superweek 2014 julien coquet tag management is not a miracle cure

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Tag Management is not a miracle cure Julien Coquet Superweek 2014

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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 on January 21st, 2014, 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 web analytics expert, consultant and evangelist. A veteran of web 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!

TRANSCRIPT

Page 1: Superweek 2014   julien coquet tag management is not a miracle cure

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

������

Julien Coquet���Superweek 2014

Page 2: Superweek 2014   julien coquet tag management is not a miracle cure

About myself: Julien Coquet

•  Linguist turned Web Analyst

•  In Web Analytics for far too long

•  Consultant, evangelist, speaker

•  Blogger, author, translator

•  KPI Therapist

@juliencoquet

Page 3: Superweek 2014   julien coquet tag management is not a miracle cure

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

Page 4: Superweek 2014   julien coquet tag management is not a miracle cure

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.

Page 5: Superweek 2014   julien coquet tag management is not a miracle cure

Tag Management 101

-  A single piece of code(container)

-  Embedded webmarketing solutions (tags)

-  Variables (macros)

-  Rules (rules)

Page 6: Superweek 2014   julien coquet tag management is not a miracle cure

Tag Management 101

Page 7: Superweek 2014   julien coquet tag management is not a miracle cure

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."

Page 8: Superweek 2014   julien coquet tag management is not a miracle cure

Tag Management: a saturated market

And many more…

Page 9: Superweek 2014   julien coquet tag management is not a miracle cure

Insight #1

Tag Management sucks

Page 10: Superweek 2014   julien coquet tag management is not a miracle cure

Insight #2

I <3 Tag Management

Page 11: Superweek 2014   julien coquet tag management is not a miracle cure
Page 12: Superweek 2014   julien coquet tag management is not a miracle cure

Tag Management makes promises it cannot keep

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Promise #1: No more IT intervention

1.  Independence from your IT department.

2.  Place the tag once.

3.  Goodbye IT!

4.  Profit ?

Page 14: Superweek 2014   julien coquet tag management is not a miracle cure

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

Page 15: Superweek 2014   julien coquet tag management is not a miracle cure

End result: IT is now your enemy

Page 16: Superweek 2014   julien coquet tag management is not a miracle cure

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

Page 17: Superweek 2014   julien coquet tag management is not a miracle cure

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)

Page 18: Superweek 2014   julien coquet tag management is not a miracle cure

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.���

Page 19: Superweek 2014   julien coquet tag management is not a miracle cure

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

Page 20: Superweek 2014   julien coquet tag management is not a miracle cure

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

Page 21: Superweek 2014   julien coquet tag management is not a miracle cure

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

Page 22: Superweek 2014   julien coquet tag management is not a miracle cure

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)

Page 23: Superweek 2014   julien coquet tag management is not a miracle cure

Let's wrap up

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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

Page 25: Superweek 2014   julien coquet tag management is not a miracle cure

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

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DATA GETS BETTER

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

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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

Page 29: Superweek 2014   julien coquet tag management is not a miracle cure

Thank you

Page 30: Superweek 2014   julien coquet tag management is not a miracle cure

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

Page 31: Superweek 2014   julien coquet tag management is not a miracle cure

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