digital data tips tuesday #1 - tag management: simo ahava - netbooster
DESCRIPTION
#ddtt #1 Keynote by Simo Ahava - What tag management is really all aboutTRANSCRIPT
Simo Ahava -‐ #DDTT Tag Management May 6th 2014
Digital Data Tips Tuesday -‐ Amsterdam h?p://digitaldata.Cps 1
Simo Ahava | NetBooster
Simo Ahava | NetBooster Finland
Ask not what your tags can do for you…
#ddtt | May 6 2014 | @SimoAhava | www.simoahava.com
Simo Ahava -‐ #DDTT Tag Management May 6th 2014
Digital Data Tips Tuesday -‐ Amsterdam h?p://digitaldata.Cps 2
Simo Ahava | NetBooster Finland
The Defining Qualities Of A Tag Management System (TMS)
GA pageview AdWords remarketing
GA event
AdWords conversion tracking
TMS container
Traditional: tags directly in page template TMS: only container code on page template
#dd? | May 6 2014 | @SimoAhava | www.simoahava.com
The Defining Qualities Of A Tag Management System (TMS)
TEMPLATE + CONTAINER TMS + TAGS PAGE + TAGS
Page template TMS UI Rendered page
#dd? | May 6 2014 | @SimoAhava | www.simoahava.com
Simo Ahava -‐ #DDTT Tag Management May 6th 2014
Digital Data Tips Tuesday -‐ Amsterdam h?p://digitaldata.Cps 3
The Defining Qualities Of A Tag Management System (TMS)
1. Easy to learn – difficult to master 2. Bridges the gap between the developer and the marketer 3. Promoted as a care-free solution – requires a lot of planning 4. Agile – if done correctly 5. Just a means to an end – does not drive insight itself 6. Can be extended beyond just marketing tagging 7. Can replace multiple tools 8. Capable of completely breaking your website 9. Trades performance for flexibility 10. Scalable and trustworthy – if operated with a data layer
#dd? | May 6 2014 | @SimoAhava | www.simoahava.com
The Defining Qualities Of A Tag Management System (TMS)
1. Easy to learn – difficult to master 2. Bridges the gap between the developer and the marketer 3. Promoted as a care-free solution – requires a lot of planning 4. Agile – if done correctly 5. Just a means to an end – does not drive insight itself 6. Can be extended beyond just marketing tagging 7. Can replace multiple tools 8. Capable of completely breaking your website 9. Trades performance for flexibility 10. Scalable and trustworthy – if operated with a data layer
#dd? | May 6 2014 | @SimoAhava | www.simoahava.com
Simo Ahava -‐ #DDTT Tag Management May 6th 2014
Digital Data Tips Tuesday -‐ Amsterdam h?p://digitaldata.Cps 4
The Defining Qualities Of A Tag Management System (TMS)
1. Easy to learn – difficult to master 2. Bridges the gap between the developer and the marketer 3. Promoted as a care-free solution – requires a lot of planning 4. Agile – if done correctly 5. Just a means to an end – does not drive insight itself 6. Can be extended beyond just marketing tagging 7. Can replace multiple tools 8. Capable of completely breaking your website 9. Trades performance for flexibility 10. Scalable and trustworthy – if operated with a data layer
#dd? | May 6 2014 | @SimoAhava | www.simoahava.com
The Defining Qualities Of A Tag Management System (TMS)
1. Easy to learn – difficult to master 2. Bridges the gap between the developer and the marketer 3. Promoted as a care-free solution – requires a lot of planning 4. Agile – if done correctly 5. Just a means to an end – does not drive insight itself 6. Can be extended beyond just marketing tagging 7. Can replace multiple tools 8. Capable of completely breaking your website 9. Trades performance for flexibility 10. Scalable and trustworthy – if operated with a data layer
#dd? | May 6 2014 | @SimoAhava | www.simoahava.com
Simo Ahava -‐ #DDTT Tag Management May 6th 2014
Digital Data Tips Tuesday -‐ Amsterdam h?p://digitaldata.Cps 5
The Defining Qualities Of A Tag Management System (TMS)
1. Easy to learn – difficult to master 2. Bridges the gap between the developer and the marketer 3. Promoted as a care-free solution – requires a lot of planning 4. Agile – if done correctly 5. Just a means to an end – does not drive insight itself 6. Can be extended beyond just marketing tagging 7. Can replace multiple tools 8. Capable of completely breaking your website 9. Trades performance for flexibility 10. Scalable and trustworthy – if operated with a data layer
#dd? | May 6 2014 | @SimoAhava | www.simoahava.com
The Defining Qualities Of A Tag Management System (TMS)
1. Easy to learn – difficult to master 2. Bridges the gap between the developer and the marketer 3. Promoted as a care-free solution – requires a lot of planning 4. Agile – if done correctly 5. Just a means to an end – does not drive insight itself 6. Can be extended beyond just marketing tagging 7. Can replace multiple tools 8. Capable of completely breaking your website 9. Trades performance for flexibility 10. Scalable and trustworthy – if operated with a data layer
#dd? | May 6 2014 | @SimoAhava | www.simoahava.com
Simo Ahava -‐ #DDTT Tag Management May 6th 2014
Digital Data Tips Tuesday -‐ Amsterdam h?p://digitaldata.Cps 6
The Defining Qualities Of A Tag Management System (TMS)
1. Easy to learn – difficult to master 2. Bridges the gap between the developer and the marketer 3. Promoted as a care-free solution – requires a lot of planning 4. Agile – if done correctly 5. Just a means to an end – does not drive insight itself 6. Can be extended beyond just marketing tagging 7. Can replace multiple tools 8. Capable of completely breaking your website 9. Trades performance for flexibility 10. Scalable and trustworthy – if operated with a data layer
#dd? | May 6 2014 | @SimoAhava | www.simoahava.com
The Defining Qualities Of A Tag Management System (TMS)
1. Easy to learn – difficult to master 2. Bridges the gap between the developer and the marketer 3. Promoted as a care-free solution – requires a lot of planning 4. Agile – if done correctly 5. Just a means to an end – does not drive insight itself 6. Can be extended beyond just marketing tagging 7. Can replace multiple tools 8. Capable of completely breaking your website 9. Trades performance for flexibility 10. Scalable and trustworthy – if operated with a data layer
#dd? | May 6 2014 | @SimoAhava | www.simoahava.com
Simo Ahava -‐ #DDTT Tag Management May 6th 2014
Digital Data Tips Tuesday -‐ Amsterdam h?p://digitaldata.Cps 7
The Defining Qualities Of A Tag Management System (TMS)
1. Easy to learn – difficult to master 2. Bridges the gap between the developer and the marketer 3. Promoted as a care-free solution – requires a lot of planning 4. Agile – if done correctly 5. Just a means to an end – does not drive insight itself 6. Can be extended beyond just marketing tagging 7. Can replace multiple tools 8. Capable of completely breaking your website 9. Trades performance for flexibility 10. Scalable and trustworthy – if operated with a data layer
#dd? | May 6 2014 | @SimoAhava | www.simoahava.com
The Defining Qualities Of A Tag Management System (TMS)
1. Easy to learn – difficult to master 2. Bridges the gap between the developer and the marketer 3. Promoted as a care-free solution – requires a lot of planning 4. Agile – if done correctly 5. Just a means to an end – does not drive insight itself 6. Can be extended beyond just marketing tagging 7. Can replace multiple tools 8. Capable of completely breaking your website 9. Trades performance for flexibility 10. Scalable and trustworthy – if operated with a data layer
#dd? | May 6 2014 | @SimoAhava | www.simoahava.com
Simo Ahava -‐ #DDTT Tag Management May 6th 2014
Digital Data Tips Tuesday -‐ Amsterdam h?p://digitaldata.Cps 8
Lesson I – The Pitch
IT department is SLOW!
Let me code!
TMS will solve ALL our
problems!
I don’t know, I JUST KNOW I
HAVE TO HAVE IT!
#dd? | May 6 2014 | @SimoAhava | www.simoahava.com
Lesson I – The Pitch
IT department is SLOW!
Let me code!
TMS will solve ALL our
problems!
I don’t know, I JUST KNOW I
HAVE TO HAVE IT!
#dd? | May 6 2014 | @SimoAhava | www.simoahava.com
Simo Ahava -‐ #DDTT Tag Management May 6th 2014
Digital Data Tips Tuesday -‐ Amsterdam h?p://digitaldata.Cps 9
Lesson I – The Pitch
ü Don’t antagonize IT – Find common ground and establish parameters
ü Don’t jump in without a plan – Both for migrating and for managing tags
ü Don’t imagine you’re suddenly fluent with web technologies – But don’t forget you are actually producing front-end code
ü ”TMS is not a miracle cure – it’s chicken soup for your tags” © Julien Coquet
ü Focus on how the TMS will faciliate tagging, make your analytics work agile, and thus help you track what you want, when you want and with what tools you want
#dd? | May 6 2014 | @SimoAhava | www.simoahava.com
Lesson II – The Plan
#dd? | May 6 2014 | @SimoAhava | www.simoahava.com
Simo Ahava -‐ #DDTT Tag Management May 6th 2014
Digital Data Tips Tuesday -‐ Amsterdam h?p://digitaldata.Cps 10
Lesson II – The Plan
ü Use a tool like Hub’Scan, Tag Inspector, WASP, Screaming Frog to make an inventory of all existing tags
ü Replicate tags in the TMS ü Test in a staging environment ü Synchronize removal of old tags with TMS deployment to live
environment ü Preview, test, debug, preview, test, debug, preview, test, debug,
preview, test, debug, preview, test, debug, preview, test, debug, preview, test, debug, preview, test, debug, preview, test, debug
#dd? | May 6 2014 | @SimoAhava | www.simoahava.com
Lesson III – The Process
#dd? | May 6 2014 | @SimoAhava | www.simoahava.com
Simo Ahava -‐ #DDTT Tag Management May 6th 2014
Digital Data Tips Tuesday -‐ Amsterdam h?p://digitaldata.Cps 11
Lesson III – The Process
Use a naming convention – and stick with it
#dd? | May 6 2014 | @SimoAhava | www.simoahava.com
Lesson III – The Process
Use a naming convention – and stick with it Use a simple
syntax with all structure – not just tags
#dd? | May 6 2014 | @SimoAhava | www.simoahava.com
Simo Ahava -‐ #DDTT Tag Management May 6th 2014
Digital Data Tips Tuesday -‐ Amsterdam h?p://digitaldata.Cps 12
Lesson III – The Process
Use a naming convention – and stick with it Use a simple
syntax with all structure – not just tags
Find opportunities to make schema leaner
#dd? | May 6 2014 | @SimoAhava | www.simoahava.com
Once you deploy a Tag Management System…
Simo Ahava -‐ #DDTT Tag Management May 6th 2014
Digital Data Tips Tuesday -‐ Amsterdam h?p://digitaldata.Cps 13
…YOU HAVE NO MORE EXCUSES NOT TO OPTIMIZE YOUR DATA COLLECTION!!!
Simo Ahava | NetBooster Finland
Thank you
See you on Twitter / Google+ / LinkedIn / NetBooster / simoahava.com