The Datalicious Supertag is Australian’s leading tag management platform that enables digital marketers and agencies to manage a wide range of digital analytics and optimisation technologies through an easy to use drag and drop online interface. The container tag platform allows marketers to implement any JavaScript based tags and apply advanced business rules without the need for IT involvement, which breaks down departmental barriers, reduces costs and increases speed to market as well as overall marketing sophistication. The result is a significant increase in digital ROI through more advanced campaigns, in particular improved ad relevance, user experience and conversion rates.

1. >
Datalicious
SuperTag
<
Streamlining
tag
management
and
integra-ng
marke-ng
pla0orms

2. ©
Datalicious
Pty
Ltd
2
June
2013
FREE
tag
management
with
op:onal
support

3. June
2013
©
Datalicious
Pty
Ltd
3
The
Internet
runs
on
tags

4. June
2013
©
Datalicious
Pty
Ltd
4
Digital
marke:ng
=
tags

5. >
Data
driven
marke:ng
=
tags
June
2013
©
Datalicious
Pty
Ltd
5
Media
ABribu:on
&
Modeling
Op:mise
channel
mix,
predict
sales
Tes:ng
&
Op:misa:on
Remove
barriers,
drive
sales
Boos:ng
ROMI
Targe:ng
&
Merchandising
Increase
relevance,
reduce
churn
“Using
data
to
widen
the
conversion
funnel”

6. >
Challenge:
Tag
management
§ Inefficient
tag
management
impacts
…
– Idea
genera:on
and
strategy
development
§ Technology
limita-ons
dampen
crea-ve
thinking
and
idea
genera-on
rather
than
s-mula-ng
them
– Campaign
execu:on
and
op:misa:on
§ Ineffec-ve
tag
deployment
reduces
speed
to
market
for
campaigns
and
limits
ability
to
implement
changes
– Content
relevance
and
user
experience
§ Pla0orm
silos
limit
cross-­‐channel
integra-on,
thus
reduced
targe-ng,
ad
relevance
and
response
rates
– Report
accuracy
and
media
nego:a:ons
§ Report
inaccuracies
and
discrepancies
damage
client
trust
and
limit
nego-a-on
power
with
channel
owners
6
June
2013
©
Datalicious
Pty
Ltd

7. >
Solu:on:
Datalicious
SuperTag
7
SuperTag
Conversion
Tracking
Conversion
De-­‐duping
Media
ABribu:on
Behavioral
Targe:ng
A/B
Tes:ng
Heat
Maps
Live
Chat
Web
Analy:cs
Any
JavaScript
Easily
implement
and
update
any
tag
on
any
websites
without
or
limited
IT
involvement
De-­‐duplicate
conversions
for
CPA
deals
and
align
repor-ng
figures
across
pla0orms
Collect
accurate
mul--­‐channel
media
aTribu-on
data
to
provide
advanced
insights
Enable
advanced
features
such
as
targe-ng,
tes-ng
and
chat
to
op-mise
user
experience
June
2013
©
Datalicious
Pty
Ltd

8. >
Overcoming
team
barriers
8
Marke:ng
SuperTag
Technology
Easy
to
use
online
user
interface
enabling
marketers
to
manage
tags
without
intensive
technology
support
June
2013
©
Datalicious
Pty
Ltd

9. >
Cross-­‐plaRorm
integra:on
9
DSPs
Ad
Servers
Targe:ng
Tes:ng
Live
Chat
Phone
#s
SuperTag
CRM
DM/eDM
Web
Analy:cs
Heat
Maps
Paid
Search
Affiliates
Centralised
uniform
business
rules
to
trigger
conversions
and
segment
visitors
across
mul-ple
marke-ng
pla0orms
June
2013
©
Datalicious
Pty
Ltd

10. >
Poten:al
SuperTag
use
cases
§ Implement
tags
without
JavaScript
skills
or
IT
support
§ Enable
central
pla0orm
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
aTribu-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
effec-veness
§ ID
customers
and
push
key
events
into
any
CRM
pla0orm
§ Collect
raw
clickstream
data
for
advanced
analy-cs
June
2013
©
Datalicious
Pty
Ltd
10

11. SuperTag.js
>
SuperTag
code
architecture
11
T
B
B
B
§ One
tag
for
all
sites
&
pla0orms
§ 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
T
T
June
2013
©
Datalicious
Pty
Ltd
Injec-ng
JavaScript
tags
into
the
page
based
on
business
rules
using
the
SuperTag
top
and
boTom
containers.
The
SuperTag
top
and
boTom
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.
superT.t()
superT.b()
Works
on
…
Websites,
Flash
mobile
apps,
videos,
etc

12. June
2013
©
Datalicious
Pty
Ltd
12
Copy
&
paste
same
code
on
all
pages
to
implement

13. June
2013
©
Datalicious
Pty
Ltd
13
SuperTag
works
on
websites,
mobile
apps
&
videos

14. June
2013
©
Datalicious
Pty
Ltd
14
SuperTag
works
on
websites,
mobile
apps
&
videos

15. June
2013
©
Datalicious
Pty
Ltd
15
Drag
&
drop
tags
through
easy
to
use
interface

16. June
2013
©
Datalicious
Pty
Ltd
16
Add
new
tags
from
constantly
growing
tag
library

17. June
2013
©
Datalicious
Pty
Ltd
17
Add
custom
JavaScript
for
tags
missing
from
library

18. June
2013
©
Datalicious
Pty
Ltd
18
Build
complex
business
rules
to
suit
all
scenarios

19. June
2013
©
Datalicious
Pty
Ltd
19
Create
new
page
variables
from
any
page
element

20. June
2013
©
Datalicious
Pty
Ltd
20
Create
new
page
variables
from
any
page
element

21. June
2013
©
Datalicious
Pty
Ltd
21
Create
premium
experiences
for
high
value
clients

22. June
2013
©
Datalicious
Pty
Ltd
22
Turn
any
page
element
into
dynamic
content
areas

23. June
2013
©
Datalicious
Pty
Ltd
23
Define
visitor
affinity
segments
for
re-­‐targe:ng

24. June
2013
©
Datalicious
Pty
Ltd
24
Customise
what
data
to
send
to
your
data
server

25. June
2013
©
Datalicious
Pty
Ltd
25
Analyse
raw
clickstream
data
in
Splunk
in
real-­‐:me

26. >
SuperTag
integra:on
June
2013
©
Datalicious
Pty
Ltd
26
SuperTag
app
genera:ng
JS
app.supert.ag
Full
SuperTag.js
hosted
by
client
or
on
c.supert.ag
Client
pages
referencing
SuperTag.js
Browser
execu:ng
SuperTag.js
SuperTag
DataCollector(s)
d.supert.ag
Splunk
saved
searches
and
dashboards
JavaScript
JavaScript
Requests
Tags
Logs
Lookup
tables
Databases,
files,
etc
Splunk
regex
builder
and
data
extracts
Addi:onal
data
(i.e.
CRM,
IP,
social,
etc)
Dedicated
client
Splunk
server(s)
Ads
&
emails
loading
sta:c
1x1
pixel
Requests

27. >
SuperTag
ExactTarget
integra:on
June
2013
©
Datalicious
Pty
Ltd
27
SuperTag
app
genera:ng
JS
app.supert.ag
Full
SuperTag.js
hosted
by
client
or
on
c.supert.ag
Client
pages
referencing
SuperTag.js
SuperTag
integra:on
via
DataCollector
JavaScript
Tags
Requests
Data
Databases,
files,
etc
ExactTarget
business
rules
and
condi:ons
Addi:onal
data
(i.e.
CRM,
POS,
social,
etc)
Dedicated
ExactTarget
DataExtension
Relevant
ExactTarget
email
campaign
Data
List
Targeted
ExactTarget
campaign
list
Emails
Clicks,
data

28. June
2013
©
Datalicious
Pty
Ltd
28
Test
tags
on
your
live
site
even
before
deployment

29. >
SuperTag
code
architecture
29
June
2013
©
Datalicious
Pty
Ltd
Client
pages
referencing
SuperTag.js
SuperTag.js
SuperTag-­‐
Code-­‐V1.js
3rd
party
web
analy:cs
&
ad
serving
tags
Client-­‐Custom-­‐
Code.js
3rd
party
web
analy:cs
&
ad
serving
plaRorms
Client
pages
execu-ng
JavaScript
tags
SuperTag
app
genera:ng
JS
app.supert.ag
SuperTag-­‐
Live-­‐Tes:ng.js
JavaScript
injec-ng
tags
into
client
pages
based
on
business
rules
SuperTag
applica-on
combining
tags
and
business
rules
into
JavaScript

30. June
2013
©
Datalicious
Pty
Ltd
30
Define
access
and
deployment
rights
for
all
users

31. June
2013
©
Datalicious
Pty
Ltd
31
Review
changes
from
all
users
in
the
audit
view

32. >
Faster
page
load
with
SuperTag
June
2013
©
Datalicious
Pty
Ltd
32
By
implemen:ng
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
pla0orm
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
par:cular
user
(i.e.
usually
the
server
that
is
closest
geographically).

33. SuperTag.js
hos:ng
on
client
CDN
>
SuperTag
deployment
op:ons
33
Client
pages
referencing
SuperTag.js
SuperTag.js
hos:ng
on
client
server
Email/FTP
JavaScript
publishing
Manual
JavaScript
management
Client
pages
referencing
SuperTag.js
Client
pages
referencing
SuperTag.js
SuperTag
app
genera:ng
JS
app.supert.ag
Real-­‐:me
JavaScript
publishing
SuperTag.js
Edgecast
CDN
c.supert.ag
CDN
=
Content
delivery
network
Dedicated
client
Github
JavaScript
archive
June
2013
©
Datalicious
Pty
Ltd
Reverse
proxy

34. >
Enterprise
grade
reliability
June
2013
©
Datalicious
Pty
Ltd
34
99%
up:me
guarantee
for
the
SuperTag
applica:on
(i.e.
the
user
interface
on
app.supert.ag
genera-ng
the
JavaScript
code)
via
redundant
AWS
EC2/RDS
set-­‐
up
and
100%
up:me
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.

35. June
2013
©
Datalicious
Pty
Ltd
35
Re-­‐engineer
code
changes
in
your
GitHub
archive
Clients
get
perpetual
usage
rights
for
all
generated
JavaScript
including
dedicated
Github
code
archive.

36. >
Unique
selling
points
(USPs)
§ Superior
pla0orm
architecture
for
more
flexibility
– Turn
any
page
element
into
variables
for
data
collec-on
or
business
rules
for
tag
execu-on
– Cross-­‐pla0orm
integra-on
and
data
exchange
– Splunk
integra-on
for
advanced
data
mining
§ Superior
tes-ng,
deployment
and
audit
features
– Tes-ng
of
tags
&
business
rules
on
the
live
website
– Complete
audit
trail
of
all
tag
changes
and
tests
§ No
lock-­‐in,
stop
using
the
SuperTag
at
any
-me
– External
and
internal
JavaScript
hos-ng
available
– Perpetual
JavaScript
usage
rights
&
Github
archive
§ Free
pla0orm,
pay
for
support
and
add-­‐ons
only
June
2013
©
Datalicious
Pty
Ltd
36

37. >
Blue
chip
SuperTag
clients
June
2013
©
Datalicious
Pty
Ltd
37

38. >
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
flexibility
[...]
manage
media
and
website
analy8cs
[...].”
Alex
Crompton,
Head
of
Digital,
Aussie
38
June
2013
©
Datalicious
Pty
Ltd

39. June
2013
©
Datalicious
Pty
Ltd
39
Contact
us
cbartens@datalicious.com
Learn
more
blog.datalicious.com
Follow
us
twiBer.com/datalicious

40. Smart
tag
management
June
2013
©
Datalicious
Pty
Ltd
40