Downloaded 72 times
![<script>
window.dataLayer
=
window.dataLayer
||
[];
dataLayer.push({
'transactionId'
:
'12345',
'transactionAffiliation'
:
'MKTFEST',
'transactionTotal'
:
9.99,
'transactionTax'
:
1.32,
'transactionShipping'
:
2.50,
'transactionProducts'
:
[{
'sku'
:
'WhenIGrowUp',
'name'
:
'IWantToBe',
'category'
:
'Avinash',
'price'
:
5.50,
'quantity'
:
1
},{
'sku'
:
'BEST',
'name'
:
'CONFERENCE',
'category'
:
'EVER',
'price'
:
3.50,
'quantity'
:
2
}]
});
</script>
<!-‐-‐
Google
Tag
Manager
Container
Snippet
Here
-‐-‐>](https://image.slidesharecdn.com/simoahava-141103074058-conversion-gate01/75/Simo-Ahava-Tag-Management-Solutions-Best-Data-Ever-MKTFEST-2014-50-2048.jpg)
![<script>
window.dataLayer
=
window.dataLayer
||
[];
dataLayer.push({
'transactionId'
:
'12345',
'transactionAffiliation'
:
'MKTFEST',
'transactionTotal'
:
9.99,
'transactionTax'
:
1.32,
'transactionShipping'
:
2.50,
'transactionProducts'
:
[{
'sku'
:
'WhenIGrowUp',
'name'
:
'IWantToBe',
'category'
:
'Avinash',
'price'
:
5.50,
'quantity'
:
1
},{
'sku'
:
'BEST',
'name'
:
'CONFERENCE',
'category'
:
'EVER',
'price'
:
3.50,
'quantity'
:
2
}]
});
</script>
<!-‐-‐
Google
Tag
Manager
Container
Snippet
Here
-‐-‐>
Triggers your eCommerce
Transaction tag](https://image.slidesharecdn.com/simoahava-141103074058-conversion-gate01/75/Simo-Ahava-Tag-Management-Solutions-Best-Data-Ever-MKTFEST-2014-51-2048.jpg)
![<script>
window.dataLayer
=
window.dataLayer
||
[];
dataLayer.push({
'transactionId'
:
'12345',
'transactionAffiliation'
:
'MKTFEST',
'transactionTotal'
:
9.99,
'transactionTax'
:
1.32,
'transactionShipping'
:
2.50,
'transactionProducts'
:
[{
'sku'
:
'WhenIGrowUp',
'name'
:
'IWantToBe',
'category'
:
'Avinash',
'price'
:
5.50,
'quantity'
:
1
},{
'sku'
:
'BEST',
'name'
:
'CONFERENCE',
'category'
:
'EVER',
'price'
:
3.50,
'quantity'
:
2
}]
});
</script>
<!-‐-‐
Google
Tag
Manager
Container
Snippet
Here
-‐-‐>
The dataLayer is
written by your
eCommerce
platform or CMS!
Triggers your eCommerce
Transaction tag](https://image.slidesharecdn.com/simoahava-141103074058-conversion-gate01/75/Simo-Ahava-Tag-Management-Solutions-Best-Data-Ever-MKTFEST-2014-52-2048.jpg)
![<html>
<head>
<title>MARKETING
FESTIVAL
RULES
OK</title>
<script>
window.dataLayer
=
window.dataLayer
||
[];
dataLayer.push({
'transactionId'
:
'12345',
'transactionAffiliation'
:
'MKTFEST',
'transactionTotal'
:
9.99,
'transactionTax'
:
1.32,
'transactionShipping'
:
2.50,
'transactionProducts'
:
[{
'sku'
:
'WhenIGrowUp',
'name'
:
'IWantToBe',
'category'
:
'Avinash',
'price'
:
5.50,
'quantity'
:
1
},{
'sku'
:
'BEST',
'name'
:
'CONFERENCE',
'category'
:
'EVER',
'price'
:
3.50,
'quantity'
:
2
}]
});
</script>
</head>
<body>
<!-‐-‐
Google
Tag
Manager
Container
Snippet
Here
-‐-‐>
</body>
</html>
1. eCommerce platform or CMS
renders the page template…](https://image.slidesharecdn.com/simoahava-141103074058-conversion-gate01/75/Simo-Ahava-Tag-Management-Solutions-Best-Data-Ever-MKTFEST-2014-53-2048.jpg)
![<script>
window.dataLayer
=
window.dataLayer
||
[];
dataLayer.push({
'transactionId'
:
'12345',
'transactionAffiliation'
:
'MKTFEST',
'transactionTotal'
:
9.99,
'transactionTax'
:
1.32,
'transactionShipping'
:
2.50,
'transactionProducts'
:
[{
'sku'
:
'WhenIGrowUp',
'name'
:
'IWantToBe',
'category'
:
'Avinash',
'price'
:
5.50,
'quantity'
:
1
},{
'sku'
:
'BEST',
'name'
:
'CONFERENCE',
'category'
:
'EVER',
'price'
:
3.50,
'quantity'
:
2
}]
});
</script>
1. eCommerce platform or CMS
renders the page template…
2. …and populates dataLayer with
details about the transaction…](https://image.slidesharecdn.com/simoahava-141103074058-conversion-gate01/75/Simo-Ahava-Tag-Management-Solutions-Best-Data-Ever-MKTFEST-2014-54-2048.jpg)
Uploaded byMarketing Festival
Simo Ahava - Tag Management Solutions – Best. Data. Ever. MKTFEST 2014
The document discusses the importance of tag management solutions in enhancing data quality and marketing efficiency. It emphasizes the need for a collaborative approach among business owners, marketers, and developers to eliminate data silos and improve analytics alignment with business goals. It also defines tag management and the concept of a data layer as critical components for effective ecommerce and data organization.
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Simo Ahava - Tag Management Solutions – Best. Data. Ever. MKTFEST 2014
- 1. Tag Management Solutions BEST. DATA. EVER. Simo Ahava (NetBooster) – Marketing Festival
- 2. Q1: Why ShouldI Care? Marketing Festival 2014 | #mktfest | @SimoAhava
- 3. TYPICAL (WATERFALL) PROCESS Idea Implementation Analysis Results Marketing Festival 2014 | #mktfest | @SimoAhava
- 4. THE BUSINESS OWNER/ EXECUTIVE Idea Implementation Analysis Results Marketing Festival 2014 | #mktfest | @SimoAhava
- 5. THE MARKETER /NON-DEVELOPER Idea Implementation Analysis Results Marketing Festival 2014 | #mktfest | @SimoAhava
- 6. THE DEVELOPER /IT Idea Implementation Analysis Results Marketing Festival 2014 | #mktfest | @SimoAhava
- 7. SILOS Idea ImplementationAnalysis Results Marketing Festival 2014 | #mktfest | @SimoAhava
- 8. SILOS Idea ImplementationAnalysis Results Marketing Festival 2014 | #mktfest | @SimoAhava
- 9. SILOS Idea ImplementationAnalysis Results Marketing Festival 2014 | #mktfest | @SimoAhava
- 10. SILOS Idea ImplementationAnalysis Results Marketing Festival 2014 | #mktfest | @SimoAhava
- 11. INEFFECTIVE, NON-ITERATIVE PROCESS Idea Implementation Analysis Results Marketing Festival 2014 | #mktfest | @SimoAhava
- 12. INEFFECTIVE, NON-ITERATIVE PROCESS Business Requirement Data Point(s) Measurable Develop Test Design Marketing Festival 2014 | #mktfest | @SimoAhava Goal Ticket / Request Publish Approve
- 13. Business Requirement Data Point(s) Measurable Develop Test Design Marketing Festival 2014 | #mktfest | @SimoAhava Goal Ticket / Request Publish Approve Marketer / Non-developer Developer INEFFECTIVE, NON-ITERATIVE PROCESS
- 14. Marketing Festival 2014| #mktfest | @SimoAhava Business Req. TMS & Data Layer Data Heaven INVOLVE EVERYONE AROUND DATA
- 15. AND MAKE ITAGILE! Marketing Festival 2014 | #mktfest | @SimoAhava Business Req. TMS & Data Layer Data Heaven Rinse & Repeat
- 16. YOU SHOULD CAREBECAUSE ü Silos and non-‐involvement lead to bad data quality Marketing Festival 2014 | #mktfest | @SimoAhava
- 17. YOU SHOULD CAREBECAUSE ü Silos and non-‐involvement lead to bad data quality ü Bad data quality leads to misalignment of analy6cs and business goals Marketing Festival 2014 | #mktfest | @SimoAhava
- 18. YOU SHOULD CAREBECAUSE ü Silos and non-‐involvement lead to bad data quality ü Bad data quality leads to misalignment of analy6cs and business goals ü Proper tools and processes improve data quality Marketing Festival 2014 | #mktfest | @SimoAhava
- 19. Q2: What Is”Tag Management” Marketing Festival 2014 | #mktfest | @SimoAhava
- 20. BEFORE Marketing Festival2014 | #mktfest | @SimoAhava
- 21. BEFORE Marketing Festival2014 | #mktfest | @SimoAhava
- 22. BEFORE Marketing Festival2014 | #mktfest | @SimoAhava
- 23. BEFORE Marketing Festival2014 | #mktfest | @SimoAhava
- 24. BEFORE Marketing Festival2014 | #mktfest | @SimoAhava
- 25. BEFORE Marketing Festival2014 | #mktfest | @SimoAhava
- 26. BEFORE Marketing Festival2014 | #mktfest | @SimoAhava
- 27. AFTER Marketing Festival2014 | #mktfest | @SimoAhava
- 28. AFTER Marketing Festival2014 | #mktfest | @SimoAhava Kirk Layer Data Layer Picard Layer
- 29. AFTER Marketing Festival2014 | #mktfest | @SimoAhava
- 30. TAG MANAGEMENT IS ü Consolida6on of marke6ng-‐related web development Marketing Festival 2014 | #mktfest | @SimoAhava
- 31. TAG MANAGEMENT IS ü Consolida6on of marke6ng-‐related web development ü A common terminology for all working with data Marketing Festival 2014 | #mktfest | @SimoAhava
- 32. TAG MANAGEMENT IS ü Consolida6on of marke6ng-‐related web development ü A common terminology for all working with data ü Fer6le ground for agile growth in data organiza6on Marketing Festival 2014 | #mktfest | @SimoAhava
- 33. Q3: What IsThe Data Layer? Marketing Festival 2014 | #mktfest | @SimoAhava
- 34. Marketing Festival 2014| #mktfest | @SimoAhava Marke6ng PlaCorm I Marke6ng PlaCorm II Marke6ng PlaCorm III WITHOUT A DATA LAYER…
- 35. Marketing Festival 2014| #mktfest | @SimoAhava Marke6ng PlaCorm I Marke6ng PlaCorm II Marke6ng PlaCorm III WITHOUT A DATA LAYER…
- 36. Marketing Festival 2014| #mktfest | @SimoAhava Marke6ng PlaCorm I Marke6ng PlaCorm II Marke6ng PlaCorm III WITHOUT A DATA LAYER…
- 37. Marketing Festival 2014| #mktfest | @SimoAhava Marke6ng PlaCorm I Marke6ng PlaCorm II Marke6ng PlaCorm III WITHOUT A DATA LAYER…
- 38. Marketing Festival 2014| #mktfest | @SimoAhava Marke6ng PlaCorm I Marke6ng PlaCorm II Marke6ng PlaCorm III WITHOUT A DATA LAYER…
- 39. Marketing Festival 2014| #mktfest | @SimoAhava Marke6ng PlaCorm I Marke6ng PlaCorm II Marke6ng PlaCorm III WITHOUT A DATA LAYER…
- 40. Marketing Festival 2014| #mktfest | @SimoAhava Marke6ng PlaCorm I Marke6ng PlaCorm II Marke6ng PlaCorm III WITHOUT A DATA LAYER…
- 41. Marketing Festival 2014| #mktfest | @SimoAhava Marke6ng PlaCorm I Marke6ng PlaCorm II Marke6ng PlaCorm III WITHOUT A DATA LAYER…
- 42. Marketing Festival 2014| #mktfest | @SimoAhava Marke6ng PlaCorm I Marke6ng PlaCorm II Marke6ng PlaCorm III WITH A DATA LAYER…
- 43. Marketing Festival 2014| #mktfest | @SimoAhava Marke6ng PlaCorm I Marke6ng PlaCorm II Marke6ng PlaCorm III WITH A DATA LAYER…
- 44. Marketing Festival 2014| #mktfest | @SimoAhava Marke6ng PlaCorm I Marke6ng PlaCorm II Marke6ng PlaCorm III WITH A DATA LAYER…
- 45. DATA LAYER IS ü A structured repository for all marke6ng data Marketing Festival 2014 | #mktfest | @SimoAhava
- 46. DATA LAYER IS ü A structured repository for all marke6ng data ü Dynamic and flexible Marketing Festival 2014 | #mktfest | @SimoAhava
- 47. DATA LAYER IS ü A structured repository for all marke6ng data ü Dynamic and flexible ü Platorm-‐ and vendor-‐independent Marketing Festival 2014 | #mktfest | @SimoAhava
- 48. Q4: How DoYou Do eCommerce With A TMS? Marketing Festival 2014 | #mktfest | @SimoAhava
- 49. You don't! MarketingFestival 2014 | #mktfest | @SimoAhava
- 50. <script> window.dataLayer = window.dataLayer || []; dataLayer.push({ 'transactionId' : '12345', 'transactionAffiliation' : 'MKTFEST', 'transactionTotal' : 9.99, 'transactionTax' : 1.32, 'transactionShipping' : 2.50, 'transactionProducts' : [{ 'sku' : 'WhenIGrowUp', 'name' : 'IWantToBe', 'category' : 'Avinash', 'price' : 5.50, 'quantity' : 1 },{ 'sku' : 'BEST', 'name' : 'CONFERENCE', 'category' : 'EVER', 'price' : 3.50, 'quantity' : 2 }] }); </script> <!-‐-‐ Google Tag Manager Container Snippet Here -‐-‐>
- 51. <script> window.dataLayer = window.dataLayer || []; dataLayer.push({ 'transactionId' : '12345', 'transactionAffiliation' : 'MKTFEST', 'transactionTotal' : 9.99, 'transactionTax' : 1.32, 'transactionShipping' : 2.50, 'transactionProducts' : [{ 'sku' : 'WhenIGrowUp', 'name' : 'IWantToBe', 'category' : 'Avinash', 'price' : 5.50, 'quantity' : 1 },{ 'sku' : 'BEST', 'name' : 'CONFERENCE', 'category' : 'EVER', 'price' : 3.50, 'quantity' : 2 }] }); </script> <!-‐-‐ Google Tag Manager Container Snippet Here -‐-‐> Triggers your eCommerce Transaction tag
- 52. <script> window.dataLayer = window.dataLayer || []; dataLayer.push({ 'transactionId' : '12345', 'transactionAffiliation' : 'MKTFEST', 'transactionTotal' : 9.99, 'transactionTax' : 1.32, 'transactionShipping' : 2.50, 'transactionProducts' : [{ 'sku' : 'WhenIGrowUp', 'name' : 'IWantToBe', 'category' : 'Avinash', 'price' : 5.50, 'quantity' : 1 },{ 'sku' : 'BEST', 'name' : 'CONFERENCE', 'category' : 'EVER', 'price' : 3.50, 'quantity' : 2 }] }); </script> <!-‐-‐ Google Tag Manager Container Snippet Here -‐-‐> The dataLayer is written by your eCommerce platform or CMS! Triggers your eCommerce Transaction tag
- 53. <html> <head> <title>MARKETING FESTIVAL RULES OK</title> <script> window.dataLayer = window.dataLayer || []; dataLayer.push({ 'transactionId' : '12345', 'transactionAffiliation' : 'MKTFEST', 'transactionTotal' : 9.99, 'transactionTax' : 1.32, 'transactionShipping' : 2.50, 'transactionProducts' : [{ 'sku' : 'WhenIGrowUp', 'name' : 'IWantToBe', 'category' : 'Avinash', 'price' : 5.50, 'quantity' : 1 },{ 'sku' : 'BEST', 'name' : 'CONFERENCE', 'category' : 'EVER', 'price' : 3.50, 'quantity' : 2 }] }); </script> </head> <body> <!-‐-‐ Google Tag Manager Container Snippet Here -‐-‐> </body> </html> 1. eCommerce platform or CMS renders the page template…
- 54. <script> window.dataLayer = window.dataLayer || []; dataLayer.push({ 'transactionId' : '12345', 'transactionAffiliation' : 'MKTFEST', 'transactionTotal' : 9.99, 'transactionTax' : 1.32, 'transactionShipping' : 2.50, 'transactionProducts' : [{ 'sku' : 'WhenIGrowUp', 'name' : 'IWantToBe', 'category' : 'Avinash', 'price' : 5.50, 'quantity' : 1 },{ 'sku' : 'BEST', 'name' : 'CONFERENCE', 'category' : 'EVER', 'price' : 3.50, 'quantity' : 2 }] }); </script> 1. eCommerce platform or CMS renders the page template… 2. …and populates dataLayer with details about the transaction…
- 55. 1. eCommerce platformor CMS renders the page template… 2. …and populates dataLayer with details about the transaction… 3. …these details are then picked up by a tag in GTM…
- 56. 1. eCommerce platformor CMS renders the page template… 2. …and populates dataLayer with details about the transaction… 3. …these details are then picked up by a tag in GTM… 4. …which sends this data to Google Analytics
- 57. YOU ”DO” ECOMMERCE ü Using the data layer Marketing Festival 2014 | #mktfest | @SimoAhava
- 58. YOU ”DO” ECOMMERCE ü Using the data layer ü By observing and respec6ng structural requirements Marketing Festival 2014 | #mktfest | @SimoAhava
- 59. YOU ”DO” ECOMMERCE ü Using the data layer ü By observing and respec6ng structural requirements ü With the developer and marketer working together Marketing Festival 2014 | #mktfest | @SimoAhava
- 60. Q5: Why Don'tThe Auto-Event Listeners Work? Marketing Festival 2014 | #mktfest | @SimoAhava
- 61. EVENT DELEGATION GTM'sform submit handler Marketing Festival 2014 | #mktfest | @SimoAhava HTML HEAD BODY ARTICLE DIV DIV FORM
- 62. EVENT DELEGATION MarketingFestival 2014 | #mktfest | @SimoAhava HTML HEAD BODY ARTICLE DIV DIV FORM GTM submit()
- 63. EVENT DELEGATION MarketingFestival 2014 | #mktfest | @SimoAhava HTML HEAD BODY ARTICLE DIV DIV FORM GTM submit()
- 64. EVENT DELEGATION MarketingFestival 2014 | #mktfest | @SimoAhava HTML HEAD BODY ARTICLE DIV DIV FORM GTM submit()
- 65. EVENT DELEGATION MarketingFestival 2014 | #mktfest | @SimoAhava HTML HEAD BODY ARTICLE DIV DIV FORM GTM submit()
- 66. EVENT DELEGATION MarketingFestival 2014 | #mktfest | @SimoAhava HTML HEAD BODY ARTICLE DIV DIV FORM GTM submit()
- 67. EVENT DELEGATION MarketingFestival 2014 | #mktfest | @SimoAhava HTML HEAD BODY ARTICLE DIV DIV FORM GTM return false submit() JS
- 68. EVENT DELEGATION MarketingFestival 2014 | #mktfest | @SimoAhava HTML HEAD BODY ARTICLE DIV DIV FORM GTM return false submit() JS
- 69. EVENT DELEGATION MarketingFestival 2014 | #mktfest | @SimoAhava HTML HEAD BODY ARTICLE DIV DIV FORM GTM return false submit() JS
- 70. EVENT DELEGATION MarketingFestival 2014 | #mktfest | @SimoAhava HTML HEAD BODY ARTICLE DIV DIV FORM GTM return false submit() JS X X X
- 71. SAMPLE FIX $('a.toTop').on('click', function() { ('html, body') .animate({ scrollTop: $('#top').offset().top – 5 }, 500); return false; } ); Binds a specific link click to scroll the screen to the top of the page Marketing Festival 2014 | #mktfest | @SimoAhava
- 72. SAMPLE FIX $('a.toTop').on('click', function() { ('html, body') .animate({ scrollTop: $('#top').offset().top – 5 }, 500); return false; } ); Binds a specific link click to scroll the screen to the top of the page Marketing Festival 2014 | #mktfest | @SimoAhava
- 73. SAMPLE FIX $('a.toTop').on('click', function(e) { e.preventDefault(); ('html, body') .animate({ scrollTop: $('#top').offset().top – 5 }, 500); return false; } ); Binds a specific link click to scroll the screen to the top of the page Marketing Festival 2014 | #mktfest | @SimoAhava
- 74. ü GTM's listeners are primed on the document Marketing Festival 2014 | #mktfest | @SimoAhava node EVENT DELEGATION
- 75. ü GTM's listeners are primed on the document Marketing Festival 2014 | #mktfest | @SimoAhava node ü For them to work, events must bubble / propagate EVENT DELEGATION
- 76. EVENT DELEGATION üGTM's listeners are primed on the document Marketing Festival 2014 | #mktfest | @SimoAhava node ü For them to work, events must bubble / propagate ü If events aren't captured, work with your developers to find possible func6ons that stop propaga5on
- 77. Q6: What ToolsShould I Use? Marketing Festival 2014 | #mktfest | @SimoAhava
- 78. FOR MAPPING TAGS Google Tag Assistant http://goo.gl/qF6OQM Marketing Festival 2014 | #mktfest | @SimoAhava WASP.crawler http://goo.gl/1fieUZ
- 79. FOR DEBUGGING HITS Marketing Festival 2014 | #mktfest | @SimoAhava GA Debugger http://goo.gl/GmqodA WASP.inspector http://goo.gl/Tl9Nhi
- 80. FOR DEBUGGING GTM Marketing Festival 2014 | #mktfest | @SimoAhava GTM Sonar http://goo.gl/NVmBhv GTM Preview http://tagmanager.google.com/
- 81. GTM TOOLS http://www.gtmtools.com/ Marketing Festival 2014 | #mktfest | @SimoAhava
- 82. GTM TOOLS V2.0 Marketing Festival 2014 | #mktfest | @SimoAhava
- 83. FOR DOING AWESOMESTUFF Marketing Festival 2014 | #mktfest | @SimoAhava
- 84. FOR DOING AWESOMESTUFF http://goo.gl/7wxHCD Marketing Festival 2014 | #mktfest | @SimoAhava
- 85. Simo Ahava |NetBooster @SimoAhava http://google.me/+SimoAhava simo@simoahava.com www.simoahava.com www.netbooster.fi THANK YOU!