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Why Web Ops Must Tame the Chaos of 3rd Party Marketing Technology

September 10, 2015 – Evidon Team

Whether you’re in charge of Web Operations, Web Delivery or Web Optimization, one fact is undeniable:

Your ultimate goal is to deliver a better customer experience that helps drive your organization’s business forward. This is no small feat when marketing and eCommerce approach you frequently to help put their ever-evolving plans into action. More often than not, this requires you to deploy new site functionality or content – and increasingly, third-party technologies (and their associated tags). And your colleagues expect these to be delivered to site visitors quickly and securely.

After all, marketing needs to move the needle so they are using these tags to generate revenues and reach new customers. And site visitors expect web pages to load in two seconds or less. Fail to satisfy that expectation and your business can easily lose a potential sale. In fact, a slow site can turn a potential customer into someone who clicks over to the competition, never to return. 

Getting lost in the marketing cloud

It doesn’t help matters that many web operations managers are overseeing websites or apps  incorporating lots of third-party technology. This can include social media sharing tools, recommendation engines, personalization tools, site analytics, content management systems, live chat, and listening platforms to name a few. One study found that the top thousand most-visited sites in the U.S. call upon an average of 75 tags representing third-party technologies.

The sheer number of those third-party tags (not to mention all the associated redirects) can be overwhelming. You may not even know about a good portion of the tags interacting with your site but these can compromise it nonetheless. Here are some of the ways they do so:

·      Become a single point of failure: When third-party tags perform poorly, the entire site and user experience is compromised.

·      Load asynchronously: When third-party tags load asynchronously, they can be prevented from negatively impacting site performance, but asynchronous loading can also stop pages from loading critical scripts.

·      Provide a conduit for those with nefarious intent: Even a well-secured site can become vulnerable to hackers and attacks when third parties insert their non-secure code.

Act in anticipation instead of in response

Your challenge – and goal – is to keep all these technologies under control and working smoothly. And you simply can’t afford to use a spreadsheet or even a mish-mash of tools to tame all this complexity…especially when you need to pinpoint why your shopping cart isn’t properly loading or why your payment processing software is broken. In other words, use tools that aren’t designed for tag analysis and you’re stuck in reactive mode – and that’s not a smart way to help your company achieve its business  goals.

The way to tame the chaos – and simplify your daily workload while keeping your colleagues and site visitors happy – is to see all tag performance issues at a glance on a single screen. Put another way: easily and quickly see what third-party technologies are on your site and who is responsible for them, and you completely change the way you manage third-party marketing technologies on your website.