Last weekend I held a talk at TechSaloniki 2017 about GTM. My goal was to introduce GTM to professionals with no previous experience with a Tag Management Systems (TMS) and show them the reasons why someone working with web analytics should be using it. I also demonstrated several advanced use cases where a Tag Management System like Google Tag Manager can come handy: Removing PII data from your collected traffic data Combining different data sources online Tracking adblocker usage Injecting SEO improvements Enriching data during data collection Formatting and converting data I wanted to make sure that everyone understood the power a...