Tame Third Party Marketing Tech
November 17, 2015 – Evidon Team
Learn how to properly assess & take control of the third party marketing tech that is wreaking havoc on your site & hurting your user experience.
How to Build the Team to Tame Third Party Tech
Due to the tremendous growth of digital vendors offering data analytics, social media and site advertising solutions, many organizations lack visibility into who has external access to their data and what department implemented and “owns” the tech being added to the corporate site.
So when as head of eCommerce you recognize a certain technology is wreaking havoc with the online shopping cart, you just can’t pull the plug on it because it might be highly prized by marketing.
And when a tag breaks, you have to track down the tag’s ownership and then have a meeting to decide whether the tags are useful or harmful, wasting time. And repeating that process every time something goes wrong with a third party tag.
By proactively bringing together all stakeholders dealing with third party technology on your site, you can decide which technologies should be on your site, who owns them, and who is responsible for their management. But how do you do that?
Create a Team
To start, you’ll need to do a little homework. You will need to identify who within your organization are responsible for digital marketing, tag monitoring, web performance, and compliance and/or privacy.
In many organizations, it’s highly likely that WebOps owns the governance process, and in addition to your team in eCommerce, marketing also owns a big stake since many of the new technologies being added are for tracking customers and making better marketing decisions.
You’ll need to start the conversation with WebOps, and that person’s boss, and understanding their perspectives will help you establish rapport to successfully implement better governance. Keep in mind that WebOps is focused on speed, availability and security of the website. That team’s biggest issue revolves around the time it takes to diagnose an issue with the site when something happens. It often takes a long time to diagnose because no one is sure which tag is causing the issue or even how it got there and who is responsible for it.
Showing them how governance can reduce their mean-time-to-resolution (MTTR) is a good way to start the conversation.
Research Tag Management Solutions
Before approaching WebOps, figure out the best option to manage tags – would an external or internal solution be best for your organization? Can you use existing, in-house solutions or piece different technologies together to manage all third-party marketing technologies and quickly troubleshoot issues to keep everything running smoothly? Most likely, the answer is no. That’s why you are searching not only for a new way of managing third-party tags, but a tool that can provide tag analysis as well.
Create an Assessment Plan
In order to effectively assess new ways of managing third party marketing technologies, you and the WebOps manager will need to create a list of evaluation questions. Consider asking:
- How can we determine just how many third-party marketing technologies are on our site?
- How can we see how many are in use and how many are not functioning?
- How can we determine which tags impact customer experiences?
- Can the solution show us how long it takes, on average, to resolve a site performance issue due to third-party tags?
- Can the solution tell us what site availability and security issues in the past 3-to-6 months we’ve experienced due to tags, and which tags are causing issues?
- Is there a way to get a complete picture of all the tags on our site and what agreements those companies have with piggyback tags also riding on our site to understand if those piggyback tags comply with our privacy and governance policies?
- Can the solution show us what competitors are doing with their tags?
These questions along with the insights about how to approach WebOps and marketing colleagues provide a solid foundation to use as you explore ways to get a better handle on the third party technologies riding on your site. Working together to find an optimal tag management and analysis solution and put a governance plan in place will help your company boost customer satisfaction, reduce website performance issues and most importantly, keep orders flowing so your business grows.