Digital Velocity 2014: "Rolling Tealium Out Across a Global Organization"

Rolling Tealium Out Across a Global Organization

Scott W. Lee

scottwlee100

Senior Manager, Global Web Operations at Lenovo

Who is Lenovo

• #1 PC Maker Worldwide (over HP, Dell), $38B global sales, 160+ countries

• Expand outside traditional PCs (detachable laptops, yoga tablets, etc.)

• Deliver e-commerce to 130+ countries, 90M+ visitors, Public, Large Enterprise, etc.

Challenges

• Limited workflow process for deploying tags into production. Tag management is decentralized across worldwide production teams

• Unable to manage tags across 130+ sites efficiently. Currently, there are 70+ vendor tags across 2000+ pages per site. Majority of tags are used across multiple sites

• High page load time for customers, especially when tags failed to fire. Previously, tags were added directly on the page

• Unable to add, revise, and remove tags effectively and efficiently (Ex. Google Analytics, 24/7 Chat; taking approx. 2 to 3 weeks to take immediate action)

• No central organization was accountable for tag management

Solutions

• Replaced Ensighten with Tealium (tag tool performance, multi-CDN, asynchronous tag loading, workflow management, developer feedback)

• Obtained leadership sponsorship worldwide (VP, P&L). Expectation to resolve third-party pixel tags and its impact on existing performance and initiatives (One Web, RWD)

• Developed and implemented tag deployment process

• Established task force with WW Development, Production, Merchandising, and Operations for each region (NA, LAS EMEA, AP/JP, ANZ) to locate and move tags to Tealium

Solutions (Cont.)

• Decentralized tag management using Tealium (over 1B sessions used)

• Coordinated and established hands-on interactive training to each region. Over 30+ developers worldwide were trained

• Communicated monthly with sponsors and stakeholders on progress

• Met monthly with Tealium on issues (Criteo, DR), reporting, product roadmap

Usage 2013 – Main Profile (across all sites)

Usage over time

Tag Load Summary• Number of Tags: 28• Session Loads: 831 Million• Cache Loads: 421 Million• Total Usage: 1.25 Billion

Usage 2013 – NA

Usage over time

Tag Load Summary• Number of Tags: 33• Session Loads: 88 Million• Cache Loads: 5.8 Million• Total Usage: 93.8 Million

Usage 2013 – EMEA

Usage over time

Tag Load Summary• Number of Tags: 19• Session Loads: 900• Cache Loads: 540• Total Usage: 1440

Usage 2013 – AP / ANZ

Usage over time

Tag Load Summary• Number of Tags: 11• Session Loads: 3000• Cache Loads: 1300• Total Usage: 4300

Result

• Tealium was deployed across 86% of the US site (17,187 out of 19,962 pages)

• 24 out of 70+ tags in US site were moved to Tealium

• Improve tag performance in US site by 53%, according to Gomez

• EMEA team increased usage of Tealium 200% (19 to 42 tags) after receiving Tealium training

• Reduce hours per month spent on tagging by 75%. (~40 to 10 hours per month). Reduce engagement with front-end and application developers

• Reduce issues / calls related to tag load failures impacting customer experience

Lessons Learned

• Tealium training dramatically helped improve user adoption (EMEA)

• Professional Services helped alleviate issues deploying tags (Criteo, UDO)

• Dramatically speed up efforts deploying and disabling tags (global vs. regional needs)

• Leadership support helped ensure tag management was critical across organizations (site performance, tag ownership, conversion)

• Ability to utilize Tealium outside marketing tag management ([email protected])

• Leverage profile inheritance across all sites (ex. Criteo)

Next Steps

• Continue task force to move all marketing tags to Tealium

• Evaluate Tag Inspector by InfoTrust for tag monitoring, alerting, and auditing

• Continue monthly meetings with Tealium for continuous improvement and best practice

• Implement Teamsite functionality to control rogue tag deployment to pages

• Leverage Tealium’s “Data Layer on the Edge” capability for static web pages

Thank You

Scott W. Lee

scottwlee100

Senior Manager, Global Web Operations at Lenovo