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Tag Management Overview 9.28.16 Confidential property of Tag Inspector. Not to be disclosed, reproduced, distributed or used for any unauthorized purpose without Tag Inspector’s prior written authorization. 2016 InfoTrust, LLC. All Rights Reserved.

Tag Management Overview...Tag Management Overview 9.28.16 Confidential property of Tag Inspector. Not to be disclosed, reproduced, distributed or used for any unauthorized purpose

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Page 1: Tag Management Overview...Tag Management Overview 9.28.16 Confidential property of Tag Inspector. Not to be disclosed, reproduced, distributed or used for any unauthorized purpose

Tag Management Overview

9.28.16

Confidential property of Tag Inspector. Not to be disclosed, reproduced, distributed or used for any unauthorized purpose

without Tag Inspector’s prior written authorization.

2016 InfoTrust, LLC. All Rights Reserved.

Page 2: Tag Management Overview...Tag Management Overview 9.28.16 Confidential property of Tag Inspector. Not to be disclosed, reproduced, distributed or used for any unauthorized purpose

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

Page 3: Tag Management Overview...Tag Management Overview 9.28.16 Confidential property of Tag Inspector. Not to be disclosed, reproduced, distributed or used for any unauthorized purpose

Agenda❏ Tags and How They Work

❏ Troubleshooting Tags on a Website

❏ Tag Audits

❏ Creating a Tag Governance Policy

❏ When to Migrate to a TMS

❏ Ongoing Monitoring of Tags

❏ Summary and Q&A

Page 4: Tag Management Overview...Tag Management Overview 9.28.16 Confidential property of Tag Inspector. Not to be disclosed, reproduced, distributed or used for any unauthorized purpose

Tags and How They Work

Page 5: Tag Management Overview...Tag Management Overview 9.28.16 Confidential property of Tag Inspector. Not to be disclosed, reproduced, distributed or used for any unauthorized purpose

Tags and How They Work

Page 6: Tag Management Overview...Tag Management Overview 9.28.16 Confidential property of Tag Inspector. Not to be disclosed, reproduced, distributed or used for any unauthorized purpose

Tags and How They Work

Page 7: Tag Management Overview...Tag Management Overview 9.28.16 Confidential property of Tag Inspector. Not to be disclosed, reproduced, distributed or used for any unauthorized purpose

Agenda❏ Tags and How They Work

❏ Troubleshooting Tags on a Website

❏ Tag Audits

❏ Creating a Tag Governance Policy

❏ When to Migrate to a TMS

❏ Ongoing Monitoring of Tags

❏ Summary and Q&A

Page 8: Tag Management Overview...Tag Management Overview 9.28.16 Confidential property of Tag Inspector. Not to be disclosed, reproduced, distributed or used for any unauthorized purpose

Toubleshooting Tags on a Website● Manual

○ Network Requests

● Plug-ins

○ Tag Explorer, Ghostery, Platform-specific

● Automated tools

○ Tag Inspector, ObservePoint, Hub’Scan

Page 9: Tag Management Overview...Tag Management Overview 9.28.16 Confidential property of Tag Inspector. Not to be disclosed, reproduced, distributed or used for any unauthorized purpose

Toubleshooting Tags on a Website - Manual

Page 10: Tag Management Overview...Tag Management Overview 9.28.16 Confidential property of Tag Inspector. Not to be disclosed, reproduced, distributed or used for any unauthorized purpose

Toubleshooting Tags on a Website - Plug-ins

Page 11: Tag Management Overview...Tag Management Overview 9.28.16 Confidential property of Tag Inspector. Not to be disclosed, reproduced, distributed or used for any unauthorized purpose

Toubleshooting Tags on a Website - Plug-ins

Page 12: Tag Management Overview...Tag Management Overview 9.28.16 Confidential property of Tag Inspector. Not to be disclosed, reproduced, distributed or used for any unauthorized purpose

Toubleshooting Tags on a Website - Automated Tools

Page 13: Tag Management Overview...Tag Management Overview 9.28.16 Confidential property of Tag Inspector. Not to be disclosed, reproduced, distributed or used for any unauthorized purpose

Agenda❏ Tags and How They Work

❏ Troubleshooting Tags on a Website

❏ Tag Audits

❏ Creating a Tag Governance Policy

❏ When to Migrate to a TMS

❏ Ongoing Monitoring of Tags

❏ Summary and Q&A

Page 14: Tag Management Overview...Tag Management Overview 9.28.16 Confidential property of Tag Inspector. Not to be disclosed, reproduced, distributed or used for any unauthorized purpose

Tag Audit

Page 15: Tag Management Overview...Tag Management Overview 9.28.16 Confidential property of Tag Inspector. Not to be disclosed, reproduced, distributed or used for any unauthorized purpose

Tag Audit● Current

○ Tags present, loading behavior, data collected

● Gaps

○ Areas for improvement - new tools to use, remove, data

gaps

○ Needs of the business

● Future State

○ Where do we need to get to?

Page 16: Tag Management Overview...Tag Management Overview 9.28.16 Confidential property of Tag Inspector. Not to be disclosed, reproduced, distributed or used for any unauthorized purpose

Tag Audit

Page 17: Tag Management Overview...Tag Management Overview 9.28.16 Confidential property of Tag Inspector. Not to be disclosed, reproduced, distributed or used for any unauthorized purpose

Agenda❏ Tags and How They Work

❏ Troubleshooting Tags on a Website

❏ Tag Audits

❏ Creating a Tag Governance Policy

❏ When to Migrate to a TMS

❏ Ongoing Monitoring of Tags

❏ Summary and Q&A

Page 18: Tag Management Overview...Tag Management Overview 9.28.16 Confidential property of Tag Inspector. Not to be disclosed, reproduced, distributed or used for any unauthorized purpose

Tag Governance Policy❏ What it is

❏ List of allowed, not allowed, and required tags

❏ Requirements for each tag

❏ Documentation for each tag

❏ Format

❏ Tag requirements

❏ Standards for new tags

❏ Intake and approval process

❏ Information to include

❏ Location of each tag

❏ Data being collected

❏ How each tag should be deployed

❏ Implementation documentation

Page 19: Tag Management Overview...Tag Management Overview 9.28.16 Confidential property of Tag Inspector. Not to be disclosed, reproduced, distributed or used for any unauthorized purpose

Creating a Tag Governance Policy❏ Reviewing tags in use

❏ Tag inventory

❏ Business requirements

❏ Legal/security review

❏ New tag additions & approval process

❏ Formal request process

❏ Tag documentation

Page 20: Tag Management Overview...Tag Management Overview 9.28.16 Confidential property of Tag Inspector. Not to be disclosed, reproduced, distributed or used for any unauthorized purpose

Agenda❏ Tags and How They Work

❏ Troubleshooting Tags on a Website

❏ Tag Audits

❏ Creating a Tag Governance Policy

❏ When to Migrate to a TMS

❏ Ongoing Monitoring of Tags

❏ Summary and Q&A

Page 21: Tag Management Overview...Tag Management Overview 9.28.16 Confidential property of Tag Inspector. Not to be disclosed, reproduced, distributed or used for any unauthorized purpose

When to Migrate to a TMS

Yesterday!

Page 22: Tag Management Overview...Tag Management Overview 9.28.16 Confidential property of Tag Inspector. Not to be disclosed, reproduced, distributed or used for any unauthorized purpose

Migrating to a TMS

● Many solutions

○ Ensighten, Tealium, GTM, DTM, Signal

● Take load off developers

● Governance considerations

● Agility

Page 23: Tag Management Overview...Tag Management Overview 9.28.16 Confidential property of Tag Inspector. Not to be disclosed, reproduced, distributed or used for any unauthorized purpose

Migrating to a TMS

● Migration plan

Page 24: Tag Management Overview...Tag Management Overview 9.28.16 Confidential property of Tag Inspector. Not to be disclosed, reproduced, distributed or used for any unauthorized purpose

Migrating to a TMS - Tips

● Leverage the central data layer!

● Know the strengths & weaknesses of your tool

● Focus on the tags you can control (those loading directly on

your source)

● Consider the other platforms you are using

Page 25: Tag Management Overview...Tag Management Overview 9.28.16 Confidential property of Tag Inspector. Not to be disclosed, reproduced, distributed or used for any unauthorized purpose

Agenda❏ Tags and How They Work

❏ Troubleshooting Tags on a Website

❏ Tag Audits

❏ Creating a Tag Governance Policy

❏ When to Migrate to a TMS

❏ Ongoing Monitoring of Tags

❏ Summary and Q&A

Page 26: Tag Management Overview...Tag Management Overview 9.28.16 Confidential property of Tag Inspector. Not to be disclosed, reproduced, distributed or used for any unauthorized purpose

Tag Addition & Approval Process

Page 27: Tag Management Overview...Tag Management Overview 9.28.16 Confidential property of Tag Inspector. Not to be disclosed, reproduced, distributed or used for any unauthorized purpose

Tag Addition & Approval Process

Page 28: Tag Management Overview...Tag Management Overview 9.28.16 Confidential property of Tag Inspector. Not to be disclosed, reproduced, distributed or used for any unauthorized purpose

Ongoing Monitoring❏ Manual Review

Page 29: Tag Management Overview...Tag Management Overview 9.28.16 Confidential property of Tag Inspector. Not to be disclosed, reproduced, distributed or used for any unauthorized purpose

Ongoing Monitoring❏ Automated Solution

Page 30: Tag Management Overview...Tag Management Overview 9.28.16 Confidential property of Tag Inspector. Not to be disclosed, reproduced, distributed or used for any unauthorized purpose

Ongoing Monitoring❏ Automated Solution

Page 31: Tag Management Overview...Tag Management Overview 9.28.16 Confidential property of Tag Inspector. Not to be disclosed, reproduced, distributed or used for any unauthorized purpose

Ongoing Monitoring❏ Automated Solution

Page 32: Tag Management Overview...Tag Management Overview 9.28.16 Confidential property of Tag Inspector. Not to be disclosed, reproduced, distributed or used for any unauthorized purpose

Ongoing Monitoring❏ Automated Solution

Page 33: Tag Management Overview...Tag Management Overview 9.28.16 Confidential property of Tag Inspector. Not to be disclosed, reproduced, distributed or used for any unauthorized purpose

Agenda❏ Tags and How They Work

❏ Troubleshooting Tags on a Website

❏ Tag Audits

❏ Creating a Tag Governance Policy

❏ When to Migrate to a TMS

❏ Ongoing Monitoring of Tags

❏ Summary and Q&A

Page 34: Tag Management Overview...Tag Management Overview 9.28.16 Confidential property of Tag Inspector. Not to be disclosed, reproduced, distributed or used for any unauthorized purpose

Questions?