Your SlideShare is downloading. ×
  • Like
Data layers 101
Upcoming SlideShare
Loading in...5
×

Thanks for flagging this SlideShare!

Oops! An error has occurred.

×

Now you can save presentations on your phone or tablet

Available for both IPhone and Android

Text the download link to your phone

Standard text messaging rates apply

Data layers 101

  • 1,828 views
Published

A whistle-stop tour through the concept of the data layer, why it’s not just techy-stuff, and some of the real-world applications and implications of adopting your own. …

A whistle-stop tour through the concept of the data layer, why it’s not just techy-stuff, and some of the real-world applications and implications of adopting your own.
…featuring such exciting topics as ‘Hands-on tips and tricks for Google Tag Manager’, ‘Reducing your dependency on frustrating development challenges when al you want to do is get a tag live’, and ‘Doing really clever stuff with variables, classifying user types, and scoring behaviours’.

Published in Technology , Design
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Be the first to comment
    Be the first to like this
No Downloads

Views

Total Views
1,828
On SlideShare
0
From Embeds
0
Number of Embeds
11

Actions

Shares
Downloads
14
Comments
0
Likes
0

Embeds 0

No embeds

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
    No notes for slide

Transcript

  • 1. Data Layers 101 Jono Alderson Head of Insight @ Linkdex @jonoalderson
  • 2. Not a new concept.
  • 3. HUGE benefits...
  • 4. But slow to take off :(
  • 5. Some History.
  • 6. The Internet wasn’t designed for this.
  • 7. Content, presentation and behaviour all muddled up.
  • 8. The ideal...
  • 9. HTML CSS Content & Markup Layout & presentation Database + server-side JavaScriptBehaviour Logic & processing
  • 10. The modern web
  • 11. HTML CSS Database + server-side JavaScript
  • 12. HTML CSS Database + server-side jQuery Better, but still a mess.
  • 13. And so...
  • 14. “Can we add this conversion script to all form ‘thank you’ pages?”
  • 15. How do we get better at this?
  • 16. Let’s get organised.
  • 17. Container Tags Great! …until you want to do something new.
  • 18. Same principles apply with other solutions
  • 19. Hook, trigger and manipulate page elements.
  • 20. “Trigger a CTA if this is the first page the user has seen” But what about...
  • 21. “Don’t trigger our retargeting code if the product has a high returns rate” or...
  • 22. DOM hooks only get you so far.
  • 23. Introducing the Data Layer... ...Making it really freakin’ easy to manage and turbo-charge your tagging* since 2012 *and other cool stuff
  • 24. HTML CSS Database + server-side JavaScript / jQuery Data
  • 25. Data
  • 26. It’s just a big array.
  • 27. dataLayer : { “number of tacos” : 12345 “colour” : “red” “foods” : { “meat” : “bacon” “veg” : “carrot” “starter” : “soup” “courses” : 3 } }
  • 28. pageInfo: { url: "http://www.example.com/category/article-name/" author: "John Smith" } Pages written by a specific author
  • 29. category:{ primaryCategory: "Cameras", subCategory1: "Nikon", pageType: "ProductDetail" } Products in a specific category Specific page templates
  • 30. attributes:{ seasonal: "Christmas" priority: "high" returnFreq: "low" } Attributes which aren’t necessarily available from/on the page
  • 31. userInfo:{ pagesViews: 6 lastPage: "http://www.example.com/page/" loggedIn: "false" persona: “bargain hunter” qualityScore: 2 gender: "female" } Server-side stuff which you can expose and use easily Just imagine...
  • 32. (An aside) Enable Google Analytics demographic data NOW.
  • 33. transactionInfo:{ "bookingDate" : "26/05/2014", "departureDate" : "12/07/2014", "bookingValue" : 155.45, "productSkus": [ "100002", "100003", "100004" ] } Get that in your analytics
  • 34. Chuck some API calls in there, too (don’t forget to cache)
  • 35. Getting stuff out Google Tag Manager, javascript, ajax
  • 36. “But we can already do all of this kind of stuff…”
  • 37. ...but it’s sure as hell not flexible. and it doesn’t anticipate unknowns
  • 38. Next steps...
  • 39. Now bring it to life. Add things after page load Clicks, mouseovers, dwell times, behaviours, triggers
  • 40. Anticipate what you need Update as you go
  • 41. This sounds like more work...
  • 42. Standardisation
  • 43. E.g., Generify the concept of ‘submitted’ Brief on scenario not specifics
  • 44. Want to get really clever? Server-side / ajax data layers Keep sensitive data secret!
  • 45. Summary Care for your data, and it’ll change your world
  • 46. Thanks!