument.in/reader030/viewer/2022032504/55c43a21bb61ebec118b4721/html5/thumbnails/18.jpg)
YoCDo – Future Tealium @ TomTom“It is a capital mistake to theorise before one has data.” Sherlock Holmes
![Page 19: Digital Velocity Europe 2015 | TomTom Presentation](https://reader030.vdocument.in/reader030/viewer/2022032504/55c43a21bb61ebec118b4721/html5/thumbnails/19.jpg)
© 2015 Tealium Inc. All rights reserved. | 19
Future Tealium @ TomTom
Future More tags Monitoring Purpose Solid foundationExpanding Flexibility
![Page 20: Digital Velocity Europe 2015 | TomTom Presentation](https://reader030.vdocument.in/reader030/viewer/2022032504/55c43a21bb61ebec118b4721/html5/thumbnails/20.jpg)
YoCDo – Learnings
“Even a rock moves on.” Vernor Vinge
![Page 21: Digital Velocity Europe 2015 | TomTom Presentation](https://reader030.vdocument.in/reader030/viewer/2022032504/55c43a21bb61ebec118b4721/html5/thumbnails/21.jpg)
© 2015 Tealium Inc. All rights reserved. | 21
Learnings
Learnings 3 phases Data layer
Experts Contraction tracking use it
wisely
![Page 22: Digital Velocity Europe 2015 | TomTom Presentation](https://reader030.vdocument.in/reader030/viewer/2022032504/55c43a21bb61ebec118b4721/html5/thumbnails/22.jpg)
© 2015 Tealium Inc. All rights reserved. | 22
Thank you
Thank you
Contact me
Use LinkedIn