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PRESENTED TO
ROI of Tag ManagementOctober 18, 2016 DC Digital
Day
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Your PresentersSara Hoffman Lauren Kade
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Sara HoffmanLead Digital Analyst @Beaconfire RED
@salsus
Sara.Hoffman@beaconfire-red.com
PRESENTED TO
Beaconfire RED designs and develops digital experiences
that drive engagement, reach and revenue.
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Lauren KadeDigital Acquisition Queen @ World Wildlife Fund
Lauren.Kade@wwfus.org
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What Today’s About• Your Current Tag Situation• You Can Improve It – But Why?• How To Make Improvements
Current Situation
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ITCMO
Your Website /Digital Experience
Digital Acquisition
Web Team
Digital Marketing
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Example: Giving TuesdayTo track Bing Ads Conversions on website:
Digital Ads pulls tag info from Bing
Digital Ads creates Ticket to Analytics
Analytics reviews placement
Analytics moves Ticket to Webteam
Webteam reviews instructions
Webteam implements
Digital Ads reviews and confirms
Digital Ads activates campaign in Bing
Ad
6-8 days
Faster, Better, Stronger
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• Organic• Media• Email
Channels
• CMS
Website• eCRM• Other
systems
Transaction Forms
• Database of record
Offline
ANALYTICS
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• Organic• Media• Email
Channels
• CMS
Website• eCRM• Other
systems
Transaction Forms
• Database of record
Offline
ANALYTICS
TAG MANAGEMENT
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Onward – to Tag Management
Marketing Agility Dependable Data Quick & Easy
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Example: Giving TuesdayTo track Bing Ads Conversions on website:
Digital Ads pulls tag info from Bing
Digital Ads places Bing Ads tag into
Tag Manager
Digital Ads reviews and confirms
Digital Ads activates campaign
in Bing Ads1-2 days
What Is Tag
Management
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4 lines of code = Container
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Tag Management Container
} TAGS
• Google Analytics• AdRoll• Doubleclick• Facebook Remarketing• Bing Ads• Google Grants
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How to Get There
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DOCUMENT - WebsitesDomain Governance System
www. Web Team Ruby CMS
wwf. Online Luminate
support. Online Luminate
content. Web Team FTP
gifts. IT .Net eComm
gftpln.org Development Contact Stelter
careers-wwfus.icims.com
HR / Web Team IW has access
Inventories• Top Level Domains• Subdomains• 3rd Party Systems
○ Luminate Online○ Engaging
Networks○ Legacy Giving○ Career Portals
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DOCUMENT - ConversionsConversion Type Location Conditions
Donation Luminate donation=completed
Email Sign Up CMS GA Event
Email Sign Up Luminate email_signupTY
Donation eCommerce /receipt.aspx
Sign Petition Luminate OnScreenThanks
Inventories• Fundraising
○ Gift Type• Email Sign Up• Action Alerts• Specific Web forms• Send eCard• Social Share
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DOCUMENT - TrackingTag / Pixel Name Load via
Source CodeLoad via Tag Management
AddThis X
AdRoll X
DoubleClick X
Facebook Pixel X
Facebook Social Plugins
X
Google AdWords Remarketing
X
Inventories• Website Tracking• Social Tracking• Social Plugins• Advertising Vendors
○ Remarketing○ Conversions
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Getting Started…
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Tag Code
Firing Conditions
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Thanks!
Questions?
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Fundraise Easier
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