superweek 2014 julien coquet tag management is not a miracle cure

Tag Management���is not a miracle cure���

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Julien Coquet���Superweek 2014

About myself: Julien Coquet

•  Linguist turned Web Analyst

•  In Web Analytics for far too long

•  Consultant, evangelist, speaker

•  Blogger, author, translator

•  KPI Therapist

@juliencoquet

About my company: Hub'Sales

•  Based in Paris

•  Part of the B&D Group

•  A leader in digital analytics consulting

•  Team of 12 consultants

•  Home of Hub'Scan, a tagging

optimization solution

A foreword For the sake of this presentation, and given the audience's familiarity with Google's TMS, Google Tag Manager will be used in this presentation to simplify concept usage.

Tag Management 101

-  A single piece of code(container)

-  Embedded webmarketing solutions (tags)

-  Variables (macros)

-  Rules (rules)

Tag Management 101

Tag Management 101 (for LOTR nerds)

"One tag to rule them all,

one macro to find them,

one rule to bring them all

and in the data bind them."

Tag Management: a saturated market

And many more…

Insight #1

Tag Management sucks

Insight #2

I <3 Tag Management

Tag Management makes promises it cannot keep

Promise #1: No more IT intervention

1.  Independence from your IT department.

2.  Place the tag once.

3.  Goodbye IT!

4.  Profit ?

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

End result: IT is now your enemy

Solution

•  Involve IT early

•  Consult them for feasibility (datalayer for instance)

•  Keep them in the loop for site evolutions

•  Give them a little love <3

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)

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 going with a TMS and end up ���

rolling back regular tagging.���

Solution

•  Set strict rules and actual processes for tag/rule creation and publication

•  Leave your TMS in the hands of your web analyst���

(or a dedicated, trained professional)

•  Train your team

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

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

Solution

•  Define quality assurance procedures

•  Define a super-tight tagging plan

•  Use automated quality assurance

•  Even if you don't use a TMS, tag your site with a data layer���

(in case you change your mind)

Let's wrap up

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"���

- US Defense secretary Donald Rumsfeld

More paraphrase:

"You analyze based on the data you have, not the data you might want���

or wish to have at a later time"���

- Analytics evangelist Avinash Kaushik

DATA GETS BETTER

Tag Management is���not a miracle cure, it's chicken soup���for your tags

Keys to TMS Success

•  Design, structure and communication

•  Training, training, and more training

•  Don't trust the TMS, don't trust the CMS

•  Don't forget Quality Assurance

Thank you

About Hub'Scan

•  Checks effective tagging on your website

•  Validates current tagging vs tagging blueprint

•  Replays user journeys & checks for tag calls

•  Supports major TMSes, such as GTM

•  Provides analytics-related cookie audits

Try Hub'Scan for free http://free.hub-scan.com