Digital Data Tips Tuesday #1 - Tag Management: Martijn Visser - ING

Mar$jn Visser -‐ #DDTT Tag management May 6th 2014

Digital Data Tips Tuesday -‐ Amsterdam h?p://digitaldata.$ps 1

Welcome

Tag Management at ING

Martijn Visser Technical Web Analyst ING Nederland



Innovates tools and processes so analysts and online marketeers are able to generate quicker and better insights

is known at ING and beyond as the knowledge centre for all digital customer behaviour

Proactive sharing of insights to increase omni-channel sales & service

Frank Piels

(intern)

Ingrid Uitendaal

Joël de Haan

Kevin Anderson

Maarten Schavemaker

Maaike Plieger

Martijn Visser

Win Yan Man

About Digital Analytics Team

Past Present Future

1 2 3



ING background:

ING.nl Mobile Banking App

My ING

There must be a better way…



Tag Management!

How can I get a TMS at a bank?

Stakeholders: Management Privacy Security Risk Legal IT Architects (Online) marketeers Product owners & more…



Start: with identifying your problems (1/3)

Goal: buy-in 1.  No standardized measurements 2.  Inconsistent IT approach 3.  Limited user experience

Why: are they problems for your company? (2/3)

•  Incorrect measurements mean no insights •  Higher costs •  Lower sales and service •  No IT/privacy control •  No optimized user experience



Suggest: What is a solution? (3/3)

•  Suggest a general solution, not a vendor •  Never “bypass IT”

My approach: 1.  No big bang, let me prove myself 2.  IT feels in control, checks & balances built in 3.  Match your stakeholder Bonus: use a metaphor

Deep dive: ‘what’s in it for them’

But… TMS… It could bring the site down! Matches our architecture, kill switch Anyone could add tags! User rights management, process

optimization, security & audit logging, What happens to the data? Provides us with total control over

which data gets send to which system

After buy-in from management: •  Talk to each stakeholder individually •  Add them to your project group •  Use their concerns as a TMS solution



Group: find the best tool with your projectgroup

•  Create a projectgroup with all involved stakeholders •  Identify required functionality & questions for TMS •  Search for vendors & organize a Request For Proposal •  Do a Proof of Concept •  Make a decision based on the determined requirements

Group Identify RFP POC Choose

POC: Make it happen

Create use-cases: •  When is the website successful? •  Which information do I need? •  When does it need to be sent? Test them!



Past Present Future

1 2 3

Ensighten

ING selected: •  Matches our architecture, security, risk & legal requirements •  Support for current and future implementations •  Native app libraries •  Enterprise support



How: did we get Ensighten implemented?

•  Code implemented •  Re-used POC use-cases •  Stay on top

Finalize: show what you can!

Data layer

analytics targeting customer experience personalization


My ING



Which problems did I solve?

•  Scroll tracking •  Single Page Applications •  Video •  Call Me Now

Past Present Future

1 2 3



Data layer

analytics targeting customer experience personalization

Callcenter


My ING

Branches

What’s next?



Questions?

[email protected] @martijnvisser82

Internet

Digital Data Tips Tuesday #1 - Tag Management: Martijn Visser - ING