Last week, during the first major snowfall of 2015, I had the opportunity to escape Raleigh’s icy roads and travel to sunny Orlando for the CASE III Annual Conference. It’s always encouraging to attend a variety of presentations and see what challenges other marketers are facing across the higher ed landscape and the positive impact of new and creative solutions. At this year’s conference, I couldn’t help but notice that some of the busiest sessions from the Marketing Track were focused on how to centralize the creation of a cohesive strategy with input from across campus but then decentralize the execution of marketing initiatives. In other words, how to own and champion a vision while motivating others to help you do the work.
In this blog entry, I’ll describe website tags at a high level (what they are, how they’re used, why you’d want help from Google to manage them). Then, I’ll share some of the key benefits of using Google’s free tag management solution, Google Tag Manager, and share some tips for implementing GTM on your own site.