Tag management systems help marketers and developers by allowing tags to be updated more quickly without relying on developers. This presentation introduced Opentag, a tag management system, and its key features. It discussed how Opentag allows tags to be consolidated into containers and filtered based on rules. It also described how Opentag helps reduce marketing costs through CPA de-duplication and improves site performance with its universal variable feature. Finally, the presentation provided examples of how Opentag has helped clients such as Pandora, Shop Direct Group, and Stylistpick optimize their digital marketing efforts.

1. Qubit Opentag:
Introduction to tag management
Thursday 27th June 2013
Will Becker
Front End Lead at Qubit
will@qubitproducts.com

2. - Introduction to tag management
: Benefits of tag management
: Tag management components
- Key Opentag features
: Opentag Dashboard, Statistics & Account
: Container Tag
: CPA de-duplication
: Universal Variable
- New Opentag features
: New Tag Library Scripts
: Opentag Plugins
- Client case studies
- Opentag resources
- Q&A
Agenda

3. Tag management
Tag management is designed to improve web efficiency, a
key factor in driving conversion and page views.

4. Marketers & developers are under strain
Increasingly the marketer’s job depends on running, managing and updating
new tags. This puts extra strain on the developer. Any delays in updates cost
market position.

5. Marketers & developers are under strain
Increasingly the marketer’s job depends on running, managing and updating
new tags. This puts extra strain on the developer. Any delays in updates cost
market position.
5
79% of tags take more than a day to implement while 29%
take more than 11 days!
This takes up invaluable time developers could be using for more important
projects - and leaves marketing at the hands of development cycles.

6. Marketers & developers are under strain
Increasingly the marketer’s job depends on running, managing and updating
new tags. This puts extra strain on the developer. Any delays in updates cost
market position.
6
79% of tags take more than a day to implement while 29%
take more than 11 days!
This takes up invaluable time developers could be using for more important
projects - and leaves marketing at the hands of development cycles.
Sites slowed by multiple tags cost businesses customers.
Every second your site slows by, the higher the risk becomes of your visitor simply
clicking off and searching elsewhere.

7. Marketers & developers are under strain
Increasingly the marketer’s job depends on running, managing and updating
new tags. This puts extra strain on the developer. Any delays in updates cost
market position.
7
79% of tags take more than a day to implement while 29%
take more than 11 days!
This takes up invaluable time developers could be using for more important
projects - and leaves marketing at the hands of development cycles.
Sites slowed by multiple tags cost businesses customers.
Every second your site slows by, the higher the risk becomes of your visitor simply
clicking off and searching elsewhere.
Overpaying marketing channels can be costly
Businesses are overpaying some marketing channels with limited visibility on who
is driving the real value.

8. Benefits of tag management
Tag management seeks to resolve a number of challenges
marketers currently face
Data is based on an Enterprise eCommerce business with an average number of 3rd party tags
Implementing new solutions quickly;
decouple tagging from core development cycles driving greater agility
Result: 73% of businesses speed up internal processes
Increase site speed;
consolidate all 3rd party technologies into a unified system with rapid asynchronous loading
Result: 10-20% improvement in page speed
Save on labour costs;
changing tags through a TMS can reduce time to deploy and significantly lower labour costs
Result: 1/2-1 FTE saved to focus on other high value activities
Reduce marketing costs;
only pay once for each sale you make by de-duplicating paid channels and understanding
the real value of a visitor to your website.
Result: 20-30% savings in some paid marketing channels
8

9. Basic tag management components
9
Containers
How we group tags and scripts into a single JavaScript code.
It is the container that groups and stores all of your scripts/tags.
Scripts
Sections of JavaScript that each contain a tag.
Filters
The logic that decides whether a tag should be served on a page
or not. The logic is based on the URL of the page the container tag
is implemented on.
Page variables
How you define user, page, and product information for every page
of your website.

10. Key Opentag features

11. Opentag Dashboard
11

12. Reporting interface
12

13. Account Settings - User Management
13
User Management
Opentag allows you to have several
users for one account. You can also
set roles for each user to either limit or
grant them access to edit and view
your containers. The roles are
Administrator, Editor, and Viewer.

14. Container Tag
Container Tag makes technologies easy to manage

15. Setting up and deploying a tag container
Container Tag
An average large enterprise site has 30
tags running at any one time.
Container Tag lets you consolidate
your tags into a single container.
Within each container, you are then
able to set rules around which tags fire
on specific pages.
This dramatically speeds up page load
times as the site only loads the
container, rather than lots of individual
tags.

16. Adding a script from our tag library
16
Tag Library
Qubit’s Tag Library
has over 200 pre-
canned scripts
ready to fire into
your website.
You can also add
your own custom
scripts.

17. Migrating custom scripts into a container
17
Adding custom scripts
Opentag is completely flexible and any custom tag can be added so long as it can be written in JavaScript.
There are two methods of loading tags: URL-based and HTML-only. You can choose to run additional
JavaScript before or after the .js URL loads.
URL HTML

18. ‘Advanced Features’ - Post/Pre Script
18
Pre/Post
In a URL based tag,
Opentag loads a script
from a remote JavaScript
file.
Pre and post script are,
quite simply, the JavaScript
code to run before (i.e.
pre) and after (i.e. post) the
remote file loads.
You will not need to wrap
the pre/post script in
<script> tags.

19. Opentag allows you to choose the order in which scripts are run. This is useful for several reasons:
1. If you have a script that needs another script to work (eg. you have a script which uses jQuery).
2. If you have several scripts that require a common setup (eg. you have two scripts that require a common variable to be
set on the page)
3. If you require scripts to be run in a precise order (eg. one script sets up a cookie that another script needs in order to run.
Custom trigger rules
19
Script Dependencies

20. Requesting scripts for the tag library
20
Are you a web technology? Are you interested in implementing and servicing Opentag?
Join our partner network
Drop us a line on partners@qubitproducts.com to discuss becoming a partner or adding your
technology to our tag library

21. CPA de-duplication
CPA De-Duplication helps you reduce referrer spend

22. Setting up CPA de-duplication
22
CPA de-duplication
Opentag has inbuilt logic
that recognises when
more than one CPA
channel has been used
and allocates the
commission accordingly.
You can also create your
own logic to decide when
a conversion tag should
fire.
In ‘Advanced Features’,
check the ‘Dedupe’ option
and then choose either a
‘URL based’ filter or
‘Session Variable’ filter.
See our Help Centre for
more information on CPA
de-duplication &
Intelligent Tags.

23. Filters: Session Variables
23
Session Variable Filter
Intelligent Tags & Filters
allow you to run a script in
your container based on
the user’s behaviour
during their current or
previous visit to your site.
Session Variable filters
allow you to not depend
on current page URL but
on other options, such as
previous pages and
actions a user may have
taken during their journey
on a given site.
This can work with CPA
de-duplication through
the use of a ‘session
refferer’ variable and other
inbuilt logic options.

24. Filters: URL-based
24
URL-based Filter
Users can add, remove and change the priority of filters. Opentag will go through the list of filters to make
a decision on whether it should run or not based on the outcome of the last filter. There are two filter
types to choose from: Include or Exclude.
For a working example of URL-based filters: see our Help Centre.

25. Universal Variable
Universal Variable helps all your technologies speak the same language

26. Universal Variable
26
Pre-configured UV
Universal Variable (UV) is a
JavaScript (JSON) object
containing details of a web
page being viewed, and
how the user sees it. For
example, the a UV might
contain details of the
product being viewed (id,
price etc), the user details
(username, if they are new/
returning), or the products
that have just been
purchased on an
ecommerce site.
Once the UV is created on
the page, data can be
easily retrieved by
Opentag. For example, an
ecommerce tag within
Opentag might require the
transaction order id. This
can be easily retrieved
from the UV.

27. Passing parameters from page to script
2724
Many JavaScript tags
require you to pass values
to them from the page the
user is interacting with.
Opentag provides multiple
ways for you to collect this
data.
Opentag allows you to
declare a new variable in
several forms: i.e. Hard
coded value, JavaScript,
Cookie Value, etc.
For an in-depth
explanation on how to set
up your custom variables
and which variable type to
use when, please refer to
our Help Centre.
Custom Variables

28. Resource: UV Wizard
28
UV Wizard
Validator Bookmarklet UV Demo Website
UV Designer
http://tools.qubitproducts.com/uv/

29. Opentag Updates

30. 30
New tag library additions
AdRoll provide a retargeting solution for over 5k advertisers.
Silverpop provides software to marketing teams, enabling them to more
effectively and efficiently understand and motivate their target audience
through a variety of digital marketing channels.
Xaxis solve a range of marketing challenges with solutions informed by
insight-driven data and technology. They offer products that build awareness,
enhance engagement, incite action, and provide illuminating insights.
Conexance provides a co-op database solution for their customers to help
optimisation of acquisition and retention operations.

31. 31
Opentag Plugins
http://wordpress.org/extend/plugins/qubit-opentag/
http://www.magentocommerce.com/magento-connect/catalog/product/
view/id/13932/
http://www.analyticsforjoomla.com/
qubit-opentag-plugin
Opentag can be
implemented through either
a Joomla, Magento or
Wordpress extension.

32. Client case studies

33. "Opentag’s flexibility has meant
that we can easily support Pandora
with all their tagging requirements
and it reduces time to deploy new
technologies dramatically. Qubit
provide us with an intelligent
solution.”
Neil Cunningham,
Head of Digital, Cream
10x faster technology deployment
for Pandora

34. "The dedication and support
shown by the team at Qubit during
our Opentag implementation was
exceptional. I’m looking see what
their other products can do”
Gareth Naser
iDevelopment Manager,
Shop Direct Group
200 tags migrated, 1 data model
for Shop Direct Group

35. "Having a robust data model across
our website is vital for
understanding our customers
and tailoring the website to their
specific needs. Qubit’s Magento
extension has meant we’ve been
able to deploy this rapidly and
cost effectively.”
Ian Sutherland,
Finance Director
Universal Variable implemented
in 90 mins
for Stylistpick

36. Resources
36
Read more here:
bit.ly/qubitcasestudies
Read more about how Qubit
worked with Stylistpick and
others on our website.

37. Opentag resources

38. 38
Resources
https://github.com/QubitProducts/OpenTag http://support.qubitproducts.com/
GitHub: Help Centre

39. Drop us a line on partners@qubitproducts.com to discuss
becoming a partner or adding your technology to our tag library
39
Are you a web technology? Are you interested in implementing
and servicing Opentag?
Join our partner network

40. 40
Q&A

41. Thanks
Will Becker
Front End Lead at Qubit
will@qubitproducts.com