implementing test&target - agility2013

Enterprise Tag Management

Chris Zakharoff / Marketect / Ensighten R&D

Implementing Adobe Test&Target

#agility2013

Test&Target Functional Overview

TEST

A/B testing

Multivariate testing

Conversion Optimization

TARGET

Customer Profiling

Behavioral Targeting

Segmentation Targeting

#agility2013


What can you test?

Layout

Promotions

Pictures

Headlines

Sales copy

Calls to action

Signup forms

Email campaigns

Offsite Banner Ads

Mobile

#agility2013


<script type=“text/javascript” src=“//path/to/mbox.js”></script>

OR

T&T

#agility2013


Marketing Box = “mbox”

Serves alternate content

Sends customer profile information

Records conversion metrics

Digital Marketing with Test&Target

In The Wild

#agility2013

Digital Marketing Today is Demanding

24/7 global businesses, requiring real-time marketing

reaction.

Customers expect a 1-1 experience in their digital brand

interactions.

Many Marketers are unable to modify or deploy

promotions and digital marketing services quickly.

- Long, site-wide IT release cycles

- Marketing is not always an IT top priority

- Unavailability of IT or agency resources

- Technical skillset bottleneck

- Cost-sensitive, cost-prohibitive

7 | Ensighten, LLC. - Confidential, All Rights Reserved.

#agility2013

Digital Marketing Today


Mboxes are incredibly important to the Marketer

Multiple Uses:

Promotions

Top Segments

Personas

1:1 Personalization

Email Repeater

OBA Repeater

Search Repeater

Brand Messaging

Navigation

…even all at the same time!

#agility2013



But Marketers are limited by the mbox location –

adding or removing mboxes is another IT request…

Hard-coded mbox

#agility2013



Advanced attempts to reach beyond the mbox via

Javascript creates complexity and skillset bottlenecks

• Campaign Traffic Jams

• Less Than Ideal Performance

• Content Flicker / Poor UX

#agility2013



An Agile Mbox Implementation Strategy is the Key

• Dynamically Delivered As Needed

• No Wasted Mbox Calls / Cost

• No Long IT Release Cycles

• No Skillset Bottlenecks

#agility2013

Ad Hoc

Testing

Full Scale

Implement

ation

Disciplined

Testing

Series

Full Time

Iterative

Testing

Optimization

Organization

0

1

2

3

4

5

6

2013Q1

2013Q2

2013Q3

2013Q4

2014Q1

Agility

Status Quo

Implementation Agility = Optimized ROI $$$

Ensighten + Test&Target

Optimization Agility

#agility2013

Ensighten +Test&Target Benefits

14 | Ensighten – Confidential, All Rights Reserved.

Implementation & Operational Management

Simplified Vendor Solution Management

Data Layer Integration - Profile, Segmentation,

Targeting, & Personalization Enrichment

Advanced Implementation Plugins

Partner App Reporting Integrations

Partner App Testing

Optimize your Optimization Efforts

#agility2013

Analyzed 15+ Different Integrations

1. Adhoc mboxCreate …

2. Global mboxCreate …

3. Dynamic Global …

4. Adhoc mboxCreate - …

5. Adhoc mboxDefine/…

6. Adhoc Ensighten Xpath …

7. Adhoc Ensighten Xpath …

8. Global / Adhoc Turbo …

9. Global / Adhoc Turbo + …

10. Adhoc Xpath inject …

11. Injected div …

12. Server to server …

13. Adobe Tag Manager …

14. Adhoc iframeBox …

15. Adhoc adBox …


T&T

#agility2013

4 Mbox Implementation Solutions


1. Global

2. Conversion

3. Content

4. Redirect

95% of Use Cases

#agility2013

4 Implementations = 95% Use Cases


Mbox Types by Function and Implementation

1. Global

1. Use Case Benefits: Ideal for engagement metrics & site-wide testing

2. Ensighten Value Add: Not committed to high expense; no wasted mbox calls / cost

2. Conversion

3. Content

4. Redirect

#agility2013




1. Global

2. Conversion 1. Use Case Benefits:

Passive tracking used to determine winning experiences

2. Ensighten Value Add: Data Layer integration for easy implementation and asynchronous conversion tracking

3. Content

4. Redirect

#agility2013




1. Global

2. Conversion

3. Content 1. Use Case Benefits:

Alternate content injection for experimentation in MVT or A/B tests.

2. Ensighten Value Add: Asynchronous, Flicker-free content swapping without requiring Javascript skillset.

4. Redirect

#agility2013




1. Global

2. Conversion

3. Content

4. Redirect

1. Use Case Benefits: Testing entire alternate page treatments via traffic redirection split tests.

2. Ensighten Value Add: High-performance, Flicker-free redirect testing.

#agility2013

Advanced Implementation Features


Implementation Plugins

QA Debugging Tools

Partner App Reporting Integrations

Advanced Implementation Features

Advanced Analytics:

– Enhanced Profiling & Segmentation

Advanced Optimization:

– Enhanced Targeting & Enhanced Personalization

Data Layer Integration

#agility2013

Launch the Adobe Test&Target App


#agility2013

Provision Mboxes

Launching the Ensighten Visual Tagger

Provisioning a Global Mbox

Provisioning a Content Mbox

Provisioning a Redirect Mbox

Provisioning a Conversion Mbox


Thank you!

[email protected] @chriszak

implementing test&target - agility2013

Documents