Learn about the benefits of tag management, and how to choose a tag management system.

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

9. Key Opentag features

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

13. Script dependencies
13

14. Filters
14

15. CPA de-duplication - Case Study
15
A leading retailer saved 34% in affiliate costs from CPA de-duplication

16. Opentag’s reporting interface
16

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

20. Opentag Plugins
20

21. 21
Joomla Plugin
http://www.analyticsforjoomla.com/qubit-opentag-plugin

22. 22
WordPress Plugin
http://wordpress.org/extend/plugins/qubit-opentag/

23. 23
Magento Plugin
http://www.magentocommerce.com/magento-connect/catalog/product/view/id/13932/

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

30. Client case studies

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

34. Opentag resources

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