Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Data layers 101

3,667 views

Published on

A whistle-stop tour through the concept of the data layer, why it’s not just techy-stuff, and some of the real-world applications and implications of adopting your own.
…featuring such exciting topics as ‘Hands-on tips and tricks for Google Tag Manager’, ‘Reducing your dependency on frustrating development challenges when al you want to do is get a tag live’, and ‘Doing really clever stuff with variables, classifying user types, and scoring behaviours’.

Published in: Technology, Design
  • DOWNLOAD FULL. BOOKS INTO AVAILABLE FORMAT ......................................................................................................................... ......................................................................................................................... 1.DOWNLOAD FULL. PDF EBOOK here { https://tinyurl.com/y8nn3gmc } ......................................................................................................................... 1.DOWNLOAD FULL. EPUB Ebook here { https://tinyurl.com/y8nn3gmc } ......................................................................................................................... 1.DOWNLOAD FULL. doc Ebook here { https://tinyurl.com/y8nn3gmc } ......................................................................................................................... 1.DOWNLOAD FULL. PDF EBOOK here { https://tinyurl.com/y8nn3gmc } ......................................................................................................................... 1.DOWNLOAD FULL. EPUB Ebook here { https://tinyurl.com/y8nn3gmc } ......................................................................................................................... 1.DOWNLOAD FULL. doc Ebook here { https://tinyurl.com/y8nn3gmc } ......................................................................................................................... ......................................................................................................................... ......................................................................................................................... .............. Browse by Genre Available eBooks ......................................................................................................................... Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, Cookbooks, Crime, Ebooks, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult,
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here

Data layers 101

  1. 1. Data Layers 101 Jono Alderson Head of Insight @ Linkdex @jonoalderson
  2. 2. Not a new concept.
  3. 3. HUGE benefits...
  4. 4. But slow to take off :(
  5. 5. Some History.
  6. 6. The Internet wasn’t designed for this.
  7. 7. Content, presentation and behaviour all muddled up.
  8. 8. The ideal...
  9. 9. HTML CSS Content & Markup Layout & presentation Database + server-side JavaScriptBehaviour Logic & processing
  10. 10. The modern web
  11. 11. HTML CSS Database + server-side JavaScript
  12. 12. HTML CSS Database + server-side jQuery Better, but still a mess.
  13. 13. And so...
  14. 14. “Can we add this conversion script to all form ‘thank you’ pages?”
  15. 15. How do we get better at this?
  16. 16. Let’s get organised.
  17. 17. Container Tags Great! …until you want to do something new.
  18. 18. Same principles apply with other solutions
  19. 19. Hook, trigger and manipulate page elements.
  20. 20. “Trigger a CTA if this is the first page the user has seen” But what about...
  21. 21. “Don’t trigger our retargeting code if the product has a high returns rate” or...
  22. 22. DOM hooks only get you so far.
  23. 23. Introducing the Data Layer... ...Making it really freakin’ easy to manage and turbo-charge your tagging* since 2012 *and other cool stuff
  24. 24. HTML CSS Database + server-side JavaScript / jQuery Data
  25. 25. Data
  26. 26. It’s just a big array.
  27. 27. dataLayer : { “number of tacos” : 12345 “colour” : “red” “foods” : { “meat” : “bacon” “veg” : “carrot” “starter” : “soup” “courses” : 3 } }
  28. 28. pageInfo: { url: "http://www.example.com/category/article-name/" author: "John Smith" } Pages written by a specific author
  29. 29. category:{ primaryCategory: "Cameras", subCategory1: "Nikon", pageType: "ProductDetail" } Products in a specific category Specific page templates
  30. 30. attributes:{ seasonal: "Christmas" priority: "high" returnFreq: "low" } Attributes which aren’t necessarily available from/on the page
  31. 31. userInfo:{ pagesViews: 6 lastPage: "http://www.example.com/page/" loggedIn: "false" persona: “bargain hunter” qualityScore: 2 gender: "female" } Server-side stuff which you can expose and use easily Just imagine...
  32. 32. (An aside) Enable Google Analytics demographic data NOW.
  33. 33. transactionInfo:{ "bookingDate" : "26/05/2014", "departureDate" : "12/07/2014", "bookingValue" : 155.45, "productSkus": [ "100002", "100003", "100004" ] } Get that in your analytics
  34. 34. Chuck some API calls in there, too (don’t forget to cache)
  35. 35. Getting stuff out Google Tag Manager, javascript, ajax
  36. 36. “But we can already do all of this kind of stuff…”
  37. 37. ...but it’s sure as hell not flexible. and it doesn’t anticipate unknowns
  38. 38. Next steps...
  39. 39. Now bring it to life. Add things after page load Clicks, mouseovers, dwell times, behaviours, triggers
  40. 40. Anticipate what you need Update as you go
  41. 41. This sounds like more work...
  42. 42. Standardisation
  43. 43. E.g., Generify the concept of ‘submitted’ Brief on scenario not specifics
  44. 44. Want to get really clever? Server-side / ajax data layers Keep sensitive data secret!
  45. 45. Summary Care for your data, and it’ll change your world
  46. 46. Thanks!

×