Lots of little hoodie wearers are going to be visiting your marketing teams talking about ‘tagging’ so it’s probably a good idea to give yourself a crash course first so you don’t get confused panda about the whole thing.
Measurement and attribution has always been a pain with both online and offline conversions so companies want you to ‘tag’ up your sites so we can all see what’s going on and what paths customers are taking and where referrals have come from and that sort of thing.
Web page tagging is a lot like graffiti tagging. Companies use their third party tag’ to show that users have visited somewhere. So companies like Facebook and Google want you to put their tags on your pages so they can show that customers visited your pages on their customer journey. Metrics and research providers like Kissmetrics and Nielsen also use tagging technology to measure who is doing what on a page. A tag is a snippet of code that goes in the html in the page.
"We have nerds that do that, I’m just the marketing person. I think we have all that anyway"
Yes and this where it starts to get interesting and you do need to know this for yourself. You might have heard this week about Facebook launching something called Atlas for ad serving. When you think Atlas think mobile and think mobile video —those auto play videos that are turning up on your Facebook iPhone app.Central to Atlas are Facebook custom audiences. You create a Facebook custom audience by putting a ‘tag’ Facebook Custom audience pixel, on all your pages. The current FBX ad serving stuff is limited to desktop inventory only. Custom Audiences from Your Website allows targeting across browsers, overlaying of Facebook data, access to mobile inventory, and usage of all Facebook ad units, all of which are not available on FBX. It's the thing that gets read and messed about with in Atlas so they want you to put it on all your things. You can read more about it here
Ok but what about if you don’t really use Facebook, why is this important?
The end game is to connect company data with Facebook data with customer data. The uses are wider than Facebook and the model is one being explored by lots of advertising companies so the more you understand it the better.
For example, if you go to the supermarket and use a loyalty card, the supermarket has point of sale scan data linked to your personal data on the loyalty card. Using Atlas, the shopper’s data can be imported from a big enterprise database like Oracle and analysed to create highly targeted audiences back into Facebook and, ultimately across online and offline ad networks. Cookies aren't that great on mobile and advertisers want to get to user-level rather than session level measurement so you can imagine with mobile phones, getting down to an individual with a lot more context like geo-location becomes possible.
WOAH. Yes woah and that’s why you need to try and understand as much of this as possible.
Step 1 I would suggest is make sure Google Tag Manager (there are other tag managers but this one is free and there is a lot of info around on it to learn from) is managed from client side for your brand and that you can access it. Don’t let the tag management sit with an agency or outside your company if at all possible because you need the agility to manage your own tags. Google Tag manager means that you can change the tags on your sites without having to get developer resource. Tags such as Facebook Custom audience pixel and Google analytics tracking sit inside the tag manager. Get Google Tag Manager installed and then your team manages it. If you don’t know how then start to learn, it’s really important.
That is the end of my blog post.
If the technical stuff is scaring you and you like the investor strategy stuff then maybe start with this recent interview with early Facebook investor Peter Thiel who just happened to write a book with the partner person for Facebook talking about Atlas Shrugged weird magic-nomics which basically says that there was Microsoft and they missed mobile and Google are good at search stuff but Facebook is good at mobile stuff (shhh don’t mention android) and that there is a massive global ad industry and Facebook is all over it so you should invest.
Then Marc Benioff tweeted that he’s all about Facebook and Atlas and Salesforce exacttarget are doing some partner stuff with the partner person who wrote the book with Peter Thiel and so it’s donkey kong o’clock but we love competition but monopoly is also good and hey, it’s all about the customers SMILEY FACE :))))