Tag Management Solutions can really change things for your organization. Their biggest asset is the fact that they'll help you turn your processes around. In this talk I gave at Marketing Festival (CZ) 2014, I go over six of the most commonly asked questions around TMSs, and I explain the ways you can use the answers to improve the way your organization collects and uses data.

1. Tag Management Solutions
BEST. DATA. EVER.
Simo Ahava (NetBooster) – Marketing Festival

2. Q1: Why Should I Care?
Marketing Festival 2014 | #mktfest | @SimoAhava

3. TYPICAL (WATERFALL) PROCESS
Idea Implementation Analysis Results
Marketing Festival 2014 | #mktfest | @SimoAhava

4. THE BUSINESS OWNER / EXECUTIVE
Idea Implementation Analysis Results
Marketing Festival 2014 | #mktfest | @SimoAhava

5. THE MARKETER / NON-DEVELOPER
Idea Implementation Analysis Results
Marketing Festival 2014 | #mktfest | @SimoAhava

6. THE DEVELOPER / IT
Idea Implementation Analysis Results
Marketing Festival 2014 | #mktfest | @SimoAhava

7. SILOS
Idea Implementation Analysis Results
Marketing Festival 2014 | #mktfest | @SimoAhava

8. SILOS
Idea Implementation Analysis Results
Marketing Festival 2014 | #mktfest | @SimoAhava

9. SILOS
Idea Implementation Analysis Results
Marketing Festival 2014 | #mktfest | @SimoAhava

10. SILOS
Idea Implementation Analysis Results
Marketing Festival 2014 | #mktfest | @SimoAhava

11. INEFFECTIVE, NON-ITERATIVE PROCESS
Idea Implementation Analysis Results
Marketing Festival 2014 | #mktfest | @SimoAhava

12. INEFFECTIVE, NON-ITERATIVE PROCESS
Business
Requirement
Develop Test
Design
Marketing Festival 2014 | #mktfest | @SimoAhava
Data
Point(s)
Measurable
Goal
Ticket /
Request
Publish
Approve

13. Business
Requirement
Develop Test
Design
Marketing Festival 2014 | #mktfest | @SimoAhava
Data
Point(s)
Measurable
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
 Silos and non-involvement lead to bad data quality
Marketing Festival 2014 | #mktfest | @SimoAhava

17. YOU SHOULD CARE BECAUSE
 Silos and non-involvement lead to bad data quality
 Bad data quality leads to misalignment of analytics
and business goals
Marketing Festival 2014 | #mktfest | @SimoAhava

18. YOU SHOULD CARE BECAUSE
 Silos and non-involvement lead to bad data quality
 Bad data quality leads to misalignment of analytics
and business goals
 Proper tools and processes improve data quality
Marketing Festival 2014 | #mktfest | @SimoAhava

19. Q2: What Is ”Tag Management”
Marketing Festival 2014 | #mktfest | @SimoAhava

20. BEFORE
Marketing Festival 2014 | #mktfest | @SimoAhava

21. BEFORE
Marketing Festival 2014 | #mktfest | @SimoAhava

22. BEFORE
Marketing Festival 2014 | #mktfest | @SimoAhava

23. BEFORE
Marketing Festival 2014 | #mktfest | @SimoAhava

24. BEFORE
Marketing Festival 2014 | #mktfest | @SimoAhava

25. BEFORE
Marketing Festival 2014 | #mktfest | @SimoAhava

26. BEFORE
Marketing Festival 2014 | #mktfest | @SimoAhava

27. AFTER
Marketing Festival 2014 | #mktfest | @SimoAhava

28. AFTER
Marketing Festival 2014 | #mktfest | @SimoAhava
Kirk Layer
Data Layer
Picard Layer

29. AFTER
Marketing Festival 2014 | #mktfest | @SimoAhava

30. TAG MANAGEMENT IS
 Consolidation of marketing-related web development
Marketing Festival 2014 | #mktfest | @SimoAhava

31. TAG MANAGEMENT IS
 Consolidation of marketing-related web development
 A common terminology for all working with data
Marketing Festival 2014 | #mktfest | @SimoAhava

32. TAG MANAGEMENT IS
 Consolidation of marketing-related web development
 A common terminology for all working with data
 Fertile ground for agile growth in data organization
Marketing Festival 2014 | #mktfest | @SimoAhava

33. Q3: What Is The Data Layer?
Marketing Festival 2014 | #mktfest | @SimoAhava

34. Marketing Festival 2014 | #mktfest | @SimoAhava
Marketing Platform I
Marketing Platform II
Marketing Platform III
WITHOUT A DATA LAYER…

35. Marketing Festival 2014 | #mktfest | @SimoAhava
Marketing Platform I
Marketing Platform II
Marketing Platform III
WITHOUT A DATA LAYER…

36. Marketing Festival 2014 | #mktfest | @SimoAhava
Marketing Platform I
Marketing Platform II
Marketing Platform III
WITHOUT A DATA LAYER…

37. Marketing Festival 2014 | #mktfest | @SimoAhava
Marketing Platform I
Marketing Platform II
Marketing Platform III
WITHOUT A DATA LAYER…

38. Marketing Festival 2014 | #mktfest | @SimoAhava
Marketing Platform I
Marketing Platform II
Marketing Platform III
WITHOUT A DATA LAYER…

39. Marketing Festival 2014 | #mktfest | @SimoAhava
Marketing Platform I
Marketing Platform II
Marketing Platform III
WITHOUT A DATA LAYER…

40. Marketing Festival 2014 | #mktfest | @SimoAhava
Marketing Platform I
Marketing Platform II
Marketing Platform III
WITHOUT A DATA LAYER…

41. Marketing Festival 2014 | #mktfest | @SimoAhava
Marketing Platform I
Marketing Platform II
Marketing Platform III
WITHOUT A DATA LAYER…

42. Marketing Festival 2014 | #mktfest | @SimoAhava
Marketing Platform I
Marketing Platform II
Marketing Platform III
WITH A DATA LAYER…

43. Marketing Festival 2014 | #mktfest | @SimoAhava
Marketing Platform I
Marketing Platform II
Marketing Platform III
WITH A DATA LAYER…

44. Marketing Festival 2014 | #mktfest | @SimoAhava
Marketing Platform I
Marketing Platform II
Marketing Platform III
WITH A DATA LAYER…

45. DATA LAYER IS
 A structured repository for all marketing data
Marketing Festival 2014 | #mktfest | @SimoAhava

46. DATA LAYER IS
 A structured repository for all marketing data
 Dynamic and flexible
Marketing Festival 2014 | #mktfest | @SimoAhava

47. DATA LAYER IS
 A structured repository for all marketing data
 Dynamic and flexible
 Platorm- and vendor-independent
Marketing Festival 2014 | #mktfest | @SimoAhava

48. Q4: How Do You Do eCommerce With A TMS?
Marketing Festival 2014 | #mktfest | @SimoAhava

49. You don't!
Marketing Festival 2014 | #mktfest | @SimoAhava

50. <script>
window.dataLayer = window.dataLayer || [];
dataLayer.push({
'transactionId' : '12345',
'transactionAffiliation' : 'MKTFEST',
'transactionTotal' : 9.99,
'transactionTax' : 1.32,
'transactionShipping' : 2.50,
'transactionProducts' : [{
'sku' : 'WhenIGrowUp',
'name' : 'IWantToBe',
'category' : 'Avinash',
'price' : 5.50,
'quantity' : 1
},{
'sku' : 'BEST',
'name' : 'CONFERENCE',
'category' : 'EVER',
'price' : 3.50,
'quantity' : 2
}]
});
</script>
<!-- Google Tag Manager Container Snippet Here -->

51. <script>
window.dataLayer = window.dataLayer || [];
dataLayer.push({
'transactionId' : '12345',
'transactionAffiliation' : 'MKTFEST',
'transactionTotal' : 9.99,
'transactionTax' : 1.32,
'transactionShipping' : 2.50,
'transactionProducts' : [{
'sku' : 'WhenIGrowUp',
'name' : 'IWantToBe',
'category' : 'Avinash',
'price' : 5.50,
'quantity' : 1
},{
'sku' : 'BEST',
'name' : 'CONFERENCE',
'category' : 'EVER',
'price' : 3.50,
'quantity' : 2
}]
});
</script>
<!-- Google Tag Manager Container Snippet Here -->
Triggers your eCommerce
Transaction tag

52. <script>
window.dataLayer = window.dataLayer || [];
dataLayer.push({
'transactionId' : '12345',
'transactionAffiliation' : 'MKTFEST',
'transactionTotal' : 9.99,
'transactionTax' : 1.32,
'transactionShipping' : 2.50,
'transactionProducts' : [{
'sku' : 'WhenIGrowUp',
'name' : 'IWantToBe',
'category' : 'Avinash',
'price' : 5.50,
'quantity' : 1
},{
'sku' : 'BEST',
'name' : 'CONFERENCE',
'category' : 'EVER',
'price' : 3.50,
'quantity' : 2
}]
});
</script>
<!-- Google Tag Manager Container Snippet Here -->
The dataLayer is
written by your
eCommerce
platform or CMS!
Triggers your eCommerce
Transaction tag

53. <html>
<head>
<title>MARKETING FESTIVAL RULES OK</title>
<script>
window.dataLayer = window.dataLayer || [];
dataLayer.push({
'transactionId' : '12345',
'transactionAffiliation' : 'MKTFEST',
'transactionTotal' : 9.99,
'transactionTax' : 1.32,
'transactionShipping' : 2.50,
'transactionProducts' : [{
'sku' : 'WhenIGrowUp',
'name' : 'IWantToBe',
'category' : 'Avinash',
'price' : 5.50,
'quantity' : 1
},{
'sku' : 'BEST',
'name' : 'CONFERENCE',
'category' : 'EVER',
'price' : 3.50,
'quantity' : 2
}]
});
</script>
</head>
<body>
<!-- Google Tag Manager Container Snippet Here -->
</body>
</html>
1. eCommerce platform or CMS
renders the page template…

54. <script>
window.dataLayer = window.dataLayer || [];
dataLayer.push({
'transactionId' : '12345',
'transactionAffiliation' : 'MKTFEST',
'transactionTotal' : 9.99,
'transactionTax' : 1.32,
'transactionShipping' : 2.50,
'transactionProducts' : [{
'sku' : 'WhenIGrowUp',
'name' : 'IWantToBe',
'category' : 'Avinash',
'price' : 5.50,
'quantity' : 1
},{
'sku' : 'BEST',
'name' : 'CONFERENCE',
'category' : 'EVER',
'price' : 3.50,
'quantity' : 2
}]
});
</script>
1. eCommerce platform or CMS
renders the page template…
2. …and populates dataLayer with
details about the transaction…

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
 Using the data layer
Marketing Festival 2014 | #mktfest | @SimoAhava

58. YOU ”DO” ECOMMERCE
 Using the data layer
 By observing and respecting structural requirements
Marketing Festival 2014 | #mktfest | @SimoAhava

59. YOU ”DO” ECOMMERCE
 Using the data layer
 By observing and respecting structural requirements
 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;
Marketing Festival 2014 | #mktfest | @SimoAhava
}
);
Binds a specific link click to scroll the screen to the top of the page

72. SAMPLE FIX
$('a.toTop').on('click', function() {
$('html, body')
.animate({
scrollTop: $('#top').offset().top – 5
}, 500);
return false;
Marketing Festival 2014 | #mktfest | @SimoAhava
}
);
Binds a specific link click to scroll the screen to the top of the page

73. SAMPLE FIX
$('a.toTop').on('click', function(e) {
e.preventDefault();
$('html, body')
.animate({
scrollTop: $('#top').offset().top – 5
}, 500);
return false;
Marketing Festival 2014 | #mktfest | @SimoAhava
}
);
Binds a specific link click to scroll the screen to the top of the page

74. EVENT DELEGATION
 GTM's listeners are primed on the document node
Marketing Festival 2014 | #mktfest | @SimoAhava

75. EVENT DELEGATION
 GTM's listeners are primed on the document node
 For them to work, events must bubble / propagate
Marketing Festival 2014 | #mktfest | @SimoAhava

76. EVENT DELEGATION
 GTM's listeners are primed on the document node
 For them to work, events must bubble / propagate
 If events aren't captured, work with your developers
to find possible functions that stop propagation
Marketing Festival 2014 | #mktfest | @SimoAhava

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/

81. GTM TOOLS
http://www.gtmtools.com/
Marketing Festival 2014 | #mktfest | @SimoAhava

82. GTM TOOLS V2.0
Marketing Festival 2014 | #mktfest | @SimoAhava

83. FOR DOING AWESOME STUFF
Marketing Festival 2014 | #mktfest | @SimoAhava

84. FOR DOING AWESOME STUFF
http://goo.gl/7wxHCD
Marketing Festival 2014 | #mktfest | @SimoAhava

85. Simo Ahava | NetBooster
@SimoAhava
http://google.me/+SimoAhava
simo@simoahava.com
www.simoahava.com
www.netbooster.fi
THANK YOU!