Presented at eMetrics San Francisco 2015.
While everyone believe Tag Management Systems are the next best thing since sliced bread (at least, TMS vendors believe so!), I offer a different point of view based on my own experience and feedback gleaned from clients and consultants.
3. Stéphane Hamel
Data are the raw material of my
craft.
SHamel67
shamel@immeria.net
linkedin.com/in/shamel
google.com/+StephaneHamel-immeria
@SHamel67
13. “Collect 100% of your customer data”
“Collect data from every touch point to build a 360o
customer profile”
Privacy &
Compliance
Impact of DMP,
user rights &
privacy?
14. Governance
Costs
“Increase our productivity by 75%...”
“reduce time it took to deploy a tag
from 90 days to just a couple of hours.”
“annualized ROI of 401 percent within
eight months”
Agility
Will you really
save? (hint: YES!)
15. Quality
JavaScript Object
Formalized/Rigorous
Data Layer
HTML attributes
Flexibility/Agility
DOM Scraping
Dev
Cycle
<p>Transaction #:
<span id=“orderId”>VTJCCF69374D</span>
</p>
<script>
var dataLayer = {
“orderId”: “VTJCCF69374D”
};
</script>
Pros & Cons of DOM Scraping & Data Layer
16. The problem with
“research”
86% of respondents agree that effectively managing web site
tags is fundamental to digital marketing
77% of digital marketers say that using a tag management
system improved their ability to run marketing campaigns
45% experienced an improvement in analytics quality and tag
deployment across large number of properties.
To further investigate, in March 2014, Vendor X commissioned
Forrester Consulting…
17. Requirements aren’t a benchmark
Feature
Everybody does
it anyway!
Super
Feature
One day we’ll do
this!
Shiny Object
Nice graphs, my
boss will love it!
Works in
PowerPoint
But in worked in
the demo!
We’ll see
This is critical but
we’ll see when
we get there…
Vendor #1 Vendor #4Vendor #2 Vendor #3
21. Stéphane Hamel
Data is the raw material of my craft.
SHamel67
shamel@immeria.net
linkedin.com/in/shamel
google.com/+StephaneHamel-immeria
@SHamel67
Top 400 Retail Sites = 1366 websites
3% of those using a TMS had two on their site – which means probably in the process of evaluating or switching vendor.
Most often with GTM.
Signal=BrightTag
Quantcast Top 10,000 from BuildWith data
GTM: ~11%
Tealium: ~2%
Signal: ~3%
Ensighten & Tagman: ~2%
Adobe DTM & Satellite: ~3%
OpenTag: <1%
Tag Commander: <1%
SuperTag: <1%
3% of
Don’t know JavaScript: Tealium
Single line of code: Ensighten
Reduce reliance on IT: Tealium
Original 3rd party?
Own CDN?
Rewriting tags?
Out of sync GA library!
Original 3rd party?
Own CDN?
Rewriting tags?
Out of sync GA library!
Original 3rd party?
Own CDN?
Rewriting tags?
Out of sync GA library!
http://www.stevesouders.com/blog/2013/09/05/domain-sharding-revisited/
50 is the average maxDomainReqs across the world’s top 300K URLs. But averages don’t tell the whole story. Using the HTTP Archive data in BigQuery and bigqueri.es, both created by Ilya Grigorik, it’s easy to findpercentile values for maxDomainReqs: the 50th percentile is 39, the 90th percentile is 97, and the 95th percentile is 127 requests on a single domain.
This data shows that a majority of websites have 39 or more resources being downloaded from a single domain. Most browsers do six requests per hostname. If we evenly distribute these 39 requests across the connections, each connection must do 6+ sequential requests. Response times per request vary widely, but I use 500 ms as an optimistic estimate. If we use 500 ms as the typical responsive time, this introduces a 3000 ms long pole in the response time tent.
Original 3rd party?
Own CDN?
Rewriting tags?
Out of sync GA library!