How Google Tag Manager will help you manage your marketing tags, from GA over UA to Adwords and DoubleClick, and many more.

1. Google Tag Manager:
1 Tag To Rule Them All
Google Analytics Business Conference
30 May 2013
Siegert Dierickx
siegert.dierickx@thesedays.com - @siegertd

2. THE WEB ANALYTICS EVOLUTION
1990 1993 1995 1996 1997 1999 2004 2005 2006 2010
2012

3. THE WEB ANALYTICS EVOLUTION
1990 1993 1995 1996 1997 1999 2004 2005 2006 2010
2012
IT Web
Master
Marketing
Manager
CMO,
VP
Marketing
Hits Page Views
Visits
Visitors
ToS
Bounce rate
Engagement
Conversion
Events

4. DIGITAL ANALYTICS PROCESS
Optimization
Reporting & Analysis
Implementation
Plan of Approach
Insight Generation

5. IT INVOLVEMENT IS STILL REQUIRED
Implementation
Quality Assurance
Tag Implementation
Tracking Guidelines

6. TAGGING
HAS BECOME
A FACT OF LIFE
FOR
DIGITAL MARKETERS

7. TAG OVERLOAD
8 different tags
Tool: Chrome Plugin: Ghostery

8. TAG OVERLOAD
10 different tags
Tool: Chrome Plugin: Ghostery

9. TAG OVERLOAD
16 different tags
Tool: Chrome Plugin: Ghostery

10. TAG OVERLOAD
25 different tags
Tool: Chrome Plugin: Ghostery

11. 14%
26%
38%
42%
47%
50%
59%
62%
64%
88%
Recommendations
Voice of the Customer
Social Media
Audience Measurement
Testing
Behavioral Targeting
Affiliate Marketing
Ad Serving
Search Marketing
Web Analytics
Reeks 1
Source: Forrester Research, Inc. – Understanding Tag Management Tools And Technology - 2012

12. TAG COMPLEXITY
■ Rapid changing site technologies require new tag implementation
skills
■ Emerging channels
■ Multi-device tracking
■ Cross-domain tracking
■ Event focused
■ Responsive design
■ …

13. TAG GOVERNANCE
■ Management of tags is a constant battle
■ Measurement is rarely a priority for IT (still today)
■ Site updates happen in waves
■ No responsibility
■ No quality assurance
■ No processes
■ Ad-hoc requirements
■ Tags are rarely de-activated
■ ….

14. MOST COMMON ISSUES
36%
55%
55%
55%
75%
86%
0% 20% 40% 60% 80% 100%
Tags causing page errors
Negative impact on page load
Tags collect wrong data
Tags on wrong pages
Deployment cycles cause delays
Incorrect/Missing tags
Reeks 1
Source: These Days Research – 2012/2013

15. AS A SIDE NOTE:
DON’T ALWAYS BLAME THE IT DEPARTMENT
■ Digital analytics governance starts at the top!
■ You required a project sponsor from management
■ ‘Data Driven Marketing’ should be embedded in organizational
culture
■ You should make people accountable and set tangible targets

16. CORRECT
DATA
FIRST,
THEN BIG DATA

17. A CMS FOR TAGS
website website website website website website
Web analytics Ad servers
A/B test
solutions
Targeting -
segmenting
PPC tracking
Affiliate
tracking
Tag management

18. OVERALL BENEFITS
■Drive Revenue by
 Increase site speed
 Implementing new solutions quickly
■Reduce Costs by
 Saving on implementation time (and cost)
 Responding quickly to legislation and privacy concerns
■Improve Effectiveness by
 Handling over control of tags to marketing
 Save development time
 Increasing tag complexity easily

19. FOR FREE
Confident data
Get better insights
for smarter decisions
Marketing agility
Add tags anytime
—no waiting
Quick & easy
Simple for marketers, IT,
and agencies

20. GET CAMPAIGNS LIVE QUICKLY
Add tags anytime
Marketing agility
■Speed: publish in seconds
■Usability: intuitive UI
■Flexibility: user roles, multi-
account support

21. GET BETTER INSIGHTS FOR SMARTER DECISIONS
Confident data
■Fast tag loading to collect
more data
■Rules: tags fire when
they should
■Templates & error-checking
to avoid tagging mistakes
Rely on accurate tagging so you trust your data

22. DIY TAGGING – NO NEED TO BOTHER IT
Easy interface to save you time
Quick & easy
■View all your tags in one
place
■No need to access site code
■Debug Console & Preview
mode to self-check tags

23. GOOGLE TAG MANAGER PROCESS
3. User acceptance
Suggest, test and accept
rules.
Across multiple
users and roles Across multiple
websits
1. Container tag creation & insertion
• Web analytics suites
• Google adwords conversion tags
• A/B testing tags
• Segmentation tags
• .....
Javascript
snippet
2. Rule definition
• Configure tags
settings and
behaviour.
• Multiple rules
• Multiple elements
• Campaign based.
• And much more ....
Tag Container
java script snippets.
Javascript library
(cloud/hosted)
4. Deployment – to one or
multiple websites.

24. ■Google Analytics
■Google Adwords
■Clicktale
■Doubleclick Floodlight
■Google Remarketing
■Criteo
Used tags:
CASE: BEOBANK

25. Partner
delivers
tag(s)
Tag(s)
• Tagging
Guidelines
• Briefing
• Book
developers
• Integration of
tag(s) on
page(s)
Testing on
TD internal
Test on
staging
internal
Test on
staging
external
Acceptance
Trunk –
Citibank
merging
Internal
testing
Citibank
Publish
TAG IMPLEMENTATION PROCESS
Integration of tag(s) ‘manually’ via
the CMS done by IT.

26. Partner
delivers
tag(s)
Tag(s)
• Tagging
Guidelines
• Briefing
• Book
developers
• Integration of
tag(s) on
page(s)
Testing on
TD internal
Test on
staging
internal
Test on
staging
external
Acceptance
Trunk –
Citibank
merging
Internal
testing
Citibank
Publish
TIME SPENT
Depending on availability, resources
and technical factors:
• Best-case scenario: 5 days
• Worst-case case scenario: 2 weeks!

27. Partner
delivers
tag(s)
Tag(s)
• Briefing
(TagMap)
• Create tag in
GTM
• Create rule
• Create macro
Test in
debug mode
– Tag
Manager
Publish
NEW PROCESS – VIA

28. Partner
delivers
tag(s)
Tag(s)
• Briefing
(TagMap)
• Create tag in
GTM
• Create rule
• Create macro
Test in
debug mode
– Tag
Manager
Publish
1hour till – 1day
NEW PROCESS – TIME SPENT
• Best-case scenario: 1 hour
• Worst-case case scenario: 8 hours!

29.  Apply the required changes ourselves
 Apply them fast
 Without dependencies on IT
 Test immediately in the debug console
 Publish them immediately on the live website
GOOGLE TAG MANAGER ALLOWED US TO
Reduce time spent with 97,5%!

30. ■Even if you have only a few
tags on your site
■Frequent change of tags
■Unefficient change
procedures / deployment
cycles
■When there is a need for
centralised tag management
■For all site types
IS GOOGLE TAG MANAGEMENT OF INTEREST
FOR YOU?

31. TODAY,
TAG MANAGEMENT
IS FAST BECOMING
A
COMMODITY

32. 5 TIPS TO TAKE HOME

33. THE BRAND
INTERACTION
COMPANY
THE BRAND
INTERACTION
COMPANY
Siegert Dierickx
siegert.dierickx@thesedays.com
@siegertd
Thank you!