VMware is a $6 billion dollar industry leading virtualization software company offering virtualizing infrastructure from the data center to the cloud to mobile devices. VMware enables IT to deliver services from any device, anytime, anywhere to help their customers be more agile, responsive, and profitable.
How to scale digital marketing programs globally with a centralized SaaS eCommerce platform that provides local flexibility? How to use and manage tags on a code and CMS level?
An innovative tag management solution that allows to centralize tags and tracking pixels, remove them from the code and putting rules in place that define which tag is fired for any given URL route and geo-location. By researching, recording and understanding local marketing challenges and solutions like language implications, tax systems, currency conversions, and digital privacy laws, the necessity, purpose and function for of all tags was determined by country. With an action plan in place and we plotted out sequence of launches for each country. We started implementing a global data layer and then defined and created necessary extensions. We created the concept of a lookup table to be able to fire the appropriate tags for each country, tax and affiliate tracking system.
We achieved 20% to 30% return on ad spending. We also gained the ability to execute marketing campaigns faster by taking the developers out of the process. For us time to market equals sales. What took weeks before, now takes hours while saving costs. The centralized management of all tags led to “clean” code, error tolerance and the flexibility to make changes during code freezes.