"Scaling Your Digital Marketing Programs to Reach a Global Audience" - VMware + SiteOlytics, Digital Velocity 2015

© 2015 Tealium Inc. All rights reserved. | 2


SCALING YOUR DIGITAL MARKETING PROGRAMS TO REACH A GLOBAL AUDIENCE

VMware & SiteOlytics


WHO WE ARE

Michael T. Butler – Director of Global eCommerce, VMware. Held senior eCommerce positions at Hpshopping.comand Accenture.

Roland Oberdorfer – Managing Director & Cofounder, SiteOlyticsFormer CTO of hp’s online consumer business and General Manager for eCommerce at NVIDIA


WHO WE ARE

VMware - > $6 billion dollar industry leading virtualization software company. Virtualizing infrastructure from the data center to the cloud to mobile devices –we enable IT to deliver services from any device, anytime, anywhere

SiteOlytics – Creative Web Marketing and Analytics Agency with eCommerceFocus.

https://twitter.com/siteolytics

https://twitter.com/VMware


VMWARE

http://bit.ly/1CtlHg6

http://bit.ly/1CtlHg6


OBJECTIVEVirtualization


QUEST TO VIRTUALIZE

VMware’s quest is to virtualize IT.

VMware’s products are a necessity for

any cloud solution. How to distribute the

software across the planet?

How to scale globally with a centralized

platform that provides local flexibilities.


CHALLENGESGlobalization


QUEST TO VIRTUALIZE

Existing SAAS eCommerce platform

established in a few countries.

Many retired and invalid tags across the

environments on a code level and CMS.

Which countries should be expanded to

first?


GLOBAL SOLUTION Tealium


PLAN THE QUEST

Get organized – create an inventory of all tags by country

Research market data by country. Investigate local marketing challenges and solutions for each country

Understand language implications, tax systems, currency conversations, and digital privacy laws for each country.

Create action plan and plot out sequence of launches by country


PLAN THE QUEST - TIMELINE• Analysis

• Compile list of

currently used tags

by store

• Access and validate

accounts

• Review and cleanup

list

• Development

• Account creation

• Integrate tag

container into global

store template

• Account validation

Apr 2014May 2014

• Transition / Set up

• Remove all tags across

all stores form product

and category pages

• Disable all tracking flags

across all stores and

pages

• Set up all tags in tag

manager

• Validate all tags

• Go Live

• Monitor and test all

analytics accounts

and systems

Jun 2014 Dec 2014

• Expansion

• Launch China

and Russia

• Cyberweek

campaigns

Sep 2014

• SiteCatalyst

• Adjust events,

props, and

vars

• Expansion

• Launch Japan and

Brazil


GLOBAL PREPARATION

Implement global data layer

Define and create extensions necessary

Manage your countries in a lookup table

Manage taxes centrally

Define a naming convention that works

globally

The Global eCommerce Extension


GLOBAL VENDOR MIX


GLOBAL LOOKUP TABLE

A global lookup table extension

makes it easy to manage all

countries and allows to quickly

expand into new countries.


GLOBAL NAMING CONVENTION

• Consistent Global Naming

Convention is key to be able to

manage load rules, tags, and

extensions.

• It is also a must to have proper

reporting by country and

regions.


GLOBAL ECOMMERCE BUNDLE

• The prebuild E-Commerce

Bundle saves time and helps

you get up and running faster.

• All E-Commerce related data

sources get automatically

added and mapped.


LOCAL FLEXIBILITIES Tealium


RUSSIA

Issue

Yandex tracking via Marin codes not

working.

Solution

Yandex versus Google

Results Ad campaigns are

running

nicely in parallel on

Yandex and Google

Need the Yandex Metrica code placed on all

pages of the Russia store, including the

Thank You page.

Yandex tracking need to run in parallel to

Marin and Google AdWords codes


JAPAN

Issue

Affiliates get paid for product sales numbers..

Countries like Japan include taxes in the displayed price already.

Affiliates would earn extra.

Solution

Consumption Tax Included

Results Accurate affiliate

payments

A custom extension recalculates the price of

the product based on the tax percentage in

the country.

Tax percentages are getting maintained in

data layer.


GERMANY, AUSTRALIA, JAPAN

Issue

Atlas (Microsoft Advertising) Action tag enables the unified management of digital marketing campaigns across display banners, rich media, search, video, and websites

Some countries do not want this solution on their site.

Solution

Exclude countries for certain campaigns

Results Compliance with local

laws is simply

achieved with a clean

data layer.

Exclude the pixel entirely by setting the right

country specific load rules.


CHINA

Issue

Preparing to launch PPC campaigns in support of the VMware China eStore.

Confirm that all Paid Search tracking pixels are properly in place.

Conversion pixels on the Thank You pages to be modified to dynamically report revenue.

Solution

Ad campaigns in China

Results Additional country

goes live within a few

weeks and is fully

integrated

Adding China to PPC campaigns.

Verify via debugger that all pixels are firing

as expected.


RESULTSTime to Market


TIME TO MARKET = SALES

20-30% return on ad spending

Ability to execute marketing campaigns faster

Take developers out of the process

What took weeks takes hours

Cost savings

Centralized management of all tags

Clean code

Error tolerant and flexibility to make changes during code freeze


OUTLOOKExciting stuff …


EXCITING STUFF …

New products

Additional Countries

Real-time Marketing