ROI of Tag Management for DMAW
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DMAW Digital Day 2016 breakout session slides for non-profit marketers to learn about time-savings with implementing Tag Management. Full agenda: http://www.dmaw.org/2016-digital-day-forum/
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ROI of Tag Management for DMAW
- 1. PRESENTED TO ROI of Tag Management October 18, 2016 DC Digital Day
- 2. DMAW DC Digital Day 2016 2 Your Presenters Sara Hoffman Lauren Kade
- 3. DMAW DC Digital Day 2016 3 Sara Hoffman Lead Digital Analyst @ Beaconfire RED @salsus Sara.Hoffman@beaconfire-red.com
- 4. PRESENTED TO Beaconfire RED designs and develops digital experiences that drive engagement, reach and revenue.
- 5. DMAW DC Digital Day 2016 5 Lauren Kade Digital Acquisition Queen @ World Wildlife Fund Lauren.Kade@wwfus.org
- 7. DMAW DC Digital Day 2016 7
- 8. DMAW DC Digital Day 2016 8 What Today’s About • Your Current Tag Situation • You Can Improve It – But Why? • How To Make Improvements
- 10. IT CMO DMAW DC Digital Day 2016 10 Your Website / Digital Experience Digital Acquisition Web Team Digital Marketing
- 11. DMAW DC Digital Day 2016 11
- 12. DMAW DC Digital Day 2016 12
- 13. DMAW DC Digital Day 2016 13
- 14. DMAW DC Digital Day 2016 14 Example: Giving Tuesday To track Bing Ads Conversions on website: Digital Ads pulls tag info from Bing Digital Ads creates Ticket to Analytics Analytics reviews placement Analytics moves Ticket to Webteam Webteam reviews instructions Webteam implements Digital Ads reviews and confirms Digital Ads activates campaign in Bing Ad
- 16. DMAW DC Digital Day 2016 16 ANALYTICS
- 17. DMAW DC Digital Day 2016 17 ANALYTICS TAG MANAGEMENT
- 18. DMAW DC Digital Day 2016 18 Onward – to Tag Management Marketing Agility Dependable Data Quick & Easy
- 19. DMAW DC Digital Day 2016 19 Example: Giving Tuesday To track Bing Ads Conversions on website: Digital Ads pulls tag info from Bing Digital Ads places Bing Ads tag into Tag Manager Digital Ads reviews and confirms Digital Ads activates campaign in Bing Ads
- 21. DMAW DC Digital Day 2016 21 4 lines of code = Container
- 22. DMAW DC Digital Day 2016 22 Tag Management Container TAGS • Google Analytics • AdRoll • Doubleclick • Facebook Remarketing • Bing Ads • Google Grants
- 23. DMAW DC Digital Day 2016 23
- 24. DMAW DC Digital Day 2016 24
- 25. DMAW DC Digital Day 2016 25
- 26. How to Get There
- 27. DMAW DC Digital Day 2016 27 DOCUMENT - Websites Domain Governance System www. Web Team Ruby CMS wwf. Online Luminate support. Online Luminate content. Web Team FTP gifts. IT .Net eComm gftpln.org Development Contact Stelter careers- wwfus.icims.com HR / Web Team IW has access Inventories • Top Level Domains • Subdomains • 3rd Party Systems ○ Luminate Online ○ Engaging Networks ○ Legacy Giving ○ Career Portals
- 28. DMAW DC Digital Day 2016 28 DOCUMENT - Conversions Conversion Type Location Conditions Donation Luminate donation=completed Email Sign Up CMS GA Event Email Sign Up Luminate email_signupTY Donation eCommerce /receipt.aspx Sign Petition Luminate OnScreenThanks Inventories • Fundraising ○ Gift Type • Email Sign Up • Action Alerts • Specific Web forms • Send eCard • Social Share
- 29. DMAW DC Digital Day 2016 29 DOCUMENT - Tracking Tag / Pixel Name Load via Source Code Load via Tag Management AddThis X AdRoll X DoubleClick X Facebook Pixel X Facebook Social Plugins X Google AdWords Remarketing X Inventories • Website Tracking • Social Tracking • Social Plugins • Advertising Vendors ○ Remarketing ○ Conversions
- 30. DMAW DC Digital Day 2016 30 Getting Started…
- 31. DMAW DC Digital Day 2016 31 Tag Code Firing Conditio ns
- 32. DMAW DC Digital Day 2016 32
- 33. DMAW DC Digital Day 2016 33
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- 35. DMAW DC Digital Day 2016 35
- 36. DMAW DC Digital Day 2016 36
- 37. Thanks!
- 38. Questions?
- 39. DMAW DC Digital Day 2016 39 Fundraise Easier
- 40. DMAW DC Digital Day 2016 40
- 41. DMAW DC Digital Day 2016 41
- 42. DMAW DC Digital Day 2016 42
Hinweis der Redaktion
- Former Web Traffic Analyst at World Wildlife Fund and while at WWF implemented Google Tag Manager
- For those of you who don’t know Beaconfire RED, we are a full-service digital experience company, providing fundraising and marketing consulting, user-centric design and web and technology development.
- Paid ads awesomeness. Lived through two Tag Management implementations – one at National Wildlife Federation and with Sara at World Wildlife Fund.
- Most people know WWF as the panda logo, but we actually work on a lot more
- But WWF is one of the largest environmental organizations across the globe.
- It takes a lot of teams, departments and people to make things for your website and what a User or Constituent may see or receive during their journey with you as a site visitors, email subscriber, advocate, donor or prospect.
- All those people, staff, and team mates make a lot of your everyday work into meetings and emails… those can sometimes have outcomes with action items and deliverables or lead to more conversations about launching a campaign.
- Email communication can seem endless, whether its with teammates, your supervisor, vendors or consultants. It takes a lot of coordination to get things implemented and put into place across the website to measure the success or failure of a campaign.
- And there are infinite ways to market to consumers – there are a lot of different tags to understand and know how they work. They each need to be placed across your site(s) to collect or send data about your Users/Visitors.
- How can we shorten the time to implement tags?
- It could be faster, better, stronger.
- Analytics needs to be a constant across your platforms and teams. Whether that’s Google Analytics, Adobe Analytics or Webtrends doesn’t really matter. If you manage your content, why shouldn’t you manage all the tags and code snippets that matter to the measurement of your site(s).
- Tag Management can help create a cohesive system across the various websites and platforms that your Users/Visitors/Donors interact with your organization through.
- Tag Management can help streamline the level of effort and the time involved in publishing tracking tags and bringing ads to market.
- You’re putting an empty wallet on every page of your site, instead of carrying all your cards around loose.
- Your container can hold a lot of different types of tags just like your wallet holds your id, credit, debit or gift cards, your health insurance and any membership or loyalty cards.
- All these tags are published onto your website on demand.
- Google analytics is like your ID – you always need it, everywhere. Industry standards like visa and mastercard… turn into adwords or doubleclick
- This allows the GTM container to pay attention and listen to the User… evaluate where they are and fire the right information. Retargeting pixels for a landing page vs conversion / revenue pixels for a Donation Thank You page
- But to get there, you must first document your website(s) and what typical web journeys look like for your organization. Make sure they are effectively and correctly tracked in your existing implementation. And its important to know how other third-party systems are maintained.
- Know what matters to track for your goals and what you consider conversions. Where on the website those happen matter – like which backend system do they occur on.
- Know how you currently market your organization and your website(s).
- To get started select “New Tag”
- You have two things to configure – the actual tag, whether it’s from a platform or custom code; and the rules and conditions in which that tag applies (or in some cases doesn’t apply)
- There are a lot of Google owned defaults ready for just your ID number(s). And many more pre-built tags and services available.
- Here we have google Analytics ready to go on every page of your website, where ever the 4 lines of code have been placed.
- Here we have some code from Bing Ads… so we can get started on placing that code across our website.
- Bing code gets pasted into the tag and the place where that tag applies is selected. In this example, we’re even passing Bing more information about what’s happening: the transaction happened on Convio (and not WWF’s other eCommerce platform) and the revenue (donation amount) that was processed.
- And now you’re on your way to having your tracking tags to market faster and easier.
- Bonus! How does all of this come to fruition in Google Analytics? You’re able to attribute donation/transaction dollars to marketing channels, specific email messages or specific paid ads. This report in GA is a standard “Acquisition > Traffic Sources” report.
- Bonus! How does all of this come to fruition in Google Analytics? You’re able to visualize paths to conversion. For instance, it takes more than a single visit for someone to convert. This report in GA is under Conversion > Multi-Channel Funnels > Top Paths to Conversion.
- Bonus! How does all of this come to fruition in Google Analytics? You can visualize how your channels work together and overlap in your Users’ path to conversion. This report is a part of the Overview report for Conversion > Multi-Channel Funnels.
- Bonus! How does all of this come to fruition in Google Analytics? Google Analytics is unique in that it lets you decide on the fly how you want to attribute transaction revenue across your channels. This will help you adjust marketing strategies across channels – and perhaps value channels that are more “conversation starters” – like social and display. This GA report is found under Conversions > Attribution > Model Comparison