Presentation by Scott Lee, Sr. Manager, Global Web Operations, Lenovo Deploying any new digital technology across a single country-specific web site can be difficult enough, but what about deploying that solution across web sites in 160 countries? That was the challenge facing Lenovo as it sought to centralize the management of their mission-critical digital marketing vendor tags across the entire global organization to save time and efficiency. Learn about the challenges Lenovo faces in this ongoing task, and why the success of this initiative is so important to the company’s digital strategy.

1. Rolling Tealium Out Across a Global Organization
Scott W. Lee
Senior Manager, Global Web Operations at Lenovo
scottwlee100

2. 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.

3. 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

4. Solutions
•
Replaced Ensighten with Tealium (tag tool performance, multiCDN, 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

5. 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

6. 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

7. 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

8. Usage 2013 – EMEA
Usage over time
Tag Load Summary
• Number of Tags: 19
• Session Loads: 900
• Cache Loads: 540
• Total Usage: 1440

9. Usage 2013 – AP / ANZ
Usage over time
Tag Load Summary
• Number of Tags: 11
• Session Loads: 3000
• Cache Loads: 1300
• Total Usage: 4300

10. 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

11. Lessons Learned
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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 (test@test.com)
•
Leverage profile inheritance across all sites (ex. Criteo)

12. 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

13. Thank You
Scott W. Lee
Senior Manager, Global Web Operations at Lenovo
scottwlee100