Google Tag Manager: 1 Tag To Rule Them All - Siegert Dierickx

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Google Tag Manager: 1 Tag To Rule Them All - Siegert Dierickx

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Google Tag Manager: 1 Tag To Rule Them All - Siegert Dierickx

  1. 1. Google  Tag  Manager:    1  Tag  To  Rule  Them  All  Google  Analy4cs  Business  Conference                            30  May  2013  Siegert  Dierickx  siegert.dierickx@thesedays.com  -­‐  @siegertd  
  2. 2. Google  Tag  Manager:    1  Tag  To  Rule  Them  All  Google  Analy4cs  Business  Conference                            30  May  2013  Siegert  Dierickx  siegert.dierickx@thesedays.com  -­‐  @siegertd  
  3. 3. THE WEB ANALYTICS EVOLUTION1990              1993                1995            1996                1997              1999              2004            2005              2006                2010            2012  
  4. 4. THE WEB ANALYTICS EVOLUTION1990              1993                1995            1996                1997              1999              2004            2005              2006                2010            2012  IT WebMasterMarketingManagerCMO,VPMarketingHits Page ViewsVisitsVisitorsToSBounce rateEngagementConversionEvents
  5. 5. DIGITAL ANALYTICS PROCESSOp-miza-on  Repor-ng  &  Analysis  Implementa-on  Plan  of  Approach  Insight  Genera-on  
  6. 6. IT INVOLVEMENT IS STILL REQUIREDImplementa-on  Quality  Assurance  Tag  Implementa-on  Tracking  Guidelines  
  7. 7. TAGGING 
HAS BECOME 
A FACT OF LIFE 
FOR 
DIGITAL MARKETERS
  8. 8. TAG OVERLOAD8 different tagsTool: Chrome Plugin: Ghostery
  9. 9. TAG OVERLOAD10 different tagsTool: Chrome Plugin: Ghostery
  10. 10. TAG OVERLOAD16 different tagsTool: Chrome Plugin: Ghostery
  11. 11. TAG OVERLOAD25 different tagsTool: Chrome Plugin: Ghostery
  12. 12. 14%  26%  38%  42%  47%  50%  59%  62%  64%  88%  Recommenda-ons  Voice  of  the  Customer  Social  Media  Audience  Measurement  Tes-ng  Behavioral  Targe-ng  Affiliate  Marke-ng  Ad  Serving  Search  Marke-ng  Web  Analy-cs  Reeks  1  Source: Forrester Research, Inc. – Understanding Tag Management Tools And Technology - 2012
  13. 13. TAG COMPLEXITY■ Rapid changing site technologies require new tag implementationskills■ Emerging channels■ Multi-device tracking■ Cross-domain tracking■ Event focused■ Responsive design■ …
  14. 14. 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■ ….
  15. 15. MOST COMMON ISSUES36%  55%  55%  55%  75%  86%  0%   20%   40%   60%   80%   100%  Tags  causing  page  errors  Nega-ve  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
  16. 16. 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 organizationalculture■ You should make people accountable and set tangible targets
  17. 17. CORRECTDATA
FIRST, 

THEN BIG DATA
  18. 18. A CMS FOR TAGSwebsite   website   website   website   website   website  Web  analy-cs   Ad  servers  A/B  test  solu-ons  Targe-ng  -­‐  segmen-ng  PPC  tracking  Affiliate  tracking  Tag  management  
  19. 19. 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
  20. 20. FOR FREEConfident  data  Get  beYer  insights    for  smarter  decisions    Marke4ng  agility  Add  tags  any-me    —no  wai-ng  Quick  &  easy  Simple  for  marketers,  IT,    and  agencies    
  21. 21. GET  CAMPAIGNS  LIVE  QUICKLY  Add  tags  any-me  Marke-ng  agility  ■ Speed:  publish  in  seconds  ■ Usability:  intui-ve  UI  ■ Flexibility:  user  roles,  mul--­‐account  support  
  22. 22. 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  
  23. 23. DIY  TAGGING  –  NO  NEED  TO  BOTHER  IT  Easy  interface  to  save  you  -me  Quick  &  easy  ■ View  all  your  tags  in  one  place  ■ No  need  to  access  site  code  ■ Debug  Console  &  Preview  mode  to  self-­‐check  tags  
  24. 24. GOOGLE TAG MANAGER PROCESS3.  User  acceptance  Suggest,  test  and  accept  rules.  Across  mul-ple  users  and  roles   Across  mul-ple  websits  1.  Container  tag  crea4on  &  inser4on  •  Web  analy-cs  suites  •  Google  adwords  conversion  tags  •  A/B  tes-ng  tags    •  Segmenta-on  tags  •  .....  Javascript  snippet  2.  Rule  defini4on  •  Configure  tags  sedngs  and  behaviour.  •  Mul-ple  rules  •  Mul-ple  elements  •  Campaign  based.  •  And  much  more  ....  Tag  Container    java  script  snippets.    Javascript  library  (cloud/hosted)  4.  Deployment  –  to  one  or  mul-ple  websites.  
  25. 25. ■ Google Analytics■ Google Adwords■ Clicktale■ Doubleclick Floodlight■ Google Remarketing■ CriteoUsed  tags:  CASE: BEOBANK
  26. 26. Partner  delivers  tag(s)  Tag(s)  •  Tagging  Guidelines  •  Briefing  •  Book  developers  •  Integra-on  of  tag(s)  on  page(s)  Tes-ng  on  TD  internal  Test  on  staging  internal  Test  on  staging  external  Acceptance  Trunk  –  Ci-bank  merging  Internal  tes-ng  Ci-bank  Publish  TAG IMPLEMENTATION PROCESSIntegra-on  of  tag(s)  ‘manually’  via  the  CMS  done  by  IT.  
  27. 27. Partner  delivers  tag(s)  Tag(s)  •  Tagging  Guidelines  •  Briefing  •  Book  developers  •  Integra-on  of  tag(s)  on  page(s)  Tes-ng  on  TD  internal  Test  on  staging  internal  Test  on  staging  external  Acceptance  Trunk  –  Ci-bank  merging  Internal  tes-ng  Ci-bank  Publish  TIME SPENTDepending  on  availability,  resources  and  technical  factors:  •  Best-­‐case  scenario:  5  days  •  Worst-­‐case  case  scenario:  2  weeks!  
  28. 28. 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
  29. 29. Partner  delivers  tag(s)  Tag(s)  •  Briefing  (TagMap)  •  Create  tag  in  GTM  •  Create  rule  •  Create  macro  Test  in  debug  mode  –  Tag  Manager  Publish  1hour  4ll  –  1day  NEW PROCESS – TIME SPENT•  Best-­‐case  scenario:  1  hour  •  Worst-­‐case  case  scenario:  8  hours!  
  30. 30. §  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 TOReduce time spent with 97,5%!
  31. 31. ■ Even if you have only a fewtags on your site■ Frequent change of tags■ Unefficient changeprocedures / deploymentcycles■ When there is a need forcentralised tag management■ For all site typesIS GOOGLE TAG MANAGEMENT OF INTEREST 
FOR YOU?
  32. 32. TODAY, 
TAG MANAGEMENT 
IS FAST BECOMING 
A 
COMMODITY
  33. 33. 5 TIPS TO TAKE HOME1.  Make your business case: Efficiency & SitePerformance2.  Involve your IT from the start: you will not gainindependence from IT, but you will gainindependence from releases3.  Migrating to Google Tag Manager is like switchingbetween Web Analytics vendors. Be prepared!4.  Define ownership, rules and processes5.  Go to www.google.com/tagmanager today andplay!
  34. 34. THE BRANDINTERACTIONCOMPANYTHE BRANDINTERACTIONCOMPANYSiegert  Dierickx  siegert.dierickx@thesedays.com  @siegertd  Thank you!

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