A contrarian view of Tag Management Systems
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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.
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A contrarian view of Tag Management Systems
- 1. A view of Tag Management
- 3. Stéphane Hamel Data are the raw material of my craft. SHamel67 shamel@immeria.net linkedin.com/in/shamel google.com/+StephaneHamel-immeria @SHamel67
- 4. Agility Data Management (DMP) Vendor Independence Privacy & Compliance QualitySpeed Dev Cycle Governance Mobile/Apps Costs IT © 2015 Stéphane Hamel, All rights reserved. @SHamel67 The infinite purposes of a TMS
- 5. 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 $6m $1.3 $3 $2.3 $5 $5 $1.1 $15 $10.5 $15. 5 [x+1] $15.6 $5 $27$40 $20$8.2 $69.1m $50m $77.9m Rakuten $30.7 Source: Crunchbase & BuiltWith, March 2015© 2015 Stéphane Hamel, All rights reserved. @SHamel67 Market shares
- 6. Market Share Top 500 Global e-commerce 19% 13% 8% 5%4% Methodology:1366websitesanalyzedusingWASP.crawler,March2015 © 2015 Stéphane Hamel, All rights reserved. @SHamel67
- 7. “Don’t know JavaScript? No problem” “With a single line of code…” “Reduce reliance on IT by 75%…” No IT? Really?
- 8. “40% website page load acceleration” Speed up website? BS!
- 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
- 18. Vendor Selection 0 1 2 3 0 1 2 3 Vendor #1 Vendor #2 Vendor #3 Vendor #4 Could Should Must OOTBConfigCustom
- 19. Are we doomed? Constraints Ideal Realistic Optimal
- 20. Q&A
- 21. Stéphane Hamel Data is the raw material of my craft. SHamel67 shamel@immeria.net linkedin.com/in/shamel google.com/+StephaneHamel-immeria @SHamel67
Notes de l'éditeur
- Source: http://trends.builtwith.com/analytics/tag-management
- 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
- 40% acceleration: Ensighten Page speed test: 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!
- Collect 100%: Signal 360 degree view: Ensighten
- 40% acceleration: Ensighten Reduce time: Tealium 401%: Tealium
- MoSCoW method