Let’s Play Tag: How Data Makes Us More Efficient Marketers

According to the Economist, data has replaced oil as the world’s most valuable resource. Fueled by digital technology, the sheer abundance of data that is collected, analysed and used can drive transformation and growth in any industry. How is tourism, and your tourism business, benefitting?

Let’s explore one way in which your tourism business can track data: website tagging.

What is Website Tagging?

A tag (also called a pixel, floodlight tag, or beacon) is a piece of code inserted in a website HTML that collects data. When a web page that contains a tag is loaded, the tag is activated and the data it was designed to collect is captured and transmitted to an application, such as an analytics tool.

Tags collect data that can inform better decision making and help you understand what content and channels are most effective in converting a lead into a sale. For example, tags can collect:

• Information on products, content, or ads that a user viewed, links clicked or time on page
• Conversions (if a user books or buys)
• IP address of a user’s device, the web browser they are using, or what language they are browsing in
• Anonymous data, such as a Profile ID or targeting criteria
  • Tags do not collect personal information such as name or address
  • Tags only collect revenue information if that setting is activated

Why are Tags Important?

In digital marketing, tags allow you to track metrics beyond impressions and click-through rates. Webpage personalization, testing and optimization of digital marketing activities, automation, audience insights and other analytics are all enabled through tagging. Importantly, some tags allow you to see conversions and bookings attributed to specific digital marketing activities that you undertake.

How can you manage tags on your website?

While tags on your website can provide you with robust data, too many tags can slow your website down. Luckily, there are a number of programs that can help you manage your tags, often without having to bring in a website developer.

Tag management platforms, such as Google Tag Manager (GTM), allow you to connect, manage and remove tags used throughout your business website. With GTM, there is usually a way to copy the code in one place and the GTM will propagate it on all the other pages. If you run digital marketing campaigns – such as display, search, social or email – then you would benefit from using a tag management platform.

Getting Started With Tagging

Tagging may seem like a daunting subject, but with a little knowledge and assistance, it can be done quickly and effectively to help generate insights into visiting audiences. To learn more and to explore if Destination BC’s tagging project can help you, contact ConsumerMarketing@DestinationBC.ca.