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!