Qubit Opentag: Introduction to tag managementThursday 27th June 2013

Will BeckerFront End Lead at Qubit

will@qubitproducts.com

- Introduction to tag management : Benefits of tag management : Tag management components

- Key Opentag features : Opentag Dashboard, Statistics & Account : Container Tag : CPA de-duplication : Universal Variable

- New Opentag features : New Tag Library Scripts : Opentag Plugins

- Client case studies

- Opentag resources

- Q&A

Agenda

Tag managementTag management is designed to improve web efficiency, a key factor in driving conversion and page views.

Marketers & developers are under strainIncreasingly the marketer’s job depends on running, managing and updating new tags. This puts extra strain on the developer. Any delays in updates cost market position.

Marketers & developers are under strainIncreasingly the marketer’s job depends on running, managing and updating new tags. This puts extra strain on the developer. Any delays in updates cost market position.

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79% of tags take more than a day to implement while 29% take more than 11 days!This takes up invaluable time developers could be using for more important projects - and leaves marketing at the hands of development cycles.

Marketers & developers are under strainIncreasingly the marketer’s job depends on running, managing and updating new tags. This puts extra strain on the developer. Any delays in updates cost market position.

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79% of tags take more than a day to implement while 29% take more than 11 days!This takes up invaluable time developers could be using for more important projects - and leaves marketing at the hands of development cycles.

Sites slowed by multiple tags cost businesses customers.Every second your site slows by, the higher the risk becomes of your visitor simply clicking off and searching elsewhere.

Marketers & developers are under strainIncreasingly the marketer’s job depends on running, managing and updating new tags. This puts extra strain on the developer. Any delays in updates cost market position.

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79% of tags take more than a day to implement while 29% take more than 11 days!This takes up invaluable time developers could be using for more important projects - and leaves marketing at the hands of development cycles.

Sites slowed by multiple tags cost businesses customers.Every second your site slows by, the higher the risk becomes of your visitor simply clicking off and searching elsewhere.

Overpaying marketing channels can be costlyBusinesses are overpaying some marketing channels with limited visibility on who is driving the real value.

Benefits of tag management Tag management seeks to resolve a number of challenges marketers currently face

Data is based on an Enterprise eCommerce business with an average number of 3rd party tags

Implementing new solutions quickly; decouple tagging from core development cycles driving greater agilityResult: 73% of businesses speed up internal processes

Increase site speed; consolidate all 3rd party technologies into a unified system with rapid asynchronous loadingResult: 10-20% improvement in page speed

Save on labour costs; changing tags through a TMS can reduce time to deploy and significantly lower labour costsResult: 1/2-1 FTE saved to focus on other high value activities

Reduce marketing costs; only pay once for each sale you make by de-duplicating paid channels and understanding the real value of a visitor to your website.Result: 20-30% savings in some paid marketing channels

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Basic tag management components

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Containers How we group tags and scripts into a single JavaScript code. It is the container that groups and stores all of your scripts/tags.

ScriptsSections of JavaScript that each contain a tag.

Filters The logic that decides whether a tag should be served on a page or not. The logic is based on the URL of the page the container tag is implemented on.

Page variablesHow you define user, page, and product information for every page of your website.

Key Opentag features

Opentag Dashboard

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Reporting interface

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Account Settings - User Management

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User ManagementOpentag allows you to have several

users for one account. You can also

set roles for each user to either limit or

grant them access to edit and view

your containers. The roles are

Administrator, Editor, and Viewer.

Container TagContainer Tag makes technologies easy to manage

Setting up and deploying a tag container

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Container Tag

An average large enterprise site has 30

tags running at any one time.

Container Tag lets you consolidate

your tags into a single container.

Within each container, you are then

able to set rules around which tags fire

on specific pages.

This dramatically speeds up page load

times as the site only loads the

container, rather than lots of individual

tags.

Adding a script from our tag library

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Tag Library

Qubit’s Tag Library has over 200 pre-canned scripts ready to fire into your website.

You can also add your own custom scripts.

Migrating custom scripts into a container

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Adding custom scriptsOpentag is completely flexible and any custom tag can be added so long as it can be written in JavaScript.

There are two methods of loading tags: URL-based and HTML-only. You can choose to run additional

JavaScript before or after the .js URL loads.

URL HTML

‘Advanced Features’ - Post/Pre Script

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Pre/Post

In a URL based tag,

Opentag loads a script

from a remote JavaScript

file.

Pre and post script are,

quite simply, the JavaScript

code to run before (i.e.

pre) and after (i.e. post) the

remote file loads.

You will not need to wrap

the pre/post script in

<script> tags.

Opentag allows you to choose the order in which scripts are run. This is useful for several reasons:

1. If you have a script that needs another script to work (eg. you have a script which uses jQuery).

2. If you have several scripts that require a common setup (eg. you have two scripts that require a common variable to be set on the page)

3. If you require scripts to be run in a precise order (eg. one script sets up a cookie that another script needs in order to run.

Custom trigger rules

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Script Dependencies

Requesting scripts for the tag library

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Are you a web technology? Are you interested in implementing and servicing Opentag?

Join our partner network

Drop us a line on partners@qubitproducts.com to discuss becoming a partner or adding your technology to our tag library

CPA de-duplicationCPA De-Duplication helps you reduce referrer spend

Setting up CPA de-duplication

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CPA de-duplicationOpentag has inbuilt logic that recognises when more than one CPA channel has been used and allocates the commission accordingly.

You can also create your own logic to decide when a conversion tag should fire.

In ‘Advanced Features’, check the ‘Dedupe’ option and then choose either a ‘URL based’ filter or ‘Session Variable’ filter.

See our Help Centre for more information on CPA de-duplication & Intelligent Tags.

Filters: Session Variables

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Session Variable Filter

Intelligent Tags & Filters allow you to run a script in your container based on the user’s behaviour during their current or previous visit to your site.

Session Variable filters allow you to not depend on current page URL but on other options, such as previous pages and actions a user may have taken during their journey on a given site.

This can work with CPA de-duplication through the use of a ‘session refferer’ variable and other inbuilt logic options.

Filters: URL-based

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URL-based Filter

Users can add, remove and change the priority of filters. Opentag will go through the list of filters to make a decision on whether it should run or not based on the outcome of the last filter. There are two filter types to choose from: Include or Exclude.

For a working example of URL-based filters: see our Help Centre.

Universal VariableUniversal Variable helps all your technologies speak the same language

Universal Variable

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Pre-configured UV

Universal Variable (UV) is a JavaScript (JSON) object containing details of a web page being viewed, and how the user sees it. For example, the a UV might contain details of the product being viewed (id, price etc), the user details (username, if they are new/returning), or the products that have just been purchased on an ecommerce site.

Once the UV is created on the page, data can be easily retrieved by Opentag. For example, an ecommerce tag within Opentag might require the transaction order id. This can be easily retrieved from the UV.

Passing parameters from page to script

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Many JavaScript tags require you to pass values to them from the page the user is interacting with. Opentag provides multiple ways for you to collect this data.

Opentag allows you to declare a new variable in several forms: i.e. Hard coded value, JavaScript, Cookie Value, etc.

For an in-depth explanation on how to set up your custom variables and which variable type to use when, please refer to our Help Centre.

Custom Variables

Resource: UV Wizard

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UV Wizard

Validator Bookmarklet UV Demo Website

UV Designer

http://tools.qubitproducts.com/uv/

Opentag Updates

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New tag library additions

AdRoll provide a retargeting solution for over 5k advertisers.

Silverpop provides software to marketing teams, enabling them to more effectively and efficiently understand and motivate their target audience through a variety of digital marketing channels.

Xaxis solve a range of marketing challenges with solutions informed by insight-driven data and technology. They offer products that build awareness, enhance engagement, incite action, and provide illuminating insights.

Conexance provides a co-op database solution for their customers to help optimisation of acquisition and retention operations.

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Opentag Plugins

http://wordpress.org/extend/plugins/qubit-opentag/

http://www.magentocommerce.com/magento-connect/catalog/product/view/id/13932/http://www.analyticsforjoomla.com/

qubit-opentag-plugin

Opentag can be implemented through either

a Joomla, Magento or Wordpress extension.

Client case studies

"Opentag’s flexibility has meant that we can easily support Pandora with all their tagging requirements and it reduces time to deploy new technologies dramatically. Qubit provide us with an intelligent solution.”

Neil Cunningham, Head of Digital, Cream

10x faster technology deploymentfor Pandora

"The dedication and support shown by the team at Qubit during our Opentag implementation was exceptional. I’m looking see what their other products can do”

Gareth Naser iDevelopment Manager,Shop Direct Group

200 tags migrated, 1 data modelfor Shop Direct Group

"Having a robust data model across our website is vital for understanding our customers and tailoring the website to their specific needs. Qubit’s Magento extension has meant we’ve been able to deploy this rapidly and cost effectively.”

Ian Sutherland, Finance Director

Universal Variable implemented in 90 minsfor Stylistpick

Resources

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Read more here:bit.ly/qubitcasestudies

Read more about how Qubit worked with Stylistpick and others on our website.

Opentag resources

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Resources

https://github.com/QubitProducts/OpenTag http://support.qubitproducts.com/

GitHub: Help Centre

Drop us a line on partners@qubitproducts.com to discuss becoming a partner or adding your technology to our tag library

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Are you a web technology? Are you interested in implementing and servicing Opentag?

Join our partner network

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Q&A

Thanks

Will BeckerFront End Lead at Qubit

will@qubitproducts.com