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Stefan Callebaut & Boy Martin on GAUC: Google Tag Manager and Unified DataLayer providing the necessary Speed of Changefor Thomas Cook eCommerce
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Stefan Callebaut & Boy Martin on GAUC: Google Tag Manager and Unified DataLayer providing the necessary Speed of Change for Thomas Cook eCommerce

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Stefan Callebaut & Boy Martin on GAUC: Google Tag Manager and Unified DataLayer providing the necessary Speed of Change for Thomas Cook eCommerce

Stefan Callebaut & Boy Martin on GAUC: Google Tag Manager and Unified DataLayer providing the necessary Speed of Change for Thomas Cook eCommerce


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  • 1. Google Tag Manager and Unified DataLayer providing the necessary Speed of Change for Thomas Cook eCommerce Stefan Callebaut eCom Web Analyst Thomas Cook Boy Martin Front-end Developer Neckermann.be
  • 2. High Tech High Touch
  • 3. “ High Tech, High Touch ” IT Processes ? Responsive Websites UX Testing Site optimalisation Online growth Focus on data
  • 4. How can we acquire the requested speed?
  • 5. “ How to create Speed of Change ”  All data accessible in one place within Source Code  Easy-to-use for all tools 1. Unified data layer
  • 6. 1. Unified data layer 2. Google Tag Manager  Create funnel to push script, tags, etc. to the live website  Implementation without IT-involvement “ How to create Speed of Change ”
  • 7. Front-EndAnalyticsIT 1. Unified data layer 2. Google Tag Manager 3. Redefine roles “ How to create Speed of Change ”
  • 8. Front-EndAnalyticsIT 1. Unified data layer 2. Google Tag Manager 3. Redefine roles “ How to create Speed of Change ”
  • 9. Front-EndAnalyticsIT 1. Unified data layer 2. Google Tag Manager 3. Redefine roles “ How to create Speed of Change ”
  • 10. Live Example
  • 11. “ FEATURE - Last Viewed Travels ”
  • 12. “ FEATURE - Last Viewed Travels ” 1. Source code
  • 13. “ FEATURE - Last Viewed Travels ” 1. Source code 2. Javascript
  • 14. “ FEATURE - Last Viewed Travels ” 1. Source code 2. Javascript 3. Google Tag Manager Create Rule Create Tag TEST & PUBLISH
  • 15. “ FEATURE - Last Viewed Travels ” 1. Source code 2. Javascript 3. Google Tag Manager 4. Google Analytics Create Tag TEST & PUBLISH Real-time
  • 16. “ EXTRA – The New Analytics Team” Front-End developer Analytics Team 2.0 Web Analyst +
  • 17. Key Take Aways
  • 18. “ Key Take Aways ” New defined roles for IT |web analytics | front-end developer will lead to… + A ‘Speed of Change’ + Direct control on what is being pushed to the websites + Happy bosses But be aware that… - DOM scraping is an ad hoc solution - Analytics job will become more technical
  • 19. Stefan Callebaut eCom Web Analyst Thomas Cook @scallebaut Stefan.Callebaut@thomascook.be Boy Martin Front-end Developer Neckermann.be @boyyerd Boy.Martin@thomascook.be Questions? Now is a good time.