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.
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. 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. Marketing Festival 2014 | #mktfest | @SimoAhava
Business
Req.
TMS
&
Data
Layer
Data
Heaven
INVOLVE EVERYONE AROUND DATA
15. AND MAKE IT AGILE!
Marketing Festival 2014 | #mktfest | @SimoAhava
Business
Req.
TMS
&
Data
Layer
Data
Heaven
Rinse & Repeat
16. YOU SHOULD CARE BECAUSE
Silos and non-involvement lead to bad data quality
Marketing Festival 2014 | #mktfest | @SimoAhava
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. 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. Q2: What Is ”Tag Management”
Marketing Festival 2014 | #mktfest | @SimoAhava
30. TAG MANAGEMENT IS
Consolidation of marketing-related web development
Marketing Festival 2014 | #mktfest | @SimoAhava
31. TAG MANAGEMENT IS
Consolidation of marketing-related web development
A common terminology for all working with data
Marketing Festival 2014 | #mktfest | @SimoAhava
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. Q3: What Is The Data Layer?
Marketing Festival 2014 | #mktfest | @SimoAhava
34. Marketing Festival 2014 | #mktfest | @SimoAhava
Marketing Platform I
Marketing Platform II
Marketing Platform III
WITHOUT A DATA LAYER…
35. Marketing Festival 2014 | #mktfest | @SimoAhava
Marketing Platform I
Marketing Platform II
Marketing Platform III
WITHOUT A DATA LAYER…
36. Marketing Festival 2014 | #mktfest | @SimoAhava
Marketing Platform I
Marketing Platform II
Marketing Platform III
WITHOUT A DATA LAYER…
37. Marketing Festival 2014 | #mktfest | @SimoAhava
Marketing Platform I
Marketing Platform II
Marketing Platform III
WITHOUT A DATA LAYER…
38. Marketing Festival 2014 | #mktfest | @SimoAhava
Marketing Platform I
Marketing Platform II
Marketing Platform III
WITHOUT A DATA LAYER…
39. Marketing Festival 2014 | #mktfest | @SimoAhava
Marketing Platform I
Marketing Platform II
Marketing Platform III
WITHOUT A DATA LAYER…
40. Marketing Festival 2014 | #mktfest | @SimoAhava
Marketing Platform I
Marketing Platform II
Marketing Platform III
WITHOUT A DATA LAYER…
41. Marketing Festival 2014 | #mktfest | @SimoAhava
Marketing Platform I
Marketing Platform II
Marketing Platform III
WITHOUT A DATA LAYER…
42. Marketing Festival 2014 | #mktfest | @SimoAhava
Marketing Platform I
Marketing Platform II
Marketing Platform III
WITH A DATA LAYER…
43. Marketing Festival 2014 | #mktfest | @SimoAhava
Marketing Platform I
Marketing Platform II
Marketing Platform III
WITH A DATA LAYER…
44. Marketing Festival 2014 | #mktfest | @SimoAhava
Marketing Platform I
Marketing Platform II
Marketing Platform III
WITH A DATA LAYER…
45. DATA LAYER IS
A structured repository for all marketing data
Marketing Festival 2014 | #mktfest | @SimoAhava
46. DATA LAYER IS
A structured repository for all marketing data
Dynamic and flexible
Marketing Festival 2014 | #mktfest | @SimoAhava
47. DATA LAYER IS
A structured repository for all marketing data
Dynamic and flexible
Platorm- and vendor-independent
Marketing Festival 2014 | #mktfest | @SimoAhava
48. Q4: How Do You Do eCommerce With A TMS?
Marketing Festival 2014 | #mktfest | @SimoAhava
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. 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. YOU ”DO” ECOMMERCE
Using the data layer
Marketing Festival 2014 | #mktfest | @SimoAhava
58. YOU ”DO” ECOMMERCE
Using the data layer
By observing and respecting structural requirements
Marketing Festival 2014 | #mktfest | @SimoAhava
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. Q5: Why Don't The Auto-Event Listeners Work?
Marketing Festival 2014 | #mktfest | @SimoAhava
61. EVENT DELEGATION
GTM's form submit handler
Marketing Festival 2014 | #mktfest | @SimoAhava
HTML
HEAD
BODY
ARTICLE
DIV
DIV
FORM
62. EVENT DELEGATION
Marketing Festival 2014 | #mktfest | @SimoAhava
HTML
HEAD
BODY
ARTICLE
DIV
DIV
FORM
GTM
submit()
63. EVENT DELEGATION
Marketing Festival 2014 | #mktfest | @SimoAhava
HTML
HEAD
BODY
ARTICLE
DIV
DIV
FORM
GTM
submit()
64. EVENT DELEGATION
Marketing Festival 2014 | #mktfest | @SimoAhava
HTML
HEAD
BODY
ARTICLE
DIV
DIV
FORM
GTM
submit()
65. EVENT DELEGATION
Marketing Festival 2014 | #mktfest | @SimoAhava
HTML
HEAD
BODY
ARTICLE
DIV
DIV
FORM
GTM
submit()
66. EVENT DELEGATION
Marketing Festival 2014 | #mktfest | @SimoAhava
HTML
HEAD
BODY
ARTICLE
DIV
DIV
FORM
GTM
submit()
67. EVENT DELEGATION
Marketing Festival 2014 | #mktfest | @SimoAhava
HTML
HEAD
BODY
ARTICLE
DIV
DIV
FORM
GTM
return false
submit()
JS
68. EVENT DELEGATION
Marketing Festival 2014 | #mktfest | @SimoAhava
HTML
HEAD
BODY
ARTICLE
DIV
DIV
FORM
GTM
return false
submit()
JS
69. EVENT DELEGATION
Marketing Festival 2014 | #mktfest | @SimoAhava
HTML
HEAD
BODY
ARTICLE
DIV
DIV
FORM
GTM
return false
submit()
JS
70. EVENT DELEGATION
Marketing Festival 2014 | #mktfest | @SimoAhava
HTML
HEAD
BODY
ARTICLE
DIV
DIV
FORM
GTM
return false
submit()
JS
X
X
X
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. 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. 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. EVENT DELEGATION
GTM's listeners are primed on the document node
Marketing Festival 2014 | #mktfest | @SimoAhava
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. 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. Q6: What Tools Should I Use?
Marketing Festival 2014 | #mktfest | @SimoAhava
78. FOR MAPPING TAGS
Google Tag Assistant
http://goo.gl/qF6OQM
Marketing Festival 2014 | #mktfest | @SimoAhava
WASP.crawler
http://goo.gl/1fieUZ
79. FOR DEBUGGING HITS
Marketing Festival 2014 | #mktfest | @SimoAhava
GA Debugger
http://goo.gl/GmqodA
WASP.inspector
http://goo.gl/Tl9Nhi
80. FOR DEBUGGING GTM
Marketing Festival 2014 | #mktfest | @SimoAhava
GTM Sonar
http://goo.gl/NVmBhv
GTM Preview
http://tagmanager.google.com/