Analytics Summit at Google Switzerland - Jonas Wendler
Analytics Personal

Digital Analytics Use Cases with the Google Tag Manager

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A week ago, 25th of January, 2016, I had the pleasure of presenting use cases and advantages of the Google Tag Manager as part of an E-Commerce case at the Analytics Summit at Google Switzerland in Zurich.

Use Cases and Advantages of the Google Tag Manager

During my presentation I touched upon many different applications of the tag manager, for instance:

  • Automated Button Tracking (e.g. for different campaigns)
  • Cross-Device Tracking (UserID)
  • Cross-Domain Tracking
  • Remarking / Retargeting
  • Search Engine Optimization – SEO (e.g. structured data)

It is indeed a quite handy tool to improve digital / web analytics as well as digital marketing, especially in regards to money and speed.

Feel free to have a look at the slides (on my company’s slideshare account) I prepared for the presentation. I linked them at the bottom of this post.

Furthermore, you will find a complete summary / blogpost of the Analytics Summit at Google Switzerland on Yourposition’s website (in German).

Analytics Summit at Google Switzerland - Jonas Wendler

Data without Context is Useless

The around 100 senior managers and executives within brand and performance marketing in the audience had the pleasure to get a full day of premium analytics input. I wish I could’ve stayed for all the other interesting presentations and workshop.

However, I was able to stay for a few. One key takeaway of the day, stemming from presentations from Tom Alby and Luigi Reggiani, was the notion, that data should always be viewed in context. This means, data alone does not tell anything. For instance, if we want to better understand the customer journey, we have have to track and view data from a customer-centric point. Metrics without context and goals are useless.

In other words, taking the quote I used for my presentation:

“If you don’t know where you’re going,
any road’ll take you there.”
by George Harrison / Lewis Carrolls Alice in Wonderland

Credits: The featured image was taken by my colleague Sören Funk. I mean, I cannot take a picture of me while presenting. Not without doing a selfie.

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