When you first take a look at Google Tag Manager, as someone who is purely involved in marketing, it can be quite overwhelming and code-heavy. Google Tag Manager falls in this awkward place that is a little too techy for the marketers, and a little too marketing for the techies. GTM, however, is getting more and more essential and powerful as website technology increases. Every analyst desires to know what people are doing on their website and why. Google Tag Manager opens up a world of possibilities when integrated with programs like Google Analytics and Adwords and helps send the detailed information to these programs. This workshop will focus on GTM from a marketing and data perspective.