SlideShare una empresa de Scribd logo
1 de 38
Descargar para leer sin conexión
More info at: juliencoquet.com
Tag Management is not a miracle cure
JULIEN COQUET – VP, CHIEF EVANGELIST @ HUB'SCAN
March 2017
© Julien Coquet 2017 2
The captain has turned on the seatbelt sign
AGENDA
Speaker bio1
About Tag Management2
Issues with Tag Management3
In closing4
Q&A5
Appendix - removedA
© Julien Coquet 2017 3
Oh God, here we go
AGENDA
Speaker bio1
About Tag Management2
Issues with Tag Management3
In closing4
Q&A5
© Julien Coquet 2017 4
About Julien Coquet
• Cunning Linguist
• Level 80 Digital Analytics Warrior
• Consultant, evangelist, speaker
• Blogger, author, translator
• KPI Therapist (one word)
• Keeper of the One True Tagging Plan
VP, CHIEF EVANGELIST @ HUB'SCAN
© Julien Coquet 2017 5
I'll take Tag Management for $200, Alex
AGENDA
Speaker bio1
About Tag Management2
Issues with Tag Management3
In closing4
Q&A5
© Julien Coquet 2017 6
Obligatory quick show of hands
Who here uses a tag management system?
What now? Yes! Maybe? No, I hate hackers
© Julien Coquet 2017 7
Tag Management 101
• A single piece of code (aka container)
• Embedded digital marketing solutions (tags)
• A data layer
• Variables (macros)
• Rules (triggers)
• Works for mobile apps using a SDK
© Julien Coquet 2017 8
Tag Management 101 (for LOTR nerds)
"One tag to rule them all,
one variable to find them,
one trigger to bring them all
and in the data bind them."
© Julien Coquet 2017 9
And if you're paranoid…
© Julien Coquet 2017 10
And of course, there are other vendors out there…
Tag Management: a mature, saturated market
Insight #1
Tag Management sucks
Insight #2
I <3 Tag Management
© Julien Coquet 2017 13
Your brain, right now
© Julien Coquet 2017 14
It's going to be, waiiit for it…
AGENDA
Speaker bio1
About Tag Management2
Issues with Tag Management3
In closing4
Q&A5
Tag Management
makes promises it cannot keep
© Julien Coquet 2017 16
Promise #1: No more IT intervention
1. Independence from your IT department
2. Place the tag once
3. Goodbye IT!
4. Profit?
You're in for a rude awakening
© Julien Coquet 2017 18
What really happens…
• Companies don't realize implementation means… re-tagging!
• Errors happen
• Containers are misplaced / broken
• Data layers are missing data or contain the wrong variables
• IT feels kicked out of its private playground.
• IT feels distrust towards corporate / marketing
© Julien Coquet 2017 19
End result: IT is now your enemy
© Julien Coquet 2017 20
Solution(s)
• Involve IT early
• Consult them for feasibility (datalayer for instance)
• Keep them in the loop for site evolutions
• Give them a little love <3
© Julien Coquet 2017 21
Promise #2: Marketing execs can use it
1. It's easy, just click
2. Workflow, processes, hurray!
3. Access rights
4. Put agencies on a leash (aka the end of ninja Floodlight tags)
© Julien Coquet 2017 22
Yeah, that will work out great
© Julien Coquet 2017 23
What really happens…
• Marketing people start with little analytics and tagging experience
• Execs get lost during setup and end up delegating to an agency
• Access rights confuse users
• Project communication breaks down, changes are not pushed live
• Execs question the value of a TMS, end up rolling back regular tagging
© Julien Coquet 2017 24
Solution(s)
• Set strict rules and actual processes for tag/rule creation and publication
• Leave your TMS in the hands of your digital analysts
(or dedicated, trained professionals)
• Train your team
© Julien Coquet 2017 25
Promise #3: Tag and forget
1. Tagging will auto-magically follow site evolutions
2. My data layer is bullet proof
3. My reports will contain the data I need
© Julien Coquet 2017 26
Quit your day job and switch to comedy
© Julien Coquet 2017 27
What really happens…
• AKA "IT messed up"
• The data layer is broken
• The data in the layer is not compliant with your requirement
• Bigger projects increase chance of errors
• Data quality is an afterthought
© Julien Coquet 2017 28
Solution(s)
• Define quality assurance procedures
• Define a super-tight tagging plan
• Enforce and maintain that tagging plan
• Use automated quality assurance
• Even if you don't use a TMS, tag your site with a data layer
© Julien Coquet 2017 29
Sweet rapture, take me now
AGENDA
Speaker bio1
About Tag Management2
Issues with Tag Management3
In closing4
Q&A5
© Julien Coquet 2017 30
To paraphrase:
"You go to war with the army you
have, not the army you might want
or wish to have at a later time"
- Former US Defense secretary Donald Rumsfeld
© Julien Coquet 2017 31
More paraphrasing:
"You analyze based on the data you
have, not the data you might want
or wish to have at a later time"
- Digital evangelist Avinash Kaushik
© Julien Coquet 2017 32
Don't worry
Your
Data Layer
Gets Better
(in theory)
© Julien Coquet 2017 33
It's no magic bullet
Tag Management is
not a miracle cure,
it's chicken soup
for your tags
© Julien Coquet 2017 34
Pro tips for TMS success
• Design, structure and communication
• Governance For The Win
• Training, training, and more training
• Don't trust the TMS, don't trust the CMS
• Don't forget Quality Assurance
© Julien Coquet 2017 35
Super subtle plug for Hub'Scan
Learn more at http://www.hub-scan.com/
© Julien Coquet 2017 36
Super subtle plug for Hub'Scan
Pages are not tagged
Analytics data does not match requirements
Punish your
front-end developer
Save time running boring audits
How many Google
accounts do you need?!
© Julien Coquet 2017 37
That's all, folks!
AGENDA
Speaker bio1
About Tag Management2
Issues with Tag Management3
In closing4
Q&A5
© Julien Coquet 2017 38
Discuss?
• Read my blog at https://juliencoquet.com/en/
• Follow me on Twitter at @juliencoquet
• Google me!

Más contenido relacionado

La actualidad más candente

BrightonSEO March 2021 | Dan Taylor, Image Entity Tags
BrightonSEO March 2021 | Dan Taylor, Image Entity TagsBrightonSEO March 2021 | Dan Taylor, Image Entity Tags
BrightonSEO March 2021 | Dan Taylor, Image Entity TagsDan Taylor
 
Audition ChatGPT Mission IA Commission des Lois
Audition ChatGPT Mission IA Commission des LoisAudition ChatGPT Mission IA Commission des Lois
Audition ChatGPT Mission IA Commission des LoisAlain Goudey
 
Achieving Accessibility Goals With Machine Learning
Achieving Accessibility Goals With Machine LearningAchieving Accessibility Goals With Machine Learning
Achieving Accessibility Goals With Machine LearningMiracle Inameti-Archibong
 
Paige Hobart - How to do GOOD Keyword Research - Search Advertising Show 2021
Paige Hobart - How to do GOOD Keyword Research - Search Advertising Show 2021Paige Hobart - How to do GOOD Keyword Research - Search Advertising Show 2021
Paige Hobart - How to do GOOD Keyword Research - Search Advertising Show 2021Paige Hobart
 
Paige Hobart - What is "Content"? |SEO Meetup London - 8th September.pdf
Paige Hobart - What is "Content"? |SEO Meetup London - 8th September.pdfPaige Hobart - What is "Content"? |SEO Meetup London - 8th September.pdf
Paige Hobart - What is "Content"? |SEO Meetup London - 8th September.pdfPaige Hobart
 
Tiger graph 2021 corporate overview [read only]
Tiger graph 2021 corporate overview [read only]Tiger graph 2021 corporate overview [read only]
Tiger graph 2021 corporate overview [read only]ercan5
 
Léa PICOSSON - SEO Garden Party Novembre 2022
Léa PICOSSON - SEO Garden Party Novembre 2022Léa PICOSSON - SEO Garden Party Novembre 2022
Léa PICOSSON - SEO Garden Party Novembre 2022Léa PICOSSON
 
Massive-Scale Entity Resolution Using the Power of Apache Spark and Graph
Massive-Scale Entity Resolution Using the Power of Apache Spark and GraphMassive-Scale Entity Resolution Using the Power of Apache Spark and Graph
Massive-Scale Entity Resolution Using the Power of Apache Spark and GraphDatabricks
 
E-mail Restart 2024: Adam Pýcha - Případová studie: Knihy jsou rychloobrátka ...
E-mail Restart 2024: Adam Pýcha - Případová studie: Knihy jsou rychloobrátka ...E-mail Restart 2024: Adam Pýcha - Případová studie: Knihy jsou rychloobrátka ...
E-mail Restart 2024: Adam Pýcha - Případová studie: Knihy jsou rychloobrátka ...Taste
 
Colloque ChatGPT-4: "comprendre, démystifier et s'approprier"
Colloque ChatGPT-4: "comprendre, démystifier et s'approprier"Colloque ChatGPT-4: "comprendre, démystifier et s'approprier"
Colloque ChatGPT-4: "comprendre, démystifier et s'approprier"SCD Université Côte d'Azur
 
자습해도 모르겠던 딥러닝, 머리속에 인스톨 시켜드립니다.
자습해도 모르겠던 딥러닝, 머리속에 인스톨 시켜드립니다.자습해도 모르겠던 딥러닝, 머리속에 인스톨 시켜드립니다.
자습해도 모르겠던 딥러닝, 머리속에 인스톨 시켜드립니다.Yongho Ha
 
Le Comptoir OCTO - ChatGPT : Menace ou opportunité ?
Le Comptoir OCTO - ChatGPT : Menace ou opportunité ?Le Comptoir OCTO - ChatGPT : Menace ou opportunité ?
Le Comptoir OCTO - ChatGPT : Menace ou opportunité ?OCTO Technology
 
ChatGPT, Midjourney, la déferlante des IA génératives dans l'enseignement
ChatGPT, Midjourney, la déferlante des IA génératives dans l'enseignementChatGPT, Midjourney, la déferlante des IA génératives dans l'enseignement
ChatGPT, Midjourney, la déferlante des IA génératives dans l'enseignementAlain Goudey
 
SEO Camp'us 2022 - Stratégie de contenu : ces erreurs qui sabordent votre ROI.
SEO Camp'us 2022 - Stratégie de contenu : ces erreurs qui sabordent votre ROI.SEO Camp'us 2022 - Stratégie de contenu : ces erreurs qui sabordent votre ROI.
SEO Camp'us 2022 - Stratégie de contenu : ces erreurs qui sabordent votre ROI.Ecribouille
 
What is in a link?
What is in a link?What is in a link?
What is in a link?Dixon Jones
 
PIKAC! Un moderno framework SEO (a prova di algoritmo)
PIKAC! Un moderno framework SEO (a prova di algoritmo)PIKAC! Un moderno framework SEO (a prova di algoritmo)
PIKAC! Un moderno framework SEO (a prova di algoritmo)Martino Mosna
 
How to be a Good Machine Learning PM by Google Product Manager
How to be a Good Machine Learning PM by Google Product ManagerHow to be a Good Machine Learning PM by Google Product Manager
How to be a Good Machine Learning PM by Google Product ManagerProduct School
 

La actualidad más candente (20)

BrightonSEO March 2021 | Dan Taylor, Image Entity Tags
BrightonSEO March 2021 | Dan Taylor, Image Entity TagsBrightonSEO March 2021 | Dan Taylor, Image Entity Tags
BrightonSEO March 2021 | Dan Taylor, Image Entity Tags
 
Audition ChatGPT Mission IA Commission des Lois
Audition ChatGPT Mission IA Commission des LoisAudition ChatGPT Mission IA Commission des Lois
Audition ChatGPT Mission IA Commission des Lois
 
Achieving Accessibility Goals With Machine Learning
Achieving Accessibility Goals With Machine LearningAchieving Accessibility Goals With Machine Learning
Achieving Accessibility Goals With Machine Learning
 
Paige Hobart - How to do GOOD Keyword Research - Search Advertising Show 2021
Paige Hobart - How to do GOOD Keyword Research - Search Advertising Show 2021Paige Hobart - How to do GOOD Keyword Research - Search Advertising Show 2021
Paige Hobart - How to do GOOD Keyword Research - Search Advertising Show 2021
 
Paige Hobart - What is "Content"? |SEO Meetup London - 8th September.pdf
Paige Hobart - What is "Content"? |SEO Meetup London - 8th September.pdfPaige Hobart - What is "Content"? |SEO Meetup London - 8th September.pdf
Paige Hobart - What is "Content"? |SEO Meetup London - 8th September.pdf
 
Tiger graph 2021 corporate overview [read only]
Tiger graph 2021 corporate overview [read only]Tiger graph 2021 corporate overview [read only]
Tiger graph 2021 corporate overview [read only]
 
Léa PICOSSON - SEO Garden Party Novembre 2022
Léa PICOSSON - SEO Garden Party Novembre 2022Léa PICOSSON - SEO Garden Party Novembre 2022
Léa PICOSSON - SEO Garden Party Novembre 2022
 
Massive-Scale Entity Resolution Using the Power of Apache Spark and Graph
Massive-Scale Entity Resolution Using the Power of Apache Spark and GraphMassive-Scale Entity Resolution Using the Power of Apache Spark and Graph
Massive-Scale Entity Resolution Using the Power of Apache Spark and Graph
 
E-mail Restart 2024: Adam Pýcha - Případová studie: Knihy jsou rychloobrátka ...
E-mail Restart 2024: Adam Pýcha - Případová studie: Knihy jsou rychloobrátka ...E-mail Restart 2024: Adam Pýcha - Případová studie: Knihy jsou rychloobrátka ...
E-mail Restart 2024: Adam Pýcha - Případová studie: Knihy jsou rychloobrátka ...
 
Colloque ChatGPT-4: "comprendre, démystifier et s'approprier"
Colloque ChatGPT-4: "comprendre, démystifier et s'approprier"Colloque ChatGPT-4: "comprendre, démystifier et s'approprier"
Colloque ChatGPT-4: "comprendre, démystifier et s'approprier"
 
Creating An Inclusive Web
Creating An Inclusive WebCreating An Inclusive Web
Creating An Inclusive Web
 
자습해도 모르겠던 딥러닝, 머리속에 인스톨 시켜드립니다.
자습해도 모르겠던 딥러닝, 머리속에 인스톨 시켜드립니다.자습해도 모르겠던 딥러닝, 머리속에 인스톨 시켜드립니다.
자습해도 모르겠던 딥러닝, 머리속에 인스톨 시켜드립니다.
 
Le Comptoir OCTO - ChatGPT : Menace ou opportunité ?
Le Comptoir OCTO - ChatGPT : Menace ou opportunité ?Le Comptoir OCTO - ChatGPT : Menace ou opportunité ?
Le Comptoir OCTO - ChatGPT : Menace ou opportunité ?
 
ChatGPT, Midjourney, la déferlante des IA génératives dans l'enseignement
ChatGPT, Midjourney, la déferlante des IA génératives dans l'enseignementChatGPT, Midjourney, la déferlante des IA génératives dans l'enseignement
ChatGPT, Midjourney, la déferlante des IA génératives dans l'enseignement
 
SEO Camp'us 2022 - Stratégie de contenu : ces erreurs qui sabordent votre ROI.
SEO Camp'us 2022 - Stratégie de contenu : ces erreurs qui sabordent votre ROI.SEO Camp'us 2022 - Stratégie de contenu : ces erreurs qui sabordent votre ROI.
SEO Camp'us 2022 - Stratégie de contenu : ces erreurs qui sabordent votre ROI.
 
What is in a link?
What is in a link?What is in a link?
What is in a link?
 
Semantic AI
Semantic AISemantic AI
Semantic AI
 
PIKAC! Un moderno framework SEO (a prova di algoritmo)
PIKAC! Un moderno framework SEO (a prova di algoritmo)PIKAC! Un moderno framework SEO (a prova di algoritmo)
PIKAC! Un moderno framework SEO (a prova di algoritmo)
 
How to be a Good Machine Learning PM by Google Product Manager
How to be a Good Machine Learning PM by Google Product ManagerHow to be a Good Machine Learning PM by Google Product Manager
How to be a Good Machine Learning PM by Google Product Manager
 
AIs Imminent Impact on SEO | What CMOs can do
AIs Imminent Impact on SEO | What CMOs can doAIs Imminent Impact on SEO | What CMOs can do
AIs Imminent Impact on SEO | What CMOs can do
 

Destacado

Universal Analytics and Google Tag Manager - Superweek 2014
Universal Analytics and Google Tag Manager - Superweek 2014Universal Analytics and Google Tag Manager - Superweek 2014
Universal Analytics and Google Tag Manager - Superweek 2014Analytics Ninja LLC
 
29 Advanced Google Tag Manager Tips Every Marketer Should Know
29 Advanced Google Tag Manager Tips Every Marketer Should Know29 Advanced Google Tag Manager Tips Every Marketer Should Know
29 Advanced Google Tag Manager Tips Every Marketer Should KnowMike Arnesen
 
Structured Data and Schema.org: The Hair Metal Edition
Structured Data and Schema.org: The Hair Metal Edition Structured Data and Schema.org: The Hair Metal Edition
Structured Data and Schema.org: The Hair Metal Edition Matthew Brown
 
Supercharging your Organic CTR
Supercharging your Organic CTRSupercharging your Organic CTR
Supercharging your Organic CTRPhil Pearce
 
MeasureCamp IX (London) - 10 JavaScript Concepts for web analysts
MeasureCamp IX (London) - 10 JavaScript Concepts for web analystsMeasureCamp IX (London) - 10 JavaScript Concepts for web analysts
MeasureCamp IX (London) - 10 JavaScript Concepts for web analystsSimo Ahava
 
Tricks and tweaks for Google Analytics and Google Tag Manager
Tricks and tweaks for Google Analytics and Google Tag ManagerTricks and tweaks for Google Analytics and Google Tag Manager
Tricks and tweaks for Google Analytics and Google Tag ManagerSimo Ahava
 
Cut The Cruft - Everett Sizemore - MozTalk Denver - 2016
Cut The Cruft - Everett Sizemore - MozTalk Denver - 2016Cut The Cruft - Everett Sizemore - MozTalk Denver - 2016
Cut The Cruft - Everett Sizemore - MozTalk Denver - 2016Everett Sizemore
 
Scaling online and hybrid training rutgers university 1-14-15 submitted
Scaling online and hybrid training   rutgers university 1-14-15 submittedScaling online and hybrid training   rutgers university 1-14-15 submitted
Scaling online and hybrid training rutgers university 1-14-15 submittedMarshall Sponder
 
Should Digital Analysts Become More Data Science-y?
Should Digital Analysts Become More Data Science-y?Should Digital Analysts Become More Data Science-y?
Should Digital Analysts Become More Data Science-y?Tim Wilson
 
Google Tag Manager Advanced - SEOCampixx 2016
Google Tag Manager Advanced - SEOCampixx 2016Google Tag Manager Advanced - SEOCampixx 2016
Google Tag Manager Advanced - SEOCampixx 2016Jan Berens
 
Analytics for Musicians - Presentation to Chamber Music America - December 2n...
Analytics for Musicians - Presentation to Chamber Music America - December 2n...Analytics for Musicians - Presentation to Chamber Music America - December 2n...
Analytics for Musicians - Presentation to Chamber Music America - December 2n...Marshall Sponder
 
Fight Back Against Back: How Search Engines & Social Networks' AI Impacts Mar...
Fight Back Against Back: How Search Engines & Social Networks' AI Impacts Mar...Fight Back Against Back: How Search Engines & Social Networks' AI Impacts Mar...
Fight Back Against Back: How Search Engines & Social Networks' AI Impacts Mar...Rand Fishkin
 
Baromètre Converteo des outils de webanalyse - S1 2014
Baromètre Converteo des outils de webanalyse - S1 2014Baromètre Converteo des outils de webanalyse - S1 2014
Baromètre Converteo des outils de webanalyse - S1 2014Raphaël Fétique
 
Merging Geo Social Data & web analytics at the Metropolitan Museum of ART
Merging Geo Social Data & web analytics at the Metropolitan Museum of ARTMerging Geo Social Data & web analytics at the Metropolitan Museum of ART
Merging Geo Social Data & web analytics at the Metropolitan Museum of ARTMarshall Sponder
 
Google Analytics Data Mining with R
Google Analytics Data Mining with RGoogle Analytics Data Mining with R
Google Analytics Data Mining with RTatvic Analytics
 
Google Tag Manager Información
Google Tag Manager InformaciónGoogle Tag Manager Información
Google Tag Manager InformaciónAukera
 
Seguimento de conversiones de Google Adwords en Tag Manager
Seguimento de conversiones de Google Adwords en Tag ManagerSeguimento de conversiones de Google Adwords en Tag Manager
Seguimento de conversiones de Google Adwords en Tag ManagerAukera
 
26 Time Management Hacks I Wish I'd Known at 20
26 Time Management Hacks I Wish I'd Known at 2026 Time Management Hacks I Wish I'd Known at 20
26 Time Management Hacks I Wish I'd Known at 20Étienne Garbugli
 

Destacado (18)

Universal Analytics and Google Tag Manager - Superweek 2014
Universal Analytics and Google Tag Manager - Superweek 2014Universal Analytics and Google Tag Manager - Superweek 2014
Universal Analytics and Google Tag Manager - Superweek 2014
 
29 Advanced Google Tag Manager Tips Every Marketer Should Know
29 Advanced Google Tag Manager Tips Every Marketer Should Know29 Advanced Google Tag Manager Tips Every Marketer Should Know
29 Advanced Google Tag Manager Tips Every Marketer Should Know
 
Structured Data and Schema.org: The Hair Metal Edition
Structured Data and Schema.org: The Hair Metal Edition Structured Data and Schema.org: The Hair Metal Edition
Structured Data and Schema.org: The Hair Metal Edition
 
Supercharging your Organic CTR
Supercharging your Organic CTRSupercharging your Organic CTR
Supercharging your Organic CTR
 
MeasureCamp IX (London) - 10 JavaScript Concepts for web analysts
MeasureCamp IX (London) - 10 JavaScript Concepts for web analystsMeasureCamp IX (London) - 10 JavaScript Concepts for web analysts
MeasureCamp IX (London) - 10 JavaScript Concepts for web analysts
 
Tricks and tweaks for Google Analytics and Google Tag Manager
Tricks and tweaks for Google Analytics and Google Tag ManagerTricks and tweaks for Google Analytics and Google Tag Manager
Tricks and tweaks for Google Analytics and Google Tag Manager
 
Cut The Cruft - Everett Sizemore - MozTalk Denver - 2016
Cut The Cruft - Everett Sizemore - MozTalk Denver - 2016Cut The Cruft - Everett Sizemore - MozTalk Denver - 2016
Cut The Cruft - Everett Sizemore - MozTalk Denver - 2016
 
Scaling online and hybrid training rutgers university 1-14-15 submitted
Scaling online and hybrid training   rutgers university 1-14-15 submittedScaling online and hybrid training   rutgers university 1-14-15 submitted
Scaling online and hybrid training rutgers university 1-14-15 submitted
 
Should Digital Analysts Become More Data Science-y?
Should Digital Analysts Become More Data Science-y?Should Digital Analysts Become More Data Science-y?
Should Digital Analysts Become More Data Science-y?
 
Google Tag Manager Advanced - SEOCampixx 2016
Google Tag Manager Advanced - SEOCampixx 2016Google Tag Manager Advanced - SEOCampixx 2016
Google Tag Manager Advanced - SEOCampixx 2016
 
Analytics for Musicians - Presentation to Chamber Music America - December 2n...
Analytics for Musicians - Presentation to Chamber Music America - December 2n...Analytics for Musicians - Presentation to Chamber Music America - December 2n...
Analytics for Musicians - Presentation to Chamber Music America - December 2n...
 
Fight Back Against Back: How Search Engines & Social Networks' AI Impacts Mar...
Fight Back Against Back: How Search Engines & Social Networks' AI Impacts Mar...Fight Back Against Back: How Search Engines & Social Networks' AI Impacts Mar...
Fight Back Against Back: How Search Engines & Social Networks' AI Impacts Mar...
 
Baromètre Converteo des outils de webanalyse - S1 2014
Baromètre Converteo des outils de webanalyse - S1 2014Baromètre Converteo des outils de webanalyse - S1 2014
Baromètre Converteo des outils de webanalyse - S1 2014
 
Merging Geo Social Data & web analytics at the Metropolitan Museum of ART
Merging Geo Social Data & web analytics at the Metropolitan Museum of ARTMerging Geo Social Data & web analytics at the Metropolitan Museum of ART
Merging Geo Social Data & web analytics at the Metropolitan Museum of ART
 
Google Analytics Data Mining with R
Google Analytics Data Mining with RGoogle Analytics Data Mining with R
Google Analytics Data Mining with R
 
Google Tag Manager Información
Google Tag Manager InformaciónGoogle Tag Manager Información
Google Tag Manager Información
 
Seguimento de conversiones de Google Adwords en Tag Manager
Seguimento de conversiones de Google Adwords en Tag ManagerSeguimento de conversiones de Google Adwords en Tag Manager
Seguimento de conversiones de Google Adwords en Tag Manager
 
26 Time Management Hacks I Wish I'd Known at 20
26 Time Management Hacks I Wish I'd Known at 2026 Time Management Hacks I Wish I'd Known at 20
26 Time Management Hacks I Wish I'd Known at 20
 

Similar a Tag Management Is Not A Miracle Cure

Julien Coquet - Tag Management is not a Miracle Cure
Julien Coquet - Tag Management is not a Miracle CureJulien Coquet - Tag Management is not a Miracle Cure
Julien Coquet - Tag Management is not a Miracle CureIIHEvents
 
2019 Preparing for the Next Decade
2019 Preparing for the Next Decade2019 Preparing for the Next Decade
2019 Preparing for the Next DecadeDouglas Sleeter
 
Beyond the ITIL Binder: Process Improvements Through Critical Communications
Beyond the ITIL Binder: Process Improvements Through Critical CommunicationsBeyond the ITIL Binder: Process Improvements Through Critical Communications
Beyond the ITIL Binder: Process Improvements Through Critical CommunicationsJesse Andrew
 
Rethinking business decisions and processes for digital transformation
Rethinking business decisions and processes for digital transformationRethinking business decisions and processes for digital transformation
Rethinking business decisions and processes for digital transformationJudy Breedlove
 
AgileMidwest2018-Erickson-PowerOfRetrospective
AgileMidwest2018-Erickson-PowerOfRetrospectiveAgileMidwest2018-Erickson-PowerOfRetrospective
AgileMidwest2018-Erickson-PowerOfRetrospectiveJason Tice
 
Connecting Analytics to Strategy: Keeping Your Corporate Objective in Sight
Connecting Analytics to Strategy: Keeping Your Corporate Objective in SightConnecting Analytics to Strategy: Keeping Your Corporate Objective in Sight
Connecting Analytics to Strategy: Keeping Your Corporate Objective in SightShelley Reece
 
Horizons 2014 - KeyMark and Industry Updates
Horizons 2014 - KeyMark and Industry UpdatesHorizons 2014 - KeyMark and Industry Updates
Horizons 2014 - KeyMark and Industry UpdatesKeyMark
 
Breaking Through with Agile Change Management
Breaking Through with Agile Change ManagementBreaking Through with Agile Change Management
Breaking Through with Agile Change ManagementKaty Saulpaugh
 
Breaking Through with Agile Change Management
Breaking Through with Agile Change ManagementBreaking Through with Agile Change Management
Breaking Through with Agile Change ManagementEnterprise Knowledge
 
Jon A Cohn - CTO / VP / Sr Director - joncohn@comcast.net
Jon A Cohn - CTO / VP / Sr Director - joncohn@comcast.netJon A Cohn - CTO / VP / Sr Director - joncohn@comcast.net
Jon A Cohn - CTO / VP / Sr Director - joncohn@comcast.netJon Cohn
 
How to be a Successful Data PM by Zillow Product Leaders
How to be a Successful Data PM by Zillow Product LeadersHow to be a Successful Data PM by Zillow Product Leaders
How to be a Successful Data PM by Zillow Product LeadersProduct School
 
Max Kunytsia, “Why is continuous product discovery better than continuous del...
Max Kunytsia, “Why is continuous product discovery better than continuous del...Max Kunytsia, “Why is continuous product discovery better than continuous del...
Max Kunytsia, “Why is continuous product discovery better than continuous del...Sigma Software
 
Publishing Strategic Technology for Association of Catholic Publishers
Publishing Strategic Technology for Association of Catholic PublishersPublishing Strategic Technology for Association of Catholic Publishers
Publishing Strategic Technology for Association of Catholic PublishersCraig Miller
 
Framing Analytic Requirements with Decision Modeling
Framing Analytic Requirements with Decision ModelingFraming Analytic Requirements with Decision Modeling
Framing Analytic Requirements with Decision ModelingDecision Management Solutions
 
Garth Graham MBA Tech Keynote slides 2018
Garth Graham MBA Tech Keynote slides 2018Garth Graham MBA Tech Keynote slides 2018
Garth Graham MBA Tech Keynote slides 2018Mortgage Coach
 
Sharing efforts to get the most from MT+PE
Sharing efforts to get the most from MT+PESharing efforts to get the most from MT+PE
Sharing efforts to get the most from MT+PELuigi Muzii
 
ITIL Transformation - 9 Traps to Avoid
ITIL Transformation - 9 Traps to AvoidITIL Transformation - 9 Traps to Avoid
ITIL Transformation - 9 Traps to Avoidmlenderman
 

Similar a Tag Management Is Not A Miracle Cure (20)

Julien Coquet - Tag Management is not a Miracle Cure
Julien Coquet - Tag Management is not a Miracle CureJulien Coquet - Tag Management is not a Miracle Cure
Julien Coquet - Tag Management is not a Miracle Cure
 
2019 Preparing for the Next Decade
2019 Preparing for the Next Decade2019 Preparing for the Next Decade
2019 Preparing for the Next Decade
 
Beyond the ITIL Binder: Process Improvements Through Critical Communications
Beyond the ITIL Binder: Process Improvements Through Critical CommunicationsBeyond the ITIL Binder: Process Improvements Through Critical Communications
Beyond the ITIL Binder: Process Improvements Through Critical Communications
 
Rethinking business decisions and processes for digital transformation
Rethinking business decisions and processes for digital transformationRethinking business decisions and processes for digital transformation
Rethinking business decisions and processes for digital transformation
 
AgileMidwest2018-Erickson-PowerOfRetrospective
AgileMidwest2018-Erickson-PowerOfRetrospectiveAgileMidwest2018-Erickson-PowerOfRetrospective
AgileMidwest2018-Erickson-PowerOfRetrospective
 
Connecting Analytics to Strategy: Keeping Your Corporate Objective in Sight
Connecting Analytics to Strategy: Keeping Your Corporate Objective in SightConnecting Analytics to Strategy: Keeping Your Corporate Objective in Sight
Connecting Analytics to Strategy: Keeping Your Corporate Objective in Sight
 
Fast close slides
Fast close slidesFast close slides
Fast close slides
 
Horizons 2014 - KeyMark and Industry Updates
Horizons 2014 - KeyMark and Industry UpdatesHorizons 2014 - KeyMark and Industry Updates
Horizons 2014 - KeyMark and Industry Updates
 
Breaking Through with Agile Change Management
Breaking Through with Agile Change ManagementBreaking Through with Agile Change Management
Breaking Through with Agile Change Management
 
Breaking Through with Agile Change Management
Breaking Through with Agile Change ManagementBreaking Through with Agile Change Management
Breaking Through with Agile Change Management
 
Dit yvol2iss24
Dit yvol2iss24Dit yvol2iss24
Dit yvol2iss24
 
Jon A Cohn - CTO / VP / Sr Director - joncohn@comcast.net
Jon A Cohn - CTO / VP / Sr Director - joncohn@comcast.netJon A Cohn - CTO / VP / Sr Director - joncohn@comcast.net
Jon A Cohn - CTO / VP / Sr Director - joncohn@comcast.net
 
Crafting a Digital Strategy
Crafting a Digital StrategyCrafting a Digital Strategy
Crafting a Digital Strategy
 
How to be a Successful Data PM by Zillow Product Leaders
How to be a Successful Data PM by Zillow Product LeadersHow to be a Successful Data PM by Zillow Product Leaders
How to be a Successful Data PM by Zillow Product Leaders
 
Max Kunytsia, “Why is continuous product discovery better than continuous del...
Max Kunytsia, “Why is continuous product discovery better than continuous del...Max Kunytsia, “Why is continuous product discovery better than continuous del...
Max Kunytsia, “Why is continuous product discovery better than continuous del...
 
Publishing Strategic Technology for Association of Catholic Publishers
Publishing Strategic Technology for Association of Catholic PublishersPublishing Strategic Technology for Association of Catholic Publishers
Publishing Strategic Technology for Association of Catholic Publishers
 
Framing Analytic Requirements with Decision Modeling
Framing Analytic Requirements with Decision ModelingFraming Analytic Requirements with Decision Modeling
Framing Analytic Requirements with Decision Modeling
 
Garth Graham MBA Tech Keynote slides 2018
Garth Graham MBA Tech Keynote slides 2018Garth Graham MBA Tech Keynote slides 2018
Garth Graham MBA Tech Keynote slides 2018
 
Sharing efforts to get the most from MT+PE
Sharing efforts to get the most from MT+PESharing efforts to get the most from MT+PE
Sharing efforts to get the most from MT+PE
 
ITIL Transformation - 9 Traps to Avoid
ITIL Transformation - 9 Traps to AvoidITIL Transformation - 9 Traps to Avoid
ITIL Transformation - 9 Traps to Avoid
 

Más de Julien Coquet

Search y 2019 cauchemars analytics
Search y 2019   cauchemars analyticsSearch y 2019   cauchemars analytics
Search y 2019 cauchemars analyticsJulien Coquet
 
Analytics Matters - LOOP Riga 2018
Analytics Matters - LOOP Riga 2018Analytics Matters - LOOP Riga 2018
Analytics Matters - LOOP Riga 2018Julien Coquet
 
Measurecamp 2018 London - Analytics Nightmares
Measurecamp 2018 London - Analytics NightmaresMeasurecamp 2018 London - Analytics Nightmares
Measurecamp 2018 London - Analytics NightmaresJulien Coquet
 
Cauchemars Analytics #Gen2018
Cauchemars Analytics #Gen2018 Cauchemars Analytics #Gen2018
Cauchemars Analytics #Gen2018 Julien Coquet
 
GEN 2017 - Quels KPIs pour ma start-up?
GEN 2017 - Quels KPIs pour ma start-up?GEN 2017 - Quels KPIs pour ma start-up?
GEN 2017 - Quels KPIs pour ma start-up?Julien Coquet
 
GEN 2017 - Introduction au test A/B avec Google Optimize
GEN 2017 - Introduction au test A/B avec Google OptimizeGEN 2017 - Introduction au test A/B avec Google Optimize
GEN 2017 - Introduction au test A/B avec Google OptimizeJulien Coquet
 
Cauchemars analytics
Cauchemars analyticsCauchemars analytics
Cauchemars analyticsJulien Coquet
 
Hub'Scan - Bring order to your tagging chaos with data quality assurance - Ju...
Hub'Scan - Bring order to your tagging chaos with data quality assurance - Ju...Hub'Scan - Bring order to your tagging chaos with data quality assurance - Ju...
Hub'Scan - Bring order to your tagging chaos with data quality assurance - Ju...Julien Coquet
 
Why big data needs good digital analytics data
Why big data needs good digital analytics data Why big data needs good digital analytics data
Why big data needs good digital analytics data Julien Coquet
 
Agora cms et indicateurs clé de performance - julien coquet
Agora   cms et indicateurs clé de performance - julien coquetAgora   cms et indicateurs clé de performance - julien coquet
Agora cms et indicateurs clé de performance - julien coquetJulien Coquet
 
2013 01-23 when analytics projects go wrong
2013 01-23 when analytics projects go wrong2013 01-23 when analytics projects go wrong
2013 01-23 when analytics projects go wrongJulien Coquet
 
Julien coquet eMetrics stockholm 2012
Julien coquet eMetrics stockholm 2012Julien coquet eMetrics stockholm 2012
Julien coquet eMetrics stockholm 2012Julien Coquet
 

Más de Julien Coquet (12)

Search y 2019 cauchemars analytics
Search y 2019   cauchemars analyticsSearch y 2019   cauchemars analytics
Search y 2019 cauchemars analytics
 
Analytics Matters - LOOP Riga 2018
Analytics Matters - LOOP Riga 2018Analytics Matters - LOOP Riga 2018
Analytics Matters - LOOP Riga 2018
 
Measurecamp 2018 London - Analytics Nightmares
Measurecamp 2018 London - Analytics NightmaresMeasurecamp 2018 London - Analytics Nightmares
Measurecamp 2018 London - Analytics Nightmares
 
Cauchemars Analytics #Gen2018
Cauchemars Analytics #Gen2018 Cauchemars Analytics #Gen2018
Cauchemars Analytics #Gen2018
 
GEN 2017 - Quels KPIs pour ma start-up?
GEN 2017 - Quels KPIs pour ma start-up?GEN 2017 - Quels KPIs pour ma start-up?
GEN 2017 - Quels KPIs pour ma start-up?
 
GEN 2017 - Introduction au test A/B avec Google Optimize
GEN 2017 - Introduction au test A/B avec Google OptimizeGEN 2017 - Introduction au test A/B avec Google Optimize
GEN 2017 - Introduction au test A/B avec Google Optimize
 
Cauchemars analytics
Cauchemars analyticsCauchemars analytics
Cauchemars analytics
 
Hub'Scan - Bring order to your tagging chaos with data quality assurance - Ju...
Hub'Scan - Bring order to your tagging chaos with data quality assurance - Ju...Hub'Scan - Bring order to your tagging chaos with data quality assurance - Ju...
Hub'Scan - Bring order to your tagging chaos with data quality assurance - Ju...
 
Why big data needs good digital analytics data
Why big data needs good digital analytics data Why big data needs good digital analytics data
Why big data needs good digital analytics data
 
Agora cms et indicateurs clé de performance - julien coquet
Agora   cms et indicateurs clé de performance - julien coquetAgora   cms et indicateurs clé de performance - julien coquet
Agora cms et indicateurs clé de performance - julien coquet
 
2013 01-23 when analytics projects go wrong
2013 01-23 when analytics projects go wrong2013 01-23 when analytics projects go wrong
2013 01-23 when analytics projects go wrong
 
Julien coquet eMetrics stockholm 2012
Julien coquet eMetrics stockholm 2012Julien coquet eMetrics stockholm 2012
Julien coquet eMetrics stockholm 2012
 

Último

How Sales Team Use AI to Close More Deals
How Sales Team Use AI to Close More DealsHow Sales Team Use AI to Close More Deals
How Sales Team Use AI to Close More DealsVbout.com
 
Module_ E-E-A-T (Experience, Expertise, Authoritativeness, and Trustworthines...
Module_ E-E-A-T (Experience, Expertise, Authoritativeness, and Trustworthines...Module_ E-E-A-T (Experience, Expertise, Authoritativeness, and Trustworthines...
Module_ E-E-A-T (Experience, Expertise, Authoritativeness, and Trustworthines...ivypcsoseo
 
TAM AdEx report - Print Advertising 2023
TAM AdEx report - Print Advertising 2023TAM AdEx report - Print Advertising 2023
TAM AdEx report - Print Advertising 2023Social Samosa
 
Promotion of business Online .ppt
Promotion of business Online        .pptPromotion of business Online        .ppt
Promotion of business Online .pptbharathithangavelu
 
THe Asymmetry Hack - A new perspective about creativity for brands growing up...
THe Asymmetry Hack - A new perspective about creativity for brands growing up...THe Asymmetry Hack - A new perspective about creativity for brands growing up...
THe Asymmetry Hack - A new perspective about creativity for brands growing up...Ajinkya Pawar
 
9 Major Google Updates From 2023 & 2024 SEO Predictions
9 Major Google Updates From 2023 & 2024 SEO Predictions9 Major Google Updates From 2023 & 2024 SEO Predictions
9 Major Google Updates From 2023 & 2024 SEO PredictionsSearch Engine Journal
 
youth bundle Reawakening of life energy
youth bundle Reawakening of life  energyyouth bundle Reawakening of life  energy
youth bundle Reawakening of life energyquruxshamso21
 
Understand user struggles. Optimize mobile app UX.
Understand user struggles. Optimize mobile app UX.Understand user struggles. Optimize mobile app UX.
Understand user struggles. Optimize mobile app UX.VWO
 
Best Digital Marketing Training Institute in Bangalore
Best Digital Marketing Training Institute in BangaloreBest Digital Marketing Training Institute in Bangalore
Best Digital Marketing Training Institute in Bangalorekapsesrishti
 
Understanding Fasting in Islam Rules, Reason, and Types.pptx
Understanding Fasting in Islam Rules, Reason, and Types.pptxUnderstanding Fasting in Islam Rules, Reason, and Types.pptx
Understanding Fasting in Islam Rules, Reason, and Types.pptxelizabethella096
 
"TikTok Trends 101: Stay Ahead of the Curve with the Latest Viral Sensations!"
"TikTok Trends 101: Stay Ahead of the Curve with the Latest Viral Sensations!""TikTok Trends 101: Stay Ahead of the Curve with the Latest Viral Sensations!"
"TikTok Trends 101: Stay Ahead of the Curve with the Latest Viral Sensations!"Theoda Metcalf
 
How to Use AI & Make for Self-Reported Attribution in HubSpot
How to Use AI & Make for Self-Reported Attribution in HubSpotHow to Use AI & Make for Self-Reported Attribution in HubSpot
How to Use AI & Make for Self-Reported Attribution in HubSpotDimosMichailidis1
 
india's no 1 Digital Marketing Company.pptx
india's no 1 Digital Marketing Company.pptxindia's no 1 Digital Marketing Company.pptx
india's no 1 Digital Marketing Company.pptxpaperboattechsolutio
 
Christopher Stjean MarketSummary.pdf MMB
Christopher Stjean MarketSummary.pdf MMBChristopher Stjean MarketSummary.pdf MMB
Christopher Stjean MarketSummary.pdf MMBchristopherstjean94
 
Tailoring-Retail-Strategies-for-Gen-X-and-Gen-Y
Tailoring-Retail-Strategies-for-Gen-X-and-Gen-YTailoring-Retail-Strategies-for-Gen-X-and-Gen-Y
Tailoring-Retail-Strategies-for-Gen-X-and-Gen-Yabhishekb63
 
SEO - Keyword Research Prompt Strategy -Marianna Nakou
SEO - Keyword Research Prompt Strategy -Marianna NakouSEO - Keyword Research Prompt Strategy -Marianna Nakou
SEO - Keyword Research Prompt Strategy -Marianna NakouMarianna Nakou
 
TOP 10 POWERFULL STRATEGIES OF SOCIAL MEDIA MARKETING IN UAE
TOP 10 POWERFULL STRATEGIES OF SOCIAL MEDIA MARKETING IN UAETOP 10 POWERFULL STRATEGIES OF SOCIAL MEDIA MARKETING IN UAE
TOP 10 POWERFULL STRATEGIES OF SOCIAL MEDIA MARKETING IN UAEasiyahanif9977
 
Unlocking Rich Snippets : Elevating your Content In Search Results
Unlocking Rich Snippets : Elevating your Content In Search ResultsUnlocking Rich Snippets : Elevating your Content In Search Results
Unlocking Rich Snippets : Elevating your Content In Search Resultspratikpriyadarshi222
 
How to Analyze and Improve Your PPC Advertisements.pdf
How to Analyze and Improve Your PPC Advertisements.pdfHow to Analyze and Improve Your PPC Advertisements.pdf
How to Analyze and Improve Your PPC Advertisements.pdfBanyanbrain
 

Último (20)

How Sales Team Use AI to Close More Deals
How Sales Team Use AI to Close More DealsHow Sales Team Use AI to Close More Deals
How Sales Team Use AI to Close More Deals
 
Module_ E-E-A-T (Experience, Expertise, Authoritativeness, and Trustworthines...
Module_ E-E-A-T (Experience, Expertise, Authoritativeness, and Trustworthines...Module_ E-E-A-T (Experience, Expertise, Authoritativeness, and Trustworthines...
Module_ E-E-A-T (Experience, Expertise, Authoritativeness, and Trustworthines...
 
TAM AdEx report - Print Advertising 2023
TAM AdEx report - Print Advertising 2023TAM AdEx report - Print Advertising 2023
TAM AdEx report - Print Advertising 2023
 
Promotion of business Online .ppt
Promotion of business Online        .pptPromotion of business Online        .ppt
Promotion of business Online .ppt
 
THe Asymmetry Hack - A new perspective about creativity for brands growing up...
THe Asymmetry Hack - A new perspective about creativity for brands growing up...THe Asymmetry Hack - A new perspective about creativity for brands growing up...
THe Asymmetry Hack - A new perspective about creativity for brands growing up...
 
9 Major Google Updates From 2023 & 2024 SEO Predictions
9 Major Google Updates From 2023 & 2024 SEO Predictions9 Major Google Updates From 2023 & 2024 SEO Predictions
9 Major Google Updates From 2023 & 2024 SEO Predictions
 
youth bundle Reawakening of life energy
youth bundle Reawakening of life  energyyouth bundle Reawakening of life  energy
youth bundle Reawakening of life energy
 
Understand user struggles. Optimize mobile app UX.
Understand user struggles. Optimize mobile app UX.Understand user struggles. Optimize mobile app UX.
Understand user struggles. Optimize mobile app UX.
 
Best Digital Marketing Training Institute in Bangalore
Best Digital Marketing Training Institute in BangaloreBest Digital Marketing Training Institute in Bangalore
Best Digital Marketing Training Institute in Bangalore
 
Understanding Fasting in Islam Rules, Reason, and Types.pptx
Understanding Fasting in Islam Rules, Reason, and Types.pptxUnderstanding Fasting in Islam Rules, Reason, and Types.pptx
Understanding Fasting in Islam Rules, Reason, and Types.pptx
 
"TikTok Trends 101: Stay Ahead of the Curve with the Latest Viral Sensations!"
"TikTok Trends 101: Stay Ahead of the Curve with the Latest Viral Sensations!""TikTok Trends 101: Stay Ahead of the Curve with the Latest Viral Sensations!"
"TikTok Trends 101: Stay Ahead of the Curve with the Latest Viral Sensations!"
 
How to Use AI & Make for Self-Reported Attribution in HubSpot
How to Use AI & Make for Self-Reported Attribution in HubSpotHow to Use AI & Make for Self-Reported Attribution in HubSpot
How to Use AI & Make for Self-Reported Attribution in HubSpot
 
india's no 1 Digital Marketing Company.pptx
india's no 1 Digital Marketing Company.pptxindia's no 1 Digital Marketing Company.pptx
india's no 1 Digital Marketing Company.pptx
 
Christopher Stjean MarketSummary.pdf MMB
Christopher Stjean MarketSummary.pdf MMBChristopher Stjean MarketSummary.pdf MMB
Christopher Stjean MarketSummary.pdf MMB
 
Tailoring-Retail-Strategies-for-Gen-X-and-Gen-Y
Tailoring-Retail-Strategies-for-Gen-X-and-Gen-YTailoring-Retail-Strategies-for-Gen-X-and-Gen-Y
Tailoring-Retail-Strategies-for-Gen-X-and-Gen-Y
 
SEO - Keyword Research Prompt Strategy -Marianna Nakou
SEO - Keyword Research Prompt Strategy -Marianna NakouSEO - Keyword Research Prompt Strategy -Marianna Nakou
SEO - Keyword Research Prompt Strategy -Marianna Nakou
 
Reliv Opportunity Slides US
Reliv Opportunity Slides USReliv Opportunity Slides US
Reliv Opportunity Slides US
 
TOP 10 POWERFULL STRATEGIES OF SOCIAL MEDIA MARKETING IN UAE
TOP 10 POWERFULL STRATEGIES OF SOCIAL MEDIA MARKETING IN UAETOP 10 POWERFULL STRATEGIES OF SOCIAL MEDIA MARKETING IN UAE
TOP 10 POWERFULL STRATEGIES OF SOCIAL MEDIA MARKETING IN UAE
 
Unlocking Rich Snippets : Elevating your Content In Search Results
Unlocking Rich Snippets : Elevating your Content In Search ResultsUnlocking Rich Snippets : Elevating your Content In Search Results
Unlocking Rich Snippets : Elevating your Content In Search Results
 
How to Analyze and Improve Your PPC Advertisements.pdf
How to Analyze and Improve Your PPC Advertisements.pdfHow to Analyze and Improve Your PPC Advertisements.pdf
How to Analyze and Improve Your PPC Advertisements.pdf
 

Tag Management Is Not A Miracle Cure

  • 1. More info at: juliencoquet.com Tag Management is not a miracle cure JULIEN COQUET – VP, CHIEF EVANGELIST @ HUB'SCAN March 2017
  • 2. © Julien Coquet 2017 2 The captain has turned on the seatbelt sign AGENDA Speaker bio1 About Tag Management2 Issues with Tag Management3 In closing4 Q&A5 Appendix - removedA
  • 3. © Julien Coquet 2017 3 Oh God, here we go AGENDA Speaker bio1 About Tag Management2 Issues with Tag Management3 In closing4 Q&A5
  • 4. © Julien Coquet 2017 4 About Julien Coquet • Cunning Linguist • Level 80 Digital Analytics Warrior • Consultant, evangelist, speaker • Blogger, author, translator • KPI Therapist (one word) • Keeper of the One True Tagging Plan VP, CHIEF EVANGELIST @ HUB'SCAN
  • 5. © Julien Coquet 2017 5 I'll take Tag Management for $200, Alex AGENDA Speaker bio1 About Tag Management2 Issues with Tag Management3 In closing4 Q&A5
  • 6. © Julien Coquet 2017 6 Obligatory quick show of hands Who here uses a tag management system? What now? Yes! Maybe? No, I hate hackers
  • 7. © Julien Coquet 2017 7 Tag Management 101 • A single piece of code (aka container) • Embedded digital marketing solutions (tags) • A data layer • Variables (macros) • Rules (triggers) • Works for mobile apps using a SDK
  • 8. © Julien Coquet 2017 8 Tag Management 101 (for LOTR nerds) "One tag to rule them all, one variable to find them, one trigger to bring them all and in the data bind them."
  • 9. © Julien Coquet 2017 9 And if you're paranoid…
  • 10. © Julien Coquet 2017 10 And of course, there are other vendors out there… Tag Management: a mature, saturated market
  • 12. Insight #2 I <3 Tag Management
  • 13. © Julien Coquet 2017 13 Your brain, right now
  • 14. © Julien Coquet 2017 14 It's going to be, waiiit for it… AGENDA Speaker bio1 About Tag Management2 Issues with Tag Management3 In closing4 Q&A5
  • 16. © Julien Coquet 2017 16 Promise #1: No more IT intervention 1. Independence from your IT department 2. Place the tag once 3. Goodbye IT! 4. Profit?
  • 17. You're in for a rude awakening
  • 18. © Julien Coquet 2017 18 What really happens… • Companies don't realize implementation means… re-tagging! • Errors happen • Containers are misplaced / broken • Data layers are missing data or contain the wrong variables • IT feels kicked out of its private playground. • IT feels distrust towards corporate / marketing
  • 19. © Julien Coquet 2017 19 End result: IT is now your enemy
  • 20. © Julien Coquet 2017 20 Solution(s) • Involve IT early • Consult them for feasibility (datalayer for instance) • Keep them in the loop for site evolutions • Give them a little love <3
  • 21. © Julien Coquet 2017 21 Promise #2: Marketing execs can use it 1. It's easy, just click 2. Workflow, processes, hurray! 3. Access rights 4. Put agencies on a leash (aka the end of ninja Floodlight tags)
  • 22. © Julien Coquet 2017 22 Yeah, that will work out great
  • 23. © Julien Coquet 2017 23 What really happens… • Marketing people start with little analytics and tagging experience • Execs get lost during setup and end up delegating to an agency • Access rights confuse users • Project communication breaks down, changes are not pushed live • Execs question the value of a TMS, end up rolling back regular tagging
  • 24. © Julien Coquet 2017 24 Solution(s) • Set strict rules and actual processes for tag/rule creation and publication • Leave your TMS in the hands of your digital analysts (or dedicated, trained professionals) • Train your team
  • 25. © Julien Coquet 2017 25 Promise #3: Tag and forget 1. Tagging will auto-magically follow site evolutions 2. My data layer is bullet proof 3. My reports will contain the data I need
  • 26. © Julien Coquet 2017 26 Quit your day job and switch to comedy
  • 27. © Julien Coquet 2017 27 What really happens… • AKA "IT messed up" • The data layer is broken • The data in the layer is not compliant with your requirement • Bigger projects increase chance of errors • Data quality is an afterthought
  • 28. © Julien Coquet 2017 28 Solution(s) • Define quality assurance procedures • Define a super-tight tagging plan • Enforce and maintain that tagging plan • Use automated quality assurance • Even if you don't use a TMS, tag your site with a data layer
  • 29. © Julien Coquet 2017 29 Sweet rapture, take me now AGENDA Speaker bio1 About Tag Management2 Issues with Tag Management3 In closing4 Q&A5
  • 30. © Julien Coquet 2017 30 To paraphrase: "You go to war with the army you have, not the army you might want or wish to have at a later time" - Former US Defense secretary Donald Rumsfeld
  • 31. © Julien Coquet 2017 31 More paraphrasing: "You analyze based on the data you have, not the data you might want or wish to have at a later time" - Digital evangelist Avinash Kaushik
  • 32. © Julien Coquet 2017 32 Don't worry Your Data Layer Gets Better (in theory)
  • 33. © Julien Coquet 2017 33 It's no magic bullet Tag Management is not a miracle cure, it's chicken soup for your tags
  • 34. © Julien Coquet 2017 34 Pro tips for TMS success • Design, structure and communication • Governance For The Win • Training, training, and more training • Don't trust the TMS, don't trust the CMS • Don't forget Quality Assurance
  • 35. © Julien Coquet 2017 35 Super subtle plug for Hub'Scan Learn more at http://www.hub-scan.com/
  • 36. © Julien Coquet 2017 36 Super subtle plug for Hub'Scan Pages are not tagged Analytics data does not match requirements Punish your front-end developer Save time running boring audits How many Google accounts do you need?!
  • 37. © Julien Coquet 2017 37 That's all, folks! AGENDA Speaker bio1 About Tag Management2 Issues with Tag Management3 In closing4 Q&A5
  • 38. © Julien Coquet 2017 38 Discuss? • Read my blog at https://juliencoquet.com/en/ • Follow me on Twitter at @juliencoquet • Google me!

Notas del editor

  1. Good luck getting your angry IT to work with you. Expect public shaming and awkward moments at the coffee machine
  2. Good luck getting your angry IT to work with you. Expect public shaming and awkward moments at the coffee machine