Digital Data Tips Tuesday #1 - Tag Management: Simo Ahava - NetBooster
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This document summarizes Simo Ahava's presentation on tag management systems (TMS). Some key points include: - A TMS bridges the gap between developers and marketers by allowing tags to be managed centrally without embedding them directly into code. - While TMS aims to provide an easy solution, proper planning is required for migrating tags and ongoing management. - When implemented correctly, a TMS can make tagging and analytics more agile. However, it also introduces some performance overhead and flexibility must be balanced with stability. - The presenter cautions against overselling a TMS as a "miracle cure" and advocates focusing on how it facilitates tagging to achieve desired analytics goals
Digital Data Tips Tuesday #1 - Tag Management: Simo Ahava - NetBooster
- 1. Simo Ahava -‐ #DDTT Tag Management May 6th 2014 Digital Data Tips Tuesday -‐ Amsterdam h?p://digitaldata.Cps 1 Simo Ahava | NetBooster Simo Ahava | NetBooster FinlandAsk not what your tags can do for you… #ddtt | May 6 2014 | @SimoAhava | www.simoahava.com
- 2. Simo Ahava -‐ #DDTT Tag Management May 6th 2014 Digital Data Tips Tuesday -‐ Amsterdam h?p://digitaldata.Cps 2 Simo Ahava | NetBooster Finland The Defining Qualities Of A Tag Management System (TMS) GA pageview AdWords remarketing GA event AdWords conversion tracking TMS container Traditional: tags directly in page template TMS: only container code on page template #dd? | May 6 2014 | @SimoAhava | www.simoahava.com The Defining Qualities Of A Tag Management System (TMS) TEMPLATE + CONTAINER TMS + TAGS PAGE + TAGS Page template TMS UI Rendered page #dd? | May 6 2014 | @SimoAhava | www.simoahava.com
- 3. Simo Ahava -‐ #DDTT Tag Management May 6th 2014 Digital Data Tips Tuesday -‐ Amsterdam h?p://digitaldata.Cps 3 The Defining Qualities Of A Tag Management System (TMS) 1. Easy to learn – difficult to master 2. Bridges the gap between the developer and the marketer 3. Promoted as a care-free solution – requires a lot of planning 4. Agile – if done correctly 5. Just a means to an end – does not drive insight itself 6. Can be extended beyond just marketing tagging 7. Can replace multiple tools 8. Capable of completely breaking your website 9. Trades performance for flexibility 10. Scalable and trustworthy – if operated with a data layer #dd? | May 6 2014 | @SimoAhava | www.simoahava.com The Defining Qualities Of A Tag Management System (TMS) 1. Easy to learn – difficult to master 2. Bridges the gap between the developer and the marketer 3. Promoted as a care-free solution – requires a lot of planning 4. Agile – if done correctly 5. Just a means to an end – does not drive insight itself 6. Can be extended beyond just marketing tagging 7. Can replace multiple tools 8. Capable of completely breaking your website 9. Trades performance for flexibility 10. Scalable and trustworthy – if operated with a data layer #dd? | May 6 2014 | @SimoAhava | www.simoahava.com
- 4. Simo Ahava -‐ #DDTT Tag Management May 6th 2014 Digital Data Tips Tuesday -‐ Amsterdam h?p://digitaldata.Cps 4 The Defining Qualities Of A Tag Management System (TMS) 1. Easy to learn – difficult to master 2. Bridges the gap between the developer and the marketer 3. Promoted as a care-free solution – requires a lot of planning 4. Agile – if done correctly 5. Just a means to an end – does not drive insight itself 6. Can be extended beyond just marketing tagging 7. Can replace multiple tools 8. Capable of completely breaking your website 9. Trades performance for flexibility 10. Scalable and trustworthy – if operated with a data layer #dd? | May 6 2014 | @SimoAhava | www.simoahava.com The Defining Qualities Of A Tag Management System (TMS) 1. Easy to learn – difficult to master 2. Bridges the gap between the developer and the marketer 3. Promoted as a care-free solution – requires a lot of planning 4. Agile – if done correctly 5. Just a means to an end – does not drive insight itself 6. Can be extended beyond just marketing tagging 7. Can replace multiple tools 8. Capable of completely breaking your website 9. Trades performance for flexibility 10. Scalable and trustworthy – if operated with a data layer #dd? | May 6 2014 | @SimoAhava | www.simoahava.com
- 5. Simo Ahava -‐ #DDTT Tag Management May 6th 2014 Digital Data Tips Tuesday -‐ Amsterdam h?p://digitaldata.Cps 5 The Defining Qualities Of A Tag Management System (TMS) 1. Easy to learn – difficult to master 2. Bridges the gap between the developer and the marketer 3. Promoted as a care-free solution – requires a lot of planning 4. Agile – if done correctly 5. Just a means to an end – does not drive insight itself 6. Can be extended beyond just marketing tagging 7. Can replace multiple tools 8. Capable of completely breaking your website 9. Trades performance for flexibility 10. Scalable and trustworthy – if operated with a data layer #dd? | May 6 2014 | @SimoAhava | www.simoahava.com The Defining Qualities Of A Tag Management System (TMS) 1. Easy to learn – difficult to master 2. Bridges the gap between the developer and the marketer 3. Promoted as a care-free solution – requires a lot of planning 4. Agile – if done correctly 5. Just a means to an end – does not drive insight itself 6. Can be extended beyond just marketing tagging 7. Can replace multiple tools 8. Capable of completely breaking your website 9. Trades performance for flexibility 10. Scalable and trustworthy – if operated with a data layer #dd? | May 6 2014 | @SimoAhava | www.simoahava.com
- 6. Simo Ahava -‐ #DDTT Tag Management May 6th 2014 Digital Data Tips Tuesday -‐ Amsterdam h?p://digitaldata.Cps 6 The Defining Qualities Of A Tag Management System (TMS) 1. Easy to learn – difficult to master 2. Bridges the gap between the developer and the marketer 3. Promoted as a care-free solution – requires a lot of planning 4. Agile – if done correctly 5. Just a means to an end – does not drive insight itself 6. Can be extended beyond just marketing tagging 7. Can replace multiple tools 8. Capable of completely breaking your website 9. Trades performance for flexibility 10. Scalable and trustworthy – if operated with a data layer #dd? | May 6 2014 | @SimoAhava | www.simoahava.com The Defining Qualities Of A Tag Management System (TMS) 1. Easy to learn – difficult to master 2. Bridges the gap between the developer and the marketer 3. Promoted as a care-free solution – requires a lot of planning 4. Agile – if done correctly 5. Just a means to an end – does not drive insight itself 6. Can be extended beyond just marketing tagging 7. Can replace multiple tools 8. Capable of completely breaking your website 9. Trades performance for flexibility 10. Scalable and trustworthy – if operated with a data layer #dd? | May 6 2014 | @SimoAhava | www.simoahava.com
- 7. Simo Ahava -‐ #DDTT Tag Management May 6th 2014 Digital Data Tips Tuesday -‐ Amsterdam h?p://digitaldata.Cps 7 The Defining Qualities Of A Tag Management System (TMS) 1. Easy to learn – difficult to master 2. Bridges the gap between the developer and the marketer 3. Promoted as a care-free solution – requires a lot of planning 4. Agile – if done correctly 5. Just a means to an end – does not drive insight itself 6. Can be extended beyond just marketing tagging 7. Can replace multiple tools 8. Capable of completely breaking your website 9. Trades performance for flexibility 10. Scalable and trustworthy – if operated with a data layer #dd? | May 6 2014 | @SimoAhava | www.simoahava.com The Defining Qualities Of A Tag Management System (TMS) 1. Easy to learn – difficult to master 2. Bridges the gap between the developer and the marketer 3. Promoted as a care-free solution – requires a lot of planning 4. Agile – if done correctly 5. Just a means to an end – does not drive insight itself 6. Can be extended beyond just marketing tagging 7. Can replace multiple tools 8. Capable of completely breaking your website 9. Trades performance for flexibility 10. Scalable and trustworthy – if operated with a data layer #dd? | May 6 2014 | @SimoAhava | www.simoahava.com
- 8. Simo Ahava -‐ #DDTT Tag Management May 6th 2014 Digital Data Tips Tuesday -‐ Amsterdam h?p://digitaldata.Cps 8 Lesson I – The Pitch IT department is SLOW! Let me code! TMS will solve ALL our problems! I don’t know, I JUST KNOW I HAVE TO HAVE IT! #dd? | May 6 2014 | @SimoAhava | www.simoahava.com Lesson I – The Pitch IT department is SLOW! Let me code! TMS will solve ALL our problems! I don’t know, I JUST KNOW I HAVE TO HAVE IT! #dd? | May 6 2014 | @SimoAhava | www.simoahava.com
- 9. Simo Ahava -‐ #DDTT Tag Management May 6th 2014 Digital Data Tips Tuesday -‐ Amsterdam h?p://digitaldata.Cps 9 Lesson I – The Pitch ü Don’t antagonize IT – Find common ground and establish parameters ü Don’t jump in without a plan – Both for migrating and for managing tags ü Don’t imagine you’re suddenly fluent with web technologies – But don’t forget you are actually producing front-end code ü ”TMS is not a miracle cure – it’s chicken soup for your tags” © Julien Coquet ü Focus on how the TMS will faciliate tagging, make your analytics work agile, and thus help you track what you want, when you want and with what tools you want #dd? | May 6 2014 | @SimoAhava | www.simoahava.com Lesson II – The Plan #dd? | May 6 2014 | @SimoAhava | www.simoahava.com
- 10. Simo Ahava -‐ #DDTT Tag Management May 6th 2014 Digital Data Tips Tuesday -‐ Amsterdam h?p://digitaldata.Cps 10 Lesson II – The Plan ü Use a tool like Hub’Scan,Tag Inspector,WASP, Screaming Frog to make an inventory of all existing tags ü Replicate tags in the TMS ü Test in a staging environment ü Synchronize removal of old tags with TMS deployment to live environment ü Preview, test, debug, preview, test, debug, preview, test, debug, preview, test, debug, preview, test, debug, preview, test, debug, preview, test, debug, preview, test, debug, preview, test, debug #dd? | May 6 2014 | @SimoAhava | www.simoahava.com Lesson III – The Process #dd? | May 6 2014 | @SimoAhava | www.simoahava.com
- 11. Simo Ahava -‐ #DDTT Tag Management May 6th 2014 Digital Data Tips Tuesday -‐ Amsterdam h?p://digitaldata.Cps 11 Lesson III – The Process Use a naming convention – and stick with it #dd? | May 6 2014 | @SimoAhava | www.simoahava.com Lesson III – The Process Use a naming convention – and stick with it Use a simple syntax with all structure – not just tags #dd? | May 6 2014 | @SimoAhava | www.simoahava.com
- 12. Simo Ahava -‐ #DDTT Tag Management May 6th 2014 Digital Data Tips Tuesday -‐ Amsterdam h?p://digitaldata.Cps 12 Lesson III – The Process Use a naming convention – and stick with it Use a simple syntax with all structure – not just tags Find opportunities to make schema leaner #dd? | May 6 2014 | @SimoAhava | www.simoahava.com Once you deploy a Tag Management System…
- 13. Simo Ahava -‐ #DDTT Tag Management May 6th 2014 Digital Data Tips Tuesday -‐ Amsterdam h?p://digitaldata.Cps 13 …YOU HAVE NO MORE EXCUSES NOT TO OPTIMIZEYOUR DATA COLLECTION!!! Simo Ahava | NetBooster Finland Thank you See you on Twitter / Google+ / LinkedIn / NetBooster / simoahava.com