Engage 2013 - Why Upgrade to v10 Tag
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Engage 2013 - Why Upgrade to v10 Tag Presentation Transcript

  • 1. Why Upgrade to the Webtrends v10 Tag? John Clark, Principal Consultant, Webtrends Tony Gray, Director of Consulting Services, Webtrends
  • 2. Agenda•  Webtrends v10 Tag Flexibility•  Using Webtrends Transforms to Modify Data•  “Touchless” Page Markup Event Tracking•  Form Fill Tracking With Plugins•  Quick & Easy 4 Step Tag Upgrade
  • 3. Digital Measurement with Analytics 10V9 VS V10 TAGS
  • 4. v8 & v9 v10 tag Tags Add-in modules to customizeModify Tag to Customize Tag never ch a n g e sSynchronous Asynchronous
  • 5. V10 Tag Benefits•  Scalable – Easily deployed against multiple sites•  Maintainable – Selectors and plug-in are modular•  Flexible – Modular architecture flexible tracking•  Asynchronous – Runs in background thread
  • 6. Anatomy of the V10 Tag V10 tag Librarywebtrends.js Transforms are used to modify the data collected or to change the behavior of the tracking code. In either case, they are called Transforms just before the beacon request is generated. Selectors are a way to unobtrusively attach multiTrack calls to dom elements. This uses Selectors the browsers CSS Selectors engine to find the elements. Plugins are modules that run in the Plugins Webtrends namespace that can be used for almost anything.
  • 7. Digital Measurement with Analytics 10TRANSFORMS
  • 8. Transforms: Modifying Data Prior to Processing•  Transforms are used to modify the data collected or to change the behavior of the tracking code•  Transforms are used to change the data before its sent to Webtrends
  • 9. Transforms: From A Caterpillar To A Butterfly Transform
  • 10. Transforms: Modifying Data CollectedTransform to modify the parameter z_call me, and if itsCaterpillar, transform it to Butterfly.dcs.addTransform( function(dcsObject, multiTrackObject) { if (dcsObject.WT.z_callMe === “Caterpillar”) dcsObject.WT.z_callMe = “Butterfly”; )}, "all”);
  • 11. Digital Measurement with Analytics 10A MORE PRACTICAL EXAMPLE
  • 12. Simple Application of A Transform Use a transform to set the content groups base on the path in a url. This way we don’t need to add META content to every page. www.webtrends.com/newproducts/streams/demodcs.addTransform( function(dcsObject, multiTrackObject) { if (window.location.pathname.split(/)[1]) dcsObject.WT.cg_n = window.location.pathname.split(/)[1]; )}, "all);
  • 13. Selectively Apply a Transform•  all – Always transform the data•  collect – only transform the data on collect•  multitrack – Only transform the data on multitrackdcs.addTransform( function(dcsObject, multiTrackObject) { if (window.location.pathname.split(/)[1]) dcsObject.WT.cg_n = window.location.pathname.split(/)[1];)},“collect”);
  • 14. Practical uses•  Create pseudo page names•  Add data to a hit•  Modify data from a hit
  • 15. Digital Measurement with Analytics 10OK, HERE COMES THE COOL STUFF!
  • 16. Selectors•  Selectors allow us to add event tracking without changing the markup•  Events such as: •  Link clicks •  Download clicks •  Input box clicks •  Image clicks
  • 17. Selectors•  The Old Way: •  <a href="the_new_link" id=link_1 class="nav_links" onclick="dcsMultiTrack(DCS.dcsuri,/Corporate,WT.ti,The Corporate Site,’WT.dl’,’99’,’WT.myPram’,’customParmValue’);"> This is the first link</a>•  The New Way: •  <a href="the_new_link" id=link_1 class="nav_links”> This is the first link</a>•  Adding onclick events into the markup causes scalability and maintainability issues as the page markup is changed
  • 18. The Webtrends Selector Way – w/CSSPage Markup – No ChangesAdd the tracking into the Webtrends filedcs.addSelector(‘A’, filter: function (dcsObject, o) { var e = o.element || {}; if (e.id == “link_1”) return false; Filter for the target link else return true; }, transform: function (dcsObject, o) { o.argsa.push("DCS.dcssip", window.location.hostname, "DCS.dcsuri", window.location.pathname, "WT.ti", document.title, Send our data "WT.dl", “99”); }});
  • 19. The Webtrends Selector Way – w/jQueryIf jQuery is loaded on the page you can usejQuery as the selector:dcs.addSelector(‘A#link_1’, transform: function (dcsObject, o) { o.argsa.push("DCS.dcssip", window.location.hostname, "DCS.dcsuri", window.location.pathname, "WT.ti", document.title, "WT.dl", “99”); }});
  • 20. Digital Measurement with Analytics 10PLUGINS – A MODULAR APPROACH
  • 21. Plugins•  Plugin are re-usable modules that can contain transforms and/or selectors, and/ or custom code.•  They can be easily used across sites, rather then being put into the code.
  • 22. Plugin Framework•  The plugin framework is just a container for the functions you’d like to deploy (function(_window, _document) { // // put custom code here // selectors // transforms // custom stuff // Webtrends.registerPlugin(yt, WTYT_loader); })(window, window.document);
  • 23. Plugin Example•  Form fill tracking can get complicated when you have to bind to all the form elements with onClick multi-track handlers•  But with a quick plugin you can easily deploy a method to track form fills
  • 24. Webtrends Markup
  • 25. Plugin To Track Changes In INPUT Form Elements(function (_window, _document) { if (!_window.Webtrends) return; FromTrack_loader = function (t, p) { var elems = document.getElementsByTagName(INPUT); for (var Tag = 0; Tag < elems.length; Tag++) { elems[Tag].onchange = function () { e = event.srcElement; if (e.getAttribute(data-si_n)) { Webtrends.multiTrack({ argsa: ["DCS.dcssip", window.location.hostname, "DCS.dcsuri", window.location.pathname, "WT.ti", document.title, Send data Attach tracking "WT.event_nam", e.name, "WT.si_n", e.getAttribute(data-si_n), if there is a to all the Input "WT.si_x", e.getAttribute(data-si_x), "WT.dl", 99] data-si_n boxes on the }); } attribute page } } }; Webtrends.registerPlugin(FormTrack, FromTrack_loader);})(window, window.document);
  • 26. Form Tracking Scenario Funnel
  • 27. Webtrends Async Tag•  Why move to the async code base? –  Does not delay the page load like sync code does –  Modular approach simplifies maintainability –  People are developing cool plugin’s •  Facebook, Video Tracking, Form Tracking, Heatmaps, Streams•  As easy as 4 simple steps to upgrade!
  • 28. Digital Measurement with Analytics 10FOUR EASY STEPS TO ASYNC
  • 29. 4 Steps to Converting to Async 100. Take opportunity to evaluate current tagging1.  Transform old config to new format2.  Move over your customizations3.  Replace the old code block with the new code block4.  Test
  • 30. It’s really simpleCONVERTING 9.X TO A10
  • 31. Async Basics (function() { Async load line loads var s = document.createElement(script); s.async = true;s.type="text/javascript"; s.src = http://s.webtrends.com/js/webtrends.js‘; webtrends code as var s2=document.getElementsByTagName("script") background process [0];s2.parentNode.insertBefore(s,s2); }()); window.webtrendsAsyncInit = function() { var dcs=new Webtrends.dcs() .init(Once loaded, the code runs {domain="statse.webtrendslive.com”, timezone=-8,‘webtrendsAsyncInit‘ to pick fpcdom="hilton.com“, up configuration onsitedoms="secure3-dev.hilton.com“, }) .track(); }; window.webtrendsAsyncLoad = function(_tag){ Then code runs // static values that go on all of the pages _tag.WT.site = document.location.hostname; ’webtrendsAsyncLoad’ to _tag.WT.sitetype = B; install customizations _tag.WT.t_B01 = Luxury.V1.R1; // END Static Values };
  • 32. Step 1: Transform Config Old Config New Configthis.domain="statse.webtrendslive.com"; domain="statse.webtrendslive.com”,this.timezone=-8; timezone=-8,this.fpcdom="hilton.com"; fpcdom="hilton.com“,this.onsitedoms="secure3-dev.hilton.com"; onsitedoms="secure3-dev.hilton.com“,this.downloadtypes="xls,doc,pdf,txt,csv,zip,docx,xlsx"; Remove ‘this.’ downloadtypes="xls,doc,pdf,txt,csv,zip,docx,xlsx“,this.navigationtag="div,table";this.trackevents=true; Replace ‘;’ with navigationtag="div,table“, trackevents=true,this.trimoffsiteparams=true; ‘,’ trimoffsiteparams=true,this.enabled=true; enabled=true,this.i18n=true; i18n=true,this.fpc="WT_FPC"; fpc="WT_FPC“,this.paidsearchparams="gclid"; paidsearchparams="gclid“,this.splitvalue=""; splitvalue="“
  • 33. Put into init section<!-- START OF SmartSource Data Collector TAG Copyright (c) 1996-2011 WebTrends Inc. All rightsreserved. --><!-- Version: 10.0.0 : Tag Builder Version: NA : Created: NA --><script type="text/javascript">window.webtrendsAsyncInit = function() { var dcs=new Webtrends.dcs() .init( {domain="statse.webtrendslive.com”, timezone=-8, fpcdom="hilton.com“, onsitedoms="secure3-dev.hilton.com“, downloadtypes="xls,doc,pdf,txt,csv,zip,docx,xlsx“, navigationtag="div,table“, trackevents=true, trimoffsiteparams=true, enabled=true, i18n=true, fpc="WT_FPC“, paidsearchparams="gclid“, splitvalue="“ }) Don’t forget to .track(); remove last}; comma
  • 34. Step 2: Move over customizations Old Config New Config <script type="text/javascript">_tag.dcsCustom = function () { window.webtrendsAsyncLoad = function(_tag){ // extract info from to URL to see where we are _tag.WT.t_B02 = document.URL.split(/)[3]; // extract info from to URL to see where we are _tag.WT.t_B02 = document.URL.split(/)[3]; // pull the content group data from the URL string if (document.URL.split(/).length > 5) { // pull the content group data from the URL string if (document.URL.split(/)[5].indexOf(index) != -1) { if (document.URL.split(/).length > 5) { if (document.URL.split(/)[5].indexOf(index) != -1) Move _tag.WT.cg_n = document.URL.split(/)[4]; } else {{ customizations _tag.WT.cg_s = document.URL.split(/)[5].split(.) _tag.WT.cg_n = document.URL.split(/)[4]; } else { into AsyncLoad [0]; _tag.WT.cg_n = document.URL.split(/)[4]; _tag.WT.cg_s = document.URL.split(/)[5].split(.)[0]; method } } else _tag.WT.cg_n = Home; _tag.WT.cg_n = document.URL.split(/)[4]; } } else _tag.WT.cg_n = Home; _tag.WT.z_brand = XlateBrand(document.URL).Name; // END URL extracted data _tag.WT.z_brand = // static values that go on all of the pagesXlateBrand(document.URL).Name; _tag.WT.site = document.location.hostname; // END URL extracted data _tag.WT.sitetype = B; _tag.WT.t_B01 = Luxury.V1.R1; // static values that go on all of the pages // END Static Values _tag.WT.site = document.location.hostname; }; _tag.WT.sitetype = B; </script> _tag.WT.t_B01 = Luxury.V1.R1; // END Static Values}
  • 35. Step 3: Replace old code block with the new<!-- START OF SmartSource Data Collector TAG --><!-- Copyright (c) 1996-2011 WebTrends Inc. All rights reserved. --><!-- Version: 9.3.0 --><!-- Tag Builder Version: 3.1 --><!-- Created: 1/14/2011 4:37:20 PM --><script src="/scripts/webtrends.js" type="text/javascript"></script><!-- ----------------------------------------------------------------------------------- --> Data Collector TAG Copyright (c) 1996-2011 WebTrends Inc. All rights reserved. --> <!-- START OF SmartSource<!-- Warning: The two script blocks below must remain inline.: Moving <!-- Version: 10.0.0 Tag Builder Version: NA : Created: NA -->them to an external --> <script type="text/javascript"><!-- JavaScript include file can cause serious problems with cross- = function() { window.webtrendsAsyncInitdomain tracking. --> var dcs=new Webtrends.dcs()<!-- ----------------------------------------------------------------------------------- --> .init({<script type="text/javascript"> domain="statse.webtrendslive.com”,//<![CDATA[ timezone=-8,var _tag=new WebTrends(); fpcdom="hilton.com“,_tag.dcsGetId(); onsitedoms="secure3-dev.hilton.com“,//]]> downloadtypes="xls,doc,pdf,txt,csv,zip,docx,xlsx“,</script> navigationtag="div,table“,<script type="text/javascript"> trackevents=true,//<![CDATA[ trimoffsiteparams=true,_tag.dcsCustom=function(){ enabled=true,// Add custom parameters here. i18n=true,//_tag.DCSext.param_name=param_value; fpc="WT_FPC“,} paidsearchparams="gclid“,_tag.dcsCollect(); splitvalue="“//]]> })</script> .track(); }; (function() { var s = document.createElement(script); s.async = true;s.type="text/javascript"; s.src = http://s.webtrends.com/js/webtrends.js‘; var s2=document.getElementsByTagName("script")[0];s2.parentNode.insertBefore(s,s2); }()); </script> <script type="text/javascript"> window.webtrendsAsyncLoad = function(_tag){ // extract info from to URL to see where we are _tag.WT.t_B02 = document.URL.split(/)[3]; // pull the content group data from the URL string if (document.URL.split(/).length > 5) {
  • 36. Step 4: Test•  You should see a callback•  And the data payload
  • 37. Top Take-AwaysConversion to v10 is easy and provides abest practice digital analytics foundation.“Must Have” benefits include: –  Scalability –  Ease of maintenance –  Extreme flexibility –  Asynchronous
  • 38. Sessions You Must See•  Wed @ 2:40 : Ad Hoc Analysis: An Answer for the Next Digital Marketing Question•  Wed @ 3:40 : Implementing Facebook Measurement
  • 39. Rate Session &Speakers/Panelists
  • 40. Thank YouJohn Clark, Principal Consultant, Webtrends Consulting Services Tony Gray, Director, Webtrends Consulting Services John.Clark@webtrends.com Tony.Gray@webtrends.com blogs.webtrends.com