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ROI of Tag Management for DMAW

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DMAW Digital Day 2016 breakout session slides for non-profit marketers to learn about time-savings with implementing Tag Management.
Full agenda: http://www.dmaw.org/2016-digital-day-forum/

Published in: Data & Analytics
  • Adobe launch is the next-gen tag management technology built on the robust Adobe Experience Platform . Adobe Launch offers a variety of features that should be enough for businesses to migrate to the new platform. If that's still not enough, here are 7 reasons why you should migrate to Adobe Launch. http://bit.ly/2Sz3psM
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  • Implement and track customer behaviour effortless across various digital touchpoints in real-time with our Ensighten tag management solutions. https://goo.gl/aMnJJZ
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  • Accelerate your campiagn time to market using Softcrylic's intelligent Tealium tag management services. https://goo.gl/8CZKaE
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  • Tag Management serves Digital Marketers’ with advanced insights. See how an e-Commerce Site could implement 100 important tags and get insights here -> http://www.softcrylic.com/blogs/100-useful-tags-deploy-e-commerce-site/
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ROI of Tag Management for DMAW

  1. 1. PRESENTED TO ROI of Tag Management October 18, 2016 DC Digital Day
  2. 2. DMAW DC Digital Day 2016 2 Your Presenters Sara Hoffman Lauren Kade
  3. 3. DMAW DC Digital Day 2016 3 Sara Hoffman Lead Digital Analyst @ Beaconfire RED @salsus Sara.Hoffman@beaconfire-red.com
  4. 4. PRESENTED TO Beaconfire RED designs and develops digital experiences that drive engagement, reach and revenue.
  5. 5. DMAW DC Digital Day 2016 5 Lauren Kade Digital Acquisition Queen @ World Wildlife Fund Lauren.Kade@wwfus.org
  6. 6. DMAW DC Digital Day 2016 7
  7. 7. DMAW DC Digital Day 2016 8 What Today’s About • Your Current Tag Situation • You Can Improve It – But Why? • How To Make Improvements
  8. 8. Current Situation
  9. 9. IT CMO DMAW DC Digital Day 2016 10 Your Website / Digital Experience Digital Acquisition Web Team Digital Marketing
  10. 10. DMAW DC Digital Day 2016 11
  11. 11. DMAW DC Digital Day 2016 12
  12. 12. DMAW DC Digital Day 2016 13
  13. 13. DMAW DC Digital Day 2016 14 Example: Giving Tuesday To track Bing Ads Conversions on website: Digital Ads pulls tag info from Bing Digital Ads creates Ticket to Analytics Analytics reviews placement Analytics moves Ticket to Webteam Webteam reviews instructions Webteam implements Digital Ads reviews and confirms Digital Ads activates campaign in Bing Ad
  14. 14. Faster, Better, Stronger
  15. 15. DMAW DC Digital Day 2016 16 ANALYTICS
  16. 16. DMAW DC Digital Day 2016 17 ANALYTICS TAG MANAGEMENT
  17. 17. DMAW DC Digital Day 2016 18 Onward – to Tag Management Marketing Agility Dependable Data Quick & Easy
  18. 18. DMAW DC Digital Day 2016 19 Example: Giving Tuesday To track Bing Ads Conversions on website: Digital Ads pulls tag info from Bing Digital Ads places Bing Ads tag into Tag Manager Digital Ads reviews and confirms Digital Ads activates campaign in Bing Ads
  19. 19. What Is Tag Management
  20. 20. DMAW DC Digital Day 2016 21 4 lines of code = Container
  21. 21. DMAW DC Digital Day 2016 22 Tag Management Container TAGS • Google Analytics • AdRoll • Doubleclick • Facebook Remarketing • Bing Ads • Google Grants
  22. 22. DMAW DC Digital Day 2016 23
  23. 23. DMAW DC Digital Day 2016 24
  24. 24. DMAW DC Digital Day 2016 25
  25. 25. How to Get There
  26. 26. DMAW DC Digital Day 2016 27 DOCUMENT - Websites Domain Governance System www. Web Team Ruby CMS wwf. Online Luminate support. Online Luminate content. Web Team FTP gifts. IT .Net eComm gftpln.org Development Contact Stelter careers- wwfus.icims.com HR / Web Team IW has access Inventories • Top Level Domains • Subdomains • 3rd Party Systems ○ Luminate Online ○ Engaging Networks ○ Legacy Giving ○ Career Portals
  27. 27. DMAW DC Digital Day 2016 28 DOCUMENT - Conversions Conversion Type Location Conditions Donation Luminate donation=completed Email Sign Up CMS GA Event Email Sign Up Luminate email_signupTY Donation eCommerce /receipt.aspx Sign Petition Luminate OnScreenThanks Inventories • Fundraising ○ Gift Type • Email Sign Up • Action Alerts • Specific Web forms • Send eCard • Social Share
  28. 28. DMAW DC Digital Day 2016 29 DOCUMENT - Tracking Tag / Pixel Name Load via Source Code Load via Tag Management AddThis X AdRoll X DoubleClick X Facebook Pixel X Facebook Social Plugins X Google AdWords Remarketing X Inventories • Website Tracking • Social Tracking • Social Plugins • Advertising Vendors ○ Remarketing ○ Conversions
  29. 29. DMAW DC Digital Day 2016 30 Getting Started…
  30. 30. DMAW DC Digital Day 2016 31 Tag Code Firing Conditio ns
  31. 31. DMAW DC Digital Day 2016 32
  32. 32. DMAW DC Digital Day 2016 33
  33. 33. DMAW DC Digital Day 2016 34
  34. 34. DMAW DC Digital Day 2016 35
  35. 35. DMAW DC Digital Day 2016 36
  36. 36. Thanks!
  37. 37. Questions?
  38. 38. DMAW DC Digital Day 2016 39 Fundraise Easier
  39. 39. DMAW DC Digital Day 2016 40
  40. 40. DMAW DC Digital Day 2016 41
  41. 41. DMAW DC Digital Day 2016 42

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