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

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Tag Management Solutions can really change things for your organization. Their biggest asset is the fact that they'll help you turn your processes around. In this talk I gave at Marketing Festival (CZ) 2014, I go over six of the most commonly asked questions around TMSs, and I explain the ways you can use the answers to improve the way your organization collects and uses data.

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

  1. 1. Tag Management Solutions BEST. DATA. EVER. Simo Ahava (NetBooster) – Marketing Festival
  2. 2. Q1: Why Should I Care? Marketing Festival 2014 | #mktfest | @SimoAhava
  3. 3. TYPICAL (WATERFALL) PROCESS Idea Implementation Analysis Results Marketing Festival 2014 | #mktfest | @SimoAhava
  4. 4. THE BUSINESS OWNER / EXECUTIVE Idea Implementation Analysis Results Marketing Festival 2014 | #mktfest | @SimoAhava
  5. 5. THE MARKETER / NON-DEVELOPER Idea Implementation Analysis Results Marketing Festival 2014 | #mktfest | @SimoAhava
  6. 6. THE DEVELOPER / IT Idea Implementation Analysis Results Marketing Festival 2014 | #mktfest | @SimoAhava
  7. 7. SILOS Idea Implementation Analysis Results Marketing Festival 2014 | #mktfest | @SimoAhava
  8. 8. SILOS Idea Implementation Analysis Results Marketing Festival 2014 | #mktfest | @SimoAhava
  9. 9. SILOS Idea Implementation Analysis Results Marketing Festival 2014 | #mktfest | @SimoAhava
  10. 10. SILOS Idea Implementation Analysis Results Marketing Festival 2014 | #mktfest | @SimoAhava
  11. 11. INEFFECTIVE, NON-ITERATIVE PROCESS Idea Implementation Analysis Results Marketing Festival 2014 | #mktfest | @SimoAhava
  12. 12. INEFFECTIVE, NON-ITERATIVE PROCESS Business Requirement Develop Test Design Marketing Festival 2014 | #mktfest | @SimoAhava Data Point(s) Measurable Goal Ticket / Request Publish Approve
  13. 13. Business Requirement Develop Test Design Marketing Festival 2014 | #mktfest | @SimoAhava Data Point(s) Measurable Goal Ticket / Request Publish Approve Marketer / Non-developer Developer INEFFECTIVE, NON-ITERATIVE PROCESS
  14. 14. Marketing Festival 2014 | #mktfest | @SimoAhava Business Req. TMS & Data Layer Data Heaven INVOLVE EVERYONE AROUND DATA
  15. 15. AND MAKE IT AGILE! Marketing Festival 2014 | #mktfest | @SimoAhava Business Req. TMS & Data Layer Data Heaven Rinse & Repeat
  16. 16. YOU SHOULD CARE BECAUSE  Silos and non-involvement lead to bad data quality Marketing Festival 2014 | #mktfest | @SimoAhava
  17. 17. YOU SHOULD CARE BECAUSE  Silos and non-involvement lead to bad data quality  Bad data quality leads to misalignment of analytics and business goals Marketing Festival 2014 | #mktfest | @SimoAhava
  18. 18. YOU SHOULD CARE BECAUSE  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 Marketing Festival 2014 | #mktfest | @SimoAhava
  19. 19. Q2: What Is ”Tag Management” Marketing Festival 2014 | #mktfest | @SimoAhava
  20. 20. BEFORE Marketing Festival 2014 | #mktfest | @SimoAhava
  21. 21. BEFORE Marketing Festival 2014 | #mktfest | @SimoAhava
  22. 22. BEFORE Marketing Festival 2014 | #mktfest | @SimoAhava
  23. 23. BEFORE Marketing Festival 2014 | #mktfest | @SimoAhava
  24. 24. BEFORE Marketing Festival 2014 | #mktfest | @SimoAhava
  25. 25. BEFORE Marketing Festival 2014 | #mktfest | @SimoAhava
  26. 26. BEFORE Marketing Festival 2014 | #mktfest | @SimoAhava
  27. 27. AFTER Marketing Festival 2014 | #mktfest | @SimoAhava
  28. 28. AFTER Marketing Festival 2014 | #mktfest | @SimoAhava Kirk Layer Data Layer Picard Layer
  29. 29. AFTER Marketing Festival 2014 | #mktfest | @SimoAhava
  30. 30. TAG MANAGEMENT IS  Consolidation of marketing-related web development Marketing Festival 2014 | #mktfest | @SimoAhava
  31. 31. TAG MANAGEMENT IS  Consolidation of marketing-related web development  A common terminology for all working with data Marketing Festival 2014 | #mktfest | @SimoAhava
  32. 32. 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 Marketing Festival 2014 | #mktfest | @SimoAhava
  33. 33. Q3: What Is The Data Layer? Marketing Festival 2014 | #mktfest | @SimoAhava
  34. 34. Marketing Festival 2014 | #mktfest | @SimoAhava Marketing Platform I Marketing Platform II Marketing Platform III WITHOUT A DATA LAYER…
  35. 35. Marketing Festival 2014 | #mktfest | @SimoAhava Marketing Platform I Marketing Platform II Marketing Platform III WITHOUT A DATA LAYER…
  36. 36. Marketing Festival 2014 | #mktfest | @SimoAhava Marketing Platform I Marketing Platform II Marketing Platform III WITHOUT A DATA LAYER…
  37. 37. Marketing Festival 2014 | #mktfest | @SimoAhava Marketing Platform I Marketing Platform II Marketing Platform III WITHOUT A DATA LAYER…
  38. 38. Marketing Festival 2014 | #mktfest | @SimoAhava Marketing Platform I Marketing Platform II Marketing Platform III WITHOUT A DATA LAYER…
  39. 39. Marketing Festival 2014 | #mktfest | @SimoAhava Marketing Platform I Marketing Platform II Marketing Platform III WITHOUT A DATA LAYER…
  40. 40. Marketing Festival 2014 | #mktfest | @SimoAhava Marketing Platform I Marketing Platform II Marketing Platform III WITHOUT A DATA LAYER…
  41. 41. Marketing Festival 2014 | #mktfest | @SimoAhava Marketing Platform I Marketing Platform II Marketing Platform III WITHOUT A DATA LAYER…
  42. 42. Marketing Festival 2014 | #mktfest | @SimoAhava Marketing Platform I Marketing Platform II Marketing Platform III WITH A DATA LAYER…
  43. 43. Marketing Festival 2014 | #mktfest | @SimoAhava Marketing Platform I Marketing Platform II Marketing Platform III WITH A DATA LAYER…
  44. 44. Marketing Festival 2014 | #mktfest | @SimoAhava Marketing Platform I Marketing Platform II Marketing Platform III WITH A DATA LAYER…
  45. 45. DATA LAYER IS  A structured repository for all marketing data Marketing Festival 2014 | #mktfest | @SimoAhava
  46. 46. DATA LAYER IS  A structured repository for all marketing data  Dynamic and flexible Marketing Festival 2014 | #mktfest | @SimoAhava
  47. 47. DATA LAYER IS  A structured repository for all marketing data  Dynamic and flexible  Platorm- and vendor-independent Marketing Festival 2014 | #mktfest | @SimoAhava
  48. 48. Q4: How Do You Do eCommerce With A TMS? Marketing Festival 2014 | #mktfest | @SimoAhava
  49. 49. You don't! Marketing Festival 2014 | #mktfest | @SimoAhava
  50. 50. <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> <!-- Google Tag Manager Container Snippet Here -->
  51. 51. <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> <!-- Google Tag Manager Container Snippet Here --> Triggers your eCommerce Transaction tag
  52. 52. <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> <!-- Google Tag Manager Container Snippet Here --> The dataLayer is written by your eCommerce platform or CMS! Triggers your eCommerce Transaction tag
  53. 53. <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> <!-- Google Tag Manager Container Snippet Here --> </body> </html> 1. eCommerce platform or CMS renders the page template…
  54. 54. <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> 1. eCommerce platform or CMS renders the page template… 2. …and populates dataLayer with details about the transaction…
  55. 55. 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…
  56. 56. 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
  57. 57. YOU ”DO” ECOMMERCE  Using the data layer Marketing Festival 2014 | #mktfest | @SimoAhava
  58. 58. YOU ”DO” ECOMMERCE  Using the data layer  By observing and respecting structural requirements Marketing Festival 2014 | #mktfest | @SimoAhava
  59. 59. YOU ”DO” ECOMMERCE  Using the data layer  By observing and respecting structural requirements  With the developer and marketer working together Marketing Festival 2014 | #mktfest | @SimoAhava
  60. 60. Q5: Why Don't The Auto-Event Listeners Work? Marketing Festival 2014 | #mktfest | @SimoAhava
  61. 61. EVENT DELEGATION GTM's form submit handler Marketing Festival 2014 | #mktfest | @SimoAhava HTML HEAD BODY ARTICLE DIV DIV FORM
  62. 62. EVENT DELEGATION Marketing Festival 2014 | #mktfest | @SimoAhava HTML HEAD BODY ARTICLE DIV DIV FORM GTM submit()
  63. 63. EVENT DELEGATION Marketing Festival 2014 | #mktfest | @SimoAhava HTML HEAD BODY ARTICLE DIV DIV FORM GTM submit()
  64. 64. EVENT DELEGATION Marketing Festival 2014 | #mktfest | @SimoAhava HTML HEAD BODY ARTICLE DIV DIV FORM GTM submit()
  65. 65. EVENT DELEGATION Marketing Festival 2014 | #mktfest | @SimoAhava HTML HEAD BODY ARTICLE DIV DIV FORM GTM submit()
  66. 66. EVENT DELEGATION Marketing Festival 2014 | #mktfest | @SimoAhava HTML HEAD BODY ARTICLE DIV DIV FORM GTM submit()
  67. 67. EVENT DELEGATION Marketing Festival 2014 | #mktfest | @SimoAhava HTML HEAD BODY ARTICLE DIV DIV FORM GTM return false submit() JS
  68. 68. EVENT DELEGATION Marketing Festival 2014 | #mktfest | @SimoAhava HTML HEAD BODY ARTICLE DIV DIV FORM GTM return false submit() JS
  69. 69. EVENT DELEGATION Marketing Festival 2014 | #mktfest | @SimoAhava HTML HEAD BODY ARTICLE DIV DIV FORM GTM return false submit() JS
  70. 70. EVENT DELEGATION Marketing Festival 2014 | #mktfest | @SimoAhava HTML HEAD BODY ARTICLE DIV DIV FORM GTM return false submit() JS X X X
  71. 71. SAMPLE FIX $('a.toTop').on('click', function() { $('html, body') .animate({ scrollTop: $('#top').offset().top – 5 }, 500); return false; Marketing Festival 2014 | #mktfest | @SimoAhava } ); Binds a specific link click to scroll the screen to the top of the page
  72. 72. SAMPLE FIX $('a.toTop').on('click', function() { $('html, body') .animate({ scrollTop: $('#top').offset().top – 5 }, 500); return false; Marketing Festival 2014 | #mktfest | @SimoAhava } ); Binds a specific link click to scroll the screen to the top of the page
  73. 73. SAMPLE FIX $('a.toTop').on('click', function(e) { e.preventDefault(); $('html, body') .animate({ scrollTop: $('#top').offset().top – 5 }, 500); return false; Marketing Festival 2014 | #mktfest | @SimoAhava } ); Binds a specific link click to scroll the screen to the top of the page
  74. 74. EVENT DELEGATION  GTM's listeners are primed on the document node Marketing Festival 2014 | #mktfest | @SimoAhava
  75. 75. EVENT DELEGATION  GTM's listeners are primed on the document node  For them to work, events must bubble / propagate Marketing Festival 2014 | #mktfest | @SimoAhava
  76. 76. 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 Marketing Festival 2014 | #mktfest | @SimoAhava
  77. 77. Q6: What Tools Should I Use? Marketing Festival 2014 | #mktfest | @SimoAhava
  78. 78. FOR MAPPING TAGS Google Tag Assistant http://goo.gl/qF6OQM Marketing Festival 2014 | #mktfest | @SimoAhava WASP.crawler http://goo.gl/1fieUZ
  79. 79. FOR DEBUGGING HITS Marketing Festival 2014 | #mktfest | @SimoAhava GA Debugger http://goo.gl/GmqodA WASP.inspector http://goo.gl/Tl9Nhi
  80. 80. FOR DEBUGGING GTM Marketing Festival 2014 | #mktfest | @SimoAhava GTM Sonar http://goo.gl/NVmBhv GTM Preview http://tagmanager.google.com/
  81. 81. GTM TOOLS http://www.gtmtools.com/ Marketing Festival 2014 | #mktfest | @SimoAhava
  82. 82. GTM TOOLS V2.0 Marketing Festival 2014 | #mktfest | @SimoAhava
  83. 83. FOR DOING AWESOME STUFF Marketing Festival 2014 | #mktfest | @SimoAhava
  84. 84. FOR DOING AWESOME STUFF http://goo.gl/7wxHCD Marketing Festival 2014 | #mktfest | @SimoAhava
  85. 85. Simo Ahava | NetBooster @SimoAhava http://google.me/+SimoAhava simo@simoahava.com www.simoahava.com www.netbooster.fi THANK YOU!

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