Resources 10 Steps Selecting Tag Management System

WEBINAR
10 Steps to Selecting a
Tag Management System
April 16, 2014
About InfoTrust
● GACP and GAP Reseller working with 2,000+ sites globally.
● In-depth understanding of tagging industry:
○ Extensive experience with various TMS
○ Developed proprietary product (taginspector.com) for solving
tagging & privacy issues
● Google Partner and Bing Ads Accredited:
○ PPC campaign management & analytics
○ Recent Google Analytics Universal Analytics remarketing case
study.
Presenters
Michael Loban Andy Gibson, MBA

CMO Digital Marketing
Analyst
@iwanttobesocial @APGibson16
Webinar Format
1. The links we will be referencing are located
in the upper right-hand corner of the webinar
screen
2. Please feel free to ask questions at any time
using the chat panel
3. Remember to fill out the post-webinar survey
and let us know your thoughts
Agenda
10 Steps to Selecting a TMS
1. Assess the Current Situation
2. Determine the Stakeholders
3. Evaluate the Current Tag Management Process
4. Define the Business Requirements
5. Understand Which Model You Need
6. Research the Marketplace
7. Contact the Vendors
8. Evaluate the Options & Choose Best Solution
9. Get to Work
10. Make Your Implementation Sustainable
Question: Is a Tag Management System a

vitamin or an antibiotic for your organization?
Vitamin
You’re looking to use a Tag
Management System because
you know it’s good for you*.
Examples:
● Consolidating your many marketing tags
● Shifting the responsibility of tag management from IT to
Marketing
● You’re experimenting with capturing more powerful data and
sending it to different tools/databases
*This statement has not been evaluated by the FDA.
Antibiotic
You’re looking to use a TMS
because you hope it will fix a
major issue.
Symptoms include major headaches due

to:
● Nobody owning tag management
● Broken tracking
● Dev/IT team taking too long to push
updates
So What Are You Taking?
Agenda
9. Get to Work
Selecting a TMS is just like selecting any other
type of software or tool for your company.
You will need to understand:

● Who are the end users
● Who will need access (but may not need to use it regularly)
● Who will need to be involved in the selection process
● And ultimately who will sign off on the decision.
End Users
These are likely the most vocal advocates for
using a TMS
● Development/IT
● Data architects
● Analysts
Andy, Analyst
Needs Access
The end users are the ones that
will be using the TMS on a daily
basis. However, others will still
need to have access.
Amin, Analytics Manager
Typically, this will be

middle-management.
Andy B, IT/Dev. Mgr.

Involved in Selection Process
This greatly depends on your
company and it’s size, but
stakeholders from multiple
departments like Marketing and
Jill & Jimmy, Marketing
IT may need to be involved.
IT’s needs won’t necessarily match

Marketing’s needs.
Alex, IT/Dev.
The Decision Maker(s)
Most often this is the C-Suite:
your CEO, CMO, CIO, or CFO.
This is the person(s) you need

to convince a TMS will alleviate
Michael, CMO
the company’s analytics and tag
management pain points.
Agenda
9. Get to Work
3. Evaluate Current Tag Management
Process
Ask yourself a few questions:
● Who owns tag management?

● Whose responsibility is it to add, remove or modify
tags or analytics tracking?
● Do you know:
○ What tags are currently on your site?
○ Where these tags are located?
○ And how these tags are being deployed?
3. Evaluate Current Tag Management
Process
All the technology in the world won’t be helpful
unless you have a defined process for tag
management.
What makes up a tag management process?

Components of a Tag Management
Process
Tag Inspector
Tag Inspector reports

include:
1. Unique tags
2. TMS Vendor
3. # of tags deployed
through TMS
4. TMS location
5. Tag depth
6. Tag location
7. Tag & TMS
Latency
Agenda
9. Get to Work
4. Define Business Requirements
What are your objectives with a TMS?
● Short-term
__________________
__________________
● Long-term
__________________
__________________
TMS Requirements
The features and functionality of your TMS will
need to map to your business requirements.
● Supported tags
● Degree of TMS customization
● Scalability
● Built-in privacy compliance solution
● Staging/dev/production support
● Hosting
● Support for mobile apps
● Service Level Agreement
Example
Short-term Objective: Move all Google Analytics tagging
to TMS.
TMS Requirement: Template tags for all types of Google

Analytics tags and configurations.
Agenda
9. Get to Work
5. Understand Which Model You
Need
Which service option is right for you?
● Fully-managed solution: Buying from a trusted partner
○ More expensive, less intensive
○ Someone outside your company manages the TMS
○ Internal knowledge and resources are less critical
● Self-service solution: Buying directly from the vendor

○ Less expensive, more intensive
○ Vendor will help with implementation and support, but you
manage the TMS
○ Your organization needs the internal knowledge and resources to
manage the TMS
5. Understand Which Model You
Need
Which pricing model is right for you?
● Free: Many enterprise web analytics vendors offer

their own TMS for free on top of their analytics
package
● Paid:
○ Fixed fee model: Flat yearly fee
○ Volume model: Based on traffic or number of sites
○ Variable model: Based on multiple variables like bundling
of other products, training, deployment costs, etc.
Agenda
9. Get to Work
The Tag Management industry is still young, but rapidly
growing.
With rapid growth has come consolidation within the

industry:
● BrightTag purchased SiteTagger back in 2012.
● Adobe purchased Satellite Tag Management in
2013.
● Ensighten purchased major competitor, TagMan, a
few month ago.
We won’t be able to provide a full-feature comparison of
these tag management systems.
Resources:
1. https://econsultancy.com/reports/tag-management-buyers-
guide
2. http://www.forrester.
com/Understanding+Tag+Management+Tools+And+Technolog
y/fulltext/-/E-RES74123
3. http://blog.taginspector.com/updated-tag-wars-tagman-
acquisition-ensighten-telling-us-future-tagging/
TMS-Focused Major Players
1. BrightTag: brighttag.com
2. Ensighten: ensighten.com
3. Tealium: tealium.com
Analytics Vendors with In-House Tag
Management Systems
1. Adobe: adobe.com
2. IBM: ibm.com
Analytics Vendors with Free TMS for All:

1. Google: google.com/tagmanager
Other Players in the Industry
● Impact Radius
● DC Storm
● Mezzobit
● SuperTag
● Qubit
● UberTags
Agenda
9. Get to Work
Schedule time for a product demo
➔ Introduce your company and your pain points
➔ Provide your list of TMS requirements
➔ Ask for any documentation that might help you
decide
➔ Discuss pricing and service models
➔ Request access to test the product and talk with
existing clients
➔ Share the ROI you need to sell this internally
Agenda
9. Get to Work
8. Evaluate the Options & Choose
Best Solution
Would you buy a car without test driving it first?
Thoroughly Test Each Product
Hands-on experience with
each product will allow your
team to properly evaluate
each TMS.
Contact Existing Clients
Have a list of questions ready:
● What do they like and dislike about the vendor?

● What do they like and dislike about the TMS?
● How does the TMS empower their company to stay
ahead of the competition?
● How is the vendor’s customer service?
Choose the Solution That is Right
For You
★ Covers your TMS requirements
★ Satisfies all stakeholders
★ Fits your service and price model needs
★ Passes your testing evaluation
★ You’re comfortable with the
vendor/partner
★ It is flexible for your long-term plans
Agenda
9. Get to Work
9. Get to Work
Awesome, so you’ve chosen a TMS. Pat
yourself on the back.
9. Get to Work
Use your organization’s current change management
process:
● Resources
● Timeline
● Milestones
● Prepare architecture
● Contact InfoTrust :-)
Agenda
9. Get to Work
10. Make Your Implementation
Sustainable
Question: How do you protect yourself from random
people making random decisions?
By implementing a tag management policy!
What tools are available to enforce a policy?

Enforcing a Tag Policy with Tag
Inspector
Enforcing a Tag Policy with Tag
Inspector
Next Steps
Interested in learning more about Tag Management?
Contact mloban@infotrustllc.com.
Upcoming webinar: “Implementation & Advanced GTM”

May 21, 2014 at 1 PM EST
Please remember to fill out our post-webinar survey to get

a free trial of our new product, Tag Inspector.
Questions?

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WEBINAR

Michael Loban Andy Gibson, MBA

Question: Is a Tag Management System a

Symptoms include major headaches due

You will need to understand:

Typically, this will be

Andy B, IT/Dev. Mgr.

IT’s needs won’t necessarily match

This is the person(s) you need

● Who owns tag management?

What makes up a tag management process?

Tag Inspector reports

TMS Requirement: Template tags for all types of Google

● Self-service solution: Buying directly from the vendor

● Free: Many enterprise web analytics vendors offer

With rapid growth has come consolidation within the

Analytics Vendors with Free TMS for All:

● What do they like and dislike about the vendor?

By implementing a tag management policy!

What tools are available to enforce a policy?

Upcoming webinar: “Implementation & Advanced GTM”

Please remember to fill out our post-webinar survey to get

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