Samsung – Consumer electronics

Media and Analytics
Tracking Automation

“We aim to automate repetitive marketing tasks such as tracking to save time and resources.”

THE CHALLENGE

Samsung has strict internal policies on the maintenance and governance of tracking and tagging across their properties in the Middle East. The region is responsible for 25 separate tracking containers with over 20 vendor tags in each. The approval process for managing updates was manual, with numerous stakeholders involved. In addition, due to privacy and data collection concerns, there was an internal mandate from HQ, meaning that all tags within any given container had to be approved and re published every 60 days.

DISCIPLINES

Software Development, Tag Management, Digital Analytics, Process Automation, Data Governance

OUR APPROACH

Tracking Automation
at scale

Uptimal proposed creating a bespoke tool for Samsung that would allow for integration, management and standardization of tags in Adobe Launch, as well as the implementations and publishing of tags at scale across markets and containers.

The tool was configured in a way that all user behavior Samsung wanted to collect across markets was standardized for data accuracy. We also built in functionality to automatically re-publish tags and alert market IT and marketing teams when approval was required – critical with the time-sensitive rules of the business.


  • Tag Management

    We created a robust tag management solution allowing the various regional markets to gain confidence that the data they used to optimise campaigns and understand on/site user behaviour was accurate.

  • Process automation

    Using our experience of large scale tracking and tagging implementations we created a bespoke tool that addressed the specific challenges Samsung faced with regards to the updating and governance of tags.

  • Business critical alerts

    We created a business wide alert system that notified concerned stakeholders of any upcoming approval requests and highlighted time sensitive tasks in an automated fashion.

“Our experience with large scale
tracking implementations has
allowed us to develop an automated
process that meets the company’s
policies, applying our technical expertise
to make it resilient and scalable.”

ALEX HIND

Digital Growth Manager


RESULTS

Goals accomplished!

The resulting solution brought an array of benfits to Samsung’s tracking and tagging infrasctructure.


-83%


reduction on the time spent on managing tracking and tagging requests



+99%


accuracy for media tag firing and asscoiated variables

-2.6


second reduction of page load time


reduction on the time spent on managing tracking and tagging requests

accuracy for media tag firing and asscoiated variables

second reduction of page load time