How to Partner with Marketing for Tag Management Success Richie Hannah rrrrichie Director, Digital Marketing at GreatCall
Jan 20, 2015
How to Partner with Marketing for Tag Management Success
Richie Hannah
rrrrichie
Director, Digital Marketing at GreatCall
GreatCall
GreatCall provides reliable and easy to use wireless devices for aging Americans, and helps keep families safe with exclusive health and safety services
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Richie Hannah
• ProFlowers – startup team – 10 years• Nestlé Jenny Craig – 3 years• GreatCall – 2+ years
– Direct the teams responsible for digital marketing, web development and mobile app product design and marketing
• @rrrrichie
Challenge
• Before Tealium, IT were owners of implementation & maintenance
• But without marketing skills to understand what we track and why
• To our developers, tags were annoying pieces of code hosted by 3rd-parties that sometimes broke, causing emergency fixes.
• But to our marketers, tags mean success, failure and $$$• Broken tags took days to troubleshoot, with no clear subject
matter expert• Headaches & inefficiency!
Solution
• Once we moved tags into Tealium, tags became cross-functional
• Common interface:– Developers can now understand marketing goals and needs– Marketing better understands how tags work technically
• All tags are stored and managed in one place• Web team trained our Digital Marketing team to set up and
test tags themselves – moves the whole process away from Web and IT!
Team Structure Before
WEBIT
DIGITAL MKTG
DIGITAL AGENCY
? ??
Team Structure After
WEBIT
DIGITAL AGENCY
DIGITAL MKTG
Example Process Before
RequestPlan
Request
Implement
Web QAIT QA
Deploy
Verify
Verify
WEB
IT
DIGITAL AGENCY
DIGITAL MKTG
??
??
???
Example Process After
Request
Implement
QADeploy
Verify
WEB
IT
DIGITAL AGENCY
DIGITAL MKTG
Result
• 10 steps reduced to 5, with much less confusion• 70% increase in productivity!• All parties have much more knowledge than ever before• Digital Marketing can troubleshoot and fix without support
from other expensive departments and agencies• Enables us to test new vendors MUCH quicker• Much better tracking, faster with fewer errors
Thank You
Richie Hannah
rrrrichie
Director, Digital Marketing at GreatCall