Simo Ahava - Tag Management Solutions – Best. Data. Ever. MKTFEST 2014

Tag Management Solutions
BEST. DATA. EVER.
Simo Ahava (NetBooster) – Marketing Festival

Q1: Why Should I Care?
Marketing Festival 2014 | #mktfest | @SimoAhava

TYPICAL (WATERFALL) PROCESS
Idea Implementation Analysis Results

THE BUSINESS OWNER / EXECUTIVE

THE MARKETER / NON-DEVELOPER

THE DEVELOPER / IT

SILOS

INEFFECTIVE, NON-ITERATIVE PROCESS

Business
Requirement
Data
Point(s)
Measurable
Develop Test
Design
Goal
Ticket /
Request
Publish
Approve

Business
Requirement
Data
Point(s)
Measurable
Develop Test
Design
Goal
Ticket /
Request
Publish
Approve
Marketer /
Non-developer
Developer

Business
Req.
TMS &
Data
Layer
Data
Heaven
INVOLVE EVERYONE AROUND DATA

AND MAKE IT AGILE!
Business
Req.
TMS &
Data
Layer
Data
Heaven
Rinse & Repeat

YOU SHOULD CARE BECAUSE
ü Silos
and
non-‐involvement
lead
to
bad
data
quality

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
Kirk Layer
Data Layer
Picard Layer

TAG MANAGEMENT IS
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

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…

DATA LAYER IS
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

Q4: How Do You Do eCommerce With A TMS?

You don't!

<html>
<head>
<title>MARKETING
FESTIVAL
RULES
OK</title>
<script>
window.dataLayer
=
window.dataLayer
||
[];
dataLayer.push({
'transactionId'
:
'12345',
:
'MKTFEST',
'transactionTotal'
:
9.99,
'transactionTax'
:
1.32,
:
2.50,
:
[{
'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

YOU ”DO” ECOMMERCE
ü Using
the
data
layer

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
GTM's form submit handler
HTML
HEAD
BODY
ARTICLE
DIV
DIV
FORM

EVENT DELEGATION
HTML
HEAD
BODY
ARTICLE
DIV
DIV
FORM
GTM
submit()

EVENT DELEGATION
HTML
HEAD
BODY
ARTICLE
DIV
DIV
FORM
GTM
return
false
submit()
JS

EVENT DELEGATION
HTML
HEAD
BODY
ARTICLE
DIV
DIV
FORM
GTM
return
false
submit()
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
simo@simoahava.com
www.simoahava.com
www.netbooster.fi
THANK YOU!

Simo Ahava - Tag Management Solutions – Best. Data. Ever. MKTFEST 2014

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