I have a long list of ‘product backlog items’, or IT requests, at work which are requests to update tracking codes across our website. They are small changes in themselves, but in aggregate they allow my analyst to do his job properly and provide insights for the business. In some cases, I’ve had to delay important partnerships and other initiatives for the lack of a line of code on a webpage. Sad times. What I need is Tag Management Software.
A Tag Manager is a service that allows the same code put onto every page on a site. The site can then be updated via an interface rather than by a development team. The interface can be used by a reasonably bright marketer or analyst. No more empty and meaningless backlog grooming sessions for me, just good times with tracking!
As we already use Omniture, I’ve been considering taking on Adobe’s tag management software, and as part of my due diligence I’ve been having a look around at the competition. Companies like tagman and opentag have compelling
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offerings and long lists of great companies endorsing their services.
As can be expected, Google hasn’t shied from being disruptive with the announcement of their free Google Tag Manager product. I do feel sorry for the small players who are focussed on the niche, but I guess with such a simple and effective idea, it wasn’t going to last for ever!
The examples in the below video are Google-centric, it will be interesting to see how easy or otherwise it is to do some of the more customised tracking we have set up using SiteCat, but as it’s free I’ll definitely be having a closer look.