ROI of Tag Management for DMAW

PRESENTED TO

ROI of Tag ManagementOctober 18, 2016 DC Digital

Day

DMAW DC Digital Day 2016 2

Your PresentersSara Hoffman Lauren Kade


Sara HoffmanLead Digital Analyst @Beaconfire RED

@salsus

[email protected]

PRESENTED TO

Beaconfire RED designs and develops digital experiences

that drive engagement, reach and revenue.


Lauren KadeDigital Acquisition Queen @ World Wildlife Fund

[email protected]



What Today’s About• Your Current Tag Situation• You Can Improve It – But Why?• How To Make Improvements

Current Situation


ITCMO

Your Website /Digital Experience

Digital Acquisition

Web Team

Digital Marketing





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


• Organic• Media• Email

Channels

• CMS

Website• eCRM• Other

systems

Transaction Forms

• Database of record

Offline

ANALYTICS


• Organic• Media• Email

Channels

• CMS

Website• eCRM• Other

systems

Transaction Forms

• Database of record

Offline

ANALYTICS

TAG MANAGEMENT


Onward – to Tag Management

Marketing Agility Dependable Data Quick & Easy


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


4 lines of code = Container


Tag Management Container

} TAGS

• Google Analytics• AdRoll• Doubleclick• Facebook Remarketing• Bing Ads• Google Grants




How to Get There


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


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


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


Getting Started…


Tag Code

Firing Conditions






Thanks!

Questions?


Fundraise Easier




Data & Analytics

ROI of Tag Management for DMAW