dv 2016: mission possible - building a new analytics framework
TRANSCRIPT
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Mission Possible: Building a
New Analytics Framework
Oleg Kalenichenko, Cox Communications
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Oleg KalenichenkoDirector 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
SonnyTeddy
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How the world sees my job….
Boring, uneventful, reporting,
crunching numbers…
How I view my job….
Modern-day Gold Rush, exciting,
rewarding, innovative!
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Digital “Gold Rush” success factors
• Implementing robust analytics through Tealium. Lessons learned.
• Two use cases: innovation through Tealium using data.
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Analytics Implementation
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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.
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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• Hard-coded outdated implementation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• Outdated solution design. 75% of analytics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.
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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”
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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
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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
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Step 4: Tell your IT how to implement Tealium and UDO
• Use Tealium’s technical guide
• UDO as early on the page as possible
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“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
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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
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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)
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Step 7: Test and launch!
• Multiple reporting suites for dev and production
• Testing all scenarios was very challenging and time consuming
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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
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The Grid
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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
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The Grid Test – Dec 2015
• Untested new concept to sell product
combinations
• Visual channel lineup
• Channel lookup tool
• “Best Deal” badge
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Responsive mobile version
• No degrading functionality
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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!
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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
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Page Load Time Dashboard
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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?
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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!
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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
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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.
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AUDIENCE Q&A
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Thank YouOleg Kalenichenko
https://www.linkedin.com/in/olegkalenichenko
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