Building stack taxonomy and integrating the stack

How to Build a
Martech Stack Taxonomy &
Integrate Your Marketing Tools
Hosted by:

Improvado 2019, www.improvado.io
Presenting this webinar today
Hailey Friedman
- Host of today’s webinar
- Successful entrepreneur & marketer
- Head of Marketing at Improvado.io
- Cofounder of GrowthMarketingPro.com
Dan McGaw
- Main presenter
- Award-winning entrepreneur and speaker
- Founder and CEO of UTM.io and Effin
Amazing

Here’s what we’re going to cover in this webinar
● What the integration process for different tools looks like
● Why tag managers are a godsend for marketers
● Whether or not you should be using a customer data platform for integration
● How to build a taxonomy and schema sheet
● The proper way to name the actions your users take
● How to store important demographic, technographic, and firmographic data
● How to maintain data governance in your marketing stack

Improvado 2019, improvado.io
Automate All Your Marketing Data with Improvado

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reporting across
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omni-channel
reporting
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Automated delivery
of actionable insights
to maximize future
outcomes
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Predicting future
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and creating
outcomesAUTOMATED
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via self service
platforms or
dashboards
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Outlined strategy for
monthly or quarterly
reporting
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Ad-hoc reporting

Presentation
How to Build a Martech Stack
Taxonomy and Integrate Your
Marketing Tools

7
Dan McGaw
CEO @EffinAmazing
Introduction
Dan McGaw is an award-winning entrepreneur and speaker.
He is also the Founder and CEO of Effin Amazing, an
analytics and growth consultancy that helps product and
marketing teams get data driven and optimize their
businesses. Named one of the original growth hackers, he
has led the teams at Kissmetrics.com and CodeSchool.com.
You can find him on most social networks or follow him on
Twitter at @DanielMcgaw.
Just a handful of our amazing clients

See Entire Webinar Fro Free Now!

Online Course
Optimizing Your
Marketing Tech Stack
Get the full online course now:
EffinAmazing.com/Improvado

Class One
What is a martech
stack and how does it
solve my marketing
problems?

Class Two
Choose the right tools
for your stack

12
This webinar is a free version of Class 3 and Class 4 from our Marketing Technology Stack
Course. In previous classes we covered what is in your stack and how to choose tools. In future
lessons we cover analytics tools, marketing automation tools, CRM tools and more.
Today’s Presentation is Class 3 and Class 4
12
7
82 4 6
51 3
4 6
5 7
8

Dan McGaw
CEO at EffinAmazing.com
Get the Full Online
MarTech Stack Course
In this 8-class training program, you’ll learn how to:
• Choose and set up the right tools
• Build a taxonomy guide to scale your business
• Integrate tools to build a holistic marketing machine
• Setup Segment.com to power your stack integrations
• Track lead and engagement scoring to identify hot
leads
• Hack to get shit done without engineering
• Convert more customers using your stack

Class Three
How to Build a Martech Stack
Taxonomy and Integrate Your
Marketing Tools

15
What does integrating look like?
Connecting your website, mobile app, or SaaS
product can seem like a daunting task, but once you
get the basics down it ain’t so bad.
Get a customer data platform
The days of integrating 20 different services into
your site code are over. If you already working with a
CDP, we have got to step up your game.
Using tag managers
Leveraging a tag manager will make your life
1,000% easier and also speed up the rate of getting
new services added to your site.
Manage your stack
integration like a boss
Being a technical marketer is becoming a requirement in the
digital revolution. Not only do you have to be good at
marketing, but you also need to understand how the internet
works. Whether we are talking about a data pipeline or a
client-side integration, we will make sure you don’t get lost in
the weeds.
Goal

Lesson 1
What does integrating
look like?
@DanielMcGaw #MartechStack

17
Three types of stack tracking
Client Side Tracking
When the browser of the user is sending the
tracking information to the tools. This is most
common for marketers.
Server Side Tracking
When something is sent to the server and the server
is the one who processes the data and sends it
through an API to the downstream tool.
Platform Side Tracking
When one of our tools talks to another tool in their
own manner to pass data. Also via the server side
but is typically managed through the UI of the apps.

Zapier
Zapier is the the fastest way to connect over 1,000
different tools together. Not only will it pass data
from a CRM to your MAP tools, it can also do wild
automations in Google Calendar, Twitter, and
1,000+ other tools.
Platform Side Tracking

See Live Zapier Screen Share Tutorial!

Integrate Every Marketing Platform with Improvado
• 200+ integrations
• CSV upload
• Google Sheets
• Email integration
• FTP drops

View Data From Every Platform in One Place

Granular data by campaign, adset, ad, keyword etc.

23
23
Coding things for the back endServer Side

Lesson 2
Using tag managers

Google Tag Manager
Google Tag Manager lets you add analytics tags,
conversion pixels, and custom scripts without ever
having to talk to a developer. Finally, getting a new
script added takes less than a week.

See Live GTM Screen Share Tutorial!

28
28
EffinAmazing.com/GTMcourse

Lesson 3
Get a customer data
platform (CDP)

Syntax
BIG PROBLEM

Customer Data Platforms
CDPs are the Rosetta Stones of APIs. They allow
you to install once and work with 100’s of different
tools. They are data piping magic that keeps you
flexible, agile, and ready for innovation.
or

See Live Segment Screen Share Tutorial!

Utilize integrations to gain more insight
Apply this to your business
Review the integration options that the tools in your current stack have with
one another. Can you close any holes in your data between the tools?
Go set up Google Tag Manager on your site and add a new tool to your site
without having to bug a developer.
Sign up for a CDP and start connecting your tools so you can have a single
point of data collection and distribution.

41
What does integrating look like?
Connecting your website, mobile app, or SaaS
product can seem like a daunting task, but once you
get the basics down it ain’t so bad.
Get a customer data platform
The days of integrating 20 different services into
your site code are over. If you already working with a
CDP, we have got to step up your game.
Using tag managers
Leveraging a tag manager will make your life
1,000% easier and also speed up the rate of getting
new services added to your site.
Manage your stack
integration like a boss
Now that you understand what types of integrations there are
out there, you can make better decisions on how to integrate
your tools together. Some things will require you to work with
a developer while others you can integrate by copying and
pasting code from the internet. If you ever run into an issue,
though, remember to see if there is a platform integration that
can help you hack your way through.
Goal

Follow-up resources to get you going
Resources
Segment.com’s analytics academy outline of Client Vs Server.
Take Chris Mercer's Google Tag Manager course.
Sucuri’s blog post about security and tag managers.

Class Four
Building your stack
taxonomy

44
What is taxonomy?
Let’s first start by getting a good understanding of
what taxonomy is and how you should think about it.
This will be the basis of your stack’s schema.
Identify who your customers are
Not only will you need to track what you users/
customers are doing, but you might want to know
important details about them. Let’s not limit
ourselves to first names here people :)
Defining the actions people take
Your users/customers are going to be taking critical
actions that you need to track. It would be horrible if
you did not track that someone “signed up” or that
they “purchased.”
Prepare taxonomy that
the whole team can use
Building your stack is fun, but it can turn into a nightmare if
you do not keep things consistent. If you name things one
way in one tool but another way in another tool, you can
become very confused and your data will not populate
correctly. Getting your taxonomy and schema built is one of
the first steps to planning out a successful stack integration.
Goal

Lesson 1
What is taxonomy?

See Live Taxonomy Screen Share Tutorial!

Lesson 2
Defining the actions
people take

See Live Screen Share Tutorial!

49
49
I have one metricTracking too much?

50
50
I have one metric
Page Views
Signups
New Leads
Purchases
Used Feature
Cancelled
Topical funnel tracking

Schema is all about asking yourself,
Is this going to create action in our
organization?
Dan McGaw

Not everything that can be
counted counts, and not
everything that counts can
be counted.
Albert Einstein

Lesson 3
Identify who your
customers are

Segment >> Clearbit >> Segment = Identity Data

Clearbit >> Segment >> Autopilot << >> Salesforce = Complete Integration

Bonus Section
Getting it right the
first time

How to not mess it up
Tips from the pros
Make sure the naming makes sense to everyone on the team, especially the people you have not hired yet. You
want new people to come on board and recognize exactly what the wording means.
Do not use capital letters in your taxonomy or schema. This will help keep things consistent across all tools no
matter what you are using.
Use dates instead of using true/false. This will allow you to send messages or run reports based on the value in
the field.
Consolidate as much as possible. Do not have 7 different sign-up events. Have one, and the use the properties
to segment them.

Don’t make the developer pull their hair out

Get things done faster
Developer tips
Understand that not everything you want to track can be tracked, and you will need to find compromises.
When you are told no, do not get defensive or aggressive. Understand that you are dependent on a developer
to do the work in many cases, so you need to grease the wheels as much as possible.
Engineering does not hate you, they just don’t work for you. They have their own priorities and their own tasks.
If something takes longer than expected, try to hack around it.

Don’t be afraid to pair with a dev

Build out your stack schema
Apply this to your business
Go through your website and product and document the key actions of your users you want to track. Start small.
Track maybe ten actions/events and build off of that.
List out the things you can learn about your users as they go through your site and what actions will be helpful if
you save them. Things like first name are just scratching the surface.
Do multiple internal reviews and make sure your whole team is in alignment.

63
What is taxonomy?
Let’s first start by getting a good understanding of
what taxonomy is and how you should think about it.
This will be the basis of your stack’s schema.
Identify who your customers are
Not only will you need to track what you users/
customers are doing, but you might want to know
important details about them. Let’s not limit
ourselves to first names here people :)
Defining the actions people take
Your users/customers are going to be taking critical
actions that you need to track. It would be horrible if
you did not track that someone “signed up” or that
they “purchased.”
Prepare taxonomy that
the whole team can use
Building your stack is fun, but it can turn into a nightmare if
you do not keep things consistent. If you name things one
way in one tool but another way in another tool, you can
become very confused and your data will not populate
correctly. Getting your taxonomy and schema built is one of
the first steps to planning out a successful stack integration.
Recap

Follow-up resources to get you going
Resources
Mixpanel’s tracking plans template.
Amplitude's analytics tracking plan template.
Here is the Segment schema (analytics spec) template we recommend and used as the
example.
Amplitude Instrumentation explorer and debugger Chrome extension.
Facebook ad debugger and Chrome extension.
Identifying and mapping user attributes Clearbit to Segment to Autopilot to Salesforce
Mapping Template.

Class Five
Data-driven analytics

Class Six
Capture emails and
generate more leads

Class Seven
Automating your
marketing

Class Eight
Relationship
management with
CRMs

Dan McGaw
CEO at EffinAmazing.com
Hailey Friedman
Head of Marketing at Improvado.io
Thank You

Building stack taxonomy and integrating the stack

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