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.