simo ahava - tag management solutions – best. data. ever. mktfest 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 Requirement

Data Point(s)

Measurable Goal

Ticket / Request

Design

Develop Test

Publish

Approve



Business Requirement

Data Point(s)

Measurable Goal

Ticket / Request

Design

Develop Test

Publish

Approve

Marketer / Non-developer

Developer



Business Req.

TMS & Data Layer

Data Heaven

INVOLVE EVERYONE AROUND DATA


Business Req.

TMS & Data Layer

Data Heaven

Rinse & Repeat

AND MAKE IT AGILE!


ü  Silos and non-‐involvement lead to bad data quality

YOU SHOULD CARE BECAUSE


ü  Silos and non-‐involvement lead to bad data quality ü  Bad data quality leads to misalignment of analy6cs

and business goals



ü  Silos and non-‐involvement lead to bad data quality ü  Bad data quality leads to misalignment of analy6cs

and business goals ü  Proper tools and processes improve data quality



Q2: What Is ”Tag Management”


BEFORE


AFTER


AFTER

Picard Layer

Kirk Layer

Data Layer


AFTER


ü  Consolida6on of marke6ng-‐related web development

TAG MANAGEMENT IS


ü  Consolida6on of marke6ng-‐related web development ü  A common terminology for all working with data

TAG MANAGEMENT IS


ü  Consolida6on of marke6ng-‐related web development ü  A common terminology for all working with data ü  Fer6le ground for agile growth in data organiza6on

TAG MANAGEMENT IS


Q3: What Is The Data Layer?


Marke6ng PlaCorm I

Marke6ng PlaCorm II

Marke6ng PlaCorm III

WITHOUT A DATA LAYER…


Marke6ng PlaCorm I

Marke6ng PlaCorm II

Marke6ng PlaCorm III

WITH A DATA LAYER…


ü  A structured repository for all marke6ng data

DATA LAYER IS


ü  A structured repository for all marke6ng data ü  Dynamic and flexible

DATA LAYER IS


ü  A structured repository for all marke6ng data ü  Dynamic and flexible ü  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> <!-‐-‐ Google Tag Manager Container Snippet Here -‐-‐> </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


ü  Using the data layer

YOU ”DO” ECOMMERCE


ü  Using the data layer ü  By observing and respec6ng structural requirements



ü  Using the data layer ü  By observing and respec6ng structural requirements ü  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 false JS


EVENT DELEGATION

HTML

HEAD

BODY

ARTICLE

DIV

DIV

FORM

GTM

submit()

return false JS

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


ü  GTM's listeners are primed on the document node

EVENT DELEGATION


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

EVENT DELEGATION


EVENT DELEGATION

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

to find possible func6ons that stop propaga5on


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.com www.netbooster.fi

THANK YOU!

simo ahava - tag management solutions – best. data. ever. mktfest 2014

Business

data marketing festival

simoahava silos

simoahava q2

simoahava q1

data tag management

noninvolvement lead

business goals proper

tag management solutions