Tag Management Solutions - Best Data Ever (Marketing Festival 2014)

1. Tag Management Solutions BEST. DATA. EVER. Simo Ahava (NetBooster) – Marketing Festival

2. Q1: Why Should I Care? Marketing Festival 2014 | #mktfest | @SimoAhava

3. TYPICAL (WATERFALL) PROCESS Idea Implementation Analysis Results Marketing Festival 2014 | #mktfest | @SimoAhava

4. THE BUSINESS OWNER / EXECUTIVE Idea Implementation Analysis Results Marketing Festival 2014 | #mktfest | @SimoAhava

5. THE MARKETER / NON-DEVELOPER Idea Implementation Analysis Results Marketing Festival 2014 | #mktfest | @SimoAhava

6. THE DEVELOPER / IT Idea Implementation Analysis Results Marketing Festival 2014 | #mktfest | @SimoAhava

7. SILOS Idea Implementation Analysis Results Marketing Festival 2014 | #mktfest | @SimoAhava

11. INEFFECTIVE, NON-ITERATIVE PROCESS Idea Implementation Analysis Results Marketing Festival 2014 | #mktfest | @SimoAhava

12. INEFFECTIVE, NON-ITERATIVE PROCESS Business Requirement Develop Test Design Marketing Festival 2014 | #mktfest | @SimoAhava Data Point(s) Measurable Goal Ticket / Request Publish Approve

13. Business Requirement Develop Test Design Marketing Festival 2014 | #mktfest | @SimoAhava Data Point(s) Measurable Goal Ticket / Request Publish Approve Marketer / Non-developer Developer INEFFECTIVE, NON-ITERATIVE PROCESS

14. Marketing Festival 2014 | #mktfest | @SimoAhava Business Req. TMS & Data Layer Data Heaven INVOLVE EVERYONE AROUND DATA

15. AND MAKE IT AGILE! Marketing Festival 2014 | #mktfest | @SimoAhava Business Req. TMS & Data Layer Data Heaven Rinse & Repeat

16. YOU SHOULD CARE BECAUSE  Silos and non-involvement lead to bad data quality Marketing Festival 2014 | #mktfest | @SimoAhava

17. YOU SHOULD CARE BECAUSE  Silos and non-involvement lead to bad data quality  Bad data quality leads to misalignment of analytics and business goals Marketing Festival 2014 | #mktfest | @SimoAhava

18. YOU SHOULD CARE BECAUSE  Silos and non-involvement lead to bad data quality  Bad data quality leads to misalignment of analytics and business goals  Proper tools and processes improve data quality Marketing Festival 2014 | #mktfest | @SimoAhava

19. Q2: What Is ”Tag Management” Marketing Festival 2014 | #mktfest | @SimoAhava

20. BEFORE Marketing Festival 2014 | #mktfest | @SimoAhava

27. AFTER Marketing Festival 2014 | #mktfest | @SimoAhava

28. AFTER Marketing Festival 2014 | #mktfest | @SimoAhava Kirk Layer Data Layer Picard Layer

29. AFTER Marketing Festival 2014 | #mktfest | @SimoAhava

30. TAG MANAGEMENT IS  Consolidation of marketing-related web development Marketing Festival 2014 | #mktfest | @SimoAhava

31. TAG MANAGEMENT IS  Consolidation of marketing-related web development  A common terminology for all working with data Marketing Festival 2014 | #mktfest | @SimoAhava

32. TAG MANAGEMENT IS  Consolidation of marketing-related web development  A common terminology for all working with data  Fertile ground for agile growth in data organization Marketing Festival 2014 | #mktfest | @SimoAhava

33. Q3: What Is The Data Layer? Marketing Festival 2014 | #mktfest | @SimoAhava

34. Marketing Festival 2014 | #mktfest | @SimoAhava Marketing Platform I Marketing Platform II Marketing Platform III WITHOUT A DATA LAYER…

42. Marketing Festival 2014 | #mktfest | @SimoAhava Marketing Platform I Marketing Platform II Marketing Platform III WITH A DATA LAYER…

45. DATA LAYER IS  A structured repository for all marketing data Marketing Festival 2014 | #mktfest | @SimoAhava

46. DATA LAYER IS  A structured repository for all marketing data  Dynamic and flexible Marketing Festival 2014 | #mktfest | @SimoAhava

47. DATA LAYER IS  A structured repository for all marketing data  Dynamic and flexible  Platorm- and vendor-independent Marketing Festival 2014 | #mktfest | @SimoAhava

48. Q4: How Do You Do eCommerce With A TMS? Marketing Festival 2014 | #mktfest | @SimoAhava

49. You don't! Marketing Festival 2014 | #mktfest | @SimoAhava

50. <script> window.dataLayer = window.dataLayer || []; dataLayer.push({ 'transactionId' : '12345', 'transactionAffiliation' : 'MKTFEST', 'transactionTotal' : 9.99, 'transactionTax' : 1.32, 'transactionShipping' : 2.50, 'transactionProducts' : [{ 'sku' : 'WhenIGrowUp', 'name' : 'IWantToBe', 'category' : 'Avinash', 'price' : 5.50, 'quantity' : 1 },{ 'sku' : 'BEST', 'name' : 'CONFERENCE', 'category' : 'EVER', 'price' : 3.50, 'quantity' : 2 }] }); </script>

51. <script> window.dataLayer = window.dataLayer || []; dataLayer.push({ 'transactionId' : '12345', 'transactionAffiliation' : 'MKTFEST', 'transactionTotal' : 9.99, 'transactionTax' : 1.32, 'transactionShipping' : 2.50, 'transactionProducts' : [{ 'sku' : 'WhenIGrowUp', 'name' : 'IWantToBe', 'category' : 'Avinash', 'price' : 5.50, 'quantity' : 1 },{ 'sku' : 'BEST', 'name' : 'CONFERENCE', 'category' : 'EVER', 'price' : 3.50, 'quantity' : 2 }] }); </script>  Triggers your eCommerce Transaction tag

52. <script> window.dataLayer = window.dataLayer || []; dataLayer.push({ 'transactionId' : '12345', 'transactionAffiliation' : 'MKTFEST', 'transactionTotal' : 9.99, 'transactionTax' : 1.32, 'transactionShipping' : 2.50, 'transactionProducts' : [{ 'sku' : 'WhenIGrowUp', 'name' : 'IWantToBe', 'category' : 'Avinash', 'price' : 5.50, 'quantity' : 1 },{ 'sku' : 'BEST', 'name' : 'CONFERENCE', 'category' : 'EVER', 'price' : 3.50, 'quantity' : 2 }] }); </script>  The dataLayer is written by your eCommerce platform or CMS! Triggers your eCommerce Transaction tag

53. <html> <head> <title>MARKETING FESTIVAL RULES OK</title> <script> window.dataLayer = window.dataLayer || []; dataLayer.push({ 'transactionId' : '12345', 'transactionAffiliation' : 'MKTFEST', 'transactionTotal' : 9.99, 'transactionTax' : 1.32, 'transactionShipping' : 2.50, 'transactionProducts' : [{ 'sku' : 'WhenIGrowUp', 'name' : 'IWantToBe', 'category' : 'Avinash', 'price' : 5.50, 'quantity' : 1 },{ 'sku' : 'BEST', 'name' : 'CONFERENCE', 'category' : 'EVER', 'price' : 3.50, 'quantity' : 2 }] }); </script> </head> <body>  </body> </html> 1. eCommerce platform or CMS renders the page template…

54. <script> window.dataLayer = window.dataLayer || []; dataLayer.push({ 'transactionId' : '12345', 'transactionAffiliation' : 'MKTFEST', 'transactionTotal' : 9.99, 'transactionTax' : 1.32, 'transactionShipping' : 2.50, 'transactionProducts' : [{ 'sku' : 'WhenIGrowUp', 'name' : 'IWantToBe', 'category' : 'Avinash', 'price' : 5.50, 'quantity' : 1 },{ 'sku' : 'BEST', 'name' : 'CONFERENCE', 'category' : 'EVER', 'price' : 3.50, 'quantity' : 2 }] }); </script> 1. eCommerce platform or CMS renders the page template… 2. …and populates dataLayer with details about the transaction…

55. 1. eCommerce platform or CMS renders the page template… 2. …and populates dataLayer with details about the transaction… 3. …these details are then picked up by a tag in GTM…

56. 1. eCommerce platform or CMS renders the page template… 2. …and populates dataLayer with details about the transaction… 3. …these details are then picked up by a tag in GTM… 4. …which sends this data to Google Analytics

57. YOU ”DO” ECOMMERCE  Using the data layer Marketing Festival 2014 | #mktfest | @SimoAhava

58. YOU ”DO” ECOMMERCE  Using the data layer  By observing and respecting structural requirements Marketing Festival 2014 | #mktfest | @SimoAhava

59. YOU ”DO” ECOMMERCE  Using the data layer  By observing and respecting structural requirements  With the developer and marketer working together Marketing Festival 2014 | #mktfest | @SimoAhava

60. Q5: Why Don't The Auto-Event Listeners Work? Marketing Festival 2014 | #mktfest | @SimoAhava

61. EVENT DELEGATION GTM's form submit handler Marketing Festival 2014 | #mktfest | @SimoAhava HTML HEAD BODY ARTICLE DIV DIV FORM

62. EVENT DELEGATION Marketing Festival 2014 | #mktfest | @SimoAhava HTML HEAD BODY ARTICLE DIV DIV FORM GTM submit()

67. EVENT DELEGATION Marketing Festival 2014 | #mktfest | @SimoAhava HTML HEAD BODY ARTICLE DIV DIV FORM GTM return false submit() JS

70. EVENT DELEGATION Marketing Festival 2014 | #mktfest | @SimoAhava HTML HEAD BODY ARTICLE DIV DIV FORM GTM return false submit() JS X X X

71. SAMPLE FIX $('a.toTop').on('click', function() { $('html, body') .animate({ scrollTop: $('#top').offset().top – 5 }, 500); return false; Marketing Festival 2014 | #mktfest | @SimoAhava } ); Binds a specific link click to scroll the screen to the top of the page

72. SAMPLE FIX $('a.toTop').on('click', function() { $('html, body') .animate({ scrollTop: $('#top').offset().top – 5 }, 500); return false; Marketing Festival 2014 | #mktfest | @SimoAhava } ); Binds a specific link click to scroll the screen to the top of the page

73. SAMPLE FIX $('a.toTop').on('click', function(e) { e.preventDefault(); $('html, body') .animate({ scrollTop: $('#top').offset().top – 5 }, 500); return false; Marketing Festival 2014 | #mktfest | @SimoAhava } ); Binds a specific link click to scroll the screen to the top of the page

74. EVENT DELEGATION  GTM's listeners are primed on the document node Marketing Festival 2014 | #mktfest | @SimoAhava

75. EVENT DELEGATION  GTM's listeners are primed on the document node  For them to work, events must bubble / propagate Marketing Festival 2014 | #mktfest | @SimoAhava

76. EVENT DELEGATION  GTM's listeners are primed on the document node  For them to work, events must bubble / propagate  If events aren't captured, work with your developers to find possible functions that stop propagation Marketing Festival 2014 | #mktfest | @SimoAhava

77. Q6: What Tools Should I Use? Marketing Festival 2014 | #mktfest | @SimoAhava

78. FOR MAPPING TAGS Google Tag Assistant http://goo.gl/qF6OQM Marketing Festival 2014 | #mktfest | @SimoAhava WASP.crawler http://goo.gl/1fieUZ

79. FOR DEBUGGING HITS Marketing Festival 2014 | #mktfest | @SimoAhava GA Debugger http://goo.gl/GmqodA WASP.inspector http://goo.gl/Tl9Nhi

80. FOR DEBUGGING GTM Marketing Festival 2014 | #mktfest | @SimoAhava GTM Sonar http://goo.gl/NVmBhv GTM Preview http://tagmanager.google.com/

81. GTM TOOLS http://www.gtmtools.com/ Marketing Festival 2014 | #mktfest | @SimoAhava

82. GTM TOOLS V2.0 Marketing Festival 2014 | #mktfest | @SimoAhava

83. FOR DOING AWESOME STUFF Marketing Festival 2014 | #mktfest | @SimoAhava

84. FOR DOING AWESOME STUFF http://goo.gl/7wxHCD Marketing Festival 2014 | #mktfest | @SimoAhava

85. Simo Ahava | NetBooster @SimoAhava http://google.me/+SimoAhava simo@simoahava.com www.simoahava.com www.netbooster.fi THANK YOU!

Tag Management Solutions - Best Data Ever (Marketing Festival 2014)

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