Digital Velocity 2014: "How to Partner with Marketing for Tag Management Success"

How to Partner with Marketing for Tag Management Success

Richie Hannah

rrrrichie

Director, Digital Marketing at GreatCall

GreatCall

GreatCall provides reliable and easy to use wireless devices for aging Americans, and helps keep families safe with exclusive health and safety services

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Check-in Call

Richie Hannah

• ProFlowers – startup team – 10 years• Nestlé Jenny Craig – 3 years• GreatCall – 2+ years

– Direct the teams responsible for digital marketing, web development and mobile app product design and marketing

• @rrrrichie

Challenge

• Before Tealium, IT were owners of implementation & maintenance

• But without marketing skills to understand what we track and why

• To our developers, tags were annoying pieces of code hosted by 3rd-parties that sometimes broke, causing emergency fixes.

• But to our marketers, tags mean success, failure and $$$• Broken tags took days to troubleshoot, with no clear subject

matter expert• Headaches & inefficiency!

Solution

• Once we moved tags into Tealium, tags became cross-functional

• Common interface:– Developers can now understand marketing goals and needs– Marketing better understands how tags work technically

• All tags are stored and managed in one place• Web team trained our Digital Marketing team to set up and

test tags themselves – moves the whole process away from Web and IT!

Team Structure Before

WEBIT

DIGITAL MKTG

DIGITAL AGENCY

? ??

Team Structure After

WEBIT

DIGITAL AGENCY

DIGITAL MKTG

Example Process Before

RequestPlan

Request

Implement

Web QAIT QA

Deploy

Verify

Verify

WEB

IT

DIGITAL AGENCY

DIGITAL MKTG

??

??

???

Example Process After

Request

Implement

QADeploy

Verify

WEB

IT

DIGITAL AGENCY

DIGITAL MKTG

Result

• 10 steps reduced to 5, with much less confusion• 70% increase in productivity!• All parties have much more knowledge than ever before• Digital Marketing can troubleshoot and fix without support

from other expensive departments and agencies• Enables us to test new vendors MUCH quicker• Much better tracking, faster with fewer errors

Thank You

Richie Hannah

rrrrichie

Director, Digital Marketing at GreatCall