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Tag Management Is Not A Miracle Cure

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Tag Management is the latest craze in digital analytics implementations. It's supposed to change the way we deploy analytics/tracking capabilities and yet, success is not guaranteed.
In this presentation originally given at Superweek 2014 in Hungary, digital analytics expert Julien Coquet details where tag management systems (TMS) fail their end users. Julien also presents best practices on how to deploy of tags via a TMS.

About Julien Coquet: Julien is a digital analytics expert, consultant and evangelist. A veteran of digital performance measurement, Julien assists companies with their online analytics strategies by translating business requirements into measurable goals and key performance indicators into actionable reports - and more!

Published in: Marketing, Technology, Business

Tag Management Is Not A Miracle Cure

  1. 1. More info at: juliencoquet.com Tag Management is not a miracle cure JULIEN COQUET – VP, CHIEF EVANGELIST @ HUB'SCAN March 2017
  2. 2. © Julien Coquet 2017 2 The captain has turned on the seatbelt sign AGENDA Speaker bio1 About Tag Management2 Issues with Tag Management3 In closing4 Q&A5 Appendix - removedA
  3. 3. © Julien Coquet 2017 3 Oh God, here we go AGENDA Speaker bio1 About Tag Management2 Issues with Tag Management3 In closing4 Q&A5
  4. 4. © Julien Coquet 2017 4 About Julien Coquet • Cunning Linguist • Level 80 Digital Analytics Warrior • Consultant, evangelist, speaker • Blogger, author, translator • KPI Therapist (one word) • Keeper of the One True Tagging Plan VP, CHIEF EVANGELIST @ HUB'SCAN
  5. 5. © Julien Coquet 2017 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. © Julien Coquet 2017 6 Obligatory quick show of hands Who here uses a tag management system? What now? Yes! Maybe? No, I hate hackers
  7. 7. © Julien Coquet 2017 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. © Julien Coquet 2017 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. © Julien Coquet 2017 9 And if you're paranoid…
  10. 10. © Julien Coquet 2017 10 And of course, there are other vendors out there… Tag Management: a mature, saturated market
  11. 11. Insight #1 Tag Management sucks
  12. 12. Insight #2 I <3 Tag Management
  13. 13. © Julien Coquet 2017 13 Your brain, right now
  14. 14. © Julien Coquet 2017 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. Tag Management makes promises it cannot keep
  16. 16. © Julien Coquet 2017 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. © Julien Coquet 2017 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. © Julien Coquet 2017 19 End result: IT is now your enemy
  20. 20. © Julien Coquet 2017 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 <3
  21. 21. © Julien Coquet 2017 21 Promise #2: 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. © Julien Coquet 2017 22 Yeah, that will work out great
  23. 23. © Julien Coquet 2017 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 live • Execs question the value of a TMS, end up rolling back regular tagging
  24. 24. © Julien Coquet 2017 24 Solution(s) • Set strict rules and actual processes for tag/rule creation and publication • Leave your TMS in the hands of your digital analysts (or dedicated, trained professionals) • Train your team
  25. 25. © Julien Coquet 2017 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. © Julien Coquet 2017 26 Quit your day job and switch to comedy
  27. 27. © Julien Coquet 2017 27 What really happens… • AKA "IT messed up" • The data layer is broken • The data in the layer is not compliant with your requirement • Bigger projects increase chance of errors • Data quality is an afterthought
  28. 28. © Julien Coquet 2017 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. © Julien Coquet 2017 29 Sweet rapture, take me now AGENDA Speaker bio1 About Tag Management2 Issues with Tag Management3 In closing4 Q&A5
  30. 30. © Julien Coquet 2017 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. © Julien Coquet 2017 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. © Julien Coquet 2017 32 Don't worry Your Data Layer Gets Better (in theory)
  33. 33. © Julien Coquet 2017 33 It's no magic bullet Tag Management is not a miracle cure, it's chicken soup for your tags
  34. 34. © Julien Coquet 2017 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 • Don't forget Quality Assurance
  35. 35. © Julien Coquet 2017 35 Super subtle plug for Hub'Scan Learn more at http://www.hub-scan.com/
  36. 36. © Julien Coquet 2017 36 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?!
  37. 37. © Julien Coquet 2017 37 That's all, folks! AGENDA Speaker bio1 About Tag Management2 Issues with Tag Management3 In closing4 Q&A5
  38. 38. © Julien Coquet 2017 38 Discuss? • Read my blog at https://juliencoquet.com/en/ • Follow me on Twitter at @juliencoquet • Google me!

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