7. As a consultant, I’ve seen it all.
And some of it cannot be unseen.
8. Analytics nightmares
Lack of structure or specification
Lack of communication between teams
Lots of time spent doing QA
Analysts turned into debuggers
15. “I thought tag management could
automagically guarantee data collection?”
16. Tag management is not a miracle cure
It’s chicken soup for your tags
17. Business IT
Specification Specify data collection plan Translates into tagging plan
Implementation Gets data and reports Deploys tags manually or via TMS
Quality assurance Verify data Verify tagging
Evolution Update tagging plan Update tags
18. Business IT
Specification Specify data collection plan Translates into tagging plan
Implementation Gets data and reports Deploys tags manually or via TMS
Quality assurance Verify data Verify tagging
Evolution Update tagging plan Update tags
25. Focus on data, not tags
• Don’t just collect data
• Collect the right data
• Make data comply to your tagging plan
26. Business case: Peugeot
• 1800+ automotive websites
• Migrated from Sophus to GA Premium
• Global deployment of digital marketing tags
• Distrust in data due to poorly executed implementations
27. Business case: Peugeot
With Hub’Scan, PSA was able to
• reduce tagging QA time from months to hours
• facilitate collaboration between marketing and IT
• certify conversion measurement
• restore faith in data through quality
28. Improve acquisition, behaviour & conversion
Reduce TTM,TCO and COS
Boost volume of visitors
Boost business conversion
Hub’Scan EX
29. Demos, free trials and MOAR?
- BOOTH #612 (can’t miss it)
- Get your Summit game card tagged
- Goodies
- A chance to win a seat at the DAA Gala on Apr. 1st
- French accents