Introduction to tag management
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The webinar covered Qubit Opentag's tag management features including containers, scripts, filters, and page variables. It discussed how tag management can speed up processes, increase site speed, and reduce marketing costs. Case studies showed how clients saved 34% on affiliate costs and migrated 200 tags in 1/10th the time. The presentation concluded with a Q&A and information on Opentag resources and becoming a partner.
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Introduction to tag management
- 1. Qubit Opentag: Latest Features Webinar Thursday 25th April 2013 Chris Houghton Customer Solutions Engineer at Qubit chris.houghton@qubitproducts.com Ed Brocklebank Senior Digital Analyst at ElisaDBI ed@elisa-interactive.com
- 2. - Introduction to tag management - Key Opentag features - New Opentag features - Guest speaker: Ed Brocklebank, Elisa DBI - Client case studies - Q&A Agenda
- 3. Tag management This solution is designed to improve web efficiency, a key factor in driving conversion and page views.
- 4. Marketers & developers are under strain: Increasingly the marketer’s job depends on running, managing and updating new tags. This puts extra strain on the developer. Any delays in updates cost market position. 4
- 5. 79% of tags take more than 1 day to implement, 29% more than 11 days! 5
- 6. Sites slowed by multiple tags cost businesses customers 1-2% decrease in page views. 2-7% decrease in conversion Fall in SEO 6
- 7. Overpaying marketing channels can be costly Businesses are overpaying some marketing channels with limited visibility on who is driving the real value. 7
- 8. Benefits of tag management Tag management seeks to resolve a number of challenges marketers currently face Data is based on an Enterprise eCommerce business with an average number of 3rd party tags Implementing new solutions quickly; decouple tagging from core development cycles driving greater agility Result: 73% of businesses speed up internal processes Increase site speed; consolidate all 3rd party technologies into a unified system with rapid asynchronous loading Result: 10-20% improvement in page speed Save on labour costs; changing tags through a TMS can reduce time to deploy and significantly lower labour costs Result: 1/2-1 FTE saved to focus on other high value activities Reduce marketing costs; only pay once for each sale you make by de-duplicating paid channels and understanding the real value of a visitor to your website. Result: 20-30% savings in some paid marketing channels 8
- 10. Basic tag management components 10 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.
- 11. Containers 11
- 12. Scripts 12 Adding a new script interface Adding a script from the tag library
- 14. Filters 14
- 15. CPA de-duplication - Case Study 15 A leading retailer saved 34% in affiliate costs from CPA de-duplication
- 17. Universal Variable Lets you publish your data in a single standard way, which your technology partners can access. You can publish information about: - your users - the pages they visit - the products they view or search for - the products they add to their basket - what they end up buying 17
- 18. Universal Variable 18 Adding custom trackingUniversal Variable pre-configured
- 19. 19 UV Wizard: http://tools.qubitproducts.com/uv/index.html Universal Variable Microsite
- 24. New features - New UI - Improved code formatting
- 25. A big welcome to Ed Brocklebank of Elisa DBI 25
- 26. 26
- 27. 27 Get your data object in place now - If you don’t you are severely limiting your options - You will have to battle with your dev team.
- 28. 28 Make sure your digital team understands the capabilities of the system
- 29. 29 Summary • Get your data object in place now • Ensure your staff know what the tool can and can’t do • Have at least one person in your marketing team who knows JavaScript, HTML and CSS well • Keep someone who knows the system inside and out close by (whether that be an external consultancy or someone internally) • Think beyond simple advertising tags
- 31. "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 10x faster technology deployment for Pandora
- 32. "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 200 tags migrated, 1 data model for Shop Direct Group
- 33. "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 Universal Variable implemented in 90 mins for Stylistpick
- 35. Resources: the Qubit knowledge base http://opentagsupport.qubitproducts.com/help/ 35
- 36. Resources: the Qubit GitHub page https://github.com/QubitProducts/OpenTag 36
- 37. Drop us a line on partners@qubitproducts.com to discuss becoming a partner or adding your technology to our tag library 37 Are you a web technology? Are you interested in implementing and servicing Opentag? Join our partner network
- 38. 38 Q&A
- 39. Thanks Chris Houghton Customer Solutions Engineer at Qubit chris.houghton@qubitproducts.com Ed Brocklebank Senior Digital Analyst at ElisaDBI ed@elisa-interactive.com