tag_management_cdos_ms_120114
TRANSCRIPT
How Data Collection With Tag Management Can Change Your
Organization
Presented by Matthew Simpson
Head of Analytics, Daily News
About Me and Daily News
• Me– Head of Analytics at NY Daily News
– 12 Years of Database, Direct and Digital Marketing Experience
• NY Daily News– Top media websites in the country with
focuses on breaking news, gossip and entertainment news
– ComScore 100 Website
– Over 45MM unique visitors monthly
– 6th Largest Circulated Newspaper in US
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Overview
• Brief overview of tags and tag management
• Benefits and best practices of tag management
• How the NY Daily News has implemented tag management
• Other use cases
• Tag management solutions
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What is a tag?
• Tags are also known as tracking pixels, JavaScript pixels, and beacons
• Commonly embedded within websites but increasingly being used on apps and other devices
• Used by marketers and analysts for measurement purposes
• A vital component of many digital marketing solutions. Without tags, digital data collection would be nearly impossible.
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Where are tags used?
• Web Analytics• Retargeting• Website Optimization• Advertising• Affiliate• Search Engine Marketing• Data Management Platforms• Conversion Reporting• Email Marketing• CRM & POS Systems
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What data is collected?
• Audience Attributes– Browser/OS– Geographic Data– Demographic Data
• Audience Behavior– What your audience likes– Where your audience goes– Who your audience is
• Acquisition Data– Traffic and Conversion
• Third Party Data• Website Attributes• Almost anything depending on the
tags you use!
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Growth of Tag Usage
• 10 years ago – No tags on most sites
• 5 years ago – Three to five tags on a site
• Now – Over 50 tags on some sites*
– NY Daily News – Over 50 tags on our page at times
– NY Times – Over 40 tags
– Best Buy – Over 20 tags
– Overstock – Over 20 tags
– Huffington Post – Over 20 tags
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* Based on Ghostery Chrome Plugin
Issues with Tag Growth
• Adding, removing and modifying tags can be a manual process that requires IT development time
• Additional tags on a site means additional page load and slower sites
• Outdated tags mean outdated data
• Lack of uniformity in tag implementation
• Increased speed to market: under normal IT development cycles, getting a simple tag updated could take a month
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What is a Tag Manager?
• Consolidates all tags on your page and replaces them with a single container
• That container lives on every page on your site
• Within the interface of the tag manager, you add tags and rules that determine when and how tags execute
• A tag manager can also allow you to collect additional attributes outside of default metrics
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Benefits of Tag Managers
• Makes it possible for digital marketers to add, change, and remove tags
• Eliminates implementation errors
• Makes it easier to collect non-standard data
• Reduces time to add or make changes to a tag
• Helps keep current tags up-to-date
• Remove unneeded tags with a few clicks of a button
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• Tags not consistently deployed
• Tags missing on vital parts of the site
• Mobile site operated by third party
• Legacy tags remained on the site that needed to be removed or updated
• Page load continued to grow on the site with no clear way on how to reduce
• Getting tags removed or updated required IT time which slowed down other projects
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NY Daily News: The Problems
• No information collected on sub-domains, partner sections and non NYDN managed sections
• Missing or invalid information on mobile website
• Custom attributes poorly implemented
• Analytics setup as ecommerce site instead of media organization
• We couldn’t identify key metrics about our audience and our site
• Focus as a company was on non-actionable metrics and quick unmeasurable changes
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-
50,000,000
100,000,000
150,000,000
200,000,000
250,000,000
Homepage
/ny Homepage
/1.1533786
/1.140154
/sports Homepage
/entertainment/gossip/celebrity-beach-bodies-2013-gallery-1.1279193
/entertainment/american-music-awards-2013-gallery-1.1527615
/1.334059
/news/national/paul-walker-dies-crash-report-article-1.1533786
NY Daily News: Data Issues
• Needed easy solution to manage tags and update analytics
• Existing Adobe customer through Omniture– Free to existing customers
• Implemented Adobe Target for digital optimization software
• Allows for custom integration of any 3rd
party script
• No development experience required
• Long-term development towards complete Adobe Marketing Cloud integration
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NY Daily News + Adobe DTM
• Since September 1st, 2014:– All properties, sub-domains and pages are
tracked properly
– Data accuracy has never been more reliable
– Focusing on actionable metrics instead of big numbers
– Site analytics now focused on media metrics instead of e-commerce
• Going forward:– Can now track elements on site within days
instead of weeks or months
– Implementing A/B tests for the first time in company history
– Looking for ways to further integrate data
– Third party cookies no longer ‘run’ our site
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NY Daily News: The Results
• Adobe DTM
• Bright Tag
• DC Storm Tag Manager
• Ensighten
• Google Tag Manager
• IBM Digital Data Exchange
• Impact Radius
• Qubit Opentag
• Signal Tag Management
• Site Tagger
• Super Tag
• Tag Commander
• Tag Man
• Tealium
• UberTags
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Tag Management Providers
Questions
– @pitchblende
– https://www.linkedin.com/in/directmarketing
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