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 IT AGILE!
Marketing Festival 2014 | #mktfest | @SimoAhava
Business
Req.
TMS &
Data
Layer
Data
Heaven
Rinse & Repeat
16. YOU SHOULD CARE BECAUSE
ü Silos
and
non-‐involvement
lead
to
bad
data
quality
Marketing Festival 2014 | #mktfest | @SimoAhava
17. YOU SHOULD CARE BECAUSE
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 CARE BECAUSE
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
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 Is The 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 Do You Do eCommerce With A TMS?
Marketing Festival 2014 | #mktfest | @SimoAhava
55. 1. eCommerce platform or 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 platform or 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't The Auto-Event Listeners Work?
Marketing Festival 2014 | #mktfest | @SimoAhava
61. EVENT DELEGATION
GTM's form submit handler
Marketing Festival 2014 | #mktfest | @SimoAhava
HTML
HEAD
BODY
ARTICLE
DIV
DIV
FORM
62. EVENT DELEGATION
Marketing Festival 2014 | #mktfest | @SimoAhava
HTML
HEAD
BODY
ARTICLE
DIV
DIV
FORM
GTM
submit()
63. EVENT DELEGATION
Marketing Festival 2014 | #mktfest | @SimoAhava
HTML
HEAD
BODY
ARTICLE
DIV
DIV
FORM
GTM
submit()
64. EVENT DELEGATION
Marketing Festival 2014 | #mktfest | @SimoAhava
HTML
HEAD
BODY
ARTICLE
DIV
DIV
FORM
GTM
submit()
65. EVENT DELEGATION
Marketing Festival 2014 | #mktfest | @SimoAhava
HTML
HEAD
BODY
ARTICLE
DIV
DIV
FORM
GTM
submit()
66. EVENT DELEGATION
Marketing Festival 2014 | #mktfest | @SimoAhava
HTML
HEAD
BODY
ARTICLE
DIV
DIV
FORM
GTM
submit()
67. EVENT DELEGATION
Marketing Festival 2014 | #mktfest | @SimoAhava
HTML
HEAD
BODY
ARTICLE
DIV
DIV
FORM
GTM
return
false
submit()
JS
68. EVENT DELEGATION
Marketing Festival 2014 | #mktfest | @SimoAhava
HTML
HEAD
BODY
ARTICLE
DIV
DIV
FORM
GTM
return
false
submit()
JS
69. EVENT DELEGATION
Marketing Festival 2014 | #mktfest | @SimoAhava
HTML
HEAD
BODY
ARTICLE
DIV
DIV
FORM
GTM
return
false
submit()
JS
70. EVENT DELEGATION
Marketing Festival 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
ü GTM'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 Tools Should 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/