Multi-site deployment of a new tagging plan
with the Magento platform
Background / Issues
In a highly complex B2B ecommerce environment (multi-sites, multi-countries, multi-environments), data was initially neither structured nor managed.
Business, tech, and marketing teams worked in parallel, with no common frame of reference for what was being measured, or how to leverage it.
Our mission: to design and then develop, over the long term, a reliable, activatable and shared data layer that supports business ambitions and the teams’ daily needs.
Goals
• Align business, analytics, and technical needs around a common, documented tracking base.
• Structure a reliable, scalable data layer, to secure analyses and facilitate business arbitration.
• Accelerate multi-channel marketing activation, with quality data that can be exploited in real time.
Our 3-step approach
Framing & structuring
• Identification of key journeys with the business teams (sales, CRM, product, marketing).
Steering & implementation
• Project coordination via JIRA, in collaboration with devs, QA, PO, analytics.
• Multi-TMS implementation: Tealium IQ for the central structure and GTM for agile and specific needs. Testing, QA, documentation, continuous production deployment.
Marketing activation
• Implementation of dynamic audiences in Tealium AudienceStream.
• A homogeneous, aligned and stable data layer, deployed across all sites and environments.
• Operational, ROI-driven marketing through targeted, rapid, and relevant activations.
Results
• Data used on a daily basis by business teams to steer activity.
• Controlled data that has accelerated centralization in BigQuery and paved the way for cloud & AI projects.
Key benefits
Références
Au fil des annĂ©es, nous avons mis en place une organisation et une mĂ©thodologie adaptĂ©es pour rĂ©pondre aux besoins spĂ©cifiques d’agilitĂ© et d’expertise de vos Ă©quipes e-commerce que nous accompagnons dans le monde entier, en français et en anglais.
