1. How to win with tag
management:
strategies for achieving business
and marketing agility
Ian McCaig Harry Hurst
ian@qubitproducts.com harry@qubitproducts.com
Monday, 15 April 13

2. Our mission:
To empower the 21st century marketer
with a connected insight and personalisation
platform that helps ecommerce businesses
turn more visitors into customers
Monday, 15 April 13

3. Agenda
-Why does tag management exist?
-How has tag management evolved?
-What is a tag management system and what to look
for?
-How businesses succeed with tag management
-Wrap up and re-cap
Monday, 15 April 13

4. Why does tag
management exist?
Monday, 15 April 13

5. Every second it takes for your
website to load:
Pageviews decrease by 2%
Conversions decrease by 7%
Source: Krug Digital 2011
Monday, 15 April 13

6. Data will grow 800% over the
next five years.
More data will be created in the
next four years than in the history
of the planet
Source: Forrester 2011
Monday, 15 April 13

7. 30+ tags running on an average eCommerce site
Source: Krug Digital 2011
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8. How has tag
management has
evolved?
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9. How tag management evolved: ad serving
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10. Evolving TMS landscape: three types of vendor
Entry into the market
from Adobe and Google
has validated the space.
However, they have
focused on deploying
their own complex tags
and keeping control.
Strategic TMS
Pure TMS such as Providers offering
Tealium, TagMan and data management and
Ensighten have built optimisation services.
businesses around core Opentag and BrightTag
tag management and are examples of TMS
some offer additional in this category.
services such as
attribution.
Data
Pure TMS Management
TMS
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11. Tag management vs. data management
Tag management & Creates a more
Tag management
data management powerful solution
Live
chat
Data layer Data layer
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12. Rapid rise of tag management
400% growth over the past 12 months
400% rise
Source: Builtwith
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13. Tag management adoption
is growing faster than web
analytics did in its early days...
But it’s still only used by less than
5% of leading websites.
Source: Qubit/Techcrunch 2013
Monday, 15 April 13

14. Poll: How many of you use
tag management?
- Yes
- No
Monday, 15 April 13

15. What is a tag management
system and what
to look for?
Monday, 15 April 13

16. Basic tag management components
Containers
How we group tags and scripts into a single JavaScript code.
It is the container that groups and stores all of your scripts/tags.
Scripts
Sections of JavaScript that each contain a tag.
Filters
The logic that decides whether a tag should be served on a page
or not. The logic is based on the URL of the page the container tag
is implemented on.
Page variables
How you define user, page, and product information for every page
of your website.
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17. Scalability, performance and security
Low latency CDN
- Take advantage of one of the leading Content Delivery Networks in
the market e.g. Amazon CloudFront
- Ensure flexible set up so other CDNs can be deployed for further
performance gains if required by a client.
24/7 Server side availability
- Ensure server side components are available 24/7
Security
- Network, application, operation level, and data protection
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18. Tagging Functionality
Domain based profiles
- Managing domains/sub-domains from the same place.
Compatible with all different technologies
- Ensuring it fulfills your needs.
Asynchronous tag loading
- Finding a system which handles asynchronous loading.
Mobile support
- Assessing the level of mobile support you need.
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19. Privacy Consent
Ability to gain consent from users for 1st and 3rd party tracking
Key benefits: Customisable interface Key benefits: Behind the scenes
- Notification flexibility; three different - Notification options; choose from
notification options three options
- Creative flexibility; apply your own look - Customise your text; write your
and feel own message
- Location flexibility; position the tool
anywhere on your site
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20. Tag library
Pre configured technologies for rapid set up and deployment
- Marketers can add tags easily
(no need for coding
knowledge)
- Tags can be pre-configured
and require minimal set-up
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21. Deployment of tag management
Required steps for deploying a TMS
Step 1:
Identify all 3rd party JavaScript technologies running on your website.
Step 2:
Develop a unified data model to manage all technologies and data exchange.
Step 3:
Migrate technologies one by one into a Tag Management Solution.
Use library tags where possible.
Step 4:
Full test plan (both performance and data exchange).
Step 5:
Full deployment.
Step 6:
Monitor through tag management system UI.
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22. How businesses succeed
with tag management
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23. Poll: What is the main
reason for businesses using
tag management?
- Improve site performance
- Better manage your data
- Faster deployment of technologies
- Privacy concerns
- Reduce marketing costs
Monday, 15 April 13

24. 13.5% improvement in site speed
Average performance improvement Opentag customers
"Qubit’s tag management will
make a significant difference to
Staples websites across Europe
by reducing our development
time and enabling the quick roll-
out of a range of technologies.
This will enable us to continue
making shopping online with
Staples easy for our customers,
providing them with a more
relevant shopping experience."
Willem Vos
Head of eCommerce,
Staples Europe
Monday, 15 April 13

25. Performance: Opentag customers enjoy page load speeds
that are 3.5x faster than EU top 400 eCommerce brands
Within top 400, the median web page
load time is 7.04 seconds, which is
double the time it would take for a majority
of consumers to abandon their purchase.
Independent speed tests conducted
by Research company Radware and
Level 3 found that Qubit Opentag customers
Shop Direct and Staples
achieved load times of 1.80 and
1.69 secs.
Source: eConsultancy 19th March 2013
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26. Control your data: Client side data model gives
you control of your data and reduces lock in
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27. Control your data: We do this via our Universal Variable
data model
Source: eConsultancy 19th March 2013
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28. 200 tags migrated, 1 data model
for Shop Direct Group
"The dedication and support
shown by the team at Qubit during
our Opentag implementation was
exceptional. I’m looking see what
their other products can do”
Gareth Naser
iDevelopment Manager,
Shop Direct Group
Monday, 15 April 13

29. Universal Variable implemented
in 90 mins
for Stylistpick
"Having a robust data model across
our website is vital for
understanding our customers
and tailoring the website to their
specific needs. Qubit’s Magento
extension has meant we’ve been
able to deploy this rapidly and
cost effectively.”
Ian Sutherland,
Finance Director
Monday, 15 April 13

30. Fast deployment: Opentag helps you work harmoniously
with your development team
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31. 10x faster technology deployment
for Pandora
"Opentag’s flexibility has meant
that we can easily support Pandora
with all their tagging requirements
and it reduces time to deploy new
technologies dramatically. Qubit
provide us with an intelligent
solution.”
Neil Cunningham,
Head of Digital, Cream
Monday, 15 April 13

32. Conditional firing of tags
-Have the ability to decide where and when
a tag should fire
-Filter not just by URL or page category but also
by user behaviour
-The biggest use case is to deduplicate
CPA channels
-By having a fine control over where and when
a tag fires businesses are able to reduce
non-profitable spend, and reinvest
in the most profitable channels
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Monday, 15 April 13

33. 13% increase in conversions
for Childrensalon
"Qubit has given us valuable insights through
which we’ve been able to really tailor and
optimise a personalised experience for our
diverse customer base - with great results.
Qubit has given us valuable insights through
which we’ve been able to really tailor and
optimise a personalised experience for our
diverse customer base - with great results.”
Sorcha Harriman-Smith,
Digital Experience Director
Monday, 15 April 13

34. Plug in your analytics to a data
layer for faster
implementation and a more
accurate data set.
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35. Deploying marketing for improving ROI from advertising
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36. Gaining visibility into tag management
For MediaCom
"We are proud to be the first major agency
using this technology. Having accurate and
scalable control of tag management is
crucial in today’s data dominated display
market. The beauty of Opentag is that we
now have visibility of all of our tags from a
single and easy to use console. Crucially, it
also lets us do this at a cost effective price."
Robert Webster
Head of Technology at MediaCom
Monday, 15 April 13

37. Flexible management: Fitting the product and service around a
businesses specific business requirements
Businesses who want
Most sophisticated
to own management
Self-service with the reliability
businesses have
Service level
full control
of a global CDN
Full managed service Businesses with limited
where resources resources but keen to
Managed and expertise maximize performance
is limited internally by using own CDN
Hosted CDN Own CDN
Hosted
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Monday, 15 April 13

38. A self service, own hosted customer
for The FT.com
“We've been excited to use
Opentag as our tag management
system for its simplicity in setting
up (literally seconds to sign up for
an account and minutes to deploy
the first tag), ability to rapidly
deploy tags, especially custom
JavaScript and Opentag's ever
increasing feature-set.”
Chris Ware
Client Side Technology Lead, FT
Monday, 15 April 13

39. Poll: What type of solution do you
require?
- Managed service, fully hosted
- Self-service, fully hosted
- Managed service, own-hosted
- Self-service, own-hosted
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40. Wrap-up and re-cap
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41. Increased site performance
-Consolidate all 3rd party technologies
into a unified system with rapid
asynchronous loading
-Can provide a 10%-20% improvement
in page load time
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42. Data accuracy and control
-Making all necessary data available on the
page before loading tags
-Exchange data from the page directly into
the collecting tags
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43. Implementing new technology solutions quickly
-De-couple tagging from core
development cycles driving
-73% of businesses speed up internal
processes through
tag management systems
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44. Flexible and cost effective
-Self service, managed, hosted or non-
hosted
-Tag management costs should not
outweigh the direct benefits
of having a technology in place
-Provide the ability to de-duplicate CPA tags
to define where budget is allocated
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Monday, 15 April 13

45. What next?
Tag management resources
Tag management solution infographic:
http://econsultancy.com/uk/blog/9557-the-tag-revolution-
infographic
Universal Variable demo:
http://demo.qubitproducts.com/demo/guide.html
Next webinar link
http://www.qubitproducts.com/resources?type_1=webinar
Sign up for a free account (it takes 30 seconds):
https://opentag.qubitproducts.com/QDashboard/register.html
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Monday, 15 April 13

46. Thanks
Ian McCaig Harry Hurst
ian@qubitproducts.com harry@qubitproducts.com
Monday, 15 April 13