This presentations points out the characteristics and advantages of using the Google Tag Manager as part of a Digital Analytics Setup, including an E-Commerce Use Case - from Enhanced E-Commerce, over UserID Tracking, to SEO.
Language: English
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This was presented by Jonas Wendler at the Analytics Summit, at Google Switzerland, January 25th, 2016.
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Digital Analytics with the Google Tag Manager (GTM)
1. Digital Analytics with the
Google Tag Manager
Analytics Summit, Google Switzerland
Jonas Wendler, Project Manager Analytics
Monday, 25th of January 2016
8. Characteristics of the Google Tag Manager
– Reduced costs due to reduced complexity
– Faster implementation & more flexible
– Fewer sources of error & better testing
– Cross-domain tracking support
– Automatic tracking of downloads,
external links, buttons etc.
11. Remarketing > Get the Attention of the Right Segment
Different Users /
Customers
with different intent
Buy
Inform
Contact
User
Interaction
User Segments
List A : Specific Interest
List C : Checkout Process
List D : Transaction
17. Why? How did it help the client?
1. Lengthy Release Cycles (1-2 Months) immediate
– Faster Insights for Marketing & Management
– Agile Process
– Goal-oriented spending of Marketing Budget
2. Economies of Scale
18. But. (Not Another Funnel)
General Interest
Specific Interest
First Interaction
First Step in
Conversion
ConversionConversion
Channels (Acquisition)
Website / Page Visit
Page Visit + Minutes Spent + Scroll Depth
Remarketing List A
Interaction / Event (e.g. Accordion Click, Map Click) + Scroll
Remarketing List B
Checkout Process / First Form Step
Remarketing List C
Form Completion / Transaction
Remarketing List D (Loyalty)
./.
./.
./.
./.
“If you don’t know where you’re going,
any road will take you there.”
- George Harrison / Lewis Carroll, Alice in Wonderland