2. Philippe
Vlaemminck
(Mul;Minds)
19
March
2015
Yves
Van
Dooren
(Mediahuis)
STIMA
Engage
4
Results
Marke;ng
Automa;on
through
Tag
Management
3. AGENDA
1. Introduction to tag management
• Digital Marketing Driven by Tag Technology
• TMS: the concept
2. Case: Mediahuis
• History
• Implementation
• Pitfalls
• Best Practies
3. Case: Unigro
• Real-Time Attribution
4. Key Take-Aways
7. TAGGING
HAS
BECOME
A
FACT
OF
LIFE
FOR
DIGITAL
MARKETERS
8. TAG
OVERLOAD
6 different tags
Tool: Chrome Plugin: Ghostery
9. TAG
OVERLOAD
8 different tags
Tool: Chrome Plugin: Ghostery
10. TAG
OVERLOAD
8 different tags
Tool: Chrome Plugin: Ghostery
11. TAG
OVERLOAD
15 different tags
Tool: Chrome Plugin: Ghostery
12. 14%
26%
38%
42%
47%
50%
59%
62%
64%
88%
Recommenda3ons
Voice
of
the
Customer
Social
Media
Audience
Measurement
Tes3ng
Behavioral
Targe3ng
Affiliate
Marke3ng
Ad
Serving
Search
Marke3ng
Web
Analy3cs
Source: Forrester Research, Inc. – Understanding Tag Management Tools And Technology
13.
• RAPID
CHANGING
SITE
TECHNOLOGIES
REQUIRE
NEW
TAG
IMPLEMENTATION
SKILLS
• EMERGING
CHANNELS
• MULTI-‐DEVICE
TRACKING
• CROSS-‐DOMAIN
TRACKING
• EVENT
FOCUSED
• RESPONSIVE
DESIGN
• …
TAG
COMPLEXITY
14.
• 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
• ….
TAG
GOVERNANCE
15. MOST
COMMON
ISSUES
36%
55%
55%
55%
75%
86%
0%
20%
40%
60%
80%
100%
Tags
causing
page
errors
Nega3ve
impact
on
page
load
Tags
collect
wrong
data
Tags
on
wrong
pages
Deployment
cycles
cause
delays
Incorrect/Missing
tags
Source: MM Market Research – 2014
17. A
CMS
FOR
TAGS
website
website
website
website
website
website
Web
analy3cs
Ad
servers
A/B
test
solu3ons
Targe3ng
-‐
segmen3ng
PPC
tracking
Affiliate
tracking
Tag
management
18. TAG
MANAGEMENT
WITHOUT A TMS
Google
Analy3cs
DoubleClick
Criteo
Google
Google
Analy3cs
VE
Interac3ve
Zanox
TradeDoubler
Universal
Analy3cs
Universal
Analy3cs
19. TMS
Script
TAG
MANAGEMENT
WITH A TMS
Doubleclick
Google
Analy3cs
Google
Google
Analy3cs
VE
Interac3ve
Zanox
Criteo
20. CENTRALIZED
TAGGING
A
unique
tag
replace
all
your
tags
A
central
script
manages
the
condi;ons
of
ac;va;on
of
all
your
tags
EASINESS
INTELLIGENCE
Tags
can
be
manipulated
by
marke;ng
teams
AUTONOMY
1
2
3
21. Beeer
ROI
of
suppliers
Beeer
control
over
data
Business
Team
Management
Team
Project
Management
Extreme
Agility
IT
Higher
conversion
rate
New
opportuni;es
More
reliable
repor3ng
More
complete
deployment
Supplier
management
Smoother
opera;ons
Higher
reac;vity
Less
resources
involved
Decrease
of
the
IT
workload
Improvement
in
loading
;me
Beeer
control
over
live
Tags
Organiza3on
Higher
profitability
Higher
produc;vity
Compe;;ve
advantage
OVERALL
BENEFITS
26. HISTORY
• CORELIO
(EARLY
DAYS)
• Modest
amount
of
websites
(but
growing)
• News
sites
• Classifieds
sites
• Just
a
few
tags
(analy3cs,
CIM)
• Placed
directly
on
the
pages
-‐>
Life
was
simple
27. HISTORY
• CORELIO
(GROWING)
• More
sites
added
to
the
porlolio
• Mobile
sites,
apps,
…
• Weather
site,
agenda,
…
• Marke3ng
microsites
• Editorial
projects
(elec3ons,
tests,
…)
• More
tags
in
use
• Extra
metrics
(real
3me,
comscore,
…)
• Temporary
tags
(remarke3ng,
…)
28. HISTORY
• MAINTENANCE
BECOMES
HARDER
• Updates
take
ages
at
IT
(3
months
=
ages)
• Tags
are
no
priority
for
IT
(just
wait)
• Need
for
consistency
(different
configura3ons)
• Specific
tracking/tests
difficult
to
set
up
-‐>
Solu3on:
Google
Tag
Manager
29. HISTORY
• AND
THEN:
MEDIAHUIS
• Corelio
and
Concentra
join
forces
• Concentra
site
porlolio
• Adds
a
complete
list
of
extra
sites
(GVA,
HBVL,
Hebbes,
…)
• Different
configura3ons
• Different
ways
of
metrics
(cookie
3meouts)
• Different
front-‐end
data
available
• Extra
complexity
added
• Big
data
ini3a3ves,
…
• Managed
by
the
same
(modest)
team
-‐>
Challenge:
tag
management
in
a
complex
environment
30. HISTORY
• ENTER
TEALIUM
TAG
MANAGAMENT
• Why
no
longer
Google
tag
Manager?
• Tealium
is
more
mature
– Management
interface
– Industry
tag
support
(not
only
Google
tags)
– Privacy
support
– Web
Companion
• Who
can
I
call
when
things
go
wrong?
(SLA)
• Expose
all
your
data
to
Google?
• Tealium
comes
with
a
cost
(but
problems
too)
31. IMPLEMENTATION
• HOW
WE
IMPLEMENTED?
• Just
placing
a
tag
on
each
page?
(short
answer:
no)
• Different
stages:
1. Tag
placement
on
all
pages
2. Roll
out
datalayer
3. Migrate
tags
to
tealium
4. Grow
you
tags
32. IMPLEMENTATION
• TAG
PLACEMENT
• Document
site
porlolio
and
developers
• Configure
Tealium
environment
• Users
• Account
structure
• Contact
developers,
explain
• Make
sure
tags
are
placed
on
all
sites/pages
33. IMPLEMENTATION
• ROLL
OUT
DATA
LAYER
• Document
all
data
needs
• Current
available
parameters
• Add
things
from
whishlists
• Make
IT
deploy
datalayer
• On
most
important
sites
• Some
sites
will
lag
behind
– Not
a
problem:
they
have
default
values
35. IMPLEMENTATION
• MIGRATE
TO
TEALIUM
• How?
(together
with
Mul3minds)
• Load
tags
in
Tealium
via
load
rule
– If
hardcoded
tag
s3ll
exists:
do
nothing
– No
hardcoded
tag
found:
fire
tag
• As
soon
as
all
hardcoded
tags
are
removed:
new
situa3on
• Advantage:
step
by
step
move
towards
new
situa3on.
More
3me
to
test/debug.
• Remark:
event
tracking
is
more
difficult
over
datalayer
than
hardcoded
39. EXAMPLE:
FAST
EVENT
TRACKING
Take
aways:
-‐
Snel
op
vragen
van
‘de
business’
kunnen
antwoorden
wordt
enorm
gewaardeerd
-‐
Tealium
laat
toe
(3jdelijke)
me3ngen
snel
te
implementeren
-‐
Gebruik
de
Web
Companion
indien
geen
HTML/CSS
kennis
43. TAG
MANAGEMENT
PITFALLS
• ATTENTION
• Tag
Management
can
insert
almost
anything
in
a
live
environment
(like
a
Trojan
horse)
• Use
with
same
care
as
other
web
coding
44. TAG
MANAGEMENT
PITFALLS
• BEST
PRACTICES
• Maak
gebruik
van
de
development/staging/live
cyclus
in
Tealium
• Maak
gebruik
van
het
selec3ef
uitschakelen
van
probleemtags
• Maak
gebruik
van
de
rollback
func3es
in
Tealium
• Maak
gebruik
van
de
historiek
van
Tealium
(“whodunnit")
• Maak
procedures
voor
wanneer
het
mis
loopt
(Tealium
user
access)
• Maak
procedures
voor
het
proper
beheren
van
code
(Github)
56. 5
TIPS
TO
TAKE
HOME
1. Make your business case: Efficiency, Cost
Reduction, Revenue Generation
2. Involve your IT from the start: you will not gain
independence from IT, but you will gain
independence from releases
3. Migrating to a Tag Management Solution is like
switching between Web Analytics vendors. Be
prepared!
4. Define ownership, rules and processes
5. More than just tag management
57. Multichannel and Multidevice Interactions
Experience Layer
Data Layer
Application Layer
Connectivity to!
Advertising, CRM, Email, etc!
Key partnerships receive visitor
data to perform real-time action.
Real-time Remarketing!
Advanced Analytics!
Optimization
Tag Management
750+!
Tags Supported
Visitor Enrichment
Segmentation
Real-Time!
APIs
Omnichannel
EventStore
EventDB
AudienceDB
Improved Media Buying
Improved Customer!
Interactions
Data Layer
Creation and
Enrichment
MORE
THAN
JUST
TAG
MANAGEMENT
58. CONTACT:
PHILIPPE
VLAEMMINCK
YVES
VAN
DOOREN
CO-‐FOUNDER
&
DIGITAL
TECHNICAL
LEAD
MANAGER
TRAFFIC
CENTER
PHVL@MULTIMINDS.EU
YVES.VANDOOREN@MEDIAHUIS.BE
WWW.MULTIMINDS.EU
WWW.MEDIAHUIS.BE
@MULTIMINDS_EU
manage w measure w monetize
mul3minds
