Romain Ammar, Mezzo LabsFebruary 2014

Measuring websitesWeb analytics and tag management solutions

WEB ANALYTICS

Definition of web analytics

“ Web analytics is the collection,

measurement, analysis and

reporting of internet data for

purposes of understanding

and optimizing web usage.”

Power Centre: IT“Web Logs”

Problem: Marketers

- No quick access to data- Incomplete answers- Web has become more

complex

Thank you, Javascript !

Web Server

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How does Web Analytics help me ?

Acquisition Behaviour Conversion

Visits from Search, Display Campaigns, Newsletters…

Top pages, top products, top visitor’s journeys…

Sales, Leads Generated, Registrations…

Reports, Dashboards… Decisions!

Main Vendors

Free Paid

All the same, really?

Paid solutions differentiate from Free solutions for the main following reasons :

- Support contract (up to 24/7 in local language)

- Full availability of data collection and reporting servers

- Data ownership for the client

- Assigned consulting and commercial service

Which one’s for me ?

There is no good or bad web analytics solution.

But one may be a provide a better solution for your

business needs.

Also, the success for implementing a Web analytics

strategy relies much more on internal and

external resources using the solution rather

than the solution itself.

Wait…Competition brings new features and a range of complementary products :

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SiteCatalyst Discover Dynamic TagManagement

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TAG MANAGEMENT SOLUTIONS

Definition

Tag Management Systems are a service dedicated to simplifying third party tags management on a website.

Tag Management Systems allow you to replace all third party tags on the website by a single Java script tag on every page.

Problem: Marketers

- Data inaccuracy- IT cycles dependency- Different tags, no

rules.

Architecture

Web Server

Thanks

TMS

Vendors

The Good

- Accuracy of overall analytics data- Freedom of managing tags from

multiple applications, flexibility in adding and testing new tags and reduced dependency on suppliers

- Ease-of-use of management through a system specifically designed for the task that free up valuable IT resources

- Performance improvement in page load time streamlining tags and serving them only when appropriate.

The Bad… or The Ugly !

- Uneducated marketers to throw out new tags on production sites without proper validation.

- No structure around workflow = higher security risks.

Which one’s for me?

Flexibility Security

• Reliability and a signed SLA (Service Level Agreement)

• Standard out-of-the-box templates available for most common tags

• Great support and robust documentation

• Free, unlimited accounts, unlimited calls

• Simple and usable browser based preview and debug interface

• Flexible “HTML Tag” option for custom tag creation

Conclusion

- Tag Management Systems can make the process of maintaining, removing and deploying new tags much more efficient.

- However you still need a process. You will never get the value this technology can provide without one…

- Don’t expect the endeavour to be as simple as many vendors normally claim!