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from GA to GTMfrom zero to eleven in 45 minutes
parental advisory: contains nude code, harsh truth and a live demo rapid advance of slides may cause dizziness - do not spill your beer or pizza
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from WUD2014:!!
“we’d like quantify .gov usability, but can’t even get data about top-menu clicks”
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hmmm… !
New Relic in usability metrix prezo? Did he misplace some clicktrail-metrix
screenshot or his drugs?
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I totally love fast webs!
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(I totally hate devs who make slow code. This does make me hate myself sometimes.)
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my work starts when somebody says the trigger swearword
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most “can’t”-s can be solved in 8 hours
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(my project managers are wise to quote that as 24)
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(it usually takes 48)
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but everything can be done
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“yes, because there is a startup doing this SaaS”
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no, because learning one more packaged tool just
wastes your time
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and you have a customer waiting
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44/56banner / logo
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95/20 banner / logo
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I need information now to write marhcing orders
for tomorrow
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target:let’s talk business, not usability,
analytics or marketing
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Universal Analytics + enhanced eCommerce
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marketing navigation
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marketing navigation persuasion
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marketing navigation persuasion friction
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marketing navigation persuasion ka-ching!friction
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let’s fix it:!!
• write a spec (learn first) • get everybody onboard • devs implement some new codez according to Elbonian
best practice • nobody tests, deploys to live • you test - they have implemented wrong stuff and it actually
disabled add-to-cart! hjäääälp! • btw, Peeter - why don’t we have results yet?
didn’t I tell you campaign starts on 17th? (No sir, ma’am! you forgot to tell me that, but that’s not the point at all)
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GTMthe misunderstood teenager
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“tag is this piece of code you put on website, like
a tracking pixel or remarketing something”
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NO!!!
Tagging is more like labelling interactions on you website - so you can use the information generated
by interactions in analytics etc.
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She made me think like that:
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… and from him I learnt the implementation:
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http://www.simoahava.com/analytics/google-tag-manager-data-model/
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Peeter - !please explain me why can’t we have all these important marketing tools that I have seen on interwebs also on our site! !Are you not an expert after all? !luv, mrktg manager
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vol 0!tracking in GA
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vol 1!events in GA
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vol 2!switch to GTM, tracking
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vol 3!variables in GTM
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vol 4!tags in GTM
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vol 5!triggers in GTM
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vol 6-10!really scary stuff
(did you know there is a monster under your bed who is also afraid of vol 6-10?)
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vol 11!whoa, you survived!
beer, pizza, badass-time
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takeaways: !
learn GTM use GTM
practice with protos write actionable specs
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takeaways: !
use GTM learn GTM
practice with protos write actionable specs
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marketing navigation persuasion ka-ching!friction
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… and kids, please do not forget to read:
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or … hire me :-) !
twitter/github/linkedin/skype etc @[email protected]
+372 56 565 565 (introduce by SMS first)