Revealing visitor behaviour through tags, with Ricardo Cristofolini
Release Date: 03/27/2024
The Classical Marketing book, with Anthony "Tas" Tasgal
Funnel Reboot podcast
The world we inhabit today is, in countless ways, an extended echo of breakthroughs made by two extraordinary cultures that came from a compact corner of the mediterranean between the 4th century BCE to the 2nd century of the current era. I’m talking about Greece and Rome, whose influence on contemporary language, thought, and culture is so deeply woven into the modern world that we navigate it every day without noticing. Taking just language, be it English, French, Spanish or Italian, they all use words with origins that tie back to ancient law, institutions, arts and sciences. The...
info_outline
Keeping the Revenue Engine Running, with Karl Ortmanns
Funnel Reboot podcast
We often hear marketers talk about how vital their work is to sales. What we don’t hear nearly as often is the reverse: how essential sales is to a well-functioning marketing team. If marketing creates the content, sales provides the context. And that context is what makes campaigns relevant, credible, and grounded in the real world. Sales teams feed marketing the on-the-ground truth—what prospects are actually saying, how they react to new pricing, and how they interpret a company's positioning in different segments. That’s especially clear when a business serving the SMB market tries...
info_outline
Brandjitsu, with Michael Dargie
Funnel Reboot podcast
Is your Brand truly memorable? Would a person who bought from you a year ago be able to recall your name or say what they found compelling about you? The reality is that a lot of brands are instantly forgettable. You don’t have to wallow in a world of Meh - you can turn your brand into something memorable - we’re going to hear a process that’s been codified in a book that came out in 2025 called BrandJitsu. . Listen in as we delve into the book’s process, which begins not with a funnel but with a Loop we’ve got to Embrace. We’ll hear how to plumb the depths of our brand...
info_outline
Human Centered Marketing, with Ashley Faus
Funnel Reboot podcast
Here’s a question a lot of us are asking ourselves today. How do marketers build genuine, durable trust when the cost of generating massive volumes of AI content is basically zero? How can you argue for making humanly-crafted content in small quantities When it’s so easy to have AI pump it out in big quantities? The hard truth is that humans are wired to notice what other humans do. Meaningful communication with buyers contains elements that just don't scale - this takes more than a trivial amount of work. But that is precisely why you need to do them. A new book came out...
info_outline
Analytics that's Metrics Centred, with Allan Wille
Funnel Reboot podcast
Up to the 18th century, making and trading things was harder than it needed to be. You had to deal with a bewildering patchwork of local constants and norms. It was actually the French Revolution & administrators who came out of it that started to codify how we measure things. The standards they adopted were ultimately formalized in 1875 at a Convention whose name you may recognize, the Metre - or should I say Meter - Convention. The Standard set at the convention spread beyond France to most of Europe, removing friction in commerce and everyday life. Engineers could spec...
info_outline
Just Evil Enough, with Alistair Croll
Funnel Reboot podcast
In 1985, Robert Fulgham published a book that has gone on to sell 7 million copies. That puts it in league with nonfiction books like the biographies of Princess Diana, Nelson Mandela & the Diary of Anne Frank. In "All I Really Need to Know I Learned In Kindergarten," Fulgham lays out a handful of rules we all internalized on our way to adulthood. They include… Share everything. Play fair. Clean up your own mess. Don’t take things that aren’t yours. When you go out into the world, watch out for traffic, hold hands, and stick together. You’ve probably noticed the...
info_outline
Scar Tissue, with Danny Covey
Funnel Reboot podcast
For any professional, life often presents unexpected challenges that test our resilience and strength. The Ottawa-based marketer we’ll hear from today, has had an extraordinary journey, For those born with congenital heart defects like Danny Covey’s, surgery isn’t an if, it’s not even a when, it a HOW MANY. Without undergoing them, they have no hope of living to adulthood, Danny has had eight of these life-threatening operations. But throughout all that, he’s displayed unwavering courage. His emotional and physical scars have shaped him, but they have also given him...
info_outline
Website Wealth, with Philippa Gamse
Funnel Reboot podcast
One of the best known events in the modern Olympics is the High jump. Since its dawn in 1896 all jumpers used the same technique. They would run towards the bar, then begin their vault by putting one leg over, or trying to go head-first over the bar. But someone came to the 1968 Mexico City games, who couldn’t win on physicality, but who did have a hack no one had thought of. That person was 21 year old American Dick Fosbury, who you wouldn’t find anything notable looking back at his track career. Back in high school he’d struggled to master all the motions used...
info_outline
The Path to AGI with John Thompson
Funnel Reboot podcast
Artificial General Intelligence is a term that most of us have heard, a good number of us know how its defined, and some claim to know what it will mean for the average marketer. Here’s what OpenAI’s Sam Altman said “It will mean that 95% of what marketers use agencies, strategists, and creative professionals for today will easily, nearly instantly and at almost no cost be handled by the AI.” What nobody knows for sure is when it will be here. Some said that GPT5 would herald the dawn of artificial general intelligence. This episode is airing In mid-2025, and GPT5...
info_outline
Books for the Summer Break
Funnel Reboot podcast
Hey, Glenn here. It’s the middle of summer when I’m recording this; a time we don a pair of shades, a beach towel and a good book. Funnel Reboot usually shares talks with marketing book authors, but for this show I’m going to share some reads that go a little farther afield. Come along with me through six books that are all amazing. The subjects range between business, humanities, technology and science fiction. Chapter Timestamps 0:00:00 Intro 00:01:44 The Discoverers 00:12:43 Blindsight 00:19:05 How Big Things Get Done 00:24:12 Private Truths, Public Lies 00:27:41...
info_outlineMy sister-in-law Janice works at the forefront of Medical Sonography. You may know it by the name Ultrasound, where non-invasive sound waves are sent into the body, which bounce off tissue and get displayed on a monitor. It has the ability to evaluate anatomy in an increasingly wide range of structures such as abdominal organs, the heart, vasculature and muscles in patients of all ages as well as the most commonly known purpose of obstetrical ultrasound.
In the past 35 years, ultrasound has changed from a tool that was used solely by Radiology and has now expanded into being used by almost every medical disciple: cardiology, emergency medicine, anesthesia, nursing, physical therapy and more. Training these non-traditional users had a huge boom, and now ultrasound is being taught in the first year of medical school as it is known that no matter what type of medicine one chooses, ultrasound will play a part. Janice and others have shared their love and knowledge of ultrasound to help and aid the expansion of ultrasound into new realms in all areas of healthcare.
In a similar way, to be better marketers, developers, or website owners, there are aspects of web behaviour that we need surfaced: specific user conversions, page views, scrolls and many other interactions. These aren’t visible to Analytics tools out-of-the-box. Our equipment must be configured to highlight them, and that’s done with tags that fire and alert our analytics software of specific interactions, the same way that medical monitors show the echoes of specific sonar frequencies.
We’ve evolved from coding tags right on our sites to operating them with tag management systems, the most common one being Google Tag Manager. Without these tagging tools, our visibility into site performance would be limited the same way that doctors before ultrasound couldn’t see what was going on inside their patients.
Another similarity these tools share is that they both come with ethical and safety considerations, and laws covering user privacy and data protection. Gathering insights, whether by ultrasound or tag technology, must respect the digital autonomy and privacy of users.
We have a guest to take us through all facets of tag management and I hope that after hearing him, you won’t think of tagging as just some machine that should be relegated to technicians, but a tool you can use on the front-lines, as something you yourself should get hands-on with. So let's talk about tag management with Ricardo Cristofolini.
With a background in Tourism and Hospitality Management and International Trade, Ricardo Cristofolini's Analytics professional journey began when he arrived in Canada in 2015 to study at Algonquin College of Applied Arts and Technology, where he earned an Ontario College Diploma in Computer Programming, Networked Environment, and Programming Languages from 2015 to 2017. There, he had the opportunity to put together previous professional knowledge with brand new one exploring multiple subjects, from Web and App Development to cloud computing, Database structure, and much more.
Transitioning to the workforce, Ricardo served as a Web Developer at FilmFX from December 2017 to December 2019, gaining two years of experience. In March 2018, Ricardo expanded his skills at Pondstone Digital Marketing, specializing in WordPress, Content Management, and other relevant areas until February 2019. At this point, he had already fallen in love with Analytics and Data Tracking. His expertise continued to evolve as he took on the role of Senior Data Analytics Implementation at Bounteous Canada from July 2021 to October 2022 He currently holds the position of Napkyn Senior Implementation Specialist Data Solutions, a role he has been dedicated to since 2022.
In his spare time, when not reading about Analytics and developing his knowledge (and earning a badge from Linkedin as Top Web Analytics Voice), Ricardo supports others' new adventures in this field on multiple social media platforms answering questions and providing guidance.
Originating from Brazil, Ricardo Cristofolini's professional trajectory reflects a dynamic and progressively challenging path within the realms of web development, digital marketing, and data analytics implementation.
Chapter Timestamps
00:00:00 - Intro
00:04:55 - Ricardo on GTM and Google Tag
00:27:40 - PSA
00:28:30 - All about Server-side Tagging
00:49:06 - Where to contact Ricardo
Links to all People/Products/Concepts Mentioned in Show #189 is available at the Funnel Reboot site.