Digital Data Tips Tuesday #1 - Tag Management: Simo Ahava - NetBooster

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#ddtt #1 Keynote by Simo Ahava - What tag management is really all about

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Digital Data Tips Tuesday #1 - Tag Management: Simo Ahava - NetBooster

  1. 1. Simo  Ahava  -­‐  #DDTT  Tag  Management   May  6th  2014   Digital  Data  Tips  Tuesday  -­‐  Amsterdam   h?p://digitaldata.Cps   1   Simo Ahava | NetBooster Simo Ahava | NetBooster FinlandAsk not what your tags can do for you… #ddtt | May 6 2014 | @SimoAhava | www.simoahava.com
  2. 2. Simo  Ahava  -­‐  #DDTT  Tag  Management   May  6th  2014   Digital  Data  Tips  Tuesday  -­‐  Amsterdam   h?p://digitaldata.Cps   2   Simo Ahava | NetBooster Finland The Defining Qualities Of A Tag Management System (TMS) GA pageview AdWords remarketing GA event AdWords conversion tracking TMS container Traditional: tags directly in page template TMS: only container code on page template #dd?  |  May  6  2014  |  @SimoAhava  |  www.simoahava.com   The Defining Qualities Of A Tag Management System (TMS) TEMPLATE  +  CONTAINER   TMS  +  TAGS   PAGE  +  TAGS   Page template TMS UI Rendered page #dd?  |  May  6  2014  |  @SimoAhava  |  www.simoahava.com  
  3. 3. Simo  Ahava  -­‐  #DDTT  Tag  Management   May  6th  2014   Digital  Data  Tips  Tuesday  -­‐  Amsterdam   h?p://digitaldata.Cps   3   The Defining Qualities Of A Tag Management System (TMS) 1.  Easy to learn – difficult to master 2.  Bridges the gap between the developer and the marketer 3.  Promoted as a care-free solution – requires a lot of planning 4.  Agile – if done correctly 5.  Just a means to an end – does not drive insight itself 6.  Can be extended beyond just marketing tagging 7.  Can replace multiple tools 8.  Capable of completely breaking your website 9.  Trades performance for flexibility 10. Scalable and trustworthy – if operated with a data layer #dd?  |  May  6  2014  |  @SimoAhava  |  www.simoahava.com   The Defining Qualities Of A Tag Management System (TMS) 1.  Easy to learn – difficult to master 2.  Bridges the gap between the developer and the marketer 3.  Promoted as a care-free solution – requires a lot of planning 4.  Agile – if done correctly 5.  Just a means to an end – does not drive insight itself 6.  Can be extended beyond just marketing tagging 7.  Can replace multiple tools 8.  Capable of completely breaking your website 9.  Trades performance for flexibility 10. Scalable and trustworthy – if operated with a data layer #dd?  |  May  6  2014  |  @SimoAhava  |  www.simoahava.com  
  4. 4. Simo  Ahava  -­‐  #DDTT  Tag  Management   May  6th  2014   Digital  Data  Tips  Tuesday  -­‐  Amsterdam   h?p://digitaldata.Cps   4   The Defining Qualities Of A Tag Management System (TMS) 1.  Easy to learn – difficult to master 2.  Bridges the gap between the developer and the marketer 3.  Promoted as a care-free solution – requires a lot of planning 4.  Agile – if done correctly 5.  Just a means to an end – does not drive insight itself 6.  Can be extended beyond just marketing tagging 7.  Can replace multiple tools 8.  Capable of completely breaking your website 9.  Trades performance for flexibility 10. Scalable and trustworthy – if operated with a data layer #dd?  |  May  6  2014  |  @SimoAhava  |  www.simoahava.com   The Defining Qualities Of A Tag Management System (TMS) 1.  Easy to learn – difficult to master 2.  Bridges the gap between the developer and the marketer 3.  Promoted as a care-free solution – requires a lot of planning 4.  Agile – if done correctly 5.  Just a means to an end – does not drive insight itself 6.  Can be extended beyond just marketing tagging 7.  Can replace multiple tools 8.  Capable of completely breaking your website 9.  Trades performance for flexibility 10. Scalable and trustworthy – if operated with a data layer #dd?  |  May  6  2014  |  @SimoAhava  |  www.simoahava.com  
  5. 5. Simo  Ahava  -­‐  #DDTT  Tag  Management   May  6th  2014   Digital  Data  Tips  Tuesday  -­‐  Amsterdam   h?p://digitaldata.Cps   5   The Defining Qualities Of A Tag Management System (TMS) 1.  Easy to learn – difficult to master 2.  Bridges the gap between the developer and the marketer 3.  Promoted as a care-free solution – requires a lot of planning 4.  Agile – if done correctly 5.  Just a means to an end – does not drive insight itself 6.  Can be extended beyond just marketing tagging 7.  Can replace multiple tools 8.  Capable of completely breaking your website 9.  Trades performance for flexibility 10. Scalable and trustworthy – if operated with a data layer #dd?  |  May  6  2014  |  @SimoAhava  |  www.simoahava.com   The Defining Qualities Of A Tag Management System (TMS) 1.  Easy to learn – difficult to master 2.  Bridges the gap between the developer and the marketer 3.  Promoted as a care-free solution – requires a lot of planning 4.  Agile – if done correctly 5.  Just a means to an end – does not drive insight itself 6.  Can be extended beyond just marketing tagging 7.  Can replace multiple tools 8.  Capable of completely breaking your website 9.  Trades performance for flexibility 10. Scalable and trustworthy – if operated with a data layer #dd?  |  May  6  2014  |  @SimoAhava  |  www.simoahava.com  
  6. 6. Simo  Ahava  -­‐  #DDTT  Tag  Management   May  6th  2014   Digital  Data  Tips  Tuesday  -­‐  Amsterdam   h?p://digitaldata.Cps   6   The Defining Qualities Of A Tag Management System (TMS) 1.  Easy to learn – difficult to master 2.  Bridges the gap between the developer and the marketer 3.  Promoted as a care-free solution – requires a lot of planning 4.  Agile – if done correctly 5.  Just a means to an end – does not drive insight itself 6.  Can be extended beyond just marketing tagging 7.  Can replace multiple tools 8.  Capable of completely breaking your website 9.  Trades performance for flexibility 10. Scalable and trustworthy – if operated with a data layer #dd?  |  May  6  2014  |  @SimoAhava  |  www.simoahava.com   The Defining Qualities Of A Tag Management System (TMS) 1.  Easy to learn – difficult to master 2.  Bridges the gap between the developer and the marketer 3.  Promoted as a care-free solution – requires a lot of planning 4.  Agile – if done correctly 5.  Just a means to an end – does not drive insight itself 6.  Can be extended beyond just marketing tagging 7.  Can replace multiple tools 8.  Capable of completely breaking your website 9.  Trades performance for flexibility 10. Scalable and trustworthy – if operated with a data layer #dd?  |  May  6  2014  |  @SimoAhava  |  www.simoahava.com  
  7. 7. Simo  Ahava  -­‐  #DDTT  Tag  Management   May  6th  2014   Digital  Data  Tips  Tuesday  -­‐  Amsterdam   h?p://digitaldata.Cps   7   The Defining Qualities Of A Tag Management System (TMS) 1.  Easy to learn – difficult to master 2.  Bridges the gap between the developer and the marketer 3.  Promoted as a care-free solution – requires a lot of planning 4.  Agile – if done correctly 5.  Just a means to an end – does not drive insight itself 6.  Can be extended beyond just marketing tagging 7.  Can replace multiple tools 8.  Capable of completely breaking your website 9.  Trades performance for flexibility 10. Scalable and trustworthy – if operated with a data layer #dd?  |  May  6  2014  |  @SimoAhava  |  www.simoahava.com   The Defining Qualities Of A Tag Management System (TMS) 1.  Easy to learn – difficult to master 2.  Bridges the gap between the developer and the marketer 3.  Promoted as a care-free solution – requires a lot of planning 4.  Agile – if done correctly 5.  Just a means to an end – does not drive insight itself 6.  Can be extended beyond just marketing tagging 7.  Can replace multiple tools 8.  Capable of completely breaking your website 9.  Trades performance for flexibility 10. Scalable and trustworthy – if operated with a data layer #dd?  |  May  6  2014  |  @SimoAhava  |  www.simoahava.com  
  8. 8. Simo  Ahava  -­‐  #DDTT  Tag  Management   May  6th  2014   Digital  Data  Tips  Tuesday  -­‐  Amsterdam   h?p://digitaldata.Cps   8   Lesson I – The Pitch IT  department   is  SLOW!   Let  me  code!   TMS  will  solve   ALL  our   problems!   I  don’t  know,  I   JUST  KNOW  I   HAVE  TO  HAVE  IT!   #dd?  |  May  6  2014  |  @SimoAhava  |  www.simoahava.com   Lesson I – The Pitch IT  department   is  SLOW!   Let  me  code!   TMS  will  solve   ALL  our   problems!   I  don’t  know,  I   JUST  KNOW  I   HAVE  TO  HAVE  IT!   #dd?  |  May  6  2014  |  @SimoAhava  |  www.simoahava.com  
  9. 9. Simo  Ahava  -­‐  #DDTT  Tag  Management   May  6th  2014   Digital  Data  Tips  Tuesday  -­‐  Amsterdam   h?p://digitaldata.Cps   9   Lesson I – The Pitch ü  Don’t antagonize IT – Find common ground and establish parameters ü  Don’t jump in without a plan – Both for migrating and for managing tags ü  Don’t imagine you’re suddenly fluent with web technologies – But don’t forget you are actually producing front-end code ü  ”TMS is not a miracle cure – it’s chicken soup for your tags” © Julien Coquet ü  Focus on how the TMS will faciliate tagging, make your analytics work agile, and thus help you track what you want, when you want and with what tools you want #dd?  |  May  6  2014  |  @SimoAhava  |  www.simoahava.com   Lesson II – The Plan #dd?  |  May  6  2014  |  @SimoAhava  |  www.simoahava.com  
  10. 10. Simo  Ahava  -­‐  #DDTT  Tag  Management   May  6th  2014   Digital  Data  Tips  Tuesday  -­‐  Amsterdam   h?p://digitaldata.Cps   10   Lesson II – The Plan ü  Use a tool like Hub’Scan,Tag Inspector,WASP, Screaming Frog to make an inventory of all existing tags ü  Replicate tags in the TMS ü  Test in a staging environment ü  Synchronize removal of old tags with TMS deployment to live environment ü  Preview, test, debug, preview, test, debug, preview, test, debug, preview, test, debug, preview, test, debug, preview, test, debug, preview, test, debug, preview, test, debug, preview, test, debug #dd?  |  May  6  2014  |  @SimoAhava  |  www.simoahava.com   Lesson III – The Process #dd?  |  May  6  2014  |  @SimoAhava  |  www.simoahava.com  
  11. 11. Simo  Ahava  -­‐  #DDTT  Tag  Management   May  6th  2014   Digital  Data  Tips  Tuesday  -­‐  Amsterdam   h?p://digitaldata.Cps   11   Lesson III – The Process Use a naming convention – and stick with it #dd?  |  May  6  2014  |  @SimoAhava  |  www.simoahava.com   Lesson III – The Process Use a naming convention – and stick with it Use a simple syntax with all structure – not just tags #dd?  |  May  6  2014  |  @SimoAhava  |  www.simoahava.com  
  12. 12. Simo  Ahava  -­‐  #DDTT  Tag  Management   May  6th  2014   Digital  Data  Tips  Tuesday  -­‐  Amsterdam   h?p://digitaldata.Cps   12   Lesson III – The Process Use a naming convention – and stick with it Use a simple syntax with all structure – not just tags Find opportunities to make schema leaner #dd?  |  May  6  2014  |  @SimoAhava  |  www.simoahava.com   Once you deploy a Tag Management System…
  13. 13. Simo  Ahava  -­‐  #DDTT  Tag  Management   May  6th  2014   Digital  Data  Tips  Tuesday  -­‐  Amsterdam   h?p://digitaldata.Cps   13   …YOU HAVE NO MORE EXCUSES NOT TO OPTIMIZEYOUR DATA COLLECTION!!! Simo Ahava | NetBooster Finland Thank you See you on Twitter / Google+ / LinkedIn / NetBooster / simoahava.com

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