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Pixel Tags and Tag Management
Image - http://marketingland.com/tag-management-care-95113
What are Pixel Tags?
• A small block of code on a webpage that can read
and put cookies when a user visits the web page
• ...
What can be collected using a tag?
• User Context
– Implicit information (IP, browser id, referrer)
• User Profile
– Anony...
Tags - Examples
• Site side analytics
• Search marketing
• Ad serving
• Affiliate marketing
• Behavioral marketing
• A/B t...
Sample Tags
TAG MANAGEMENT SYSTEMS
Tag Managers – Value Propositions
• Marketing v/s IT
• Faster load performance
• Versioning & Process efficiency
• Flexibi...
TMS Architecture – High Level
Client
Side
Server
Side
Server-to-
Server
TMS Architecture – High Level
1B
2
3
1. Browser request
A. Request goes for content
B. Request for tag logic
2. Client-sid...
TMS Architecture – High Level
1B
2
3
1. Browser request
A. Request goes for content
B. Request for tag logic
2. Vendor tag...
TMS Architecture – High Level
1B
2
3A
1. Browser request
A. Request goes for content
B. Request for tag logic
2. Vendor ta...
Data Layer
• JavaScript object
• Repository for structured data / objects in key
value pairs
– a common dictionary for all...
Data Layer – Practical Examples
• Analyzing the number of abandonment carts
above $200
• Fire a remarketing tag whenever a...
Data Layer - Examples
1. Prepopulate values in dataLayer
<script>
dataLayer = [{
modelCategory: 'SUV','Sedan'
modelYear: '...
Data Layer - Examples
1. Prepopulate values in dataLayer
<script>
dataLayer = [{
modelCategory: 'SUV','Sedan'
modelYear: '...
Data Layer - Examples
2. Javascript push into the Data Layer
<a class="primary-button"
href="#SUV"
onclick="dataLayer.p
us...
Pricing Models
Freemium
model
Fixed fee
model
Volume
based
Value add
based
TMS Vendors – Differentiators
Technical
aspects
Ease of
deployment
Ease of
usage
Support and
services
Extensions
TMS General TerminologiesAccount
Container1 Vendor Tags Triggers
Variables
Built-In
User-Defined
Operators
Values
Containe...
GOOGLE TAG MANAGER
• A Short preview
Pixel tags and tag management
Pixel tags and tag management
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Pixel tags and tag management

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a quick overview of pixel tags and tag management systems. What they are and how it aids a digital marketer

Published in: Marketing

Pixel tags and tag management

  1. 1. Pixel Tags and Tag Management Image - http://marketingland.com/tag-management-care-95113
  2. 2. What are Pixel Tags? • A small block of code on a webpage that can read and put cookies when a user visits the web page • A 1X1 pixel transparent image • Web page is served from the site’s domain while the image is served from the tracking server’s domain – This allows the tracking server to read and record the cookie with the unique ID and the extended information it needs to record.
  3. 3. What can be collected using a tag? • User Context – Implicit information (IP, browser id, referrer) • User Profile – Anonymous data (Profile ID, Targeting criteria) • User Behavior – Visitor data (Views, clicks, time spent) Source - http://www.signal.co/resources/tag-management-101/
  4. 4. Tags - Examples • Site side analytics • Search marketing • Ad serving • Affiliate marketing • Behavioral marketing • A/B testing • User experience • Audience measurement • Display advertising • Customer support
  5. 5. Sample Tags
  6. 6. TAG MANAGEMENT SYSTEMS
  7. 7. Tag Managers – Value Propositions • Marketing v/s IT • Faster load performance • Versioning & Process efficiency • Flexibility
  8. 8. TMS Architecture – High Level Client Side Server Side Server-to- Server
  9. 9. TMS Architecture – High Level 1B 2 3 1. Browser request A. Request goes for content B. Request for tag logic 2. Client-side tag rules are downloaded and cached in the browser for subsequent page loads. The initial large file can followed by multiple smaller requests 3. Tags are executed in the browser and requests containing tracking data are sent to various vendors. 1A
  10. 10. TMS Architecture – High Level 1B 2 3 1. Browser request A. Request goes for content B. Request for tag logic 2. Vendor tags are downloaded 3. to the browser.Tags are executed in the browser and requests containing tracking data are sent to various vendors. 1A
  11. 11. TMS Architecture – High Level 1B 2 3A 1. Browser request A. Request goes for content B. Request for tag logic 2. Vendor tags are downloaded to the browser. 3. Tag Requests/Firing A. Tags are fired from the server for selected integrated vendors. B. Tags are executed in the browser and requests containing tracking data are sent to various vendors. 1A 3B
  12. 12. Data Layer • JavaScript object • Repository for structured data / objects in key value pairs – a common dictionary for all digital marketing applications – A unified method of porting the data to various vendors
  13. 13. Data Layer – Practical Examples • Analyzing the number of abandonment carts above $200 • Fire a remarketing tag whenever a user purchases for more than $50 • Understand when is the right time on a day to post an offer • You have only 3 more free articles to read in this month
  14. 14. Data Layer - Examples 1. Prepopulate values in dataLayer <script> dataLayer = [{ modelCategory: 'SUV','Sedan' modelYear: '2015','2014','2013‘ modelCompany: ‘Honda’,’Hyundai’,’GM locationCity: 'NY', 'NJ' ... }]; </script>
  15. 15. Data Layer - Examples 1. Prepopulate values in dataLayer <script> dataLayer = [{ modelCategory: 'SUV','Sedan' modelYear: '2015','2014','2013‘ modelCompany: ‘Honda’,’Hyundai’,’GM locationCity: 'NY', 'NJ' ... }]; </script>
  16. 16. Data Layer - Examples 2. Javascript push into the Data Layer <a class="primary-button" href="#SUV" onclick="dataLayer.p ush ({ 'modelCategory' : 'SUV' 'modelCompany' : 'Honda'});">Enquire</a> <head> <script> dataLayer=[]; </script> </head
  17. 17. Pricing Models Freemium model Fixed fee model Volume based Value add based
  18. 18. TMS Vendors – Differentiators Technical aspects Ease of deployment Ease of usage Support and services Extensions
  19. 19. TMS General TerminologiesAccount Container1 Vendor Tags Triggers Variables Built-In User-Defined Operators Values Container 2 Vendor Tags Triggers Variables Built-In User-Defined Operators Values
  20. 20. GOOGLE TAG MANAGER • A Short preview

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