Author: Mike Fong, Senior Consultant, Solutions Engineer at ObservePoint
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:
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.
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:
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.
Login to your registration and signup for your roundtables today!