Enterprise TMS: The Strategic Advantage Presented by James Niehaus, VP Analytics and Digital Strategy, Ensighten
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Enterprise TMS:The Strategic Advantage
Presented by James Niehaus, VP Analytics and Digital Strategy, Ensighten
#agility2016
> TMS space has evolved dramatically since 2009
> Tactical TMS is commoditizing; strategicTMS market is growing
> TMS has become foundational to solvingfor the digital experience challenge
> E-TMS is about empowering brands toscale, optimize, innovate and customizetheir MarTech stack
> E-TMS future proofs your digital marketing investments and capabilities
Rethinking Modern Enterprise Tag Management
#agility2016
Quick Overview of the Strategic Direction of Digital
#agility2016
Enterprise TMS and the Customer Maturity Curve
Tagging Agility
Data Agility
Omni-channel Agility
Omni-channel Personalization
Bu
sin
ess
Valu
e
Level of Complexity
#agility2016
Today’s TMS Market Landscape
Value for small businesseswith simple infrastructures
Some solutions only usablewithin “walled garden”
Some solutions lack datalayer, privacy, mobile support
“FREE”Relies on client-heavy methodology as free tools
Focus limited to web-specific use cases
Significant limitations to ensuring data privacy
Limitations to web, mobile, offsite and offline use cases
BASICFull range of capabilities for today’s marketers
Supports and optimizes mobile app environments
Collects and unifies allomni-channel data
Ensures security and privacy of all customer data
Supports a broad range of use cases at any scale
Supports wide range ofdigital technology use cases
ENTERPRISE TMS
DMP’ish
#agility2016
The Digital Marketing Challenge Before Ensighten
SOCIAL, EMAIL, DISPLAY
SURVEY, CRM, LIVE CHAT
ON
SITE
OFF
SITE
OFF
LIN
E
WEBSITE APPAPP
APPLICATIONS / DATA SILOES
Time to Deploy Apps
Months
Sources of Truth
Dozens
#agility2016
What Free and Basic TMS Solves For
ON
SITE
WEBSITE
APPLICATIONS / DATA SILOES
Time to Deploy Apps
Months
Sources of Truth
Dozens
#agility2016
Time to Deploy Apps
Minutes
Source of Truth
1
What Free and Basic TMS Solves ForDATA LAYER
ON
SITE
WEBSITE
APPLICATIONS
Profile
CUSTOMER ID
PATHING
DMP SEGMENT
GEO LOCATION
CAMPAIGN SEEN
CAMPAIGNS ENGAGED
VIDEOS WATCHED
SITES VISITED
DEVICE ID
DEVICE OS
#agility2016
Time to Deploy Apps
Minutes
Source of Truth
1
But What About Everything Else You Care About?ENSIGHTEN DATA LAYER
ON
SITE
WEBSITE
APPLICATIONS
Profile
CUSTOMER ID
PATHING
DMP SEGMENT
GEO LOCATION
CAMPAIGN SEEN
CAMPAIGNS ENGAGED
VIDEOS WATCHED
SITES VISITED
DEVICE ID
DEVICE OS
SOCIAL, EMAIL, DISPLAY
SURVEY, CRM, LIVE CHAT
OFF
SITE
OFF
LIN
E
#agility2016
Time to Deploy Apps
Minutes
Source of Truth
1
Competitive Advantage with EnsightenENSIGHTEN DATA LAYER
ON
SITE
WEBSITE
APPLICATIONS
Profile
CUSTOMER ID
PATHING
DMP SEGMENT
GEO LOCATION
CAMPAIGN SEEN
CAMPAIGNS ENGAGED
VIDEOS WATCHED
SITES VISITED
DEVICE ID
DEVICE OS
#agility2016
Time to Deploy Apps
Minutes
Source of Truth
1
The Story Still Applies in Native Mobile AppsENSIGHTEN DATA LAYER
ON
SITE
WEBSITE
APPLICATIONS
Profile
CUSTOMER ID
PATHING
DMP SEGMENT
GEO LOCATION
CAMPAIGN SEEN
CAMPAIGNS ENGAGED
VIDEOS WATCHED
SITES VISITED
DEVICE ID
DEVICE OS
APP
#agility2016
Time to Deploy Apps
Minutes
Source of Truth
1
Or Responsive Designs or Single Page AppsENSIGHTEN DATA LAYER
ON
SITE
WEBSITE
APPLICATIONS
Profile
CUSTOMER ID
PATHING
DMP SEGMENT
GEO LOCATION
CAMPAIGN SEEN
CAMPAIGNS ENGAGED
VIDEOS WATCHED
SITES VISITED
DEVICE ID
DEVICE OS
APP APP
#agility2016
Time to Deploy Apps
Minutes
Source of Truth
1
What About Tagging and Data Capture in Offsite?ENSIGHTEN DATA LAYER
SOCIAL, EMAIL, DISPLAY
ON
SITE
OFF
SITE
WEBSITE APPAPP
APPLICATIONS
Profile
CUSTOMER ID
PATHING
DMP SEGMENT
GEO LOCATION
CAMPAIGN SEEN
CAMPAIGNS ENGAGED
VIDEOS WATCHED
SITES VISITED
DEVICE ID
DEVICE OS
#agility2016
Time to Deploy Apps
Minutes
Source of Truth
1
Tag and Data Integration Is Also Possible OfflineENSIGHTEN DATA LAYER
SOCIAL, EMAIL, DISPLAY
SURVEY, CRM, LIVE CHAT
ON
SITE
OFF
SITE
OFF
LIN
E
WEBSITE APPAPP
APPLICATIONS
Profile
CUSTOMER ID
PATHING
DMP SEGMENT
GEO LOCATION
CAMPAIGN SEEN
CAMPAIGNS ENGAGED
VIDEOS WATCHED
SITES VISITED
DEVICE ID
DEVICE OS
#agility2016
Time to Deploy Apps
Minutes
Source of Truth
1
Omni-Channel Data Collection ServiceENSIGHTEN DATA LAYER
SOCIAL, EMAIL, DISPLAY
SURVEY, CRM, LIVE CHAT
ON
SITE
OFF
SITE
OFF
LIN
E
WEBSITE APPAPP
APPLICATIONS
Profile
CUSTOMER ID
PATHING
DMP SEGMENT
GEO LOCATION
CAMPAIGN SEEN
CAMPAIGNS ENGAGED
VIDEOS WATCHED
SITES VISITED
DEVICE ID
DEVICE OS
#agility2016
Time to Deploy Apps
Minutes
Source of Truth
1
Layered with Security, Privacy, Operational Reporting
ACTIONSINSIGHTSPRIVACY
ENSIGHTEN DATA LAYER
SOCIAL, EMAIL, DISPLAY
SURVEY, CRM, LIVE CHAT
ON
SITE
OFF
SITE
OFF
LIN
E
WEBSITE APPAPP
APPLICATIONS
Profile
CUSTOMER ID
PATHING
DMP SEGMENT
GEO LOCATION
CAMPAIGN SEEN
CAMPAIGNS ENGAGED
VIDEOS WATCHED
SITES VISITED
DEVICE ID
DEVICE OS
#agility2016
Global Brands Need to Multiply This Ecosystem
#agility2016
Layer in the Complexity of Years of TMS Operations
TAGSNumber of
PHASE 1
CONDITIONSNumber ofx
PHASE 2
VARIABLESNumber of x
INTEGRATIONSNumber ofx
(x)
PHASE 3
#agility2016
• Information Security Team:Initial platform built with security / compliance foundation
• Infrastructure:Scalable and secure
• Secure User Role Management: Prevent data leakage, verify security of users
• Security and Integrity Testing on health and behavior of tags
• Privacy and Consent Enforcement {patented}
• ETMS Mobile {patented}
• Pulse
Marketer
Adding Value to Every Persona in your Organization
#agility2016
THANK YOU
JAMES NIEHAUSVP of Analytics & Digital Strategy, Ensighten
@jamesniehaus
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