Romain Ammar, Mezzo Labs
February 2014
Measuring websites
Web analytics and tag management solutions
WEB ANALYTICS
Definition of web analytics
“ Web analytics is the collection,
measurement, analysis and
reporting of internet data for
pu...
Power Centre: IT“Web Logs”
Problem: Marketers
- No quick access to data
- Incomplete answers
- Web has become more
complex
Thank you, Javascript !
Web
Server
------------
------------
------------
---
------------
------------
------------
---
How does Web Analytics help me ?
Acquisition Behaviour Conversion
Visits from Search,
Display Campaigns,
Newsletters…
Top ...
Reports, Dashboards… Decisions!
Main Vendors
Free Paid
All the same, really?
Paid solutions differentiate from Free
solutions for the main following reasons :
- Support contract...
Which one’s for me ?
There is no good or bad web analytics solution.
But one may be a provide a better solution for your
b...
Wait…
Competition brings new features
and a range of complementary
products :
+ +
+ +
+
SiteCatalyst Discover Dynamic Tag
...
TAG MANAGEMENT SOLUTIONS
Definition
Tag Management Systems are a service dedicated to
simplifying third party tags management on a website.
Tag Man...
Problem: Marketers
- Data inaccuracy
- IT cycles dependency
- Different tags, no
rules.
Architecture
Web
Server
Thanks
TMS
Vendors
The Good
- Accuracy of overall analytics data
- Freedom of managing tags from
multiple applications, flexibility in
adding...
The Bad… or The Ugly !
- Uneducated marketers to throw out
new tags on production sites without
proper validation.
- No st...
Which one’s for me?
Flexibility Security
• Reliability and a signed SLA
(Service Level Agreement)
• Standard out-of-the-bo...
Conclusion
- Tag Management Systems can make the
process of maintaining, removing and
deploying new tags much more efficie...
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Measuring websites - Romain Ammar

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This presentation by Romain Ammar was given at Mezzo Labs' "Getting Ahead at Web Analytics" event in February 2014. The presentation covers web analytics and tag management solutions

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Measuring websites - Romain Ammar

  1. 1. Romain Ammar, Mezzo Labs February 2014 Measuring websites Web analytics and tag management solutions
  2. 2. WEB ANALYTICS
  3. 3. Definition of web analytics “ Web analytics is the collection, measurement, analysis and reporting of internet data for purposes of understanding and optimizingweb usage.”
  4. 4. Power Centre: IT“Web Logs”
  5. 5. Problem: Marketers - No quick access to data - Incomplete answers - Web has become more complex
  6. 6. Thank you, Javascript ! Web Server ------------ ------------ ------------ --- ------------ ------------ ------------ ---
  7. 7. How does Web Analytics help me ? Acquisition Behaviour Conversion Visits from Search, Display Campaigns, Newsletters… Top pages, top products, top visitor’s journeys… Sales, Leads Generated, Registrations…
  8. 8. Reports, Dashboards… Decisions!
  9. 9. Main Vendors Free Paid
  10. 10. All the same, really? Paid solutions differentiate from Free solutions for the main following reasons : - Support contract (up to 24/7 in local language) - Full availability of data collection and reporting servers - Data ownership for the client - Assigned consulting and commercial service
  11. 11. Which one’s for me ? There is no good or bad web analytics solution. But one may be a provide a better solution for your business needs. Also, the success for implementing a Web analytics strategy relies much more on internal and external resources using the solution rather than the solution itself.
  12. 12. Wait… Competition brings new features and a range of complementary products : + + + + + SiteCatalyst Discover Dynamic Tag Management +
  13. 13. TAG MANAGEMENT SOLUTIONS
  14. 14. Definition Tag Management Systems are a service dedicated to simplifying third party tags management on a website. Tag Management Systems allow you to replace all third party tags on the website by a single Java script tag on every page.
  15. 15. Problem: Marketers - Data inaccuracy - IT cycles dependency - Different tags, no rules.
  16. 16. Architecture Web Server Thanks TMS
  17. 17. Vendors
  18. 18. The Good - Accuracy of overall analytics data - Freedom of managing tags from multiple applications, flexibility in adding and testing new tags and reduced dependency on suppliers - Ease-of-use of management through a system specifically designed for the task that free up valuable IT resources - Performance improvement in page load time streamlining tags and serving them only when appropriate.
  19. 19. The Bad… or The Ugly ! - Uneducated marketers to throw out new tags on production sites without proper validation. - No structure around workflow = higher security risks.
  20. 20. Which one’s for me? Flexibility Security • Reliability and a signed SLA (Service Level Agreement) • Standard out-of-the-box templates available for most common tags • Great support and robust documentation • Free, unlimited accounts, unlimited calls • Simple and usable browser based preview and debug interface • Flexible “HTML Tag” option for custom tag creation
  21. 21. Conclusion - Tag Management Systems can make the process of maintaining, removing and deploying new tags much more efficient. - However you still need a process. You will never get the value this technology can provide without one… - Don’t expect the endeavour to be as simple as many vendors normally claim!

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