Tag Management and Tag Governance: Differences and Synergies

Tealium’s Digital Velocity conference is known for providing inspiring keynotes, value-packed session content from top brands and a plethora of engaging networking opportunities for savvy digital marketers, developers and technologists. Partners, customers and Tealium Experts will be hosting a series of intimate roundtable discussions at Digital Velocity Europe 11 – 12 June, 2019 on topics around transforming customer experiences, the power of data and so much more.

Tealium is excited to have Mike Fong, Senior Consultant/Solutions Engineer, ObservePoint, host a roundtable on ‘Tag Management and Tag Governance: Differences and Synergies’ on 12 June 2019 at 12:15.

When properly deployed, analytics and marketing tags provide the high-quality data companies need to understand user behavior on their websites. Unfortunately, tags require a lot of monitoring and maintenance (more specifically known as Tag Management and Tag Governance) to ensure they continually track behavior as required.

When not properly governed, web analytics and other marketing tags can cause problems. The more tags you have, the higher the chances are that you willhave broken, duplicated, or abandoned tags—and the less you can rely on these tags to provide you with accurate data.

The consequences of bad tag governance include:

• Inaccurate analytics reports
• Unauthorized access to sensitive personal data
• Excessively complex data analysis
• Slow page-load times
• Broken paths through your website

Tags can be corralled by using an automated tag governance solution, in tandem with a tag management system (TMS).

Tag Management

A TMS is a tool like Tealium that simplifies the process of implementing and maintaining a site’s tags through a more convenient web interface. A TMS allows users to simply add, remove, or edit tags from a single point of control.

Although a TMS is essential in managing tags, it is not a foolproof solution for many of the same data quality problems that web analytics tags create. After all, “a single point of control” can also be a single point of failure.

Tag Governance

Tag governance solutions like ObservePoint ensure that all tags within your TMS are performing correctly by means of tag auditing, tag monitoring, and tag validation.

1. Tag auditing. Tag audits scour your website and make sure your tags are where you expect them to be. In combination with a tagging plan, tag auditing tools can greatly improve the quality of the data passed through tags.
2. Tag monitoring. Like tag auditing, tag monitoring scans your website to detect potential tagging errors. But instead of scanning a large batch of pages, tag monitoring scans sequences and batches of pages on your live site to ensure tags are constantly up and running.
3. Tag validation. Tag validation is a form of release validation. When you’re getting ready to release an update to your website, tag validation tools allow you to prepare tests to be run before and after release.

Join ObservePoint’s Mike Fong to discuss and brainstorm how Tealium’s TMS and ObservePoint’s Tag Governance solution interact with each other to create a data quality feedback loop: Tealium deploys tags and ObservePoint tests them. This session will discuss the process of establishing a solid tag management and governance processes, including how to:

• Test for JavaScript errors that inhibit successful data collection
• Catalog your tags and web pages before TMS deployment
• Ensure installation of TMS container code on every page
• Validate new releases for optimal TMS performance
• Verify proper data collection and tag configuration
• Identify and remove unauthorized tags

Digital Velocity Europe 11 – 12 June, 2019, will be one of the most talked about digital conferences of the year, and you don’t want to miss the roundtables.

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