Advertising and marketing tools can offer unrivalled insight into consumer behaviour, providing businesses with a golden opportunity to understand and target their audience efficiently and with precision. As these tools are implemented by deploying tags across sites and apps, understanding the impact of those tags—from how fast they load to how they can usher other vendor tags on to a site—is critical to the success of your site.
Last year was a critical year for tag management as stakeholders across marketing, technology and advertising operations departments finally realised they had a mutual data control problem. They acknowledged that when tagging is disorganised it can lead to data leakage and page latency. In 2014, businesses are starting to move past acknowledgement and are developing sophisticated, successful data management strategies.
Here are four ways to bring each of your stakeholders on the same page, take control of your data, and drive better ROI as a result:
Monitor Performance – Could a slow tag be preventing your retargeting vendor, or the vendors measuring your confirmation page activity, from loading fast enough? Monitoring the latency of each tag on a site is important because individual tags can delay the delivery of others, which can cause the page load speed to slow. Video tags, for example, and the advertising contained within them can slow page load speed, which is frustrating for consumers. So frustrating, that almost half of them will leave your page if it takes 3 seconds or more to load. Continue to monitor all tag performance regularly to improve the online experience.
Be Proactive – Don’t wait for another department to tell you that a consumer complained about slow page load speed or widgets not loading correctly. Anticipate tag issues by monitoring their performance on a regular basis and set up an alert service that informs you when a tag is slow, or that an unauthorised third-party vendor has accessed your website.
Simplify Reporting – Chances are your company employs a host of reporting systems to monitor website and network performance, analytics, tag management, marketing and sales strategy. As a consequence, accessing the reporting that matters the most becomes difficult. Bring together the key insights you need to better manage your tags – being alerted to issues without requiring constant checking is equally important. Systems that are streamlined and require little management will drive improved team coordination, save time, and enable better strategy decisions.
Integrate Mobile – Mobile is no longer a new frontier for marketing and advertising so it shouldn’t be treated as the ‘third-wheel’ of reporting. The average mobile website contains over forty unique third-party tags, so knowing the tags running through your mobile applications and websites, and when tags are performing poorly is vital. You should be able to view mobile phone and tablet data alongside website data to better manage any vendor performance and data sharing issues.
Ensure your business is sitting on a data goldmine, not a data land mine by following the above principles, and by the end of 2014, your department leaders will have each contributed to a united data management strategy that helps to resolve any tag issues before they hurt campaign or website performance.
By Amy King, VP, Product Marketing at Evidon.
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