Tag man­age­ment” just plain is a bad name. The phrase “tag man­age­ment,” cre­at­ed in the days of sim­ple con­tain­er tag approach­es, is a bot­tom-up con­cept. It’s a con­cept that mim­ics the old JIRA tick­et process of “tag­ging” a site, one piece at a time, and you know what? That process and approach sucked.

In JIRA tick­ets, the approach is “bot­tom-up,” mean­ing the tag is the cen­ter­piece. Unfor­tu­nate­ly, that’s not the point. This approach imme­di­ate­ly sep­a­rates the busi­ness stake­hold­er from their toolset, break­ing an ana­lyt­ics tool, as an exam­ple, in to infin­i­tes­i­mal pieces and putting those tiny pieces in the hands of an IT per­son with no skin in the game. It’s no won­der every imple­men­ta­tion project since the dawn of time has been slow, error prone, and frus­trat­ing.

The right way of think­ing about this is to stop talk­ing about “tags” and start talk­ing about users and tools. Users, and their behav­ior, are what we care about, and we have tools like ana­lyt­ics, test­ing, per­son­al­iza­tion, chat, sur­veys, mar­ket­ing opti­miza­tion and mea­sure­ment, etc. that would like to know about or react to our users in some way. That is what “tag­ging” real­ly is try­ing to accom­plish, and unfor­tu­nate­ly, the busi­ness val­ue dis­cus­sion is almost nev­er how we talk about it. SDRs are bot­tom-up, project man­age­ment, sto­ries and tasks are bot­tom-up, sta­tus­es are bot­tom-up, audits are bot­tom-up, and the list goes on and on. And we think that is pop­py­cock.

What this means in real world terms is the way a tool is designed to address the issue. Satel­lite is a pure­ly “top-down” tool, where all of the busi­ness log­ic cen­ters around what users are doing, where they are, who they are, what they’ve done in the past, etc. Satel­lite unique­ly offers tools to under­stand page-lev­el behav­ior and nav­i­ga­tion, in-page inter­ac­tion, real­time seg­men­ta­tion based on tech­nol­o­gy, behav­ior, data, or oth­er­wise, and much more. Rules look like “User watched 75% of video” or “User with large cart ($250+) viewed return pol­i­cy”, not “RULE09544 : OMTR_SC -> eVar34, event12″.

Which of those looks like some­thing your CMO can under­stand?

Years ago, when we cre­at­ed Satel­lite, we took a giant step back­wards to con­sid­er and pin­point exact­ly which prob­lem we were solv­ing. And today, the biggest, most traf­ficked, and most sophis­ti­cat­ed web sites in the world (and the dig­i­tal mar­keters, opti­miz­ers, and ana­lysts with­in them) have cho­sen Satel­lite over all of the oth­er self-pro­claimed* lead­ers in the space for one rea­son: we answered the right ques­tion; we addressed the right prob­lem. And in a head-to-head POC, Satel­lite can do real-world use cas­es in sec­onds over and over and over and over again.*

  • Unfor­tu­nate­ly for the con­sumer, there is not yet any research or indus­try rank­ings in the space done by an inde­pen­dent researcher who has actu­al­ly used the major play­ers in TMS in real life. A leader, by def­i­n­i­tion, is the best; the one who sets the pace and tone for the rest in an area rel­e­vant to you. McDon­alds may be the leader in food, but if you are a triath­lete, is that what you eat? No. You want to fuel your busi­ness with the best, which is not nec­es­sar­i­ly the biggest or the loud­est. So today, it’s up to you to do your research and decide who’s the leader for your needs until excel­lent and ground­ed research emerges.

With Satel­lite, what you’re man­ag­ing is your tools, your users, and their behav­iors. Browse around this blog for dozens of real-world exam­ples of how Satel­lite tack­les basic, advanced, and mind-bog­gling use cas­es with total ease. We write here to illu­mi­nate the dri­ving forces behind our design and prod­uct deci­sions. If you want to know how we think, what we think about, and how that is dri­ving real, rather than the­o­ret­i­cal or aca­d­e­m­ic results, this is the place to stay tuned to.

Our mis­sion is not to make it eas­i­er to “tag” a web site. Our mis­sion is for you to gath­er data and insight with ease. For you to test expe­ri­ences and opti­mize your site with ease. For you to engage users with assets like chat in new, more effi­cient and effec­tive ways. I don’t real­ly care about tags, and in all like­li­hood, nei­ther do you, if there’s a bet­ter alter­na­tive. I care about your busi­ness, its sophis­ti­ca­tion, and how eas­i­ly you can take things to the next lev­el; not doing the basic things of the past faster. It’s time for the future.

We’re look­ing for­ward to hear­ing about the next lev­el you want to take your tools and user engage­ment to and demon­strate how Satel­lite can get you there faster than you ever dreamed pos­si­ble. Talk to you soon!