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

1. Romain Ammar, Mezzo Labs
February 2014
Measuring websites
Web analytics and tag management solutions

2. WEB ANALYTICS

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. Power Centre: IT“Web Logs”

5. Problem: Marketers
- No quick access to data
- Incomplete answers
- Web has become more
complex

6. Thank you, Javascript !
Web
Server
------------
------------
------------
---
------------
------------
------------
---

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. Reports, Dashboards… Decisions!

9. Main Vendors
Free Paid

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. 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. Wait…
Competition brings new features
and a range of complementary
products :
+ +
+ +
+
SiteCatalyst Discover Dynamic Tag
Management
+

13. TAG MANAGEMENT SOLUTIONS

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. Problem: Marketers
- Data inaccuracy
- IT cycles dependency
- Different tags, no
rules.

16. Architecture
Web
Server
Thanks
TMS

17. Vendors

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. 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. 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. 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!