by Michael Hel­bling

I am impressed.”

Wow! That is real­ly cool.”

Why are there always so many peo­ple at your booth?”

Team Satellite at eMetrics BostonThese were some of the things I heard peo­ple say who vis­it­ed our Satel­lite booth last week at eMet­rics in Boston. It was awe­some to show Satel­lite to so many great ana­lyt­ics and mar­ket­ing peo­ple. In some ways, eMet­rics Boston was the com­ing out par­ty for tag man­age­ment as an indus­try. Ven­dor pres­ence was ubiq­ui­tous, and Google announced their entry into the tag man­age­ment space with Google Tag Man­ag­er.

As the new guy, I got a lot of ques­tions from peo­ple in the ana­lyt­ics com­mu­ni­ty ask­ing me whether I regret­ted my deci­sion to join a tag man­age­ment ven­dor at the same time as Google announc­ing their entry into the indus­try. The short answer: I couldn’t have timed it bet­ter if I were a genius. To para­phrase Des Cahill, in his recent blog post over at Ensight­en, “Time to get out the long boards and ride the wave.”

Let’s take a step back and think philo­soph­i­cal­ly for a moment about tag man­age­ment. At its core, man­ag­ing a tag out­side of the nor­mal IT deploy­ment process is a fair­ly mun­dane activ­i­ty. So why this excite­ment? Why is Google get­ting into this? Because this is all part of an inex­orable shift dri­ving the web to be more imme­di­ate and per­son­al. In the con­text of mea­sure­ment, mar­keters are in tune with the fact that because the dig­i­tal expe­ri­ence is con­stant­ly iter­at­ing the mea­sure­ment of activ­i­ty and behav­ior must con­stant­ly update as well. And as the com­pet­i­tive land­scape fills up with ven­dors what is going to mat­ter most is not IF this or that tool can pro­vide the need­ed mea­sure­ment capa­bil­i­ty. What’s going to mat­ter is HOW the tools pro­vide that capa­bil­i­ty. Today Satel­lite is the only tool that lets mar­keters and ana­lysts own the mea­sure­ment of their dig­i­tal prop­er­ties with­out writ­ing javascript. Make no mis­take, mea­sure­ment of dig­i­tal behav­ior needs to be as respon­sive and fast as the rest of dig­i­tal, and Satel­lite deliv­ers that.

Don’t just take the word of the new guy that Satel­lite is the best at this, let us show you in a proof of con­cept.