10 Steps to Selecting a Tag Management System

Transcription

1 WEBINAR 10 Steps to Selecting a Tag Management System January 20, 2015

2 About InfoTrust GACP and GAP Reseller working with 2,000+ sites globally. In-depth understanding of tagging industry: Extensive experience with various TMS Developed proprietary product (taginspector.com) for solving tagging & privacy issues Google Partner and Bing Ads Accredited: PPC campaign management & analytics Recent Google Analytics Universal Analytics remarketing case study

3 Presenter Andy Gibson, MBA Digital Marketing

4 Agenda 10 Steps to Selecting a TMS 1. Assess the Current Situation 2. Determine the Stakeholders 3. Evaluate the Current Tag Management Process 4. Define the Business Requirements 5. Understand Which Model You Need 6. Research the Marketplace 7. Contact the Vendors 8. Evaluate the Options & Choose Best Solution 9. Get to Work 10. Make Your Implementation Sustainable

5 1. Assess the Current Situation Question: Is a Tag Management System a vitamin or an antibiotic for your organization?

6 Vitamin You re looking to use a Tag Management System because you know it s good for you*. Examples: Consolidating your many marketing tags Shifting the responsibility of tag management from IT to Marketing You re experimenting with capturing more powerful data and sending it to different tools/databases *This statement has not been evaluated by the FDA.

7 Antibiotic You re looking to use a TMS because you hope it will fix a major issue. Symptoms include major headaches due to: Nobody owning tag management Broken tracking Dev/IT team taking too long to push updates

8 So What Are You Taking?

10 2. Determine the Stakeholders Selecting a TMS is just like selecting any other type of software or tool for your company. You will need to understand: Who are the end users Who will need access (but may not need to use it regularly) Who will need to be involved in the selection process And ultimately who will sign off on the decision.

11 End Users These are likely the most vocal advocates for using a TMS Development/IT Data architects Analysts Andy, Analyst

12 Needs Access The end users are the ones that will be using the TMS on a daily basis. However, others will still need to have access. Amin, Analytics Manager Typically, this will be middle-management. Andy, IT/Dev. Mgr.

13 Involved in Selection Process This greatly depends on your company and it s size, but stakeholders from multiple departments like Marketing and IT may need to be involved. Jill & Jimmy, Marketing Note: IT s needs won t necessarily match Marketing s needs. Alex, IT/Dev.

14 The Decision Maker(s) Most often this is the C-Suite: your CEO, CMO, CIO, or CFO. This is the person(s) you need to convince a TMS will alleviate the company s analytics and tag management pain points. Michael, CMO

16 3. Evaluate Current Tag Management Process Ask yourself a few questions: Who owns tag management? Whose responsibility is it to add, remove or modify tags or analytics tracking? Do you know: What tags are currently on your site? Where these tags are located? And how these tags are being deployed?

17 3. Evaluate Current Tag Management Process All the technology in the world won t be helpful unless you have a defined process for tag management. What makes up a tag management process?

18 Components of a Tag Management Process

19 Tag Inspector Tag Inspector reports include: 1. Unique tags 2. TMS Vendor 3. # of tags deployed through TMS 4. TMS location 5. Tag depth 6. Tag location 7. Tag & TMS Latency

21 4. Define Business Requirements What are your objectives with a TMS? Short-term Long-term

22 TMS Requirements The features and functionality of your TMS will need to map to your business requirements. Supported tags Degree of TMS customization Scalability Built-in privacy compliance solution Staging/dev/production support Hosting Support for mobile apps Service Level Agreement

23 Example Short-term Objective: Move all Google Analytics tagging to TMS. TMS Requirement: Template tags for all types of Google Analytics tags and configurations.

25 5. Understand Which Model You Need Which service option is right for you? Fully-managed solution: Buying from a trusted partner More expensive, less intensive Someone outside your company manages the TMS Internal knowledge and resources are less critical Self-service solution: Buying directly from the vendor Less expensive, more intensive Vendor will help with implementation and support, but you manage the TMS Your organization needs the internal knowledge and resources to manage the TMS

26 5. Understand Which Model You Need Which pricing model is right for you? Free: Many enterprise web analytics vendors offer their own TMS for free on top of their analytics package Paid: Fixed fee model: Flat yearly fee Volume model: Based on traffic or number of sites Variable model: Based on multiple variables like bundling of other products, training, deployment costs, etc.

28 6. Research the Marketplace The Tag Management industry is still young, but rapidly growing. With rapid growth has come consolidation within the industry: Signal (formerly BrightTag) purchased SiteTagger back in Adobe purchased Satellite Tag Management in Ensighten purchased major competitor, TagMan, in early 2014.

29 6. Research the Marketplace We won t be able to provide a full-feature comparison of these tag management systems. Resources: com/understanding+tag+management+tools+and+technolog y/fulltext/-/e-res

30 TMS-Focused Major Players 1. Signal: signal.co 2. Ensighten: ensighten.com 3. Tealium: tealium.com

31 Analytics Vendors with In-House Tag Management Systems 1. Adobe: adobe.com 2. IBM: ibm.com Analytics Vendors with Free TMS for All: 1. Google: google.com/tagmanager

32 Other Players in the Industry Impact Radius DC Storm Mezzobit SuperTag Qubit UberTags

34 7. Contact the Vendors Schedule time for a product demo Introduce your company and your pain points Provide your list of TMS requirements Ask for any documentation that might help you decide Discuss pricing and service models Request access to test the product and talk with existing clients Share the ROI you need to sell this internally

36 8. Evaluate the Options & Choose Best Solution Would you buy a car without test driving it first?

37 Thoroughly Test Each Product Hands-on experience with each product will allow your team to properly evaluate each TMS.

38 Contact Existing Clients Have a list of questions ready: What do they like and dislike about the vendor? What do they like and dislike about the TMS? How does the TMS empower their company to stay ahead of the competition? How is the vendor s customer service?

39 Choose the Solution That is Right For You Covers your TMS requirements Satisfies all stakeholders Fits your service and price model needs Passes your testing evaluation You re comfortable with the vendor/partner It is flexible for your long-term plans

41 9. Get to Work Awesome, so you ve chosen a TMS. Pat yourself on the back.

42 9. Get to Work Use your organization s current change management process: Resources Timeline Milestones Prepare architecture Contact InfoTrust :-)

44 10. Make Your Implementation Sustainable Question: How do you protect yourself from random people making random decisions? By implementing a tag management policy! What tools are available to enforce a policy?

45 Enforcing a Tag Policy with Tag Inspector

46 Enforcing a Tag Policy with Tag Inspector

47 Next Steps Interested in learning more about Tag Management? Visit TagInspector.com Upcoming Product Training and Live Demo! Tomorrow: January 21, 2015 at 1 PM EST

48 Questions?

49