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Data first web development

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  1. 1. Data-first web development Ruth Cheesley JoomlaDay UK 2017 @RCheesley 8th July, 2017
  2. 2. Hello! JoomlaDay UK 2017 8th July, 2017 Ruth Cheesley Chief Executive officer Co-owner of Virya Group @RCheesley
  3. 3. If youre not measuring, you dont know @RCheesley JoomlaDay UK 2017
  4. 4. What would happen if we think data first? Changing your mindset to be goal-focused, outcome oriented
  5. 5. JoomlaDay UK 2017 8th July, 2017 @RCheesley Asking the right questions
  6. 6. @RCheesley Clarity on project brief Understanding of customer objectives Informs design + development Opportunity to up-sell Why is it important? JoomlaDay UK 2017 8th July, 2017
  7. 7. What is your primary goal for this new website? What do you want most from this website? How do you think we can measure success? 8th July, 2017 1 @RCheesley JoomlaDay UK 2017 What is important for the customer?
  8. 8. Do you have a current website? What works/doesnt work? Do you use any third-party tracking systems? 8th July, 2017 2 @RCheesley JoomlaDay UK 2017 What systems do they have in place?
  9. 9. What information from your website is relevant in the sales process? Can you talk me through the process from enquiry to conversion? How could we boost your sales process with data from your website? 8th July, 2017 @RCheesley JoomlaDay UK 2017 3 How can we integrate tracked data?
  10. 10. Can you share with me the tracking systems you are currently using? Can you share with me your enquiries and sales log/data? If either above are missing, suggest a mini-project to implement these first and capture data while working on project 8th July, 2017 @RCheesley JoomlaDay UK 2017 4 What is your baseline - where are you now?
  11. 11. JoomlaDay UK 2017 8th July, 2017 @RCheesley Using the right tools
  12. 12. @RCheesley Making things easy for your team Facilitate professional workflows If you dont measure, you dont know Enhance business intelligence Why is it important? JoomlaDay UK 2017 8th July, 2017
  13. 13. Get familiar with Google Tag Manager @RCheesley JoomlaDay UK 2017 A powerful tool for data-driven developers & marketers
  14. 14. Test tags in dev, demo & production separately Version controlled, multiple workspaces Simple to implement! 8th July, 2017 1 @RCheesley JoomlaDay UK 2017 Set up environments
  15. 15. JoomlaDay UK 2017 8th July 2017 @RCheesley bit.ly/GTMEnvironments
  16. 16. Repeat for each environment @RCheesley JoomlaDay UK 2017 8th July 2017
  17. 17. JoomlaDay UK 2017 8th July 2017 @RCheesley bit.ly/GAEnvironments
  18. 18. JoomlaDay UK 2017 8th July 2017 @RCheesley bit.ly/GTMJoomlaTemplates
  19. 19. Use your on-page markup @RCheesley JoomlaDay UK 2017 Dont reinvent the wheel, use what is there already!
  20. 20. Always use appropriate class names in your code and markup Use distinct, semantic class names if you want to easily track clicks on specific items 8th July, 2017 2 @RCheesley JoomlaDay UK 2017 Quick way to track clicks
  21. 21. Why do class names matter? 8th July, 2o17 Capturing events with GTM @RCheesley
  22. 22. Trigger events using CSS class name JoomlaDay UK 2017 @RCheesley 8th July 2017
  23. 23. Fire GA event with CSS class name trigger JoomlaDay UK 2017 @RCheesley 8th July 2017
  24. 24. Test your tags and triggers! 8th July, 2o17 Tips and tricks for debugging @RCheesley
  25. 25. Preview mode in GTM Google Debugger WASP.Inspector plugin for Chrome GTMSonar plugin for Chrome DataSlayer plugin for Chrome 8th July, 2017 @RCheesley JoomlaDay UK 2017 3 Testing and debugging tags
  26. 26. Analyse tag firing with GTM Preview JoomlaDay UK 2017 @RCheesley 8th July 2017
  27. 27. Analyse all script activity with WASP JoomlaDay UK 2017 @RCheesley 8th July 2017
  28. 28. JoomlaDay UK 2017 8th July, 2017 @RCheesley Taking it to the next level
  29. 29. Associating data with your leads 8th July, 2o17 Using data to understand behaviour @RCheesley
  30. 30. @RCheesley JoomlaDay UK 2017 8th July, 2017 Traffic numbers from GA No download tracking Very few leads 73 downloadable assets 3 forms Baseline status
  31. 31. @RCheesley JoomlaDay UK 2017 8th July, 2017 Generate inbound funnel for relevant sales people Prioritise leads with scoring Who downloads what resources? What proportion become customers? Goals
  32. 32. @RCheesley JoomlaDay UK 2017 8th July, 2017 Implement Mautic tracking pixel (nearly 2 years ago!) Replace enquiry forms with Mautic forms (1 year ago) Transfer assets to Mautic Build Mautic into new build - all downloads, forms and actions tracked & scored Baby steps to success
  33. 33. Install plugin Enter Mautic URL Embed form: {mautic type="form" ID} (alternatively use HTML/JS embed code)

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