Tag Management Solutions - Best Data Ever (Marketing Festival 2014)

Tag Management Solutions

BEST. DATA. EVER.

Simo Ahava (NetBooster) – Marketing Festival

Marketing Festival 2014 | #mktfest | @SimoAhava

Q1: Why Should I Care?

Idea Implementation Analysis Results

TYPICAL (WATERFALL) PROCESS

THE BUSINESS OWNER / EXECUTIVE

THE MARKETER / NON-DEVELOPER

THE DEVELOPER / IT

INEFFECTIVE, NON-ITERATIVE PROCESS

Business Requireme

Data Point(s

Measurable Goal

Ticket / Reques

Design

Develop Test

Publish

Approve

Business Requireme

Data Point(s

Measurable Goal

Ticket / Reques

Design

Develop Test

Publish

Approve

Marketer /Non-developer

Developer

Business Req.

Data Layer

Data Heave

INVOLVE EVERYONE AROUND DATA

Business Req.

Data Layer

Data Heave

Rinse & Repeat

AND MAKE IT AGILE!

Silos and non-involvement lead to bad data quality

YOU SHOULD CARE BECAUSE

Silos and non-involvement lead to bad data quality Bad data quality leads to misalignment of analytics

and business goals

Silos and non-involvement lead to bad data quality Bad data quality leads to misalignment of analytics

and business goals Proper tools and processes improve data quality

Q2: What Is ”Tag Management”

BEFORE

Picard Layer

Kirk Layer

Data Layer

Consolidation of marketing-related web development

TAG MANAGEMENT IS

Consolidation of marketing-related web development A common terminology for all working with data

TAG MANAGEMENT IS

Consolidation of marketing-related web development A common terminology for all working with data Fertile ground for agile growth in data organization

TAG MANAGEMENT IS

Q3: What Is The Data Layer?

Marketing Platform I

Marketing Platform II

Marketing Platform III

WITHOUT A DATA LAYER…

WITH A DATA LAYER…

A structured repository for all marketing data

DATA LAYER IS

A structured repository for all marketing data Dynamic and flexible

DATA LAYER IS

A structured repository for all marketing data Dynamic and flexible Platorm- and vendor-independent

DATA LAYER IS

Q4: How Do You Do eCommerce With A TMS?

You don't!

Triggers your eCommerce Transaction tag

Triggers your eCommerce Transaction tag

The dataLayer is written by your eCommerce platform or CMS!

<html> <head> <title>MARKETING FESTIVAL RULES OK</title> <script> window.dataLayer = window.dataLayer || []; dataLayer.push({ 'transactionId' : '12345', 'transactionAffiliation' : 'MKTFEST', 'transactionTotal' : 9.99, 'transactionTax' : 1.32, 'transactionShipping' : 2.50, 'transactionProducts' : [{ 'sku' : 'WhenIGrowUp', 'name' : 'IWantToBe', 'category' : 'Avinash', 'price' : 5.50, 'quantity' : 1 },{ 'sku' : 'BEST', 'name' : 'CONFERENCE', 'category' : 'EVER', 'price' : 3.50, 'quantity' : 2 }] }); </script> </head> <body>  </body></html>

1. eCommerce platform or CMS renders the page template…

2. …and populates dataLayer with details about the transaction…

3. …these details are then picked up by a tag in GTM…

4. …which sends this data to Google Analytics

Using the data layer

YOU ”DO” ECOMMERCE

Using the data layer By observing and respecting structural requirements

Using the data layer By observing and respecting structural requirements With the developer and marketer working together

Q5: Why Don't The Auto-Event Listeners Work?

EVENT DELEGATION

ARTICLE

GTM's form submit handler

EVENT DELEGATION

ARTICLE

submit()

EVENT DELEGATION

ARTICLE

submit()

EVENT DELEGATION

ARTICLE

submit()

EVENT DELEGATION

ARTICLE

submit()

EVENT DELEGATION

ARTICLE

submit()

EVENT DELEGATION

ARTICLE

submit()

return falseJS

EVENT DELEGATION

ARTICLE

submit()

return falseJS

EVENT DELEGATION

ARTICLE

submit()

return falseJS

EVENT DELEGATION

ARTICLE

submit()

return falseJS

SAMPLE FIX

$('a.toTop').on('click', function() { $('html, body') .animate({ scrollTop: $('#top').offset().top – 5 }, 500); return false; });

Binds a specific link click to scroll the screen to the top of the page

SAMPLE FIX

$('a.toTop').on('click', function() { $('html, body') .animate({ scrollTop: $('#top').offset().top – 5 }, 500); return false; });

SAMPLE FIX

$('a.toTop').on('click', function(e) { e.preventDefault(); $('html, body') .animate({ scrollTop: $('#top').offset().top – 5 }, 500); return false; });

GTM's listeners are primed on the document node

EVENT DELEGATION

GTM's listeners are primed on the document node For them to work, events must bubble / propagate

EVENT DELEGATION

GTM's listeners are primed on the document node For them to work, events must bubble / propagate If events aren't captured, work with your developers

to find possible functions that stop propagation

Q6: What Tools Should I Use?

FOR MAPPING TAGS

Google Tag Assistant

http://goo.gl/qF6OQM

WASP.crawler

http://goo.gl/1fieUZ

FOR DEBUGGING HITS

GA Debugger

http://goo.gl/GmqodA

WASP.inspector

http://goo.gl/Tl9Nhi

FOR DEBUGGING GTM

GTM Sonar

http://goo.gl/NVmBhv

GTM Preview

http://tagmanager.google.com/

GTM TOOLS

http://www.gtmtools.com/

GTM TOOLS V2.0

FOR DOING AWESOME STUFF

http://goo.gl/7wxHCD

Simo Ahava | NetBooster

@SimoAhava

http://google.me/+SimoAhava

simo@simoahava.com

www.simoahava.comwww.netbooster.fi

THANK YOU!

Tag Management Solutions - Best Data Ever (Marketing Festival 2014)

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