For some organizations, implementation is one of the biggest hurdles of testing. Switching various platforms on and off, managing tags across pages, and synching data and load times is a challenge that gets continually complex as testing programs grow.
Tag management systems (TMS) make the management of the various tools of testing and analytics much easier—but that’s not all they can do. This week, Chief Performance Office Naoshi Yamauchi outlined how powerful a combination of tag management and testing can be at the Tealium Digital Velocity Conference. Here are five suggestions for using a TMS that can supercharge your testing program from his presentation.
1. Manage Traffic and Testing Tools
The most obvious advantage of a TMS is the ability to implement testing and analytics tools on a site—usually without the help of a developer or IT. Beyond this, however, a TMS allows marketers—or any group in charge of testing—to adjust test traffic and turn mBoxes and other test code on or off quickly. Not only is this easier with a TMS, it reduces some chance for error by centralizing the control.
2. Tap Into the Data Layer
In a typical analytics implementation, certain actions like click tracking are hard-coded into the page. With a TMS and data layer, the analytics is separated from the page structure. This means analytics will still function—including more complex measures like click tracking—even if the page itself changes. Moreover, the data layer can capture additional visitor information that can be used to build more detailed user profiles or create new segments.
3. Share Data Between Platforms
Sometimes, data captured in analytics can’t be easily used in a testing tool—and vice versa. A TMS makes sharing this data across platforms simple. As a result, other information—like segments or user profile definitions—can be shared between tools.
4. Improve Agility Using Third-Party Tools
Some tools, like mouse tracking, are more useful in some tests than others. A TMS makes it easy to turn these tools on and off as needed. This reduces traffic to expensive services that may charge per page view. It also helps increase page speed by eliminating the loading time for these complex and server-heavy additions.
5. Increase Test Velocity
Perhaps the best reason to adopt a TMS is that it can dramatically increase test velocity. Without the need for heavy IT or development assistance, tests can move quickly from brainstorming, through QA and into launch. Eliminating the IT step from the process increases speed and ultimately reduces the cost of testing.
Adopting a TMS and integrating into your process can lead to a much more efficient testing program—including more efficient use of third-party tools, more complete data for deeper analysis, and reduced program and per-test costs. Such a supercharged testing program means more tests, more learning, and ultimately, more wins.