get to know: ensighten pulse
TRANSCRIPT
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Get to Know Ensighten PulseMichael Buzzelle, Sr. Consultant, Ensighten
#agility2016
Meet the Teacher
Michael BuzzelleSr. Consultant, Ensighten
Hometown, Seattle Ski Instructor Photographer
4AGENDA01 02 03 04Data Collection 101
Pulse Overview
Deployment Use Cases
• Data Collection
• Anatomy of a Web Beacon
• Digital Marketing Tracking
• What is Pulse
• Data Ownership – 3rd vs 1st Party
• Pulse Pixel Design
• Data Flow
• Benefits of Pulse
• Channel Deployment
• Display Example
• Paid Search Example
• Onsite Deployment
• Ad Efficiency
• First Visit Contextualization
• Data Syndication
• Tips & Tricks
05Best Practices
5THE ENSIGHTEN CUSTOMER DATA PLATFORM> WEB/MOBILE ENTERPRISE TAG
MANAGEMENTOnboard any tech; activate profiles back through existing solutions via 1K+ tag integrations
> OMNICHANNEL DATA COLLECTIONStart collecting customer data as first-party ASAPfrom any offsite source
> OMNICHANNEL PROFILE CREATION & MANAGEMENTImport offline CRM/EDW/POS data for profile creation/management with cross-channel ID stitching
> PRIVACYEnforce onsite consumer privacy regulations including monitoring and alerting system for non-secure onsite data exposure
Pulse
OneManageMobile
Privacy
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DATA COLLECTION 101
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> The practice of leveraging tracking technologies to collect user-level data on the web. Traffic generation Engagement Conversion Retention
Data Collection
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DoubleClick Floodlight Criteo AppNexus BlueKai MediaMath
Anatomy of a Web Beacon
cmpid=123&event=imp&channel=displayno-content.ensighten.com/pulsehttps:// ?
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Offsite
Digital Marketing Tracking
Display
Paid Search
Social
Mobile
Onsite
&
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ENSIGHTEN PULSEOVERVIEW
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> A data-collection service in the form of an image pixel or click redirect that the client owns, 1st Party.
> Allows the user to collect dynamic and static data.
> Enables cookie setting functions to write, append, increment or decrement values.
What is Ensighten Pulse?
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IE Chrome FireFoxIE Chrome FireFox Safari
Data Ownership – 1st Party vs 3rd Party> Ensighten Pulse enables 1st party data collection
offsite and onsite for all users exposed to the pixel.• Through the use of a CNAME resource listed in the
client’s DNS> 3rd Party data forgoes all data collected from
browsers like Safari who, by default, block all 3rd party data collection.
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> Impression:• http(s)://pulse.awesomeclientsite.com?
channel=dsp&event=imp&dom=1&cw_cmpid=%ebuy!&ci_impcnt=1
> Click Redirect:• http(s)://pulse.awesomeclientsite.com?redirect=https
%3A%2F%2Fwww.awesomeclientsite.com%3Fchannel=dsp&event=imp&dom=1&cw_cmpid=%ebuy!&ci_impcnt=1
Pulse Pixel Design
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Pulse – Data Flow
Pulse Pixels in offsite media: Display Email Paid Search Social Etc…
End User – Browser/Device
PULSE CLUSTER
PulseLogs
Pulse pixels generate server logs which are enriched with uuid, timestamp, IP address,
cookie data, geo data and browser info.
Fire
wal
lDataWarehouse
Export and map reduce processes
move JSON, CSV, and AVRO logs to Data
Warehouse.
Client Ingestion
Pulse Server Clients access the data from Data Collection UI, API, or SFTP
with Manage credentials.
1 2 3
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> 1st Party data ownership.> Expanded reach of data collection over 3rd Party
solutions.> Cross-Channel data collection into one homogeneous
data source.> Connect offsite engagement with onsite interactions.> Seamless data flow from offsite and onsite with data
layer.> Part of the larger Customer Data Platform.
Benefits of Pulse
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Partner Sites
CRM
Mobile sites & App
Affiliates & Remarketer
s
Call Center
Offline Ad Promo codes
Online properties
Offsite Ads & Content
Organic & Paid Search
Onsite Ads & Content
Ensighten
Ensighten
Ensighten
Ensighten
Ensighten
Pulse for a Multi-Channel Digital Strategy
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ENSIGHTEN PULSEDEPLOYMENT
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Pulse Offsite - Display
Impression Pixel:• http(s)://activate.awesomeclientsite.com?
channel=dsp&event=imp&dom=1&cw_cmpid=%ebuy!&ci_impcnt=1
Click Redirect:• http(s)://activate.awesomeclientsite.com?
channel=dsp&event=clk&dom=1&cw_cmpid=%ebuy!&ci_clkcnt=1
> Pulse can collect offsite impression and click data stored as 1st party cookies to the client domain.
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Pulse – Offsite Display (DCM)
•%eaid! - Ad ID•%eadv! - Advertiser ID•%ebuy! - Campaign ID
•%ecid! - Creative ID•%epid! - Placement ID•%esid! - Site ID
DCM Macro Example:1 3
Resulting Pixel:https://activate.awesomeclientsite.com/redirect?cw_pch=1&cw_pei=3&cw_pbrd=1&ci_pacc=1&ci_pdctc=1&cw_pve=3&cw_pdadvid=%eadv!&cw_pdsid=%esid!&cw_pdplid=%epid!&cw_pdcid=%ebuy!&cw_pdcrid=%ecid!&cw_pdadid=%eaid!&cw_pdsid=%esid!&url=http%3A%2F%2Fwww.awesomeclientsite.com
2
DCM Steps:1. Go to the Campaigns (or Advertiser)
Level within DCM2. Click Properties tab3. Scroll down to the Event Tag section4. Click New Impression or Click Event Tag5. Go through set-up, place the Pulse pixel
from step 2, and hit save6. Hit save again on Advertiser Properties
Tab
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Pulse – Offsite Paid Search> Pulse can collect offsite click data stored as 1st party
cookies to the client domain. Paid Search Campaigns Dynamic Search Ads
(DSA) Product Listing Ads
(PLA)
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Pulse – Offsite Paid Search (AdWords)
<li>Encrypted ID</li>
• cw_ppscid={campaignid}
• cw_ppsgid={adgroupid}• cw_ppsti={targetid}• cw_ppsmt={matchtype}
• cw_ppsn={network}• cw_ppsc={creative}• cw_ppskw={keyword}• cw_ppsp={placement}• url={lpurl}
Adwords Macro Example:1
Resulting Pixel:https://activate.ensighten.com/redirect?cw_pch=2&cw_pei=3&cw_pbrd=1&ci_pacc=1&ci_ppsctc=1&cw_pve=20&cw_ppscid={campaignid}&cw_ppsgid={adgroupid}&cw_ppsti={targetid}&cw_ppsmt={matchtype}&cw_ppsn={network}&cw_ppsc={creative}&cw_ppskw={keyword}&cw_ppsp={placement}&url={lpurl}
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3
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> Page Load Tracking Domain Referrer Page Name Any other attribute
> Event Tracking Specified End Actions Conversion Events Cart Data (e-commerce) Anything in the Data Layer
Pulse Onsite
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ENSIGHTEN PULSEUSE CASES
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> Leverage Pulse across all display/search vendors• Uniquely measure the performance of each vendor
separately.• Increase return on ad spend by shifting spend from
underperforming vendors to those who deliver better performance.
Ad Efficiency
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> With all offsite media tracked (including display impressions)• Drop cookies to identify exposure of media to those
users.• Match the experience that users have seen offsite
with their first visit to your site.• Swap content based on what that user has been
exposed to offsite or from cookie data.
Message Matching/Swapping
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> Pulse is great at collecting data, now make your other tools better, too.• Syndicate data to SiteCatalyst in eVars/props to layer
offsite media exposure for site visitors as soon as they land onsite.
• Push Pulse data into the dataLayer to make it available for personalization tools – Maxymizer, Optimizely, Adobe Target.
Data Syndication
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ENSIGHTEN PULSEBEST PRACTICES
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Tips and Tricks> Get organizational buy-in including IT and get groups to
the table early.> Define all in-scope marketing channels for tracking prior
to starting.• Outline agencies and partners whom will be part of this effort.• Provide a thorough Pulse overview to all involved stakeholders.• Communicate early and often.
> If all channels are included, begin with onsite, display and paid search.
> Only use cookie functions for specific use cases.> Create consistency between channel data.
• Parameter selections, names, etc..
> Keep tracking as simple as possible while being complete.
> Implementation documentation is key.
Best Practices
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Q&A
MICHAEL BUZZELLESr. Consultant
Ensighten
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APPENDIX
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> With the latest release of Pulse, initial product set-up is streamlined within the UI for Certification, Whitelisting and Exports.
Pulse – Certificates, Whitelisting & Exports UI
SSL/SAN Certificates
Data Exports
Whitelisting
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Leveraging Professional ServicesFeatures Premium Support: Designated Ensighten Services Resources > Product Implementation> Product Support
Professional Services: Complete Service Offering > Onsite Strategic Consulting> Platform and Product Implementation> Platform Migration> Platform Support> Program Management> Activate and Attribution Implementation and
Support> ASG (Analytics Solutions Group)
Benefits > Higher marketing ROI> Faster program implementations> Higher digital revenue> Improved customer satisfaction
ENSIGHTEN
SUPPORT
ENSIGHTEN PREMIUM SUPPORT
ENSIGHTEN PROFESSIONAL
SERVICES
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ICE
& SU
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T NE
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BUSINESS USE CASE COMPLEXITY