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Tag Management is not a miracle cure
JULIEN COQUET – VP, CHIEF EVANGELIST @ HUB'SCAN
March 2017
© 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
© Julien Coquet 2017 3
Oh God, here we go
AGENDA
Speaker bio1
About Tag Management2
Issues with Tag Management3
In closing4
Q&A5
© 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
© 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
© Julien Coquet 2017 6
Obligatory quick show of hands
Who here uses a tag management system?
What now? Yes! Maybe? No, I hate hackers
© 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
© 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."
© Julien Coquet 2017 9
And if you're paranoid…
© Julien Coquet 2017 10
And of course, there are other vendors out there…
Tag Management: a mature, saturated market
Insight #1
Tag Management sucks
Insight #2
I <3 Tag Management
© Julien Coquet 2017 13
Your brain, right now
© 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
Tag Management
makes promises it cannot keep
© 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?
You're in for a rude awakening
© 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
© Julien Coquet 2017 19
End result: IT is now your enemy
© 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
© 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)
© Julien Coquet 2017 22
Yeah, that will work out great
© 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
© 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
© 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
© Julien Coquet 2017 26
Quit your day job and switch to comedy
© 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
© 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
© Julien Coquet 2017 29
Sweet rapture, take me now
AGENDA
Speaker bio1
About Tag Management2
Issues with Tag Management3
In closing4
Q&A5
© 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
© 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
© Julien Coquet 2017 32
Don't worry
Your
Data Layer
Gets Better
(in theory)
© Julien Coquet 2017 33
It's no magic bullet
Tag Management is
not a miracle cure,
it's chicken soup
for your tags
© 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
© Julien Coquet 2017 35
Super subtle plug for Hub'Scan
Learn more at http://www.hub-scan.com/
© 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?!
© Julien Coquet 2017 37
That's all, folks!
AGENDA
Speaker bio1
About Tag Management2
Issues with Tag Management3
In closing4
Q&A5
© 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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Tag Management Is Not A Miracle Cure

  • 1. More info at: juliencoquet.com Tag Management is not a miracle cure JULIEN COQUET – VP, CHIEF EVANGELIST @ HUB'SCAN March 2017
  • 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. © Julien Coquet 2017 3 Oh God, here we go AGENDA Speaker bio1 About Tag Management2 Issues with Tag Management3 In closing4 Q&A5
  • 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. © 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. © 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. © 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. © 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. © Julien Coquet 2017 9 And if you're paranoid…
  • 10. © Julien Coquet 2017 10 And of course, there are other vendors out there… Tag Management: a mature, saturated market
  • 12. Insight #2 I <3 Tag Management
  • 13. © Julien Coquet 2017 13 Your brain, right now
  • 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
  • 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. You're in for a rude awakening
  • 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. © Julien Coquet 2017 19 End result: IT is now your enemy
  • 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. © 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. © Julien Coquet 2017 22 Yeah, that will work out great
  • 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. © 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. © 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. © Julien Coquet 2017 26 Quit your day job and switch to comedy
  • 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. © 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. © Julien Coquet 2017 29 Sweet rapture, take me now AGENDA Speaker bio1 About Tag Management2 Issues with Tag Management3 In closing4 Q&A5
  • 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. © 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. © Julien Coquet 2017 32 Don't worry Your Data Layer Gets Better (in theory)
  • 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. © 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. © Julien Coquet 2017 35 Super subtle plug for Hub'Scan Learn more at http://www.hub-scan.com/
  • 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. © Julien Coquet 2017 37 That's all, folks! AGENDA Speaker bio1 About Tag Management2 Issues with Tag Management3 In closing4 Q&A5
  • 38. © Julien Coquet 2017 38 Discuss? • Read my blog at https://juliencoquet.com/en/ • Follow me on Twitter at @juliencoquet • Google me!

Editor's Notes

  1. Good luck getting your angry IT to work with you. Expect public shaming and awkward moments at the coffee machine
  2. Good luck getting your angry IT to work with you. Expect public shaming and awkward moments at the coffee machine