How Your Digital Marketing Department Can Become Independent of IT

How Your Digital Marketing Department Can Become Independent of IT

Time is money. Especially in the case of online businesses where – when it comes to delivering the best results – every single day counts. You need to be up-to-date because things happen so quickly. And if you don’t keep up with the data-driven changes in the world of marketing, you’re out of the game. No mercy.

Marketing technologies offer new capabilities, but at the same time ask more of a marketer’s time and effort.

Let’s say you want to test a new affiliation in order to meet your quarterly traffic targets. You are pretty sure it will immediately bring you a torrent of traffic, because the new vendor offer seems to be pretty awesome. But there’s one catch: the cost per order model.

Your vendor won’t start work, until he gets the code implemented on your website he needs to keep account of the traffic / orders he is delivering. Now let me guess how long it would take for your IT people to put one snippet of code onto your website. If it’s 3 days, you’re really lucky. I bet it’s closer to weeks. So while your little snippet of code gets stuck for days, your company is losing real money.

Now imagine you have more than one vendor providing you traffic and you want to A/B test them all before making a decision. Do you have a few weeks more to spare before someone in IT develops a script so you can serve out different pages and tags to measure the results properly?

Queues and weeks-long deadlines set by the IT Department are a pain in the neck for marketers. Having to wait for already overburdened IT staff to deploy vendor tags will significantly decrease your efficiency.

Let me tell you a story about one of our clients. They were struggling with a really significant exit rate on their category pages. The Marketing Department couldn’t find a solution to fix the problem and reduce the percentage of exits. A savvy marketer came up with a great idea of implementing a quick survey in order to gather qualitative data.

Bingo! The customers’ answers revealed there was a huge communication problem: people were misunderstanding the name of the category in the listing, and were leaving the page. A quick fix (changing the name of the category) resulted in a 58% drop in the exit rates and a conversion rate lift.

You’re probably thinking: good for them, congrats.

But let ‘s go a bit deeper into the story. It took over 3 months from the savvy marketer’s idea to the actual implementation of the survey. Here’s what the survey code looked like:

(function(w) {
w['_sv'] = {trackingCode: 'VTqUuBoMVSeYYbrHvjlryVOGjvPorMGw'};
var s = document.createElement('script');
s.src = '//';
s.async = true;
var e = document.getElementsByTagName('script')[0];
e.parentNode.insertBefore(s, e);

Why the long delay for something so short? The marketer had to wait for the IT Department to implement these few snippets of code.

So let’s just think this over for a moment. What if the savvy marketer could have implemented the code him or herself? The percentage of exits would have dropped within days. And they could have used the extra 2 months to work on another great solution, boosting the conversion rate.

This story could have had a very happy ending if a tag management system had been used.

Tag management helps marketers and their organizations in more diverse ways than perhaps any other digital marketing solution. At a core level, tag management helps increase marketing agility, reduce costs, and boost web site performance.

Erik Bratt, Marketing Land

The Cure: Google Tag Manager

Want a data-driven, agile marketing attitude? Forget it, unless you have a tag management system, such as Google Tag Manager.

Google Tag Manager allows marketers to easily insert snippets of code, which enable third-party tracking, analysis, reporting, remarketing, conversion tracking, optimization, and much more. Here’s how it works: once the single tool tag is implemented, all of the other tags are deployed and managed via a web interface without ever having to touch the page again.

This tool works as a container for all of the scripts on your website. It’s based on rules, which fire particular tags on your website. When this happens, the system sends a notification to your analytics tool.

If a user goes to certain pages, or carries out a particular action- the system will trigger various tags. These tags then send a hit to your Google Analytics, affiliation, paid search, affiliate and many others. The system can also launch some functionality on your pages, such as the surveys mentioned before.

Get Better Results Faster

Looking for a ROI on your tag management system?

Vendors are ready to help you acquire, convert and retain more visitors. On the Internet you can find a plethora of great solutions, from heatmaps and mouse tracking to advanced marketing automation.

You can implement tags on the same day, and you can increase your marketing agility. The tool monetizes immediately: and the best solutions can deliver great results from the very first day.

Among the many benefits of Google Tag Manager, one of the most attractive features is the ability to publish new Tags and changes instantaneously to your live site.

Jon Meck, LunaMetrics

Get a tag management tool. It will speed up code changes, it will improve the quality of your tagging, angels will sing songs in your praise.

Avinash Kaushik, Occam’s Razor

According to the ‘ROI of Tag Management’ report, 76% of TMS users are able to implement tags on the same workday. For the 47% of those who implement it manually however, it requires more than a week’s work.


Reduce Your Company Costs

Let’s flip a coin. Long waits make neither you nor your IT Department happy. Instead of processing simple, monotonous tags they could be putting their efforts into more strategic projects and be generating more value for your company. Using Google Tag Manager means you can unburden the IT people, and increase cost effectiveness.

The reality is that Google Tag Manager is an excellent technical tool that can make tagging and tracking websites extremely efficient.

Jon Meck, LunaMetrics

Speed Up Your Website

TRUSTe reports that the top 50 UK sites by traffic volume now have an average of 14 tracking beacons. There is no way that that number can have no impact on page speeds.

Google Tag Manager loads tags asynchronously and removes the tracking from the HTML itself, which speeds up page time loads significantly. It’s a quick fix to tackle one of the biggest conversion killers: page load times.

Ensure Data Quality

When the system is centralized, you don’t have to implement every line of code separately. You just create a rule, which then fires a tag on every single page of your website. This means you can ensure reliable data and proper tracking.

Have you ever had to cope with a situation when a web developer accidentally removed a tracking code, destroying your data for a day? Well, this won’t ever happen again.

Are you ready to move your marketing forward and achieve great results faster? Then don’t waste any more time – give the independence and the freedom your marketing team deserves.

If you want to make your digital marketing department independent of IT and need some support concerning analytics tools (Google Analytics or Google Tag Manager), contact us today and learn more about our approach to digital analytics. We’re a Google Certified Partner for both Google Tag Manager and Google Analytics.

Author: Mariusz Michalczuk

I am a co-founder of Mavenec. For over 5 years I have been focused on creating business value by leveraging data from digital channels. With strong statistical background and certifications from top analytics vendors I change business leaders’ approach to digital marketing from gut- to data-driven.

Follow me on Twitter: @mariuszmich


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