Optimization is inseparable from measurement… An appropriate site tagging is a KFS for properly measuring its performance. In addition, at the time of Big Data, it is of crucial importance: the quality and completeness of captured browsing data depend on its structure and on the rigor of its implementation.
The site tagging plan is based on the precise definition of objectives that are assigned to the website. Because a site must have goals. Self-evident? … Many SMEs showcase/corporate sites were created simply “Because we need to be on the web!” …
Each objective will be assigned indicators (KPIs) which are “leading” or “lagging”. The tagging plan will allow the measure of these KPIs and their evolution. This approach is consistent with the methodology used in the context of a Balanced Scorecard project.
In addition to this fundamental purpose of control of the website, the tagging plan must also include the company objectives in terms of valorization of data captured from the browsing behavior. The company may wish to use such data to optimize its acquisition-conversion-retention process or to return the data (previously converted into information, or even knowledge) to visitors.
Therefore the tagging plan has three goals:
- It allows the control of the site on a daily basis
- Makes it possible to measure the effectiveness of the site to meet its objectives
- It captures the data that can be monetized, in a way or another
If this data is able to give the company a competitive advantage by allowing it to gain market share (conquest) or solidify existing positions (retention, barriers to entry), it will be classified as strategic data. Therefore, one should attach the greatest attention to their quality control and security .
If the capture of the data (the fact) is crucial, one should not neglect the dimension or axis of analysis (the “per” per day, per origin, … ).
That said, web projects managers are not stingy with developments and they regularly update the site. In addition, a 2.0 web site gives users the opportunity to enrich content … Therefore it is necessary to make sure that the ability to capture browsing data – via the tagging plan – is in phase with the functional changes made to the site. This is a kind of decisional alignment process.
Web analytics managers can make use of tag management systems (TMS) to facilitate their work . At the time of Big Data and agile marketing approaches, these tools are becoming essential.
The first two objectives mentioned above are satisfied with the SaaS interface offered by most web analytics solutions. What about managing monetizable data? The approach will be contingent depending on data volumetry, depending on whether you want to deliver the information on-site, via email, via a traditional BI reporting system; depending on whether you want to store this information internally or in the cloud …
It is now clear that the strategic value of a data is magnified when it is enriched by other data from different channels of interaction of the company. Indeed, many datamining techniques aim to create knowledge from many different variables, the problem lies in the fact that one can rarely judge a priori of the explanatory value of a variable. This is precisely what justifies Big Data approaches. Thus, browsing data, captured thanks to the tagging plan, may be stored alongside the following data:
- Structured Documents
- Social networks data
- PRM and CRM generated data
- ERP data
- Videos and Images
Then store everything ? Clearly not. Experience shows that in B2B marketing, the potential “added value” data come mainly from the website, PRM/CRM solutions, ERP and social networks (if the company is active on SN).
Beyond technologies and exabytes of data processed, what matters is to grab the knowledge from these data mashups, put it into action whilst maintaining a steadfast and pragmatic “business vision”.