The CEO's Digital Marketing Playbook by Thomas J. Donohoe

Author:Thomas J. Donohoe
Language: eng
Format: epub
Publisher: Koehler Books
Published: 2019-11-22T07:47:24+00:00

GTM = Google Tag Manager (“GTM,” reviewed in the Tech Primer above) or a similar tracking solution must exist across every page of your website and on every landing page. Adobe offers a solution as do many other options, though I’m partial to Google’s. You need a way to track the actions of customers within your digital ecosystem, or else you can’t collect and pass data and activity as effectively across your reporting or data location nodes (ex; digital ad channels, your CRM . . . places where data needs to come from). If your team is not using GTM, it is very likely they’re not doing it correctly. It’s like wearing pants to work. Sure you can work without pants, but it’s pretty likely that you’re not doing your best job in the office without them. Use of GTM is a very effective litmus test for executives to see if your teams are using the gold standard for data pass collection which is jargon for making sure info essential to you seeing ROI is being captured, passed to the right places, and stored where it can be used by smart people measuring ROI. Are you using GTM or a similar solution? Yes or no?The next challenge is making sure that GTM is being used correctly. That’s too granular for a CEO to get into so you should ask a qualified consultant to evaluate and give your team’s GTM work a thumbs-up or -down. I promise that this will be the best Q&A time and money you’ve ever spent.

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