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Website Personalisation DIY
with Google Tag Manager
Johannes Radig @joradig
Who am I?
🤓
My evolution to man geek
Creativity
CodeData
Growth “Hacking”
(where the magic happens)
What's this about?
🧐
Today, you’ll learn…
(1) WHY?
Personalisation?
Why DIY?
(2) WHAT?
Intent Segmentation
Split Testing
(3) HOW?
(1.1) Why Personalisation ?
Personalisation as business driver
Profit increases for
businesses using
personalisation by 20203
Say it influences their
...
Through…
Boosting Engagement
Improving Conversion Rate
Improving Customer Retention
(2.1) Why DIY?
72 percent of CEOs agreed
with the statement….
“[Marketers] are always
asking for money but can
rarely explain how much
in...
Personalisation Tool Dilemma?
Option 1
Personalisation
Tools
Marketer Finance Marketer Finance
☹
Personalisation Tool Dilemma?
DIY Option 2
Personalisation
Tools
Marketer Finance Marketer Finance
😁
Well, there’s that as well…
Unlimited Traffic / Users / Segments / Campaigns
No additional Tags required
Free (as in 🍺 )
G...
(2) What does it do?
What we can do…
Andy
Control
Sue
Test
Notpersonalisedpersonalised
What your dog
deserves: only the best
$8 $35 $385
Select...
Show a personalised
(home)page to returning
visitors
Change the copy & images on
your landing page based on
the campaign /...
(2) How?
The set up
Andy
Control
Sue
Test
Notpersonalisedpersonalised
What your dog
deserves: only the best
$8 $35 $385
Selected pr...
The set up
localStorage
Andy
Sue
Selected products for
you
What your pet
deserves: only the
best
$8 $35 $385
Not
personali...
1) Setting up Test & Control groups
Random number
between 0-9
Random number
between 0-9
3
7 Test
Control
localStorage
loca...
😳 … why 0-9 ?
- Avoid biased selections / cross-contamination 👍
50% (Test) 50% (Control)
Test 1
Test 2
A B
😳 … why 0-9 ?
- Avoid biased selections / cross-contamination 👍
- Run A - B - C tests 👍 👍
- Run A - B - A tests 👍 👍 👍
Test...
Assigning
random
splitGroups
No magic here 🤓
If splitGroup is
not set already,
new random
number will be
assigned
Else, if...
2) Create Custom Dimensions in Google Analytics...
...to make dimension available in GA
You just set up your own A/B testing tool.
(3) Segmenting by User Intent
Back to our animal lovers…
www.yourpetshop.com/
products.html?
utm_source=fb&
utm_medium=ad&
utm_campaign=cat-food-kitten
...
What we can do with this...
What your dog
deserves: only the best
$8 $35 $385
Selected products for you
What your pet
dese...
(4) Personalising your Site
Example: Personalising your homepage for returning
visitors
(1) Define Intent Segments (2) Map to Landing pages
1
2
3
4
Al...
(1) Capture
Landing
page
Get Landing page
path from Tag
Manager Variable
Calculate how
many days ago
landing page intent
w...
(2) Map landing pages to intent segments
Intent Segments Landing pages
1
2
3
4
All pages containing ‘dog’ and ‘food’,
e.g....
(2) Map landing pages to intent segments
1
2
3
4
(3) Apply rule-based changes per segment
If intent = X, change homepage text / image to Y
(3) …but only for your test group 🤓
Et voila!
Food your
dog
deserves:
only the
best
1
2
3
4
Woof!
Food your
cat
deserves:
only the
best Meow!
A castle
for you...
20%
Conversion uplift at Truly for returning visitors.
Summary 🚀
Increases relevancy & conversion
Easy & free way to test personalisation and measure impact for
your business
GD...
Thank you! 🙌
Any questions, comments or
feedback…
@joradig
📧 johannes@growth-consultant.com
All slides, code & tags as a
G...
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Website Personalisation DIY with Google Tag Manager - AllThingsData '18 Slide 1 Website Personalisation DIY with Google Tag Manager - AllThingsData '18 Slide 2 Website Personalisation DIY with Google Tag Manager - AllThingsData '18 Slide 3 Website Personalisation DIY with Google Tag Manager - AllThingsData '18 Slide 4 Website Personalisation DIY with Google Tag Manager - AllThingsData '18 Slide 5 Website Personalisation DIY with Google Tag Manager - AllThingsData '18 Slide 6 Website Personalisation DIY with Google Tag Manager - AllThingsData '18 Slide 7 Website Personalisation DIY with Google Tag Manager - AllThingsData '18 Slide 8 Website Personalisation DIY with Google Tag Manager - AllThingsData '18 Slide 9 Website Personalisation DIY with Google Tag Manager - AllThingsData '18 Slide 10 Website Personalisation DIY with Google Tag Manager - AllThingsData '18 Slide 11 Website Personalisation DIY with Google Tag Manager - AllThingsData '18 Slide 12 Website Personalisation DIY with Google Tag Manager - AllThingsData '18 Slide 13 Website Personalisation DIY with Google Tag Manager - AllThingsData '18 Slide 14 Website Personalisation DIY with Google Tag Manager - AllThingsData '18 Slide 15 Website Personalisation DIY with Google Tag Manager - AllThingsData '18 Slide 16 Website Personalisation DIY with Google Tag Manager - AllThingsData '18 Slide 17 Website Personalisation DIY with Google Tag Manager - AllThingsData '18 Slide 18 Website Personalisation DIY with Google Tag Manager - AllThingsData '18 Slide 19 Website Personalisation DIY with Google Tag Manager - AllThingsData '18 Slide 20 Website Personalisation DIY with Google Tag Manager - AllThingsData '18 Slide 21 Website Personalisation DIY with Google Tag Manager - AllThingsData '18 Slide 22 Website Personalisation DIY with Google Tag Manager - AllThingsData '18 Slide 23 Website Personalisation DIY with Google Tag Manager - AllThingsData '18 Slide 24 Website Personalisation DIY with Google Tag Manager - AllThingsData '18 Slide 25 Website Personalisation DIY with Google Tag Manager - AllThingsData '18 Slide 26 Website Personalisation DIY with Google Tag Manager - AllThingsData '18 Slide 27 Website Personalisation DIY with Google Tag Manager - AllThingsData '18 Slide 28 Website Personalisation DIY with Google Tag Manager - AllThingsData '18 Slide 29 Website Personalisation DIY with Google Tag Manager - AllThingsData '18 Slide 30 Website Personalisation DIY with Google Tag Manager - AllThingsData '18 Slide 31 Website Personalisation DIY with Google Tag Manager - AllThingsData '18 Slide 32 Website Personalisation DIY with Google Tag Manager - AllThingsData '18 Slide 33 Website Personalisation DIY with Google Tag Manager - AllThingsData '18 Slide 34 Website Personalisation DIY with Google Tag Manager - AllThingsData '18 Slide 35 Website Personalisation DIY with Google Tag Manager - AllThingsData '18 Slide 36 Website Personalisation DIY with Google Tag Manager - AllThingsData '18 Slide 37 Website Personalisation DIY with Google Tag Manager - AllThingsData '18 Slide 38 Website Personalisation DIY with Google Tag Manager - AllThingsData '18 Slide 39 Website Personalisation DIY with Google Tag Manager - AllThingsData '18 Slide 40 Website Personalisation DIY with Google Tag Manager - AllThingsData '18 Slide 41
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Slides from my talk at AllThingsData Tel Aviv, presented on May 2nd 2018. Learn how to use Google Tag Manager to set up an A/B testing and website personalisation engine.

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Website Personalisation DIY with Google Tag Manager - AllThingsData '18

  1. 1. Website Personalisation DIY with Google Tag Manager Johannes Radig @joradig
  2. 2. Who am I? 🤓
  3. 3. My evolution to man geek
  4. 4. Creativity CodeData Growth “Hacking” (where the magic happens)
  5. 5. What's this about? 🧐
  6. 6. Today, you’ll learn… (1) WHY? Personalisation? Why DIY? (2) WHAT? Intent Segmentation Split Testing (3) HOW?
  7. 7. (1.1) Why Personalisation ?
  8. 8. Personalisation as business driver Profit increases for businesses using personalisation by 20203 Say it influences their purchasing noticeable1 Businesses using personalisation saw major uplift2 1- InfoSys Genome Research, 2013 2- Econsultancy: Conversion Rate Optimization Report 2017 3- Gartner, 2016 59% 33% 15% # 🤑 💸
  9. 9. Through… Boosting Engagement Improving Conversion Rate Improving Customer Retention
  10. 10. (2.1) Why DIY?
  11. 11. 72 percent of CEOs agreed with the statement…. “[Marketers] are always asking for money but can rarely explain how much incremental business this money will generate” (Fournaise Marketing Group 2011) Photograph by Mario Tama — Getty Images
  12. 12. Personalisation Tool Dilemma? Option 1 Personalisation Tools Marketer Finance Marketer Finance ☹
  13. 13. Personalisation Tool Dilemma? DIY Option 2 Personalisation Tools Marketer Finance Marketer Finance 😁
  14. 14. Well, there’s that as well… Unlimited Traffic / Users / Segments / Campaigns No additional Tags required Free (as in 🍺 ) GDPR compliant
  15. 15. (2) What does it do?
  16. 16. What we can do… Andy Control Sue Test Notpersonalisedpersonalised What your dog deserves: only the best $8 $35 $385 Selected products for you What your pet deserves: only the best $35 $189 $385 Our range
  17. 17. Show a personalised (home)page to returning visitors Change the copy & images on your landing page based on the campaign / channel Create intent-based pop ups What your dog deserves: only the best $8 $35 $385 Selected products for you What your pet deserves: only the best $35 $189 $385 Our range Special offer for Labrador lovers! you@email.com Woof! What your kitten deserves: only the best $35 $189 $385 Our range What we can do…
  18. 18. (2) How?
  19. 19. The set up Andy Control Sue Test Notpersonalisedpersonalised What your dog deserves: only the best $8 $35 $385 Selected products for you What your pet deserves: only the best $35 $189 $385 Our range
  20. 20. The set up localStorage Andy Sue Selected products for you What your pet deserves: only the best $8 $35 $385 Not personalised personalised Selected products for you What your dog deserves: only the best $8 $35 $385 DO => TRACK => STORE =>
  21. 21. 1) Setting up Test & Control groups Random number between 0-9 Random number between 0-9 3 7 Test Control localStorage localStorage
  22. 22. 😳 … why 0-9 ? - Avoid biased selections / cross-contamination 👍 50% (Test) 50% (Control) Test 1 Test 2 A B
  23. 23. 😳 … why 0-9 ? - Avoid biased selections / cross-contamination 👍 - Run A - B - C tests 👍 👍 - Run A - B - A tests 👍 👍 👍 Test 1 Test 2 Control 0 1 2 3 4 5 6 7 8 9
  24. 24. Assigning random splitGroups No magic here 🤓 If splitGroup is not set already, new random number will be assigned Else, if set already, grab value from localStorage Push it to the dataLayer!
  25. 25. 2) Create Custom Dimensions in Google Analytics...
  26. 26. ...to make dimension available in GA
  27. 27. You just set up your own A/B testing tool.
  28. 28. (3) Segmenting by User Intent
  29. 29. Back to our animal lovers… www.yourpetshop.com/ products.html? utm_source=fb& utm_medium=ad& utm_campaign=cat-food-kitten Intent: Cat Food for Kittens What your dog deserves: only the best Intent: Dog Food for Labradors
  30. 30. What we can do with this... What your dog deserves: only the best $8 $35 $385 Selected products for you What your pet deserves: only the best $35 $189 $385 Our range Special offer for Labrador lovers! you@email.com Woof! Today’s focus What your kitten deserves: only the best $35 $189 $385 Our range Show a personalised (home)page to returning visitors Change the copy & images on your landing page based on the campaign / channel Create intent-based pop ups
  31. 31. (4) Personalising your Site
  32. 32. Example: Personalising your homepage for returning visitors (1) Define Intent Segments (2) Map to Landing pages 1 2 3 4 All pages containing ‘dog’ and ‘food’, e.g. mypetshop.com/food/dog/ All pages containing ‘cat’ and ‘food’, e.g. mypetshop.com/food/cat/ All pages containing ‘cat’ and ‘carrier’, e.g. mypetshop.com/carriers/cat/ All pages containing ‘dog’ and ‘kennel’, e.g. mypetshop.com/kennel/dog/ (3) Define Personalisation What your dog deserves: only the best $8 $35 $385 Selected products for you
  33. 33. (1) Capture Landing page Get Landing page path from Tag Manager Variable Calculate how many days ago landing page intent was set before If landing page has never been set, or >14 days, push to localStorage
  34. 34. (2) Map landing pages to intent segments Intent Segments Landing pages 1 2 3 4 All pages containing ‘dog’ and ‘food’, e.g. mypetshop.com/food/dog/ All pages containing ‘cat’ and ‘food’, e.g. mypetshop.com/food/cat/ All pages containing ‘cat’ and ‘carrier’, e.g. mypetshop.com/carriers/cat/ All pages containing ‘dog’ and ‘kennel’, e.g. mypetshop.com/kennel/dog/
  35. 35. (2) Map landing pages to intent segments 1 2 3 4
  36. 36. (3) Apply rule-based changes per segment If intent = X, change homepage text / image to Y
  37. 37. (3) …but only for your test group 🤓
  38. 38. Et voila! Food your dog deserves: only the best 1 2 3 4 Woof! Food your cat deserves: only the best Meow! A castle for your dog. Woof! Carry your cat like a queen Meow!
  39. 39. 20% Conversion uplift at Truly for returning visitors.
  40. 40. Summary 🚀 Increases relevancy & conversion Easy & free way to test personalisation and measure impact for your business GDPR Friendly Use to justify dedicated personalisation tool investment
  41. 41. Thank you! 🙌 Any questions, comments or feedback… @joradig 📧 johannes@growth-consultant.com All slides, code & tags as a GTM container 😍 : 👉 http://bit.ly/diy-atd18 or growth-consultant.com
  • ElisabethKindmark

    Oct. 4, 2018
  • MarlonUmaa

    Jul. 27, 2018

Slides from my talk at AllThingsData Tel Aviv, presented on May 2nd 2018. Learn how to use Google Tag Manager to set up an A/B testing and website personalisation engine.

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