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support service level agreements.
Demystified_The-Myth-of-the-Universal-Tag_SponsoredBy_Ensighten - es6.mike@gmail.com - Your Highlight Location 395-395 | Added on Monday, 7 January 13 17:05:52
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More importantly, whichever system you select should come from a company with a history of providing customer support.
Demystified_The-Myth-of-the-Universal-Tag_SponsoredBy_Ensighten - es6.mike@gmail.com - Your Highlight Location 393-394 | Added on Monday, 7 January 13 17:05:42
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Requirement #4: Business Viability Because there has been a historically high level of frustration regarding tag-based technical implementations, it is not surprising that there are as many as a dozen consultancies and companies developing tag management solutions for the marketplace today.
Demystified_The-Myth-of-the-Universal-Tag_SponsoredBy_Ensighten - es6.mike@gmail.com - Your Highlight Location 384-386 | Added on Monday, 7 January 13 17:05:20
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Requirement #5: Appropriate Pricing Our final requirement for tag management solutions is that they are appropriately priced.
Demystified_The-Myth-of-the-Universal-Tag_SponsoredBy_Ensighten - es6.mike@gmail.com - Your Highlight Location 397-398 | Added on Monday, 7 January 13 17:04:46
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For example, for one Ensighten customer it was desired to use the TMS to identify if a visitor was currently logged into the site base on a variable that the website sets on each page and, if that variable is present, then set the appropriate customer segmentation parameter within the web analytics tool.
Demystified_The-Myth-of-the-Universal-Tag_SponsoredBy_Ensighten - es6.mike@gmail.com - Your Highlight Location 382-384 | Added on Monday, 7 January 13 01:46:43
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Requirement #3: Flexibility In addition to being easily configured, the ideal tag management system is one that imparts the maximum amount of flexibility with the least amount of effort. To be clear, Web Analytics Demystified does not believe that tag management systems are a ?silver bullet? when it comes to implementations; any implementation requires work and significant effort from multiple stakeholders within the business. We do, however, believe that transferring the majority of effort to implementation design and away from the actual implementation, coding, and quality assurance process effectively reduces the total effort required.
Demystified_The-Myth-of-the-Universal-Tag_SponsoredBy_Ensighten - es6.mike@gmail.com - Your Highlight Location 361-365 | Added on Monday, 7 January 13 01:42:47
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Requirement #2: Easy Configuration In addition to being universally deployable, we recommend preference be given to tag management solutions that are easily configured. While a nice looking user interface is certainly a plus, by easy configuration we mean that the system will support the deployment of any number of tags across one, ten, or hundreds of web sites with the same efficiency.
Demystified_The-Myth-of-the-Universal-Tag_SponsoredBy_Ensighten - es6.mike@gmail.com - Your Highlight Location 350-353 | Added on Monday, 7 January 13 01:39:32
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4. If the TMS vendor claims the solution will be supported by an ?open source community? of developers, run. While this sounds good, Web Analytics Demystified explored this option and found it to be much more complicated than expected. Unlike web servers, tag management systems are nuanced and obscure; we believe ?community? and ?certification? efforts are unlikely to gain traction in the sector and thusly are poor replacements for traditional paid vendor support;
Demystified_The-Myth-of-the-Universal-Tag_SponsoredBy_Ensighten - es6.mike@gmail.com - Your Highlight Location 325-328 | Added on Monday, 7 January 13 00:05:13
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5.If the TMS is hosted, the vendor should provide multi-country support and oncontinent hosting. Tag management systems ultimately will need to be held to the same standard as other hosted systems providers. hosted platforms need to either have or be working towards ?local? support and service, not just sales people, in the same geographic region where they are providing services.
Demystified_The-Myth-of-the-Universal-Tag_SponsoredBy_Ensighten - es6.mike@gmail.com - Your Highlight Location 329-331 | Added on Monday, 7 January 13 00:05:04
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While in general we at Web Analytics Demystified are supportive of the tag management space, there are five common concerns about tag management systems we recommend exploring carefully prior to any investment: > 1.If the TMS is hosted, you?ll want to carefully explore both the systems delivering the final tags and the service level agreement (SLA) the vendor provides. remember, if the tag management system goes down so does your entire data collection effort. While some analytics vendors will use this as antiTMS FUD, we recommend just being thoughtful during the purchase process (and requiring a rock-solid SLA);
Demystified_The-Myth-of-the-Universal-Tag_SponsoredBy_Ensighten - es6.mike@gmail.com - Your Highlight Location 312-317 | Added on Sunday, 6 January 13 23:38:34
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as implementations become more involved and sophisticated the businesses willingness to switch vendors declines, even in situations where the relationship has been badly damaged by miss-set expectations, miscommunication, or outright lies.
Demystified_The-Myth-of-the-Universal-Tag_SponsoredBy_Ensighten - es6.mike@gmail.com - Your Highlight Location 134-136 | Added on Thursday, 3 January 13 16:19:12
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individually deployed tags create a tremendous amount of vendor lock-in. Imagine if you just spent a year deploying a tag-based data collection systems across your entire business only to realize many of the features you had been promised were ©Ensighten 2010. All rights reserved. No part of this document may be reproduced in any form without prior, WhITEPAPEr ?unavailable at this time? or if costs wildly exceeded expectations. Would you be willing to < 6 > The Myth of the Universal Tag go back to your boss (and her boss, and her bosses? boss) and ask for more money and more valuable resources to switch to yet another vendor?
Demystified_The-Myth-of-the-Universal-Tag_SponsoredBy_Ensighten - es6.mike@gmail.com - Your Highlight Location 127-133 | Added on Thursday, 3 January 13 16:18:58
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Tag Deployments Are Often Fragile While less of a problem on relatively simple sites, nearly all large sites are incredibly complex and subject to change on a near constant basis. The classic case of ?too many chefs in the kitchen? has the potential to break data collection completely without creating any kind of alert, error message, or warning.
Demystified_The-Myth-of-the-Universal-Tag_SponsoredBy_Ensighten - es6.mike@gmail.com - Your Highlight Location 121-124 | Added on Thursday, 3 January 13 16:18:11
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While more anecdotal than not, in our combined 30 years of experience at Web Analytics Demystified we have only rarely seen even the most basic tag deployments in web analytics work right the first time. There is always something?a bug, a variable that was missed, or a change in requirements?that requires a second, third, or fourth pass on the part of Information Technology and development resources, further increasing the time to deployment.
Demystified_The-Myth-of-the-Universal-Tag_SponsoredBy_Ensighten - es6.mike@gmail.com - Your Highlight Location 114-117 | Added on Thursday, 3 January 13 16:16:44
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While there are exceptions in practice, ©Ensighten 2010. All rights reserved. No part of this document may be reproduced in any form without prior, WhITEPAPEr sometimes it feels like the vast majority of agency and interactive developers are in cahoots < 5 > The Myth of the Universal Tag
Demystified_The-Myth-of-the-Universal-Tag_SponsoredBy_Ensighten - es6.mike@gmail.com - Your Highlight Location 103-107 | Added on Thursday, 3 January 13 16:16:12
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While there are exceptions in practice, ©Ensighten 2010. All rights reserved. No part of this document may be reproduced in any form without prior, WhITEPAPEr sometimes
Demystified_The-Myth-of-the-Universal-Tag_SponsoredBy_Ensighten - es6.mike@gmail.com - Your Highlight Location 103-105 | Added on Thursday, 3 January 13 16:16:02
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I.T. has a wide range of potential objections to web data collection projects including issues of data privacy, site security and performance, not to mention the inevitably long list of changes that come from elsewhere in the business. While it may not seem this way, I.T. usually surfaces valid and important concerns worthy of consideration throughout the business; unfortunately these considerations take time to resolve and in the interim tag deployment efforts languish.
Demystified_The-Myth-of-the-Universal-Tag_SponsoredBy_Ensighten - es6.mike@gmail.com - Your Highlight Location 94-97 | Added on Thursday, 3 January 13 16:13:52
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because the system supports so many variables, plug-ins, and customizations it is unfortunately common for SiteCatalyst deployments to stretch on from weeks to months.
Demystified_The-Myth-of-the-Universal-Tag_SponsoredBy_Ensighten - es6.mike@gmail.com - Your Highlight Location 88-89 | Added on Thursday, 3 January 13 16:12:48
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While the actual ?base tag? placement may take only seconds, the requirements gathering, documentation, customization, and validation steps for any Enterprise-class deployment can take weeks, months, or years in some instances. Unfortunately, it is this page specific customization that creates the true value from any analytics deployment, while this customization typically creates internal frustration over resources, time, and costs.
Demystified_The-Myth-of-the-Universal-Tag_SponsoredBy_Ensighten - es6.mike@gmail.com - Your Highlight Location 82-85 | Added on Thursday, 3 January 13 16:11:00
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While the actual ?base tag? placement may take only seconds, the requirements gathering, documentation, customization, and validation steps for any Enterprise-class deployment can take weeks, months, or years in some instances. Unfortunately, it is this page specific customization that creates the true value from any analytics deployment, while this customization typically creates internal
Demystified_The-Myth-of-the-Universal-Tag_SponsoredBy_Ensighten - es6.mike@gmail.com - Your Highlight Location 82-84 | Added on Thursday, 3 January 13 16:10:54
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