One of my favorite books is ‘The Tao of Pooh’ written by Benjamin Hoff. I read it for the first time years ago, and I am still enam­ored with how Winnie-the-Pooh embod­ies the concept of Wu Wei (i.e. “effort­less doing” or “just being”). I have had varying degrees of success with strik­ing balance in my own life, so Pooh is one of my models for creat­ing harmony with myself. I suppose I am drawn to Satel­lite (now Adobe Dynamic Tag Manager) because it’s user inter­face works much like Pooh lives. When Pooh wants honey, he finds a honey­comb. He does not care about the rigid  colo­niza­tion struc­ture that bees live in or the inter­con­nected hexa­gons that honey­combs are created with. Pooh just knows (or only cares to know) that there is honey. Like­wise, when I want to setup a site conver­sion, or I want to track an event – I know DTM works. I don’t know exactly how it works – I just know that it does. I need not concern myself with object oriented program­ming para­digms or complex data process­ing algo­rithms. I am after honey.


Rabbit’s clever,” said Pooh thought­fully.
“Yes,” said Piglet, “Rabbit’s clever.”
“And he has Brain.”
“Yes,” said Piglet, “Rabbit has Brain.”
There was a long silence.
“I suppose,” said Pooh, “that that’s why he never under­stands anything.”

Benjamin Hoff, ‘The Tao of Pooh’

I am drawn to DTM because it works (I dare say) pain­lessly for most marketers, but I love DTM because it bridges he gap between data and insights. With today’s tech­nol­ogy, gath­er­ing numbers is easy. I can use some­thing as rudi­men­tary as web server logs to capture behav­ior on a site. However, what do these numbers mean – or more impor­tantly – how can I expe­di­tiously get to the measure­ments that matter to me? This is where DTM shines because it is built around manag­ing actions more than manag­ing tags. How many people clicked a button or down­loaded a PDF? Of those people that down­loaded a PDF, how many bought a widget? What­ever tool you are using to read your data, DTM helps you make the best of it.  It just does.

It would be disin­gen­u­ous of me to say that the advanced capa­bil­i­ties (segmen­ta­tion, dynamic data elements, etc.) that are avail­able through DTM can happen with no foun­da­tional knowl­edge or with no effort at all. On the contrary, power DTM users are knowl­edge­able in busi­ness disci­plines like market­ing and strat­egy and in tech­ni­cal disci­plines like HTML and JavaScript. The beauty of DTM is that you can be an effec­tive user with good busi­ness and basic tech­ni­cal skills. Since DTMjust does“, you can find your honey and be on your Wei better than with any other solu­tion on the market.