Improving User Experience With Tag Management

11.22.16

About Tag Inspector and Your Presenter❏ Tag Inspector is a product of InfoTrust, LLC

❏ InfoTrust

❏ Web analytics, tag management, and product development

❏ 2,000+ sites analyzed and supported annually

❏ 30+ digital marketing and training programs a year

❏ Offices: Cincinnati, USA and Dubai, UAE

❏ Presenting

❏ Lucas Long, Tag Inspector Product Manager & Tag Management Consultant

Agenda❏ Overview

❏ Site Performance

❏ Optimization w. Analytics

❏ Personalization & Testing

❏ User Trust

❏ How to Accomplish

❏ Questions

Overview❏ Factors affecting user experience

❏ How they work (tags)

❏ Tags effect on a site

❏ Importance of management

Nfinity Web

Overview❏ Factors affecting user experience

❏ How they work (tags)

❏ Tags effect on a site

❏ Importance of management

Agenda❏ Overview

❏ Site Performance

❏ Optimization w. Analytics

❏ Personalization & Testing

❏ User Trust

❏ How to Accomplish

❏ Questions

Site Performance❏ Factors for performance

❏ Server side

❏ User side

❏ Site itself

❏ Tag’s effect

❏ More weight and load on the User’s machine and browser

❏ Depends on type of tag & loading behavior

Agenda❏ Overview

❏ Site Performance

❏ Optimization w. Analytics

❏ Personalization & Testing

❏ User Trust

❏ How to Accomplish

❏ Questions

Optimization With Analytics❏ User acquisition, behavior, conversion

❏ Informs content, marketing strategy, landing pages, media strategy, design, etc.

❏ Dependant upon complete and accurate data

Agenda❏ Overview

❏ Site Performance

❏ Optimization w. Analytics

❏ Personalization & Testing

❏ User Trust

❏ How to Accomplish

❏ Questions

Personalization & Testing❏ A/B Testing

❏ Tag caveats to remember (changing page content)

❏ Recommendation Engines

❏ Dependent on tags

Agenda❏ Overview

❏ Site Performance

❏ Optimization w. Analytics

❏ Personalization & Testing

❏ User Trust

❏ How to Accomplish

❏ Questions

User Trust❏ Secure and not shared

❏ Creepy advertising

❏ Data leakage and selling to third parties

Agenda❏ Overview

❏ Site Performance

❏ Optimization w. Analytics

❏ Personalization & Testing

❏ User Trust

❏ How to Accomplish

❏ Questions

How to Address❏ Tag Management Policy

❏ Knowing what is on the site

❏ Platforms, location, data collected

❏ Define what is allowed and required

❏ Implement change

❏ Monitor & Enforce

❏ Tag Management Process

❏ Process for tag review and approval

❏ Security, legal, Dev Ops

❏ Process for request and implementation

❏ Business request, review, implementation, and QA

❏ Process for ongoing monitoring of all tag behavior

How to Address - Policy❏ What is on the site

❏ Tag audit

❏ Define standards

❏ Tag policy

❏ Implement change

❏ TMS

❏ Data layer

❏ Migration & removal

❏ Monitor & Enforce

How to Address - Process❏ Tag review & approval

❏ Legal

❏ Security

❏ Dev Ops

❏ Tag request & implementation

❏ Centralized

❏ Project management tools

❏ Tag Management System

❏ Ongoing monitoring process

Agenda❏ Overview

❏ Site Performance

❏ Optimization w. Analytics

❏ Personalization & Testing

❏ User Trust

❏ How to Accomplish

❏ Summary

Questions?