Revealing visitor behaviour through tags, with Ricardo Cristofolini
Release Date: 03/27/2024
The Limitless CMO, with Lisa Cole
Funnel Reboot podcast
I want to share three experiences I’ve had and I want you to see if there’s anything off about them: A while ago I sat with a RevOps leader, while they scrolled through a CRM where every single lead was tagged as an MQL. "Marketing sets them all to that," they said matter-of-factly. Sales knew, marketing knew, and everyone went along because the company was venture-backed and under executive demands to produce. Marketing simply bent the metric so the dashboard would look healthy. A Director of Marketing I knew understood that he could put a large budget bump in his annual plan....
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Running CTV & OOH Video Ads, with Aaron Foley
Funnel Reboot podcast
Up to the end of the twentieth century, the only ads that appeared on a screen were the ones arranged by a handful of TV networks. They were the only ones who could sell commercials, and only the biggest companies could afford what they charged for 30 seconds of airtime. Then, about 25 years ago, some digital marketing innovations started to make a new ad model possible. In 2000, Google launched a self-serve ad platform, and it was later joined by display ad exchanges like Right Media and DoubleClick. For a while, they displayed image ads, but faster broadband internet eventually meant they...
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Rebranding Done Right, with Travis Gobeil
Funnel Reboot podcast
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What Analysts wish marketers knew, with Marc-Andre Seguin
Funnel Reboot podcast
Some of us are lucky enough to work in a place with analysts who can help us make sense of our data. But there are added challenges in making this collaboration work. Analysts may struggle with the questions marketers ask, finding them too vague for analyzing. Marketers may get data back that they find irrrelevant; they may assume the analyst misunderstood their request. I’ll grant that we can speak the same language, but that isn’t enough. An Analyst cannot look at all the data, they cannot do analysis that will answer all your questions. The outcome you get will match...
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The Personal Branding Book, with Daria Dmitrieva
Funnel Reboot podcast
When I ask how someone forms their perception of a brand, what comes to mind? It might be they hear about it by word of mouth, or on an email thread or private message. In a nutshell, what’s said about our company when we’re not in the room, when we’re not in control of the message. Now try the same experiment with our personal brand. Is our immediate thought how to look as good as possible? Is it how to curate the results that pop up when they search our name? Truth is, our personal brand has already been formed, we just weren’t in on those conversations. Being active on...
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Balancing Data in B2B Partnerships, with Brendan Ziolo
Funnel Reboot podcast
“Black Swan” author Nassim Nicholas Taleb says “understanding how to act under conditions of incomplete information is the highest and most urgent human pursuit" He might have been referring to B2B marketing. Think of it. Internal teams have internal data that give insight into customer accounts and lifetime value. Their agencies are close to different data: media auction signals, campaign trends. But both of them are data-poor, disadvantaged by limited access to each others’ systems. As long as we tolerate the status quo, both sides will keep making false...
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Content, Simplified with Lee Densmer
Funnel Reboot podcast
Talk of Content marketing started appearing online around 2007. One of the few people who started talking about it was former Funnel Reboot guest Joe Pulizzi. It wasn’t until 2014 I became aware of marketers who were staking their career on the profession of creating content. I found the idea of giving-away-expertise a bit unsettling. Maybe it was because for a dozen years prior to that, I’d mainly communicated with audiences through paid ads. Gradually, Content marketing won out - we simply expect content on social media brings marketing results. Only one problem, our...
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Why you want AI to be a more Skilled Marketer than you, with Chris Dore
Funnel Reboot podcast
Small businesses run on lean marketing teams and tight budgets, but don't count them out. They're the overwhelming majority of businesses on earth. Small companies have one function that's poised to figure out AI through experimentation, analysis and strategic changes in direction. It's marketing, and it may very well determine the winner of the AI race. After graduating from Laurentian University, our guest worked in corporate and consulting positions across Canada and even in Korea. He then founded a business which he grew to a successful exit, which led to mentoring students at Algonquin...
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Earn It! with Steve Pratt
Funnel Reboot podcast
Everyone makes content now. But having content doesn’t automatically mean anyone will actually consume it. There are brands with long-running programs and audiences that carve out time for their content, while other brands’ programs fade because it became a thankless chore. What’s different between content that’s adored and content that dies in obscurity? The brands that win make content that audiences don’t see as branded content. Where the work they made was so genuinely useful, or surprising, or true — that instead of feeling exploited, the recipients felt like they...
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From Adversaries to Advocates: How to win friends (and budgets) with data
Funnel Reboot podcast
I can't prove it, but I think many marketers wish they could improve how they're perceived by corporate leadership. I have felt this way in more than one role, and racked my brain on how to fix it. I've entertained everything including coming to board meetings with a dozen custom-branded donuts. Thankfully, the a solution I have come up with isn't extreme and it doesn't require donuts. I was recently given the chance by a local association - the OPMMA - to give a talk and I picked this problem. I hope as you listen to how I think it's solved and the three moments where this...
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.