Organizations are always on the lookout for better and improved tools and methods. Businesses are getting more and more complicated these days. Organizations are using newer technologies or methodologies to make an impactful presence in the internet arena. This is the case study of a business-to-business model organization named Jive and how they used Google Tag Manager to improve their functional attributes.
Jive pioneers in the field of modern communication service solutions for businesses. They collaborate to bring employees, clients and business associates within a single system with the help of powerful technology. The technologies implemented by Jive within the organizations helps improve the productivity and coordination. Apart from within the organization, Jive also helps in improving the way the partners and customers are serviced. Jive gained immense respect and fan following because of its professional approach and many of worlds’ most respected organizations trust them.
With increased fan fare and business, the data inflow and outflow also increases. It is very important for an organization to keep a check on all the business activities. Jive had employed multiple systems together to gather and analyze various data and it was getting difficult to manage them all. So, Jive wanted to organize all under one system and they relied upon Google Tag Manager to do so.
Business Objectives of Jive
The business objective of Jive was to bring a smooth transition and implementation of all the tracking scripts under one system, Google Tag Manager.
There were multiple advertising and marketing automation scripts running together in Jive’s system. They had implemented Google analytics as well. Apart from analytical tools, Jive went for various marketing strategies like remarketing, display marketing, retargeting, audience analysis etc. They had employed various social sharing tools as well. Jive was also in the process of modifying and redesigning their entire lead generating system.
All these tracking system and marketing scripts had to be shifted to a newer system where everything would be clear and at one place. Jive did not want any changes in the scripts that were already running on the pages and this transition was even more challenging.
Strategies Adopted by Jive
Jive software partnered with a leading digital marketing agency name SwellPath. SwellPath was established in the year 2008 and it is based at Portland, Oregon. The data management of SwellPath is very customer-centric. They help in gathering all the necessary data which will in turn help in taking strategic decisions. SwellPath has years of hands-on experience in analytics, SEO and paid media.
Jive and SwellPath have over three years of collaboration for search engine optimization, analytics and paid search marketing strategies. SwellPath has also helped Jive with above four website redesigning. So, SwellPath knew and understood the real requirement of Jive and they found the solution in Google Tag Manager.
Google Tag Manager is a free Google tool which helps the user to play around with their website tags without altering their website coding. The website tags can be conversion tracking, analytics on the site, retargeting, remarketing etc. It is a very simple tool that can be set up within few clicks. The website tags can be added or modified under Google Tag manager.
When Jive decided to bring all of their website tags within one system, SwellPath immediately suggested implementing Google Tag Manager. This would resolve all the queries.
All the marketing automation scripts were grouped under Google Tag Manager. SwellPath integrated all the website tags to Google Tag Manager Interface and this required very few modifications to the site code. This strategy helped in minimizing the code development time and led to optimized utilization of resources.
Marketers could not easily add or modify website tags on their own. They did not require any IT or webmaster support. Everything could be altered with just few clicks. This was the biggest advantage of Google Tag Manager.
Google Tag Manger has many salient features which makes it even more popular. Google Tag Manager is not only compatible with Google Analytics but can also be integrated with various other tools, tags and scripts. It is customizable according to the user and business requirement.
Results Achieved by Jive
- Having all of their website tag management system within one tag management system was really beneficial to Jive. All the scripts were at one place and Google Tag Manager allowed Jive to control and modify their scripts through Google Tag Manager Interface.
- The marketing team need not depend on IT or webmaster team for managing their website tags.
- Testing and implementing paid media programs could be handled more efficiently.
- Landing pages could be tested more efficiently. Marketers could experiment very easily with the website pages.
- Jive could concentrate more on their content rather than allocating more time to manage website tags.
- Team could concentrate more towards advertising activities rather than wasting time on the technical part of the website.
As the businesses are getting more and more complicated, it is very important to establish a system where everything is easy to comprehend. Complicating the system will slow down the business growth. Jive was experiencing a similar situation. They had so many website scripts running all at one time, that it was becoming difficult to handle. The time spent on managing this complicated system could have been used for other important matters. Google Tag Manager turned out to be a big boon to the system. It helped the organization to visualize all their website scripts at one place. They could easily see the scripts running on each page of the website. Adding new scripts and modifying existing scripts was never so easy and Google Tag Manager made it possible. The flexibility associated with Google Tag Manager allowed the business to track their Google Analytics even more efficiently. Under the professional guidance of SwellPath, Jive could easily migrate to a newer and better tag management system. Google Tag Manager helped the transition to happen smoothly. After the transition, organization could concentrate upon other features and functional requirements of the business as the tracking system was efficiently managed by Google Tag Manager.
Image Credit: Jive