stefan callebaut & boy martin on gauc: google tag manager and unified datalayer providing the...
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Stefan Callebaut & Boy Martin on GAUC: Google Tag Manager and Unified DataLayer providing the necessary Speed of Change for Thomas Cook eCommerceTRANSCRIPT
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 [email protected]@thomascook.be
Boy MartinFront-end [email protected]@thomascook.be
Questions?Now is a
good time.