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tag management with op0onal support

June 2013

Datalicious Pty Ltd

The Internet runs on tags

June 2013

Datalicious Pty Ltd

Digital marke0ng = tags

June 2013

Datalicious Pty Ltd

> Data driven marke0ng = tags


Using data to widen the conversion funnel

Media A?ribu0on & Modeling


Op0mise channel mix, predict sales

Targe0ng & Merchandising


Increase relevance, reduce churn

Tes0ng & Op0misa0on


Remove barriers, drive sales

Boos0ng ROMI
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> Challenge: Tag management


Inecient tag management impacts
Idea genera0on and strategy development Campaign execu0on and op0misa0on
Technology limita@ons dampen crea@ve thinking and idea genera@on rather than s@mula@ng them Ineec@ve tag deployment reduces speed to market for campaigns and limits ability to implement changes PlaGorm silos limit cross-channel integra@on, thus reduced targe@ng, ad relevance and response rates Report inaccuracies and discrepancies damage client trust and limit nego@a@on power with channel owners
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Content relevance and user experience

Report accuracy and media nego0a0ons

June 2013

> Solu0on: Datalicious SuperTag


Conversion Tracking Any JavaScript Conversion De-duping

Web Analy0cs

SuperTag

Media A?ribu0on

Live Chat A/B Tes0ng Heat Maps

Behavioral Targe0ng

Easily implement and update any tag on any websites without or limited IT involvement De-duplicate conversions for CPA deals and align repor@ng gures across plaGorms Collect accurate mul@-channel media aRribu@on data to provide advanced insights Enable advanced features such as targe@ng, tes@ng and chat to op@mise user experience
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June 2013

Datalicious Pty Ltd

> Overcoming team barriers

Marke0ng

SuperTag

Technology

Easy to use online user interface enabling marketers to manage tags without intensive technology support
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> Cross-plaQorm integra0on


DSPs Ad Servers Targe0ng Tes0ng Live Chat Phone #s CRM DM/eDM Web Analy0cs Heat Maps Paid Search Aliates

SuperTag

Centralised uniform business rules to trigger conversions and segment visitors across mul@ple marke@ng plaGorms
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> Poten0al SuperTag use cases


Implement tags without JavaScript skills or IT support Enable central plaGorm 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 aRribu@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 eec@veness ID customers and push key events into any CRM plaGorm Collect raw clickstream data for advanced analy@cs
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June 2013

> SuperTag code architecture


Injec@ng JavaScript tags into the page based on business rules using the SuperTag top and boRom containers. The SuperTag top and boRom 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. T

SuperTag.js

Works on Websites, Flash mobile apps, videos, etc

superT.t()

superT.b()

One tag for all sites & plaGorms 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
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June 2013

Datalicious Pty Ltd

Copy & paste same code on all pages to implement


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SuperTag works on websites, mobile apps & videos


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SuperTag works on websites, mobile apps & videos


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Drag & drop tags through easy to use interface


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Add new tags from constantly growing tag library


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Add custom JavaScript for tags missing from library


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Build complex business rules to suit all scenarios


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Create new page variables from any page element


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Create new page variables from any page element

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Datalicious Pty Ltd

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Create premium experiences for high value clients

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Datalicious Pty Ltd

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Turn any page element into dynamic content areas

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Datalicious Pty Ltd

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Dene visitor anity segments for re-targe0ng


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Customise what data to send to your data server


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Analyse raw clickstream data in Splunk in real-0me


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> SuperTag integra0on


SuperTag app genera0ng JS app.supert.ag
Lookup tables JavaScript

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

JavaScript

Client pages referencing SuperTag.js

Tags

Browser execu0ng SuperTag.js


Requests

Dedicated client Splunk server(s)

Logs

SuperTag DataCollector(s) d.supert.ag

Databases, les, etc

Requests

Addi0onal data (i.e. CRM, IP, social, etc)

Splunk regex builder and data extracts

Splunk saved searches and dashboards

Ads & emails loading sta0c 1x1 pixel

June 2013

Datalicious Pty Ltd

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> SuperTag ExactTarget integra0on


SuperTag app genera0ng JS app.supert.ag
JavaScript

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

Tags

Client pages referencing SuperTag.js


Requests

Addi0onal data (i.e. CRM, POS, social, etc)

Databases, les, etc

Dedicated ExactTarget DataExtension


Data

Data

SuperTag integra0on via DataCollector

Clicks, data

ExactTarget business rules and condi0ons

List

Targeted ExactTarget campaign list

Emails

Relevant ExactTarget email campaign

June 2013

Datalicious Pty Ltd

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Test tags on your live site even before deployment

June 2013

Datalicious Pty Ltd

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> SuperTag code architecture


SuperTag.js Client pages referencing SuperTag.js
Client pages execu@ng JavaScript tags JavaScript injec@ng tags into client pages based on business rules

SuperTag- Live-Tes0ng.js

Client-Custom- Code.js

SuperTag applica@on combining tags and business rules into JavaScript

3rd party web analy0cs & ad serving plaQorms

SuperTag- Code-V1.js

SuperTag app genera0ng JS app.supert.ag

3rd party web analy0cs & ad serving tags

June 2013

Datalicious Pty Ltd

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Dene access and deployment rights for all users


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Review changes from all users in the audit view


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> Faster page load with SuperTag


By implemen0ng 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 plaGorm 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 par0cular user (i.e. usually the server that is closest geographically).

June 2013

Datalicious Pty Ltd

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> SuperTag deployment op0ons


Manual JavaScript management Email/FTP JavaScript publishing SuperTag.js hos0ng on client server Client pages referencing SuperTag.js

Dedicated client Github JavaScript archive

CDN = Content delivery network

SuperTag.js hos0ng on client CDN

Client pages referencing SuperTag.js

Reverse proxy

SuperTag app genera0ng JS app.supert.ag

Real-0me JavaScript publishing

SuperTag.js Edgecast CDN c.supert.ag

Client pages referencing SuperTag.js

June 2013

Datalicious Pty Ltd

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> Enterprise grade reliability


99% up0me guarantee for the SuperTag applica0on (i.e. the user interface on app.supert.ag genera@ng the JavaScript code) via redundant AWS EC2/RDS set- up and 100% up0me 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.

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Datalicious Pty Ltd

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

Re-engineer code changes in your GitHub archive


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> Unique selling points (USPs)


Superior plaGorm architecture for more exibility
Turn any page element into variables for data collec@on or business rules for tag execu@on Cross-plaGorm integra@on and data exchange Splunk integra@on for advanced data mining

Superior tes@ng, deployment and audit features No lock-in, stop using the SuperTag at any @me
Tes@ng of tags & business rules on the live website Complete audit trail of all tag changes and tests External and internal JavaScript hos@ng available Perpetual JavaScript usage rights & Github archive
Datalicious Pty Ltd

Free plaGorm, pay for support and add-ons only


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> Blue chip SuperTag clients

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Datalicious Pty Ltd

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> 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 exibility [...] manage media and website analy8cs [...]. Alex Crompton, Head of Digital, Aussie
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Smart tag management

June 2013

Datalicious Pty Ltd

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