Introduction to tag management
39
Qubit Opentag: Latest Features Webinar Thursday 25th April 2013 Chris Houghton Customer Solutions Engineer at Qubit [email protected] Ed Brocklebank Senior Digital Analyst at ElisaDBI [email protected]
description
Learn about the benefits of tag management, and how to choose a tag management system.
Transcript of Introduction to tag management
Qubit Opentag: Latest Features WebinarThursday 25th April 2013
Chris HoughtonCustomer Solutions Engineer at Qubit
Ed BrocklebankSenior Digital Analyst at ElisaDBI
- Introduction to tag management
- Key Opentag features
- New Opentag features
- Guest speaker: Ed Brocklebank, Elisa DBI
- Client case studies
- Q&A
Agenda
Tag managementThis solution is designed to improve web efficiency, a key factor in driving conversion and page views.
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
79% of tags take more than 1 day to implement, 29% more than 11 days!
5
Sites slowed by multiple tags cost businesses customers1-2% decrease in page views.2-7% decrease in conversionFall in SEO
6
Overpaying marketing channels can be costlyBusinesses are overpaying some marketing channels with limited visibility on who is driving the real value.
7
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 agilityResult: 73% of businesses speed up internal processes
Increase site speed; consolidate all 3rd party technologies into a unified system with rapid asynchronous loadingResult: 10-20% improvement in page speed
Save on labour costs; changing tags through a TMS can reduce time to deploy and significantly lower labour costsResult: 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
Key Opentag features
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.
ScriptsSections 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 variablesHow you define user, page, and product information for every page of your website.
Containers
11
Scripts
12
Adding a new script interface Adding a script from the tag library
Script dependencies
13
Filters
14
CPA de-duplication - Case Study
15
A leading retailer saved 34% in affiliate costs from CPA de-duplication
Opentag’s reporting interface
16
Universal VariableLets 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
Universal Variable
18
Adding custom trackingUniversal Variable pre-configured
19
UV Wizard: http://tools.qubitproducts.com/uv/index.html
Universal Variable Microsite
Opentag Plugins
20
21
Joomla Plugin
http://www.analyticsforjoomla.com/qubit-opentag-plugin
22
WordPress Plugin
http://wordpress.org/extend/plugins/qubit-opentag/
23
Magento Plugin
http://www.magentocommerce.com/magento-connect/catalog/product/view/id/13932/
New features- New UI- Improved code formatting
A big welcome to Ed Brocklebank
of Elisa DBI
25
26
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
Make sure your digital team understands the capabilities of the system
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
Client case studies
"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 deploymentfor Pandora
"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 modelfor Shop Direct Group
"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 minsfor Stylistpick
Opentag resources
Resources: the Qubit knowledge base
http://opentagsupport.qubitproducts.com/help/
35
Resources: the Qubit GitHub page
https://github.com/QubitProducts/OpenTag
36
Drop us a line on [email protected] 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
Q&A
Thanks
Chris HoughtonCustomer Solutions Engineer at Qubit
Ed BrocklebankSenior Digital Analyst at ElisaDBI
