10 Steps to Selecting a Tag Management System · The Tag Management industry is still young, but...

10 Steps to Selecting a Tag Management SystemJanuary 20, 2015

WEBINAR

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

Presenter

Andy Gibson, MBADigital Marketing

Analyst @APGibson16

Agenda

10 Steps to Selecting a TMS1. Assess the Current Situation2. Determine the Stakeholders3. Evaluate the Current Tag Management Process4. Define the Business Requirements5. Understand Which Model You Need6. Research the Marketplace 7. Contact the Vendors8. Evaluate the Options & Choose Best Solution9. Get to Work

10. Make Your Implementation Sustainable

1. Assess the Current Situation

Question: Is a Tag Management System a vitamin or an antibiotic for your organization?

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.

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

So What Are You Taking?

Agenda

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.

End Users

These are likely the most vocal advocates for using a TMS

● Development/IT● Data architects● Analysts

Andy, Analyst

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.

Typically, this will be middle-management.

Amin, Analytics Manager

Andy, IT/Dev. Mgr.

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.

Note: IT’s needs won’t necessarily match Marketing’s needs.

Alex, IT/Dev.

Jill & Jimmy, Marketing

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

Agenda

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?

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?

Components of a Tag Management Process

Tag Inspector

Tag Inspector reports include:

1. Unique tags2. TMS Vendor3. # of tags deployed through TMS4. TMS location5. Tag depth6. Tag location7. Tag & TMS Latency

Agenda

4. Define Business Requirements

What are your objectives with a TMS?

● Short-term____________________________________

● Long-term____________________________________

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

Example

Short-term Objective: Move all Google Analytics tagging to TMS.

TMS Requirement: Template tags for all types of Google Analytics tags and configurations.

Agenda

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

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.

Agenda

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 2012.

● Adobe purchased Satellite Tag Management in 2013.

● Ensighten purchased major competitor, TagMan, in early 2014.

6. Research the Marketplace

We won’t be able to provide a full-feature comparison of these tag management systems.

Resources:1. https://econsultancy.com/reports/tag-management-buyers-

guide2. http://www.forrester.

com/Understanding+Tag+Management+Tools+And+Technology/fulltext/-/E-RES74123

3. http://blog.taginspector.com/updated-tag-wars-tagman-acquisition-ensighten-telling-us-future-tagging/

TMS-Focused Major Players

1. Signal: signal.co2. Ensighten: ensighten.com3. Tealium: tealium.com

Analytics Vendors with In-House Tag Management Systems

1. Adobe: adobe.com2. IBM: ibm.com

Analytics Vendors with Free TMS for All:1. Google: google.com/tagmanager

Other Players in the Industry

● Impact Radius● DC Storm● Mezzobit ● SuperTag● Qubit● UberTags

Agenda

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

Agenda

8. Evaluate the Options & Choose Best Solution

Would you buy a car without test driving it first?

Thoroughly Test Each Product

Hands-on experience with each product will allow your team to properly evaluate each TMS.

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?

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

Agenda

9. Get to Work

Awesome, so you’ve chosen a TMS. Pat yourself on the back.

9. Get to WorkUse your organization’s current change management process:

● Resources● Timeline● Milestones● Prepare architecture● Contact InfoTrust :-)

Agenda

10. Make Your Implementation SustainableQuestion: 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?

Enforcing a Tag Policy with Tag Inspector

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

Questions?

10 Steps to Selecting a Tag Management System · The Tag Management industry is still young, but...

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