stefan callebaut & boy martin on gauc: google tag manager and unified datalayer providing the...

Google Tag Manager and Unified DataLayer providing the necessary Speed of Change

for Thomas Cook eCommerce

Stefan CallebauteCom Web AnalystThomas Cook

Boy MartinFront-end DeveloperNeckermann.be

High TechHigh Touch

“ High Tech, High Touch ”

IT Processes ?

Responsive Websites

UX Testing

Site optimalisation

Online growth

Focus on data

How can weacquire therequested

speed?

“ How to create Speed of Change ”

All data accessible in one place within Source Code

Easy-to-use for all tools

1. Unified data layer

1. Unified data layer2. Google Tag Manager

Create funnel to push script, tags, etc.to the live website

Implementation without IT-involvement

“ How to create Speed of Change ”

Front-EndAnalyticsIT

1. Unified data layer2. Google Tag Manager3. Redefine roles

“ How to create Speed of Change ”

Front-EndAnalyticsIT

1. Unified data layer2. Google Tag Manager3. Redefine roles

“ How to create Speed of Change ”

Front-EndAnalyticsIT

1. Unified data layer2. Google Tag Manager3. Redefine roles

“ How to create Speed of Change ”

LiveExample

“ FEATURE - Last Viewed Travels ”

“ FEATURE - Last Viewed Travels ”

1. Source code

“ FEATURE - Last Viewed Travels ”

1. Source code

2. Javascript

“ FEATURE - Last Viewed Travels ”

1. Source code

2. Javascript

3. Google Tag Manager

Create Rule

Create Tag

TEST& PUBLISH

“ FEATURE - Last Viewed Travels ”

1. Source code

2. Javascript

3. Google Tag Manager

4. Google Analytics

Create Tag

TEST& PUBLISH

Real-time

“ EXTRA – The New Analytics Team”

Front-End developer

Analytics Team 2.0

Web Analyst +

KeyTake Aways

“ Key Take Aways ”

New defined roles for IT | web analytics | front-end developer will lead to…

+ A ‘Speed of Change’+ Direct control on what is being pushed to the websites+ Happy bosses

But be aware that…

- DOM scraping is an ad hoc solution- Analytics job will become more technical

Stefan CallebauteCom Web AnalystThomas Cook@scallebautStefan.Callebaut@thomascook.be

Boy MartinFront-end DeveloperNeckermann.be@boyyerdBoy.Martin@thomascook.be

Questions?Now is a

good time.