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Looking for a way to personalise your website, but budget is tight? In this guide, I show you how to provide a personalised experience using Google Tag Manager - 100% FREE.
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In the last few days you might have seen an overlay banner in your Google Tag Manager account similar to the one above.
This is related to an email AdWords sent out at the beginning of September regarding the upcoming Safari update which introduces the Intelligent Tracking Prevention (ITP).
The new technology intends to improve people’s privacy by using machine learning to determine which domains can track people across sites. It works by limiting tracking for the allowed domains by only letting cookies act in a third-party context for 24 hours. This article will explain what the Adwords Conversion Linker is, why it came about, and how you can implement it to avoid losing out on essential data.
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What is Tag Management?
Tagging a site is adding some script tags to the head, body or footer of a site. If you’re running multiple analytics platforms, testing services, conversion tracking or even some dynamic or targeted content systems, it almost always require you to input scripts into your content management system’s core templates. Tag management systems (TMS) provide you with one script to insert into your template and then you can manage all others through the third party service. The tag management system allows you to build containers where you can intelligently organize the tags that you wish to manage.
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"Contents - Mis-tagging Social Media links and not separating paid and non-paid social campaigns
- Setting the medium to “cpc” when tagging Social Media campaigns
- Mixing lowercase and uppercase letters
- Making UTM parameter values difficult to read in campaign reports
- Incorrectly using ‘&’, ‘=’, ‘?’ and ‘#’ symbols in UTM tags
- Using UTM tags to track internal links
- Not testing tagged links before using them
- Creating unique campaign names for each medium and source
- Making spelling mistakes when using Google Analytics UTM tags
- Not following a consistent naming convention for UTM campaigns
- Confusing the purpose of “utm_source” and “utm_medium” parameters
- Not using the mandatory utm_source parameter"
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If you are similar to most people, it’s likely you are using the default attribution model in Google Analytics, i.e. Last Interaction. Just because it is the default option, that does not mean it’s the right one for you. In this article, we will tell you how to set up a Google Analytics attribution model and UTM parameters based on your product and the stage of your company.
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A solution is to use a tag management system (when one is installed and configured). In this article I’ll be referencing Google Tag Manager (GTM), which is the most widely used tag manager (accounting for 72.6% of the tag management market, according to BuiltWith.com). Tag managers use a single JavaScript container tag to inject various different tags (e.g. tracking, remarketing, and CRO tags) into webpages. The benefit of this is that in order to add or amend tags, it’s not necessary for a developer to make any changes to the page; changes can be made to the tags within a container and these tags will be implemented on the page.
Tag managers are mostly used to implement off-the-shelf tags, like Google Analytics or Facebook tracking. A lesser-known functionality is to implement custom HTML snippets (which can include JavaScript code). This allows you to make any arbitrary changes you like to the HTML of a page (or set of pages) based on rules you define. A benefit of using tag managers is that you can apply changes to pages at scale across a site with a single tag.
This allows us to bypass CMS restrictions and development queues, directly applying changes to things like page titles, canonical tags, and on-page content.
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"As personalization initiatives only become more saturated with data and information, it is imperative for marketers and brands to recognize the power of tag management in the future. In fact, 51% of software investment solutions for personalization initiatives are expected to revolve around tag management, according to Forrester's Digital Experience Technology and Delivery Priorities report. Tag management systems are important; or as James McCormick, a principal analyst at Forrester Research, puts it quite simply:
"Tag management is the most boring name for the perhaps the single most impactful practice firms need to master to succeed at any digital engagement program that needs to scale — never mind its importance to the efficacy of digital marketing efforts.""
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Just so you’re clear, GTM is not a replacement for Google Analytics, but instead works in conjunction with the tools you’re probably already using. Here’s where we’re headed in this article.
- First, I want to encourage you to use GTM.
- Then I’ll show you how to set it up.
- Next, we’ll walk through the process of creating a tag, a trigger, and publishing it.
By the end of this article, you should have a solid understanding of tags and how to use them.
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In a previous article, I shared how to implement Google Tag Manager and Universal Analytics. That’s a fairly basic starter just to get you off the ground, but Google Tag Manager is an incredibly flexible (and complex) tool that can be used for dozens of different strategies.
One of those strategies is the ability to populate Content Grouping in Universal Analytics using Google Analytics. This article is going to be a combination of problems to be aware of and a step-by-step guide in specifically implementing Content Grouping using DuracellTomi’s Google Tag Manager plugin for WordPress, Google Tag Manager and Google Analytics.
Step 1: Setting Up Google Analytics Content Grouping Step 2: Setting Up DuracellTomi’s WordPress Plugin for Google Tag Manager Step 3: Setting Up Google Tag Manager Step 4: Is Google Tag Manager Actually Working? Step 5: Setting Up Content Groupings in Google Tag Manager
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For today’s article, I have 3 goals:
- How to install Google Tag Manager on your Site (with some details for WordPress added).
- How to add a user from your Agency so they can manage Google Tag Manager.
- How to configure Google Universal Analytics within Google Tag Manager.
This article isn’t just written for you, it’s actually a step by step for our clients as well. It will allow us to manage GTM for them and continue to both optimize how external scripts are loaded as well as enhance their Google Analytics reporting.
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Do you find it surprising that tag management gets ranked among the top three personalization investments? You shouldn’t. Business and marketing leaders increasingly understand that timely data about individual consumers is not just a nice-to-have, but a must-have to market to people, not cookies or anonymous demographic segments.
Tag management makes data a kind of DNA of marketing personalization. Think of it this way: Of the massive volumes of undifferentiated data, tagging collects and organizes information from sources as diverse as websites, media buys, mobile apps, social media, customer analytics and Internet of Things (IoT) devices. Advanced tag management combines and integrates that data with offline sources such as CRM, POS, call centers, loyalty programs and more.
Because tag management is integrated with the digital marketing ecosystem, it serves as a pragmatic tool to make all of this customer intelligence actionable. Marketers should not underestimate its relationship to the power of a broader customer data platform.
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For digital marketers who have invested in IBM’s Marketing Cloud as well as other vendors’ digital tools, Ensighten is now offering more flexibility.
The tag management firm has announced that its data collection mechanisms can now be used to provide data for IBM’s Universal Behavior Exchange (UBX), which is designed to exchange data between commonly used marketing platforms.
The cloud-based UBX is a exchange of individual behavioral data between systems, so that marketers don’t need to contact IT to integrate, say, mobile marketing platform Vibes, social media marketing platform Shoutlet, and IBM’s Marketing Cloud.
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Google Tag Manager has many uses, but one of my favorite things to do is add schema code using GTM. Honestly this is probably my favorite Google product to date, and unleashing its power to help you crush the SERPs is what I am here to show you. Google loves structured data, and personally I do not see that changing any time soon. Using the GTM tag system, we are able to add markup for just about anything by creating tags. As someone who does this at an agency, Tag Manager has made markup considerably easy and I hope this can apply to others.
marketingIO: One Source for All Marketing Technology Challenges. See our solutions.
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"Ensighten, the leading global omni-channel data and tag management provider and company behind the Open Marketing Platform, today announced that it now offers turnkey tag management integrations with more than half of all existing digital marketing vendor technologies as defined by chiefmartec.com, with more technologies being added each week. Ensighten's turnkey vendor integrations, among the highest in the industry, are part of the app marketplace within Ensighten Manage, the market-leading enterprise tag management system. Select customers include global brands such as Microsoft, Capital One, United Airlines, T-Mobile and hundreds more. The vendor apps cover every major marketing category, from analytics and advertising to marketing automation and personalization. These seamless integrations make it easier than ever for marketers to deploy nearly any best-of-breed marketing technology, as well as incorporate rich customer data into unified customer profiles, and control how the applications interact with consumers based on specific rules and triggers. Ensighten customers are also using the company's patented no-SDK mobile tagging platform to deploy and optimize these technologies across their mobile apps with ease.
Earlier this year, www.chiefmartec.com, a global authority on marketing technology trends, released its 2015 Marketing Technology Landscape Supergraphic, which features 1,876 marketing technologies in 43 categories. The list, viewed as a benchmark within the industry, has grown steadily over the years, sending many companies in search of an enterprise tag management solution to help streamline vendor deployment and unify fragmented data sources to create a single customer view."
marketingIO: One Source for All Marketing Technology Challenges. See our solutions.
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MarTech is the best tool available to bridge the gap between Sales and Marketing.
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Make the term “personalization” redundant in everything you do.
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THE BEAST IN THE MACHINE
There’s a beast living in your digital marketing machinery and he’s throwing a wrench into your best-laid marketing plans—you just may not fully realize it yet. The Beast represents complexity and delay, caused by a growing reliance on tag-based marketing technology and the inability to negotiate that complexity. The Beast is annoying and sometimes cruel, but he is not evil or malicious. He can be tamed. This guidebook tells you how to transform the Beast, and your digital operations so you can experience the full potential of your marketing technology investments.
FILL OUT THE FORM AND DOWNLOAD THE FULL REPORT NOW!
MarTech requires constant optimization to continually squeeze ever improving performance. No time for continual CRO? Contact us.
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MarTech is the New Black. Get fashionable. Contact us to see how.
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MarTech requires constant optimization to continually squeeze ever improving performance. No time for continual CRO? Contact us.
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► About Us: iNeoMarketing provides Marketing Technology services, applications and support to B2B companies who do not have the required resources, knowledge or expertise. Visit us at ineomarketing.com. ◄
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► About Us: iNeoMarketing provides Marketing Technology services, applications and support to B2B companies who may not have the required resources, knowledge or expertise. Visit us at ineomarketing.com. ◄
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Digest...
The tags are typically used for data collection, but can also launch product functionality. By streamlining tag deployments, marketers can increase campaign velocity, increase site performance and set the stage for driving more personalized customer interactions across channels and devices. 1. Before A Web Site Redesign 2. Before Deploying Enterprise Analytics 3. Before Expanding Acquisition Or Performance Marketing Activities If you’re planning to ramp up your digital marketing activities by investing in one or more key solutions, save yourself the headache and start with a tag manager. 4. When Evaluating New Vendor Products 5. Before Expanding The Functionality Of Your Free TMS 6. Before Deploying Mobile Apps 8. Before Purchasing Data Feeds ► Receive a FREE daily summary of The Marketing Technology Alert ◄
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The Ultimate Guide on Personalising your Website for Free Using Google Tag Manager - Johannes' Growth Tips
You'll want to bookmark this one. Superb!
This news comes to you compliments of marketingIO.com. #MarTech #DigitalMarketing