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Julien Coquet - Tag Management is not a Miracle Cure

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Julien Coquet - Tag Management is not a Miracle Cure

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Julien Coquet - Tag Management is not a Miracle Cure

  1. 1. Tag Management is (still) not a miracle cure Web Analytics Wednesday CPH February 2018
  2. 2. The captain has turned on the seatbelt sign AGENDA Speaker bio1 About Tag Management2 Issues with Tag Management3 In closing4 Q&A5 Appendix – not removed yetA
  3. 3. Oh God, here we go AGENDA Speaker bio1 About Tag Management2 Issues with Tag Management3 In closing4 Q&A5
  4. 4. About Julien Coquet • Consultant, evangelist, speaker • Cunning Linguist • Level 80 Digital Analytics Warrior • Blogger, author, translator • KPI Therapist (one word) • Keeper of the One True Tagging Plan VP, PRODUCT, EVANGELIST @ HUB'SCAN
  5. 5. I'll take Tag Management for $200, Alex AGENDA Speaker bio1 About Tag Management2 Issues with Tag Management3 In closing4 Q&A5
  6. 6. Obligatory quick show of hands Who here uses a tag management system? What now? Yes! Maybe? No, I hate hackers
  7. 7. Tag Management 101 • A single piece of code (aka container) • Embedded digital marketing solutions (tags) • A data layer • Variables (macros) • Rules (triggers) • Works for mobile apps using a SDK
  8. 8. Tag Management 101 (for LOTR nerds) "One tag to rule them all, one variable to find them, one trigger to bring them all and in the data bind them."
  9. 9. A TMS is not for the paranoid…
  10. 10. Tag Management: a mature, saturated market 3 main players: • Adobe • Google • Tealium (that's pretty much it)
  11. 11. Insights, yay! Insight #1 Tag Management sucks
  12. 12. Insights, yay! Insight #2 I ❤️ Tag Management
  13. 13. Your brain, right now
  14. 14. It's going to be, waiiit for it… AGENDA Speaker bio1 About Tag Management2 Issues with Tag Management3 In closing4 Q&A5
  15. 15. The basic premise Tag Management makes promises it cannot keep
  16. 16. Promise #1: No more IT intervention 1. Independence from your IT department 2. Place the tag once 3. Goodbye IT! 4. Profit?
  17. 17. You're in for a rude awakening
  18. 18. What really happens… • Companies don't realize implementation means… re-tagging! • Errors happen • Containers are misplaced / broken • Data layers are missing data or contain the wrong variables • IT feels kicked out of its private playground. • IT feels distrust towards corporate / marketing
  19. 19. End result: IT is now your enemy
  20. 20. Solution(s) • Involve IT early • Consult them for feasibility (datalayer for instance) • Keep them in the loop for site evolutions • Give them a little love ❤️
  21. 21. Promise #2: So simple, marketing execs can use it 1. It's easy, just click 2. Workflow, processes, hurray! 3. Access rights 4. Put agencies on a leash (aka the end of ninja Floodlight tags)
  22. 22. Yeah, that will work out great
  23. 23. What really happens… • Marketing people start with little analytics and tagging experience • Execs get lost during setup and end up delegating to an agency • Access rights confuse users • Project communication breaks down, changes are not pushed
  24. 24. Solution(s) • Set strict rules & actual processes for tag/rule creation & publication • Leave your TMS in the hands of your digital analysts (or, you know, trained professionals) • Train. Your. Team.
  25. 25. Promise #3: Tag and forget 1. Tagging will auto-magically follow site evolutions 2. My data layer is bullet proof 3. My reports will contain the data I need
  26. 26. Called it!
  27. 27. What really happens… • AKA "IT messed up" • The data layer is broken • The data in the layer is not compliant with your requirements • Bigger projects increase chance of errors • Data quality is an afterthought
  28. 28. Solution(s) • Define quality assurance procedures • Define a super-tight tagging plan • Enforce and maintain that tagging plan • Use automated quality assurance • Even if you don't use a TMS, tag your site with a data layer
  29. 29. Sweet rapture, take me now AGENDA Speaker bio1 About Tag Management2 Issues with Tag Management3 In closing4 Q&A5
  30. 30. To paraphrase: "You go to war with the army you have, not the army you might want or wish to have at a later time" - Former US Defense secretary Donald Rumsfeld
  31. 31. More paraphrasing: "You analyze based on the data you have, not the data you might want or wish to have at a later time" - Digital evangelist Avinash Kaushik
  32. 32. Keep calm and YOLO Your Data Layer Gets Better (in theory)
  33. 33. It's no magic bullet Tag Management is not a miracle cure, it's chicken soup for your tags
  34. 34. Pro tips for TMS success • Design, structure and communication • Governance For The Win • Training, training, and more training • Don't trust the TMS, don't trust the CMS • Quality Assurance is key
  35. 35. Optimize your website with this weird tip 35 “Screw IT, let's livepatch the website #LOL #YOLO”
  36. 36. Super subtle plug for Hub'Scan Learn more at http://www.hub-scan.com/
  37. 37. Super subtle plug for Hub'Scan Pages are not tagged Analytics data does not match requirements Punish your front-end developer Save time running boring audits How many Google accounts do you need?!
  38. 38. Now with GDPR audit features
  39. 39. That's all, folks! AGENDA Speaker bio1 About Tag Management2 Issues with Tag Management3 In closing4 Q&A5
  40. 40. Time for Q&A before drinks! • More info on Hub'Scan at hub-scan.com or Twitter @hubscan • Follow me on Twitter at @juliencoquet • Analytics blog at https://juliencoquet.com/en/ • Google me!

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