SuperTag - the Smart Solution for Tag Management

> Datalicious SuperTag < Streamlining tag management and integra-ng marke-ng pla0orms

© Datalicious Pty Ltd 2 June 2013

FREE tag management with op:onal support

June 2013 © Datalicious Pty Ltd 3

The Internet runs on tags


Digital marke:ng = tags

> Data driven marke:ng = tags


Media ABribu:on & Modeling

Op:mise channel mix, predict sales

Tes:ng & Op:misa:on Remove barriers, drive sales

Boos:ng ROMI

Targe:ng & Merchandising Increase relevance, reduce churn

“Using data to widen the conversion funnel”

> Challenge: Tag management §  Inefficient tag management impacts … –  Idea genera:on and strategy development

§  Technology limita-ons dampen crea-ve thinking and idea genera-on rather than s-mula-ng them

–  Campaign execu:on and op:misa:on §  Ineffec-ve tag deployment reduces speed to market for campaigns and limits ability to implement changes

–  Content relevance and user experience §  Pla0orm silos limit cross-‐channel integra-on, thus reduced targe-ng, ad relevance and response rates

–  Report accuracy and media nego:a:ons §  Report inaccuracies and discrepancies damage client trust and limit nego-a-on power with channel owners

6 June 2013 © Datalicious Pty Ltd

> Solu:on: Datalicious SuperTag

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SuperTag

Conversion Tracking

Conversion De-‐duping

Media ABribu:on

Behavioral Targe:ng

A/B Tes:ng Heat Maps

Live Chat

Web Analy:cs

Any JavaScript

Easily implement and update any tag on any websites without or limited IT involvement De-‐duplicate conversions for CPA deals and align repor-ng figures across pla0orms Collect accurate mul--‐channel media aTribu-on data to provide advanced insights Enable advanced features such as targe-ng, tes-ng and chat to op-mise user experience

June 2013 © Datalicious Pty Ltd

> Overcoming team barriers

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Marke:ng SuperTag Technology

Easy to use online user interface enabling marketers to manage tags without intensive technology support


> Cross-‐plaRorm integra:on

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DSPs Ad Servers Targe:ng Tes:ng Live Chat Phone #s

SuperTag

CRM DM/eDM

Web Analy:cs Heat Maps Paid Search Affiliates

Centralised uniform business rules to trigger conversions and segment visitors across mul-ple marke-ng pla0orms


> Poten:al SuperTag use cases §  Implement tags without JavaScript skills or IT support §  Enable central pla0orm for tag management and audi-ng §  Improve page load speed across all websites and devices §  Simplify web analy-cs implementa-on & maintenance §  De-‐duplicate conversions and re-‐nego-ate CPA deals §  Track purchase path for advanced media aTribu-on §  Enable A/B tests and heat maps to improve conversions §  Turn any content element into a dynamic targe-ng area §  Enable re-‐targe-ng to increase ad response rates §  Trigger proac-ve live chats to improve user experience §  Target phone numbers to boost call center effec-veness §  ID customers and push key events into any CRM pla0orm §  Collect raw clickstream data for advanced analy-cs


SuperTag.js

> SuperTag code architecture

11

T

B

B

B

§ One tag for all sites & pla0orms §  Hosted internally or externally §  Easy tag implementa-on/updates §  Tag/business rule tes-ng on live site §  Facilitates A/B & MV test execu-on §  Implementa-on of heat-‐maps §  Re-‐targe-ng across channels & tools §  Live chat & phone number targe-ng §  Collect raw page & impression data

T T


Injec-ng JavaScript tags into the page based on business rules using the SuperTag top and boTom containers. The SuperTag top and boTom containers are JavaScript func-ons called in the page code just aber the opening <body> tag and just before the closing </body> tag on all page across all domains.

superT.t()

superT.b()

Works on … Websites, Flash mobile apps, videos, etc

June 2013 © Datalicious Pty Ltd 12 Copy & paste same code on all pages to implement

June 2013 © Datalicious Pty Ltd 13 SuperTag works on websites, mobile apps & videos

June 2013 © Datalicious Pty Ltd 14 SuperTag works on websites, mobile apps & videos

June 2013 © Datalicious Pty Ltd 15 Drag & drop tags through easy to use interface

June 2013 © Datalicious Pty Ltd 16 Add new tags from constantly growing tag library

June 2013 © Datalicious Pty Ltd 17 Add custom JavaScript for tags missing from library

June 2013 © Datalicious Pty Ltd 18 Build complex business rules to suit all scenarios

June 2013 © Datalicious Pty Ltd 19 Create new page variables from any page element


Create new page variables from any page element


Create premium experiences for high value clients


Turn any page element into dynamic content areas

June 2013 © Datalicious Pty Ltd 23 Define visitor affinity segments for re-‐targe:ng

June 2013 © Datalicious Pty Ltd 24 Customise what data to send to your data server

June 2013 © Datalicious Pty Ltd 25 Analyse raw clickstream data in Splunk in real-‐:me

> SuperTag integra:on


SuperTag app genera:ng JS app.supert.ag

Full SuperTag.js hosted by client or on c.supert.ag

Client pages referencing SuperTag.js

Browser execu:ng SuperTag.js

SuperTag DataCollector(s) d.supert.ag

Splunk saved searches and dashboards

JavaScript JavaScript

Requests

Tags

Logs

Lookup tables

Databases, files, etc

Splunk regex builder and data extracts

Addi:onal data (i.e. CRM, IP, social, etc)

Dedicated client Splunk server(s)

Ads & emails loading sta:c 1x1 pixel

Requests

> SuperTag ExactTarget integra:on



Full SuperTag.js hosted by client or on c.supert.ag


SuperTag integra:on via DataCollector

JavaScript Tags

Requests

Data Databases, files, etc

ExactTarget business rules and condi:ons

Addi:onal data (i.e. CRM, POS, social, etc)

Dedicated ExactTarget

DataExtension

Relevant ExactTarget

email campaign

Data

List Targeted ExactTarget campaign list

Emails

Clicks, data


Test tags on your live site even before deployment

> SuperTag code architecture



SuperTag.js

SuperTag-‐ Code-‐V1.js

3rd party web analy:cs & ad serving tags

Client-‐Custom-‐Code.js

3rd party web analy:cs & ad

serving plaRorms

Client pages execu-ng JavaScript tags


SuperTag-‐ Live-‐Tes:ng.js

JavaScript injec-ng tags into client pages based on business rules

SuperTag applica-on combining tags and business rules into JavaScript

June 2013 © Datalicious Pty Ltd 30 Define access and deployment rights for all users

June 2013 © Datalicious Pty Ltd 31 Review changes from all users in the audit view

> Faster page load with SuperTag


By implemen:ng the SuperTag code architecture your pages are guaranteed to load faster anywhere between 10-‐30% as the below tests show. This is achieved by streamlining the way JavaScript assets are loaded and executed on your pages as well as our smart mul--‐CDN JavaScript hos-ng pla0orm which not only guarantees a 100% up-me but also ensures that all JavaScript code is always loaded from the CDN provider with the best performance for that par:cular user (i.e. usually the server that is closest geographically).

SuperTag.js hos:ng on client CDN

> SuperTag deployment op:ons

33


SuperTag.js hos:ng on client server

Email/FTP JavaScript publishing

Manual JavaScript

management




Real-‐:me JavaScript publishing

SuperTag.js Edgecast CDN c.supert.ag

CDN = Content delivery network

Dedicated client Github

JavaScript archive


Reverse proxy

> Enterprise grade reliability


99% up:me guarantee for the SuperTag applica:on (i.e. the user interface on app.supert.ag genera-ng the JavaScript code) via redundant AWS EC2/RDS set-‐up and 100% up:me guarantee for the SuperTag JavaScript (i.e. the code on c.supert.ag that is executed on every

page) via mul-ple redundant CDNs including Akamai and Edgecast.

June 2013 © Datalicious Pty Ltd 35 Re-‐engineer code changes in your GitHub archive

Clients get perpetual usage rights for all generated JavaScript including dedicated Github code archive.

> Unique selling points (USPs) §  Superior pla0orm architecture for more flexibility –  Turn any page element into variables for data collec-on or business rules for tag execu-on

–  Cross-‐pla0orm integra-on and data exchange –  Splunk integra-on for advanced data mining

§  Superior tes-ng, deployment and audit features –  Tes-ng of tags & business rules on the live website –  Complete audit trail of all tag changes and tests

§  No lock-‐in, stop using the SuperTag at any -me –  External and internal JavaScript hos-ng available –  Perpetual JavaScript usage rights & Github archive

§  Free pla0orm, pay for support and add-‐ons only June 2013 © Datalicious Pty Ltd 36

> Blue chip SuperTag clients


> Great customer feedback

"Managing third party tags has never been easier [...] simplicity of se1ng business rules [...] reduc8on in CPA [...].“ Jason Lima, Online Marke-ng, IMB "[...] SuperTag tool is so easy to use [...]. Live tes@ng is par@cularly useful [...] highly recommended [...]." Helene Cameron-‐Heslop, Analyst, Appliances Online "SuperTag speeds up tag implementa@on and gives us increased flexibility [...] manage media and website analy8cs [...].” Alex Crompton, Head of Digital, Aussie



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Smart tag management
