"how harman amplifies e-commerce success: a case study" - harman international, digital velocity...

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  • 2015 Tealium Inc. All rights reserved. | 1

  • 2015 Tealium Inc. All rights reserved. | 2

    Amplifying E-commerce Success

    Harman International

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    About Harman

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    About HarmanHouse of Brands

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    About HarmanOver 60 years of industry groundbreaking firsts

    1928 Worlds first talking movie features Lansings HD loudspeakers

    1937 MGM-Lansing sound system wins first of two Academy Awards

    1949 Crown introduces first open reel tape recorder with built-in power amp

    1948 First ever in-car radio

    1984 JBL in Lincoln Town Car Premiers as First OEM Branded Car Audio System

    1997First car radio/CD/nav. system

    1999HK Soundsticks debut at MOMA

    / 1958 Harman Kardon releases the worlds first stereo receiver

    1975 Becker launches first car cassette radio

    1969 JBL powersfirst of three Woodstocks

    1970s JBL co-develops the Wall Of Sound for the Grateful Dead

    1971 DBX brings realism of live performance to recorded music

    1991 AKG binaural products used on Mir Space Station

    1983 George Lucas selects JBL to develop the first THX licensed theater audio system

    1983 Crown taps JBL to develop first THX licensed system

    1956 Sidney Harman buys out Bernard Kardon and creates Harman International

    1953 AKG invents worlds first dynamic cardiod microphone

    1953 Harman Kardon introduces first FM tuner

    1987Martin lights up the dance floor with disco lights and fog machines

    1989 Digitech Whammy first foot-controlled pitch shifting guitar pedal

    2002 Three JBL engineers receive Academy Awards

    2014 HARMAN wins third GRAMMY

    2004 Harman enables first Bluetooth wireless connectivity in the car

    2004 JBL one of first to release audio docks for iPod.

    2012 JBL introduces Flip

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    About Harman

    Infotainment (54% of revenue)Navigation, Multimedia, Connectivity, Safety & Security solutions and services.

    Lifestyle (28% of revenue)Premium Branded Audio products for use at home, in the car and on the go.

    Three Corporate Divisions

    Professional (18% of revenue)Audio, Lighting, Video Switching and Control systems for the installation, portable PA, touring, broadcast and cinema markets.

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    About HarmanMost Respected VenuesYankee Stadium NATO Headquarters Beijing National Stadium

    Grand Mosque at Mecca Radio City Music Hall Walt Disney Concert Hall

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    About HarmanThree Corporate Divisions

    Infotainment (54% of revenue)Navigation, Multimedia, Connectivity, Safety & Security solutions and services.

    Lifestyle (28% of revenue)Premium Branded Audio products for use at home, in the car and on the go.

    Professional (18% of revenue)Audio, Lighting, Video Switching and Control systems for the installation, portable PA, touring, broadcast and cinema markets.

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    About HarmanMost Admired Vehicles

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    E-commerce History

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    ABOUT HARMAN E-COMMERCEHistory

    B2C (and especially ecommerce) were never a large part of the Harman businessFew dedicated e-commerce employeesNo global ecommerce leadership

    Limited knowledge or resource sharing across regionsProperties were regionally built and maintained

    Often by the sales team Built with limited resources Occasionally hosted and/or maintained by 3rd parties

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    About E-commerceInherited E-commerce Infrastructure

    ~10 platforms None of which is fast enough Maintained by different dev groups Some hosted by 3rd parties Inconsistent site design, features, and tracking

    Myriad feeds for various purposes Different tracking capabilities

    Known and unknown tags throughout Off-brand sites in some cases Region-specific payment collection solutions Hard-coded tracking

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    Objective

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    Objective

    Build a more robust and scalable online B2C solution by expanding investing in e-commerce.

    Leverage online vehicles to drive revenue and brand awareness.

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    Objective

    Digital Team

    Stakeholders Sales Marketing

    Tasked with: Building a best-in-class e-commerce

    practice across all markets 2 years into a ~4 year plan

    Doubling revenue each year Increasing Harman brand awareness

    among consumers

    Analytics Manager Stakeholders

    Marketing IT

    Tasked with: Standardize tracking and reporting Automate re-occurring reporting BI warehouse Personalization Site optimization Expedite marketing campaign time to

    market

    New Global Team

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    Objective

    Phase 1 (Standardization)

    Global On-Brand Site Design Global Platform Global Payment Consistent Tracking Speed-up Marketing Campaigns Consistent Site Features

    Phase 2 (Enhancement and Expansion)

    Personalization Testing SEO Optimization BI Warehouse BRIC Expansion

    E-commerce Roadmap

    Phase 1 Phase 2

    Year 1 Year 2 Year 3 Year 4

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    Objective

    Phase 1 (Standardization)

    Global On-Brand Site Design Global Platform Global Payment Consistent Tracking Speed-up Marketing Campaigns Consistent Site Features

    Phase 2 (Enhancement and Expansion)

    Personalization Testing SEO Optimization BI Warehouse BRIC Expansion

    E-commerce Roadmap

    Phase 1 Phase 2

    Year 1 Year 2 Year 3 Year 4

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    Challenge and Solution

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    Challenge

    Site Performance

    Tags slowing down site load

    Unknown legacy tags

    Messy code from in-page tags

    Limited IT Resources

    2-4 week sprints Time spent

    communicating and documenting requirements

    Limited code sharing across tags and sites and no sharing across platform

    Removing tags is another ticket

    Different IT teams requires duplicate communication and different implementations.

    Slow Time to Market

    Marketing campaigns have to wait for tracking to be added

    Documentation

    Auditing tags and documenting implementation in Word documents

    Scale

    4 Sites 16 tags

    Multiple instances of many (50+ MediaMind tags)

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    Solution

    1. Move all tags into a tag management system

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    Solution

    1. Move all tags into a tag management system

    2. Single container across all sites

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    Solution

    1. Move all tags into a tag management system

    2. Single container across all sites3. Robust data layer to eliminate (or at

    least reduce) the need for code changes to launch new tags

    Virtually every product touch-point

    All product meta-data Entire checkout process Checkout sequencing User group & test segment

    Brand/category affinity Hierarchical page names Custom page elements More

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    SolutionVendor Requirements

    Client-side tracking Compatible with virtually all tags Asynchronous tag loading Alternate solutions for data layer variables Virtually no lag in launching tags User-friendly QA tools Stable company Solid success record and references

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    SolutionVendor Evaluation

    Tealium iQ

    Great references Intuitive interface Corporate leadership

    Ensighten

    Ok references, but not stellar

    Appeared to be less user-friendly than Tealium

    Tagman (now part of Ensighten)

    Appeared to lack the resources to keep up with competition

    Terrible references

    Google Tag Manager

    Only compatible with Google tags and a few others

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    Results

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    SolutionTracking

    Site Performance

    Tags slowing down site load

    Unknown legacy tags

    Messy code from in-page tags

    Limited IT Resources

    2-4 week sprints Time spent

    communicating and documenting requirements

    Limited code sharing across tags and sites and no sharing across platform

    Removing tags is another ticket

    Different IT teams requires duplicate communication and different implementations.

    Slow Time to Market

    Marketing campaigns have to wait for tracking to be added

    Documentation

    Auditing tags and documenting implementation in Word documents

    Scale

    4 Sites 16 tags

    Multiple instances of many (50+ Mediamind tags)

    No in-page tags Asynchronous tags

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    SolutionTracking

    Site Performance

    Tags slowing down site load

    Unknown legacy tags

    Messy code from in-page tags

    Limited IT Resources

    2-4 week sprints Time spent

    communicating and documenting requirements

    Limited code sharing across tags and sites and no sharing across platform

    Removing tags is another ticket

    Different IT teams requires duplicate communication and different implementations.

    Slow Time to Market

    Marketing campaigns have to wait for tracking to be added

    Documentation

    Auditing tags and documenting implementation in Word documents

    Scale

    4 Sites 16 tags

    Multiple instances of many (50+ Mediamind tags)

    Adding tags no longer dependent upon IT

    IT freed-up to work on enhancements

    ROI within ~4 months

    One-time setup for each tag regardless of the number of sites using it

    Tags removed in 5 minutes

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    SolutionTracking

    Site Performance

    Tags slowing down site load

    Unknown legacy tags

    Messy code from in-page tags

    Limited IT Resources

    2-4 week sprints Time spent

    communicating and documenting requirements

    Limited code sharing across tags and sites and no sharing across platform

    Removing tags is another ticket

    Different IT teams requires duplicate communication and different implementations.

    Slow Time to Market

    Marketing campaigns have to wait for tracking to be added

    Documentation

    Auditing tags and documenting implementation in Word documents

    Scale

    4 Sites 16 tags

    Multiple instances of many (50+ Mediamind tags)

    Simple tags live in 15 minutes

    Most complex new tag was live in a couple hours

    Campaign launch time is no longer restricted by tracking

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    SolutionTracking

    Site Performance

    Tags slowing down site load

    Unknown legacy tags

    Messy code from in-page tags

    Limited IT Resources

    2-4 week sprints Time spent

    communicating and documenting requirements

    Limited code sharing across tags and sites and no sharing across platform

    Removing tags is another ticket

    Different IT teams requires duplicate communication and different implementations.

    Slow Time to Market

    Marketing campaigns have to wait for tracking to be added

    Documentation

    Auditing tags and documenting implementation in Word documents

    Scale

    4 Sites 16 tags

    Multiple instances of many (50+ Mediamind tags)

    A list of all tags easily accessible

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    SolutionTracking

    Site Performance

    Tags slowing down site load

    Unknown legacy tags

    Messy code from in-page tags

    Limited IT Resources

    2-4 week sprints Time spent

    communicating and documenting requirements

    Limited code sharing across tags and sites and no sharing across platform

    Removing tags is another ticket

    Different IT teams requires duplicate communication and different implementations.

    Slow Time to Market

    Marketing campaigns have to wait for tracking to be added

    Documentation

    Auditing tags and documenting implementation in Word documents

    Scale

    4 Sites 16 tags

    Multiple instances of many (50+ Mediamind tags)

    Single container No duplicate tags

    MediaMind tags solved via an extension

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    Future Plans

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    Future Plans

    Complete platform consolidation Global payment provider Complete BRIC expansion Launch MVT program Launch personalization program BI warehouse (exploring Tealium AudienceStream as part of this

    project)

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    Key Takeaways

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    Key Takeaways

    1. Take your time planning the implementation2. Design a tag-agnostic, scalable data layer3. Avoid redundancies4. Utilize naming conventions and labels5. Experiment with extensions (ON STAGING)6. Add the Tealium EventStream tag to your profile(s) for QA

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    Thank [email protected]

    Yes, sadly I have a 2 in my email address