Google Tag Manager - 1 Tag To Rule Them All (GABC 2013)
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How Google Tag Manager will help you manage your marketing tags, from GA over UA to Adwords and DoubleClick, and many more.
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Google Tag Manager - 1 Tag To Rule Them All (GABC 2013)
- 1. Google Tag Manager: 1 Tag To Rule Them All Google Analytics Business Conference 30 May 2013 Siegert Dierickx siegert.dierickx@thesedays.com - @siegertd
- 2. THE WEB ANALYTICS EVOLUTION 1990 1993 1995 1996 1997 1999 2004 2005 2006 2010 2012
- 3. THE WEB ANALYTICS EVOLUTION 1990 1993 1995 1996 1997 1999 2004 2005 2006 2010 2012 IT Web Master Marketing Manager CMO, VP Marketing Hits Page Views Visits Visitors ToS Bounce rate Engagement Conversion Events
- 4. DIGITAL ANALYTICS PROCESS Optimization Reporting & Analysis Implementation Plan of Approach Insight Generation
- 5. IT INVOLVEMENT IS STILL REQUIRED Implementation Quality Assurance Tag Implementation Tracking Guidelines
- 6. TAGGING HAS BECOME A FACT OF LIFE FOR DIGITAL MARKETERS
- 7. TAG OVERLOAD 8 different tags Tool: Chrome Plugin: Ghostery
- 8. TAG OVERLOAD 10 different tags Tool: Chrome Plugin: Ghostery
- 9. TAG OVERLOAD 16 different tags Tool: Chrome Plugin: Ghostery
- 10. TAG OVERLOAD 25 different tags Tool: Chrome Plugin: Ghostery
- 11. 14% 26% 38% 42% 47% 50% 59% 62% 64% 88% Recommendations Voice of the Customer Social Media Audience Measurement Testing Behavioral Targeting Affiliate Marketing Ad Serving Search Marketing Web Analytics Reeks 1 Source: Forrester Research, Inc. – Understanding Tag Management Tools And Technology - 2012
- 12. TAG COMPLEXITY ■ Rapid changing site technologies require new tag implementation skills ■ Emerging channels ■ Multi-device tracking ■ Cross-domain tracking ■ Event focused ■ Responsive design ■ …
- 13. TAG GOVERNANCE ■ Management of tags is a constant battle ■ Measurement is rarely a priority for IT (still today) ■ Site updates happen in waves ■ No responsibility ■ No quality assurance ■ No processes ■ Ad-hoc requirements ■ Tags are rarely de-activated ■ ….
- 14. MOST COMMON ISSUES 36% 55% 55% 55% 75% 86% 0% 20% 40% 60% 80% 100% Tags causing page errors Negative impact on page load Tags collect wrong data Tags on wrong pages Deployment cycles cause delays Incorrect/Missing tags Reeks 1 Source: These Days Research – 2012/2013
- 15. AS A SIDE NOTE: DON’T ALWAYS BLAME THE IT DEPARTMENT ■ Digital analytics governance starts at the top! ■ You required a project sponsor from management ■ ‘Data Driven Marketing’ should be embedded in organizational culture ■ You should make people accountable and set tangible targets
- 17. A CMS FOR TAGS website website website website website website Web analytics Ad servers A/B test solutions Targeting - segmenting PPC tracking Affiliate tracking Tag management
- 18. OVERALL BENEFITS ■Drive Revenue by Increase site speed Implementing new solutions quickly ■Reduce Costs by Saving on implementation time (and cost) Responding quickly to legislation and privacy concerns ■Improve Effectiveness by Handling over control of tags to marketing Save development time Increasing tag complexity easily
- 19. FOR FREE Confident data Get better insights for smarter decisions Marketing agility Add tags anytime —no waiting Quick & easy Simple for marketers, IT, and agencies
- 20. GET CAMPAIGNS LIVE QUICKLY Add tags anytime Marketing agility ■Speed: publish in seconds ■Usability: intuitive UI ■Flexibility: user roles, multi- account support
- 21. GET BETTER INSIGHTS FOR SMARTER DECISIONS Confident data ■Fast tag loading to collect more data ■Rules: tags fire when they should ■Templates & error-checking to avoid tagging mistakes Rely on accurate tagging so you trust your data
- 22. DIY TAGGING – NO NEED TO BOTHER IT Easy interface to save you time Quick & easy ■View all your tags in one place ■No need to access site code ■Debug Console & Preview mode to self-check tags
- 23. GOOGLE TAG MANAGER PROCESS 3. User acceptance Suggest, test and accept rules. Across multiple users and roles Across multiple websits 1. Container tag creation & insertion • Web analytics suites • Google adwords conversion tags • A/B testing tags • Segmentation tags • ..... Javascript snippet 2. Rule definition • Configure tags settings and behaviour. • Multiple rules • Multiple elements • Campaign based. • And much more .... Tag Container java script snippets. Javascript library (cloud/hosted) 4. Deployment – to one or multiple websites.
- 24. ■Google Analytics ■Google Adwords ■Clicktale ■Doubleclick Floodlight ■Google Remarketing ■Criteo Used tags: CASE: BEOBANK
- 25. Partner delivers tag(s) Tag(s) • Tagging Guidelines • Briefing • Book developers • Integration of tag(s) on page(s) Testing on TD internal Test on staging internal Test on staging external Acceptance Trunk – Citibank merging Internal testing Citibank Publish TAG IMPLEMENTATION PROCESS Integration of tag(s) ‘manually’ via the CMS done by IT.
- 26. Partner delivers tag(s) Tag(s) • Tagging Guidelines • Briefing • Book developers • Integration of tag(s) on page(s) Testing on TD internal Test on staging internal Test on staging external Acceptance Trunk – Citibank merging Internal testing Citibank Publish TIME SPENT Depending on availability, resources and technical factors: • Best-case scenario: 5 days • Worst-case case scenario: 2 weeks!
- 27. Partner delivers tag(s) Tag(s) • Briefing (TagMap) • Create tag in GTM • Create rule • Create macro Test in debug mode – Tag Manager Publish NEW PROCESS – VIA
- 28. Partner delivers tag(s) Tag(s) • Briefing (TagMap) • Create tag in GTM • Create rule • Create macro Test in debug mode – Tag Manager Publish 1hour till – 1day NEW PROCESS – TIME SPENT • Best-case scenario: 1 hour • Worst-case case scenario: 8 hours!
- 29. Apply the required changes ourselves Apply them fast Without dependencies on IT Test immediately in the debug console Publish them immediately on the live website GOOGLE TAG MANAGER ALLOWED US TO Reduce time spent with 97,5%!
- 30. ■Even if you have only a few tags on your site ■Frequent change of tags ■Unefficient change procedures / deployment cycles ■When there is a need for centralised tag management ■For all site types IS GOOGLE TAG MANAGEMENT OF INTEREST FOR YOU?
- 31. TODAY, TAG MANAGEMENT IS FAST BECOMING A COMMODITY
- 32. 5 TIPS TO TAKE HOME
- 33. THE BRAND INTERACTION COMPANY THE BRAND INTERACTION COMPANY Siegert Dierickx siegert.dierickx@thesedays.com @siegertd Thank you!