Channel Extension Use Case Examples:Want to talk to fellow Tealium IQ users who have this configured

[MaryKayLofurno]

Hi,

I would like to introduce myself.  I am Mary Kay Lofurno, Director of Digital Analytics and Platforms.   We are implementing Tealium IQ for our US and licenssee sites all over the world.  I have implemented Tealium before  and used the Channel Extension only for the Affliates Channel when I did it the first time.   We had affliates at last click only.

We are now looking to use it across all of our channels.  We have an attribution tool, GA and a datawarehouse digital reporting script where I would want to send the data to for analysis sake.  After talking with Tealium engineers, Ryan Kruse and Christina Sunde, we have determined that we want to send the entire conversion and then the % that is assigned to the channel for attribution so we provide the data to our ad vendors but they know how much of that conversion they are getting credited for with channels other than affiliates which will receive last click attribution. 

I am looking for use cases where people have implemented the channel extension.   If you would be willing to share, I would love to talk with you.  We are an obstacle course racing company.  We do have our own branded products we sell but its not our main business.   I am not seeking any proprietary data or want you to violate any company policies by talking to me.   I still need to get my head around how it gets sent up to the vendors and how it looks say in an attribution tool.

My email is maryl@spartan.com.   Thanks in advance.   Mary Kay Lofurno

[STerjeson]

Hi @MaryKayLofurno,

I just wanted to make sure you had been able to go through the support documentation for this extension (as a reference for you and others) to get started.

https://community.tealiumiq.com/t5/iQ-Tag-Management/Channels-Extension/ta-p/448 

[MaryKayLofurno]

Yes, I have read it several times @STerjeson.  I have shared it with my boss and my data wharehouse is looking at it too.    I really need to talk to some people who have actually implemented this.   Thanks, Mary Kay

[tamedbeast]

Hi @MaryKayLofurno! I'm the Tamed Beast. Nice to meet you! I hope you the find answers you are looking for! @STerjeson is a great resource! #toodles

[steve_lake]

@MaryKayLofurno 

Hi, as @STerjeson already said - there is extensive documentation on the channels extension based here : https://community.tealiumiq.com/t5/iQ-Tag-Management/Channels-Extension/ta-p/448  which may provide some ideas

As far as other customer's use cases, personally I have seen customer use the channels extension just as a way to tidy up their channels data to feed through to analytics and de-duplicate channels across vendors - (documented here: https://community.tealiumiq.com/t5/iQ-Tag-Management/Using-the-Channels-Extension-to-De-Duplicate-Sa... ) 

You can also use the channels data to determine which affiliate tags to fire, so for example if the "closer" is attributed to Criteo then on the order confirmation page you can have load rules that will only fire the relevant Criteo tag.  If it was Adwords then similarly you can attribute the sale to Adwords and not fire the other affiliate tags. 

If you also have AudienceStream, then you could even persist channel information across devices to get an even clearer view. 

If you would like more detailed information or ideas for use cases, please feel free to get in touch with your account manager and we can set up a call with our digital strategy team. 

Many thanks

[MaryKayLofurno]

Hi @steve_lake,

Thank you for responding.   I had the first link already.  Thank you for the second link, we were planning on doing this, I appreciate the more formalized documentation.

Yes, I am looking for use-cases and people to talk to who have implemented this.  My account manager [Bree] told me to post here to try to solicit use-cases, and if it did not bear fruit, they would start asking around. 

Organizationally, the concern is that if we do not send a vendor the conversion data, their optimization algorithms will basically determine that it might not be optimimal to show the ad and our costs will go up because they are showing our ads based on over inflated conversion rates. 

I met with Bree [Account Manager] , Christina Sunde [Engineer] and Ryan [Engineer].   I understand we could send the partial amount of the conversion [depending on the weighting %] or the entire conversion or a combination, so send the total conversion to the vendor but then also send the amount they have been creditied via an extension.

I want to talk to customers that have done that.  I need to get my head around how that looks when it comes to the ad vendors.  

Looks like I need to work with my account manager.  Thanks, Mary Kay Lofurno

[MaryKayLofurno]

I am adding to this post for people who may have this issue in the future.   I did speak with our vendor, Ratuken.  They also want the all the information on the conversion for optimization but also want the attributed value and will customize their interface to compute CPA on the attributed value.

I will just start working through all our vendors.  I will talk with Bree to help me find some customers that are doing this right now.   Thank you, Mary Kay Lofurno

[MaryKayLofurno]

I am adding to this post for anyone else who is researching this topic.   Essentially, after making the rounds to ad vendors and my agency.   My agency recommends using two tags sending different values for each tag.  I know Tealium can handle the load.  In addition, I have asked my dataware house to add some fields so I can report back the information the channel extension sends back.  If I learn any more, I will report here.  Thanks, Mary Kay Lofurno

[kathleen_jo]

Great feedback @MaryKayLofurno! Thank you for letting us know.