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Improving User Experience With Tag Management
11.22.16
About Tag Inspector and Your Presenter❏ Tag Inspector is a product of InfoTrust, LLC
❏ InfoTrust
❏ Web analytics, tag management, and product development
❏ 2,000+ sites analyzed and supported annually
❏ 30+ digital marketing and training programs a year
❏ Offices: Cincinnati, USA and Dubai, UAE
❏ Presenting
❏ Lucas Long, Tag Inspector Product Manager & Tag Management Consultant
Agenda❏ Overview
❏ Site Performance
❏ Optimization w. Analytics
❏ Personalization & Testing
❏ User Trust
❏ How to Accomplish
❏ Questions
Overview❏ Factors affecting user experience
❏ How they work (tags)
❏ Tags effect on a site
❏ Importance of management
Nfinity Web
Overview❏ Factors affecting user experience
❏ How they work (tags)
❏ Tags effect on a site
❏ Importance of management
Agenda❏ Overview
❏ Site Performance
❏ Optimization w. Analytics
❏ Personalization & Testing
❏ User Trust
❏ How to Accomplish
❏ Questions
Site Performance❏ Factors for performance
❏ Server side
❏ User side
❏ Site itself
❏ Tag’s effect
❏ More weight and load on the User’s machine and browser
❏ Depends on type of tag & loading behavior
Agenda❏ Overview
❏ Site Performance
❏ Optimization w. Analytics
❏ Personalization & Testing
❏ User Trust
❏ How to Accomplish
❏ Questions
Optimization With Analytics❏ User acquisition, behavior, conversion
❏ Informs content, marketing strategy, landing pages, media strategy, design, etc.
❏ Dependant upon complete and accurate data
Agenda❏ Overview
❏ Site Performance
❏ Optimization w. Analytics
❏ Personalization & Testing
❏ User Trust
❏ How to Accomplish
❏ Questions
Personalization & Testing❏ A/B Testing
❏ Tag caveats to remember (changing page content)
❏ Recommendation Engines
❏ Dependent on tags
Agenda❏ Overview
❏ Site Performance
❏ Optimization w. Analytics
❏ Personalization & Testing
❏ User Trust
❏ How to Accomplish
❏ Questions
User Trust❏ Secure and not shared
❏ Creepy advertising
❏ Data leakage and selling to third parties
Agenda❏ Overview
❏ Site Performance
❏ Optimization w. Analytics
❏ Personalization & Testing
❏ User Trust
❏ How to Accomplish
❏ Questions
How to Address❏ Tag Management Policy
❏ Knowing what is on the site
❏ Platforms, location, data collected
❏ Define what is allowed and required
❏ Implement change
❏ Monitor & Enforce
❏ Tag Management Process
❏ Process for tag review and approval
❏ Security, legal, Dev Ops
❏ Process for request and implementation
❏ Business request, review, implementation, and QA
❏ Process for ongoing monitoring of all tag behavior
How to Address - Policy❏ What is on the site
❏ Tag audit
❏ Define standards
❏ Tag policy
❏ Implement change
❏ TMS
❏ Data layer
❏ Migration & removal
❏ Monitor & Enforce
How to Address - Process❏ Tag review & approval
❏ Legal
❏ Security
❏ Dev Ops
❏ Tag request & implementation
❏ Centralized
❏ Project management tools
❏ Tag Management System
❏ Ongoing monitoring process
Agenda❏ Overview
❏ Site Performance
❏ Optimization w. Analytics
❏ Personalization & Testing
❏ User Trust
❏ How to Accomplish
❏ Summary
Questions?