Data-first web development

A presentation at JoomlaDay UK 2017 in July 2017 in London, UK by Ruth Cheesley

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JoomlaDay UK 2017 8th July, 2017 Data-first web development Ruth Cheesley @RCheesley

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JoomlaDay UK 2017 Hello! Ruth Cheesley Chief Executive officer Co-owner of Virya Group @RCheesley 8th July, 2017

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JoomlaDay UK 2017 “If you’re not measuring, you don’t know” @RCheesley

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What would happen if we think data first? Changing your mindset to be goal-focused, outcome oriented

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JoomlaDay UK 2017 8th July, 2017 Asking the right questions @RCheesley

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JoomlaDay UK 2017 Why is it important? ● Clarity on project brief ● Understanding of customer objectives ● Informs design + development ● Opportunity to up-sell @RCheesley 8th July, 2017

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JoomlaDay UK 2017 8th July, 2017 What is important for the customer? 1 @RCheesley ■ What is your primary goal for this new website? ■ What do you want most from this website? ■ How do you think we can measure success?

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JoomlaDay UK 2017 8th July, 2017 What systems do they have in place? 2 @RCheesley ■ Do you have a current website? ■ What works/doesn’t work? ■ Do you use any third-party tracking systems?

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JoomlaDay UK 2017 8th July, 2017 How can we integrate tracked data? 3 @RCheesley ■ What information from your website is relevant in the sales process? ■ Can you talk me through the process from enquiry to conversion? ■ How could we boost your sales process with data from your website?

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JoomlaDay UK 2017 8th July, 2017 What is your ‘baseline’ where are you now? 4 @RCheesley ■ Can you share with me the tracking systems you are currently using? ■ Can you share with me your enquiries and sales log/data? ■ If either above are missing, suggest a mini-project to implement these first and capture data while working on project

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JoomlaDay UK 2017 Using the right tools @RCheesley 8th July, 2017

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JoomlaDay UK 2017 Why is it important? ● Making things easy for your team ● Facilitate professional workflows ● If you don’t measure, you don’t know ● Enhance business intelligence @RCheesley 8th July, 2017

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JoomlaDay UK 2017 Get familiar with Google Tag Manager A powerful tool for data-driven developers & marketers @RCheesley

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JoomlaDay UK 2017 8th July, 2017 Set up environments 1 @RCheesley ■ Test tags in dev, demo & production separately ■ Version controlled, multiple workspaces ■ Simple to implement!

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JoomlaDay UK 2017 8th July 2017 bit.ly/GTMEnvironments @RCheesley

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JoomlaDay UK 2017 Repeat for each environment @RCheesley 8th July 2017

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JoomlaDay UK 2017 bit.ly/GAEnvironments @RCheesley 8th July 2017

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JoomlaDay UK 2017 8th July 2017 bit.ly/GTMJoomlaTemplates @RCheesley

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JoomlaDay UK 2017 Use your on-page markup Don’t reinvent the wheel, use what is there already! @RCheesley

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JoomlaDay UK 2017 8th July, 2017 Quick way to track clicks 2 @RCheesley ■ Always use appropriate class names in your code and markup ■ Use distinct, semantic class names if you want to easily track clicks on specific items

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8th July, 2o17 Why do class names matter? Capturing events with GTM @RCheesley

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JoomlaDay UK 2017 8th July 2017 Trigger events using CSS class name @RCheesley

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JoomlaDay UK 2017 8th July 2017 Fire GA event with CSS class name trigger @RCheesley

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8th July, 2o17 Test your tags and triggers! Tips and tricks for debugging @RCheesley

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JoomlaDay UK 2017 8th July, 2017 Testing and debugging tags 3 @RCheesley ■ Preview mode in GTM ■ Google Debugger ■ WASP.Inspector plugin for Chrome ■ GTMSonar plugin for Chrome ■ DataSlayer plugin for Chrome

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JoomlaDay UK 2017 8th July 2017 Analyse tag firing with GTM Preview @RCheesley

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JoomlaDay UK 2017 8th July 2017 Analyse all script activity with WASP @RCheesley

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JoomlaDay UK 2017 8th July, 2017 Taking it to the next level @RCheesley

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8th July, 2o17 Associating data with your leads Using data to understand behaviour @RCheesley

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JoomlaDay UK 2017 8th July, 2017 Baseline status @RCheesley ■ Traffic numbers from GA ■ No download tracking ■ Very few leads ■ 73 downloadable assets ■ 3 forms

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JoomlaDay UK 2017 8th July, 2017 Goals @RCheesley ■ Generate inbound funnel for relevant sales people ■ Prioritise leads with scoring ■ Who downloads what resources? ■ What proportion become customers?

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JoomlaDay UK 2017 8th July, 2017 Baby steps to success @RCheesley ■ Implement Mautic tracking pixel (nearly 2 years ago!) ■ Replace enquiry forms with Mautic forms (1 year ago) ■ Transfer assets to Mautic ■ Build Mautic into new build - all downloads, forms and actions tracked & scored

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Install plugin Enter Mautic URL Embed form: {mautic type=”form” ID} (alternatively use HTML/JS embed code)

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JoomlaDay UK 2017 8th July, 2017 Results @RCheesley ■ Leads directed to appropriate sales person ■ Browsing history and scoring indicates level of interest ■ Monthly reports on download activity ■ Easy way to communicate about updates to documents