How Tag Management Will Supercharge Your Testing Program Naoshi Yamauchi nyamauchi Chief Performance Officer, Brooks Bell
Digital Velocity 2014: "How Tag Management Will Supercharge Your Testing Program"
Jan 20, 2015
Presentation by Naoshi Yamauchi, Chief Performance Officer, Brooks Bell
If you’re managing a testing program on your website—and every site should be testing—implementing a tag management system can take it to the next level. Through the use of these techniques, you will be able to reduce costs, increase velocity, and drive more effective testing.
If you’re managing a testing program on your website—and every site should be testing—implementing a tag management system can take it to the next level. Through the use of these techniques, you will be able to reduce costs, increase velocity, and drive more effective testing.
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Transcript
How Tag Management Will Supercharge Your Testing Program
Naoshi Yamauchi
nyamauchi
Chief Performance Officer, Brooks Bell
LOTS OF WORK GOES INTO TESTING
Ideation/Strategy
Concept
Approval
Development
Campaign Setup
QA/Approval
Launch
QA
Analysis
Share
CAN BE AN EMOTIONAL ROLLERCOASTER
Damn…Version B wins!
CAUGHT THE ISSUE
Search Results Pagewww.x.com/#
TIME IS MONEY
• Everyday that we aren’t testing, we lose a day on learning.
• If we aren’t learning, we aren’t evolving and creating a better experience for the customers.
SPEED
• Reduce IT involvement• Quickly implement fixes & new test
code• Adjust analytics without heavy
coding
AGILITY
• Deploy the tools that add value to your tests.. only when you test.– Reduce third party costs. Makes
getting approval easier – Turn off unnecessary tools to
increase site speed
Challenger A Challenger B
Testing Platform
Have to be able to target and test different user groups.
Optimization is the journey of serving up better experiences for the right people at the right time through iterative testing.
TARGETING & OPTIMIZATION
HERE COMES THE SONG
You didn’t get the budget you wanted for testing...
…but you still want to do some cool targeted tests
..oh, and you don’t have development resources
TMS TO THE RESCUE
Test on the homepage users who have purchased in the past.
• Option 1: get technical help to drop a unique cookie identifier on the confirmation page. Then create a test in the testing tool targeting that specific cookie.
• Option 2: use Tealium to set a logic for users who land on the confirmation page and create a segment called ‘Customer’. Deploy test tag through Tealium on homepage only to those that are ‘Customer’.
TMS + TESTING
Ultimately we want the following and TMS supercharges them:
• Speed & agility– Maximize velocity to launch. Minimize down time– Get tags on and off quickly
• Robust targeting capabilities– Exposure to lots of data sources
Thank You
Naoshi Yamauchi
nyamauchi
Chief Performance Officer, Brooks Bell
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