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SERVING DIGITAL MARKETING VISIONARIES
Paul LimaManaging [email protected]: @LimaConsulting
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Best Practices Series:
Deploying the LCG Maturity Model
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
LCG Analytics Maturity Lifecycle
Descriptive Analytics Diagnostic Predictive Prescriptive Cognitive
What happened?
Data Gathering, Focus on verifying and validating data and generation of reports from individual data sources. Datawarehousing and data visualization tools begin.
Why did it happen? What should we do? Information turned into learning & Insights. Primary focus on segmentation analysis. Profile enhancement using 3rd party solutions begins.
I knew that would happen. A 360 view of Segments and Person to Person interactions. Innovations in customer experiences on a 1:1 level.
What’s happening?!
Reporting, Analysis, Current and near real-time. Multi-channel analytics begins. Focus on intelligence, and determining “what’s a good #?” Alerts and exceptions based processing begins.
What’s the next best action? What will happen?
Improvement focused, a bias towards action. Automation and decision engines begin to shift engagement and profile enhancements from segments to individually created experiences across all channels & content types.
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
LCG Analytics Maturity Lifecycle
Descriptive Analytics Diagnostic Predictive Prescriptive Cognitive
An Investment with Negative ROI
Cash Neutral due to Actionable Intelligence
+ ROI – Some projects can have 1,000 ROI
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The roadmap to Predictive Actions
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Institute for Operations Research & Management Sciences
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Take the Maturity Model for free
https://analyticsmaturity.informs.org/index.php
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Digital Analytics Maturity Roadmap
The roadmap provides the connection between strategy and action
Practical plan of action to accomplish business objectives
Organizational Analytics Capability Data & Infrastructure
People Analytics Framework Health
Leadership Roles & Skills Access
Measures Analytics Services Traceability
Processes Analytics Processes Analytics Architecture
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
LCG Maturity Model Sample Findings
People
Leadership
Measures
Processes
Analytic Framework
Roles and Skills
Analytic Services
Analytic Processes
Health
Access
Traceability
Analytics Architecture
0
5
10
Current Score Goal
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Return on Marketing Technologies Research Series:
Top 250 Media and Entertainment
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Lima Consulting Group (LCG) audited 250 of the top media and entertainment (M&E) websites, using ObservePoint’s advanced tag auditing solution. The 250 media and entertainment sites were divided into of four sectors:
Measuring the Return on Marketing Technologies
Entertainment (General)
MoviesSports
News and WeatherRadio TV
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Our audit detected 150 unique marketing technologies. Lima Consulting Group and ObservePoint maintain a list of approximately 200 unique Marketing Technologies, so the industry as a whole is deploying about 75% of all known Marketing Technologies.
Media and Entertainment: State of the Industry
66Average Audit
Score
34Average
Number of Tags
94%Average % of Pages Tagged
5.93
Seconds Average Site Load Time
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Sites with fully deployed Tag Management Systems are generally out-performing those without.
Four Key Takeaways
As a sector, News and Weather websites are the most advanced deploying the most marketing technologies.
Approximately 37% of the Media and Entertainment industry have deployed a Tag Management System
Of the M&E sites implementing Tag Management Systems, 26% are opting for paid solutions.
1 2
3 4
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Based on our learning from this Whitepaper and similar research for other industries, we have consolidated a list of best practices.
Tag Auditing Improves the Return on Marketing Technologies (RoMT) Avoid vendor lock-in. If you have a TMS vendor other than your analytics
vendor, you can negotiate contract renewals more aggressively because you have reduced your switching costs.
Pay only for what you use. By reducing data duplications, you can improve your return on marketing technologies (RoMT). Companies that have high duplication rate are overpaying on their MarTech.
Organizations considering an investment in any TMS should conduct a Tag Audit as part of the vendor selection process to better understand the current pain points and to desired outcome.
Monthly tag deployments audits can help organizations identify attain the Fully Deployed status by identifying pages with missing tags, duplicate tags and failed vendor rules.
Summary of Best Practices
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Switch to tableau reader
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Composition of Tags Used within the Media and Entertainment Industry
Media and Entertainment: State of the Industry
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M&E Sites with the Most Tags
Media and Entertainment: State of the Industry
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Audit Score vs. Number of Tags
Definitions of categories of Organizations:
Journeymen: What few tags these organizations have attempted to deploy, they deployed sporadically.
Craftsmen: What few tags these organizations have deployed, they've deployed adequately.
Scouts: These organizations have deployed many tags relative to their industry and have deployed them sporadically.
Expeditionaries: This group is realizing the best Return on their Marketing Technologies (RoMT) in the category.
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
News and Weather had a median of 47 tags, while the industry median is 40.
The bar graph on the left shows the median number of tags, while the one on the right uses a box plot to better explain the distributions.
Insight #1 - News and Weather sectors are the most advanced
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
The M&E sectors are using web analytics, but many sites fail to completely deploy it (about 32%)At LCG, the standard for a fully deployed analytics solution is at 95% of pages tagged.
Insight #2 – All sectors have partial implementations of Analytics
Percentage of Sites with Analytics Deployed to at Least 95% of pages
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Insight #3 - Of the M&E sites implementing TMS, 26% are opting to pay for the service
Why?
While there are a multitude of free TMS options, our surveys have shown that the desire to avoid vendor lock-in, privacy concerns, and the complexity of IT architecture were cited as the main reason
Primary TMS Vendor of FSI Sites Implementing Tag Management Systems
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TMS Implementation by Sector
Insight #3 - Of the FSI sites implementing TMS, 26% are opting to pay for the service
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Insight #4- Sites with fully deployed Tag Management Solutions are generally out-performing those without
We believe that the adoption of robust data governance and quality assurance processes improves the reliability of web data and improves the Return on Marketing Technologies
Benefits of Deploying a TMS
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Based on our learning from this Whitepaper and similar research for other industries, we have consolidated a list of best practices.
Establish a data governance function Conduct Tag Audits to maximize the Return on AdTech and MarTech (ROI) Avoid vendor lock-in. If you have a TMS vendor other than your analytics
vendor, you can negotiate contract renewals more aggressively because you have reduced your switching costs.
Pay only for what you use. By reducing data duplications, you can improve your return on marketing technologies (RoMT). Companies that have high duplication rate are overpaying on their MarTech.
Organizations considering an investment in any TMS should conduct a Tag Audit as part of the vendor selection process to better understand the current pain points and to desired outcome.
Monthly tag deployments audits can help organizations identify attain the Fully Deployed status by identifying pages with missing tags, duplicate tags and failed vendor rules.
Summary of Best Practices
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 25
Helping organizations develop, deploy and measure digital marketing strategies
Paul LimaManaging [email protected]: @LimaConsulting