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

Tag Management Solutions can really change things for your organization. Their biggest asset is the fact that they'll help you turn your processes around. In this talk I gave at Marketing Festival (CZ) 2014, I go over six of the most commonly asked questions around TMSs, and I explain the ways you can use the answers to improve the way your organization collects and uses data.

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Tag Management Solutions 
BEST. DATA. EVER. 
Simo Ahava (NetBooster) – Marketing Festival
Q1: Why Should I Care? 
Marketing Festival 2014 | #mktfest | @SimoAhava
TYPICAL (WATERFALL) PROCESS 
Idea Implementation Analysis Results 
Marketing Festival 2014 | #mktfest | @SimoAhava
THE BUSINESS OWNER / EXECUTIVE 
Idea Implementation Analysis Results 
Marketing Festival 2014 | #mktfest | @SimoAhava
THE MARKETER / NON-DEVELOPER 
Idea Implementation Analysis Results 
Marketing Festival 2014 | #mktfest | @SimoAhava
THE DEVELOPER / IT 
Idea Implementation Analysis Results 
Marketing Festival 2014 | #mktfest | @SimoAhava
SILOS 
Idea Implementation Analysis Results 
Marketing Festival 2014 | #mktfest | @SimoAhava
SILOS 
Idea Implementation Analysis Results 
Marketing Festival 2014 | #mktfest | @SimoAhava
SILOS 
Idea Implementation Analysis Results 
Marketing Festival 2014 | #mktfest | @SimoAhava
SILOS 
Idea Implementation Analysis Results 
Marketing Festival 2014 | #mktfest | @SimoAhava
INEFFECTIVE, NON-ITERATIVE PROCESS 
Idea Implementation Analysis Results 
Marketing Festival 2014 | #mktfest | @SimoAhava
INEFFECTIVE, NON-ITERATIVE PROCESS 
Business 
Requirement 
Develop Test 
Design 
Marketing Festival 2014 | #mktfest | @SimoAhava 
Data 
Point(s) 
Measurable 
Goal 
Ticket / 
Request 
Publish 
Approve
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
Marketing Festival 2014 | #mktfest | @SimoAhava 
Business 
Req. 
TMS 
& 
Data 
Layer 
Data 
Heaven 
INVOLVE EVERYONE AROUND DATA
AND MAKE IT AGILE! 
Marketing Festival 2014 | #mktfest | @SimoAhava 
Business 
Req. 
TMS 
& 
Data 
Layer 
Data 
Heaven 
Rinse & Repeat
YOU SHOULD CARE BECAUSE 
 Silos and non-involvement lead to bad data quality 
Marketing Festival 2014 | #mktfest | @SimoAhava
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
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
Q2: What Is ”Tag Management” 
Marketing Festival 2014 | #mktfest | @SimoAhava
BEFORE 
Marketing Festival 2014 | #mktfest | @SimoAhava
BEFORE 
Marketing Festival 2014 | #mktfest | @SimoAhava
BEFORE 
Marketing Festival 2014 | #mktfest | @SimoAhava
BEFORE 
Marketing Festival 2014 | #mktfest | @SimoAhava
BEFORE 
Marketing Festival 2014 | #mktfest | @SimoAhava
BEFORE 
Marketing Festival 2014 | #mktfest | @SimoAhava
BEFORE 
Marketing Festival 2014 | #mktfest | @SimoAhava
AFTER 
Marketing Festival 2014 | #mktfest | @SimoAhava
AFTER 
Marketing Festival 2014 | #mktfest | @SimoAhava 
Kirk Layer 
Data Layer 
Picard Layer
AFTER 
Marketing Festival 2014 | #mktfest | @SimoAhava
TAG MANAGEMENT IS 
 Consolidation of marketing-related web development 
Marketing Festival 2014 | #mktfest | @SimoAhava
TAG MANAGEMENT IS 
 Consolidation of marketing-related web development 
 A common terminology for all working with data 
Marketing Festival 2014 | #mktfest | @SimoAhava
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
Q3: What Is The Data Layer? 
Marketing Festival 2014 | #mktfest | @SimoAhava
Marketing Festival 2014 | #mktfest | @SimoAhava 
Marketing Platform I 
Marketing Platform II 
Marketing Platform III 
WITHOUT A DATA LAYER…
Marketing Festival 2014 | #mktfest | @SimoAhava 
Marketing Platform I 
Marketing Platform II 
Marketing Platform III 
WITHOUT A DATA LAYER…
Marketing Festival 2014 | #mktfest | @SimoAhava 
Marketing Platform I 
Marketing Platform II 
Marketing Platform III 
WITHOUT A DATA LAYER…
Marketing Festival 2014 | #mktfest | @SimoAhava 
Marketing Platform I 
Marketing Platform II 
Marketing Platform III 
WITHOUT A DATA LAYER…
Marketing Festival 2014 | #mktfest | @SimoAhava 
Marketing Platform I 
Marketing Platform II 
Marketing Platform III 
WITHOUT A DATA LAYER…
Marketing Festival 2014 | #mktfest | @SimoAhava 
Marketing Platform I 
Marketing Platform II 
Marketing Platform III 
WITHOUT A DATA LAYER…
Marketing Festival 2014 | #mktfest | @SimoAhava 
Marketing Platform I 
Marketing Platform II 
Marketing Platform III 
WITHOUT A DATA LAYER…
Marketing Festival 2014 | #mktfest | @SimoAhava 
Marketing Platform I 
Marketing Platform II 
Marketing Platform III 
WITHOUT A DATA LAYER…
Marketing Festival 2014 | #mktfest | @SimoAhava 
Marketing Platform I 
Marketing Platform II 
Marketing Platform III 
WITH A DATA LAYER…
Marketing Festival 2014 | #mktfest | @SimoAhava 
Marketing Platform I 
Marketing Platform II 
Marketing Platform III 
WITH A DATA LAYER…
Marketing Festival 2014 | #mktfest | @SimoAhava 
Marketing Platform I 
Marketing Platform II 
Marketing Platform III 
WITH A DATA LAYER…
DATA LAYER IS 
 A structured repository for all marketing data 
Marketing Festival 2014 | #mktfest | @SimoAhava
DATA LAYER IS 
 A structured repository for all marketing data 
 Dynamic and flexible 
Marketing Festival 2014 | #mktfest | @SimoAhava
DATA LAYER IS 
 A structured repository for all marketing data 
 Dynamic and flexible 
 Platorm- and vendor-independent 
Marketing Festival 2014 | #mktfest | @SimoAhava
Q4: How Do You Do eCommerce With A TMS? 
Marketing Festival 2014 | #mktfest | @SimoAhava
You don't! 
Marketing Festival 2014 | #mktfest | @SimoAhava
<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> 
<!-- Google Tag Manager Container Snippet Here -->
<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> 
<!-- Google Tag Manager Container Snippet Here --> 
Triggers your eCommerce 
Transaction tag
<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> 
<!-- Google Tag Manager Container Snippet Here --> 
The dataLayer is 
written by your 
eCommerce 
platform or CMS! 
Triggers your eCommerce 
Transaction tag
<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> 
<!-- Google Tag Manager Container Snippet Here --> 
</body> 
</html> 
1. eCommerce platform or CMS 
renders the page template…
<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…
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…
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
YOU ”DO” ECOMMERCE 
 Using the data layer 
Marketing Festival 2014 | #mktfest | @SimoAhava
YOU ”DO” ECOMMERCE 
 Using the data layer 
 By observing and respecting structural requirements 
Marketing Festival 2014 | #mktfest | @SimoAhava
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
Q5: Why Don't The Auto-Event Listeners Work? 
Marketing Festival 2014 | #mktfest | @SimoAhava
EVENT DELEGATION 
GTM's form submit handler 
Marketing Festival 2014 | #mktfest | @SimoAhava 
HTML 
HEAD 
BODY 
ARTICLE 
DIV 
DIV 
FORM
EVENT DELEGATION 
Marketing Festival 2014 | #mktfest | @SimoAhava 
HTML 
HEAD 
BODY 
ARTICLE 
DIV 
DIV 
FORM 
GTM 
submit()
EVENT DELEGATION 
Marketing Festival 2014 | #mktfest | @SimoAhava 
HTML 
HEAD 
BODY 
ARTICLE 
DIV 
DIV 
FORM 
GTM 
submit()
EVENT DELEGATION 
Marketing Festival 2014 | #mktfest | @SimoAhava 
HTML 
HEAD 
BODY 
ARTICLE 
DIV 
DIV 
FORM 
GTM 
submit()
EVENT DELEGATION 
Marketing Festival 2014 | #mktfest | @SimoAhava 
HTML 
HEAD 
BODY 
ARTICLE 
DIV 
DIV 
FORM 
GTM 
submit()
EVENT DELEGATION 
Marketing Festival 2014 | #mktfest | @SimoAhava 
HTML 
HEAD 
BODY 
ARTICLE 
DIV 
DIV 
FORM 
GTM 
submit()
EVENT DELEGATION 
Marketing Festival 2014 | #mktfest | @SimoAhava 
HTML 
HEAD 
BODY 
ARTICLE 
DIV 
DIV 
FORM 
GTM 
return false 
submit() 
JS
EVENT DELEGATION 
Marketing Festival 2014 | #mktfest | @SimoAhava 
HTML 
HEAD 
BODY 
ARTICLE 
DIV 
DIV 
FORM 
GTM 
return false 
submit() 
JS
EVENT DELEGATION 
Marketing Festival 2014 | #mktfest | @SimoAhava 
HTML 
HEAD 
BODY 
ARTICLE 
DIV 
DIV 
FORM 
GTM 
return false 
submit() 
JS
EVENT DELEGATION 
Marketing Festival 2014 | #mktfest | @SimoAhava 
HTML 
HEAD 
BODY 
ARTICLE 
DIV 
DIV 
FORM 
GTM 
return false 
submit() 
JS 
X 
X 
X
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
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
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
EVENT DELEGATION 
 GTM's listeners are primed on the document node 
Marketing Festival 2014 | #mktfest | @SimoAhava
EVENT DELEGATION 
 GTM's listeners are primed on the document node 
 For them to work, events must bubble / propagate 
Marketing Festival 2014 | #mktfest | @SimoAhava
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
Q6: What Tools Should I Use? 
Marketing Festival 2014 | #mktfest | @SimoAhava
FOR MAPPING TAGS 
Google Tag Assistant 
http://goo.gl/qF6OQM 
Marketing Festival 2014 | #mktfest | @SimoAhava 
WASP.crawler 
http://goo.gl/1fieUZ
FOR DEBUGGING HITS 
Marketing Festival 2014 | #mktfest | @SimoAhava 
GA Debugger 
http://goo.gl/GmqodA 
WASP.inspector 
http://goo.gl/Tl9Nhi
FOR DEBUGGING GTM 
Marketing Festival 2014 | #mktfest | @SimoAhava 
GTM Sonar 
http://goo.gl/NVmBhv 
GTM Preview 
http://tagmanager.google.com/
GTM TOOLS 
http://www.gtmtools.com/ 
Marketing Festival 2014 | #mktfest | @SimoAhava
GTM TOOLS V2.0 
Marketing Festival 2014 | #mktfest | @SimoAhava
FOR DOING AWESOME STUFF 
Marketing Festival 2014 | #mktfest | @SimoAhava
FOR DOING AWESOME STUFF 
http://goo.gl/7wxHCD 
Marketing Festival 2014 | #mktfest | @SimoAhava
Simo Ahava | NetBooster 
@SimoAhava 
http://google.me/+SimoAhava 
simo@simoahava.com 
www.simoahava.com 
www.netbooster.fi 
THANK YOU!

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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
  • 8. SILOS Idea Implementation Analysis Results Marketing Festival 2014 | #mktfest | @SimoAhava
  • 9. SILOS Idea Implementation Analysis Results Marketing Festival 2014 | #mktfest | @SimoAhava
  • 10. 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
  • 21. BEFORE Marketing Festival 2014 | #mktfest | @SimoAhava
  • 22. BEFORE Marketing Festival 2014 | #mktfest | @SimoAhava
  • 23. BEFORE Marketing Festival 2014 | #mktfest | @SimoAhava
  • 24. BEFORE Marketing Festival 2014 | #mktfest | @SimoAhava
  • 25. BEFORE Marketing Festival 2014 | #mktfest | @SimoAhava
  • 26. 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…
  • 35. Marketing Festival 2014 | #mktfest | @SimoAhava Marketing Platform I Marketing Platform II Marketing Platform III WITHOUT A DATA LAYER…
  • 36. Marketing Festival 2014 | #mktfest | @SimoAhava Marketing Platform I Marketing Platform II Marketing Platform III WITHOUT A DATA LAYER…
  • 37. Marketing Festival 2014 | #mktfest | @SimoAhava Marketing Platform I Marketing Platform II Marketing Platform III WITHOUT A DATA LAYER…
  • 38. Marketing Festival 2014 | #mktfest | @SimoAhava Marketing Platform I Marketing Platform II Marketing Platform III WITHOUT A DATA LAYER…
  • 39. Marketing Festival 2014 | #mktfest | @SimoAhava Marketing Platform I Marketing Platform II Marketing Platform III WITHOUT A DATA LAYER…
  • 40. Marketing Festival 2014 | #mktfest | @SimoAhava Marketing Platform I Marketing Platform II Marketing Platform III WITHOUT A DATA LAYER…
  • 41. 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…
  • 43. Marketing Festival 2014 | #mktfest | @SimoAhava Marketing Platform I Marketing Platform II Marketing Platform III WITH A DATA LAYER…
  • 44. 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> <!-- Google Tag Manager Container Snippet Here -->
  • 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> <!-- Google Tag Manager Container Snippet Here --> 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> <!-- Google Tag Manager Container Snippet Here --> 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> <!-- Google Tag Manager Container Snippet Here --> </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()
  • 63. EVENT DELEGATION Marketing Festival 2014 | #mktfest | @SimoAhava HTML HEAD BODY ARTICLE DIV DIV FORM GTM submit()
  • 64. EVENT DELEGATION Marketing Festival 2014 | #mktfest | @SimoAhava HTML HEAD BODY ARTICLE DIV DIV FORM GTM submit()
  • 65. EVENT DELEGATION Marketing Festival 2014 | #mktfest | @SimoAhava HTML HEAD BODY ARTICLE DIV DIV FORM GTM submit()
  • 66. 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
  • 68. EVENT DELEGATION Marketing Festival 2014 | #mktfest | @SimoAhava HTML HEAD BODY ARTICLE DIV DIV FORM GTM return false submit() JS
  • 69. 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!