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



SILOS



INEFFECTIVE, NON-ITERATIVE PROCESS


Business Requireme

nt

Data Point(s

)

Measurable Goal

Ticket / Reques

t

Design

Develop Test

Publish

Approve



Business Requireme

nt

Data Point(s

)

Measurable Goal

Ticket / Reques

t

Design

Develop Test

Publish

Approve

Marketer /Non-developer

Developer



Business Req.

TMS &

Data Layer

Data Heave

n

INVOLVE EVERYONE AROUND DATA


Business Req.

TMS &

Data Layer

Data Heave

n

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


AFTER


AFTER

Picard Layer

Kirk Layer

Data Layer


AFTER


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…


Marketing Platform I

Marketing Platform II

Marketing Platform III

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…



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



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

HTML

HEAD

BODY

ARTICLE

DIV

DIV

FORM

GTM's form submit handler


EVENT DELEGATION

HTML

HEAD

BODY

ARTICLE

DIV

DIV

FORM

GTM

submit()


EVENT DELEGATION

HTML

HEAD

BODY

ARTICLE

DIV

DIV

FORM

GTM

submit()

return falseJS


EVENT DELEGATION

HTML

HEAD

BODY

ARTICLE

DIV

DIV

FORM

GTM

submit()

return falseJS

X

X

X


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(e) { e.preventDefault(); $('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


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


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


FOR DOING AWESOME STUFF

http://goo.gl/7wxHCD

Simo Ahava | NetBooster

@SimoAhava

http://google.me/+SimoAhava

[email protected]

www.simoahava.comwww.netbooster.fi

THANK YOU!

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

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