The document discusses the importance and management of tag management systems (TMS) in digital marketing, highlighting the benefits such as improved campaign execution and analytics quality. It emphasizes agility, vendor independence, and compliance while addressing potential misconceptions and challenges in tag deployment. Statistical data supports the effectiveness of TMS, indicating substantial returns on investment and enhanced productivity in managing customer data.

1. A view
of Tag Management

2. Who
the hell
are you?

3. Stéphane Hamel
Data are the raw material of my
craft.
SHamel67
shamel@immeria.net
linkedin.com/in/shamel
google.com/+StephaneHamel-immeria
@SHamel67

4. Agility
Data
Management
(DMP)
Vendor
Independence
Privacy &
Compliance
QualitySpeed
Dev
Cycle
Governance
Mobile/Apps
Costs
IT
© 2015 Stéphane Hamel, All rights reserved. @SHamel67
The infinite purposes of a TMS

5. 2005
2006
2007
2008
2009
2010
2011
2012
2013
2014
2015
$6m
$1.3
$3
$2.3 $5
$5
$1.1 $15
$10.5
$15.
5
[x+1]
$15.6 $5
$27$40
$20$8.2
$69.1m
$50m
$77.9m
Rakuten
$30.7
Source: Crunchbase & BuiltWith, March 2015© 2015 Stéphane Hamel, All rights reserved. @SHamel67
Market shares

6. Market Share
Top 500 Global e-commerce
19%
13%
8%
5%4%
Methodology:1366websitesanalyzedusingWASP.crawler,March2015
© 2015 Stéphane Hamel, All rights reserved. @SHamel67

7. “Don’t know JavaScript? No problem”
“With a single line of code…”
“Reduce reliance on IT by 75%…”
No IT? Really?

8. “40% website page load acceleration”
Speed up
website? BS!

13. “Collect 100% of your customer data”
“Collect data from every touch point to build a 360o
customer profile”
Privacy &
Compliance
Impact of DMP,
user rights &
privacy?

14. Governance
Costs
“Increase our productivity by 75%...”
“reduce time it took to deploy a tag
from 90 days to just a couple of hours.”
“annualized ROI of 401 percent within
eight months”
Agility
Will you really
save? (hint: YES!)

15. Quality
JavaScript Object
Formalized/Rigorous
Data Layer
HTML attributes
Flexibility/Agility
DOM Scraping
Dev
Cycle
<p>Transaction #:
<span id=“orderId”>VTJCCF69374D</span>
</p>
<script>
var dataLayer = {
“orderId”: “VTJCCF69374D”
};
</script>
Pros & Cons of DOM Scraping & Data Layer

16. The problem with
“research”
86% of respondents agree that effectively managing web site
tags is fundamental to digital marketing
77% of digital marketers say that using a tag management
system improved their ability to run marketing campaigns
45% experienced an improvement in analytics quality and tag
deployment across large number of properties.
To further investigate, in March 2014, Vendor X commissioned
Forrester Consulting…

17. Requirements aren’t a benchmark
Feature
Everybody does
it anyway!
Super
Feature
One day we’ll do
this!
Shiny Object
Nice graphs, my
boss will love it!
Works in
PowerPoint
But in worked in
the demo!
We’ll see
This is critical but
we’ll see when
we get there…
Vendor #1 Vendor #4Vendor #2 Vendor #3

18. Vendor Selection
0
1
2
3
0 1 2 3
Vendor #1
Vendor #2
Vendor #3
Vendor #4
Could
Should
Must
OOTBConfigCustom

19. Are we doomed?
Constraints Ideal
Realistic Optimal

20. Q&A

21. Stéphane Hamel
Data is the raw material of my craft.
SHamel67
shamel@immeria.net
linkedin.com/in/shamel
google.com/+StephaneHamel-immeria
@SHamel67