My last article provided the top five arguments for implementing a tag management solution. By now you might even be sold on implementing one in the near future, but inevitably every organization has to examine many of the same use cases and value assessments.
Let’s face it, the competition is stiff, and vendors are at each other’s throats to get your business, but the toughest-fought battle will be with your own organization.
Here are some of the biggest objections that you’re likely to face and how to squash all fears.
1. Why pay for a tag management solution when [insert company name] does it for free?
Many companies offer tag management for free, including Google and most of the bigger analytics software companies such as Adobe, Webtrends, etc.
Your first consideration should always be information security and service-level agreements. Free or BETA tag management solutions are products that could have a negative effect on data integrity, user experience, and long-term value. As always, paid solutions will provide that neck to choke should you have any issues whatsoever.
In addition, analytics vendor supplied tag management solutions are often provided to prevent portability and ensure long-term commitment.
2. Tag management software essentially injects code into our website, how can we trust that our website will be safe from malicious intent?
There are many ways a hacker can take advantage of vulnerabilities in your website, many of which don't involve the complexities of attempting to access your code base from a third-party solution.
If you think about it, any externally-referenced code is susceptible to security vulnerabilities including some analytics software solutions themselves.
In many cases, tag management can assist in debugging security vulnerabilities and malicious behavior, and be used to manage any compromised externally-hosted code. In this case, much like optimization software solutions, the benefits outweigh the risks.
3. How can I trust business people with front-end code changes?
You can’t fully trust that your business people won't mess up front-end code changes. However, tag management offers full workflow for testing changes on live sites to ensure compatibility.
In addition, most vendors offer an easy to use interface that decouples the code and the business reporting requirements, making the addition of tags as easy as dragging and dropping object-oriented rules, making it literally klutz-proof (notice I didn’t say idiot-proof).
4. Can we really allow this software to bypass our PMLC/SDLC and/or quality assurance governance?
Heck no, you should never allow any new software to bypass your governance.
Most tag management solutions allow you to configure workflows and user roles to fully administer and end-to-end change management process. That means you can allow web analysts to request a change, implementation analysts to create tags, QA to test the tags, and publishers to push the tags to production.
5. How can we justify the total cost of ownership when we already pay for an analytics solution as well?
There are several benefits of implementing a tag management solution, but the strongest argument that I have found is speed to market. When executives get bitten by the data bug, they love to ask a lot of tough questions that usually can’t be answered with out of the box reporting.
As the organizational maturity increases and data-drive decisions become more prevalent, questions become tougher and tougher to answer without the help of expensive technology or increased labor resources.
Free up your analytics team from finding workarounds in data collection and let them do what they love, analysis, and the tools will pay for themselves!
Have you been considering the use of a tag management solution for your business? Have you successfully implemented a TMS in the past? Let us know in the comments section below.
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