Quality data is the cornerstone of an effective customer engagement and marketing strategy. But 45% of marketers say that lack of data quality is a major challenge. Excessive tagging and third-party cookies are definite contributors to that lack of data quality. When it comes to your data you want it at your fingertips: ready to be analyzed and deployed to provide personalized experiences for your customers and positively affect your bottom line.
Meaningful data-driven decision-making requires having processes and technologies in place for contextualized and comprehensive data capture that can inform strategic business decisions. Many companies depend on tagging with custom coding and third-party cookies for their data strategy but are missing crucial data by doing so.
Most companies have a tag management solution (TMS) where the bulk of tag-related actions will take place, with a new rule needing to be built in the TMS for any page that requires data capture. For each new rule there is custom code that stores what’s captured into the data layer for that specific page. That set of code will associate with the pulled JSON objects, but because most TMS platforms don’t like to “scrape” off a page, that data will likely have to populate into a data layer so that the TMS can get clean data.
Because the data that is captured through tagging is simplistic—e.g., the behavior of something being clicked or typed which is then tied to objects pairs with no context—a lot of things can go wrong. If the object name changes, the page design changes, or something similar, then the code will break. The data layer will populate as the actions happen, but it’s not instant. So if, for example, someone leaves the page before the data layer can populate, then the data won’t be captured at all. This happens a lot with custom code. Consumers often move too quickly, which doesn’t leave enough time for the data “hops” to happen.
The disadvantage of custom tagging is that when that tagging breaks, the data isn’t collected at all. When an object or a webpage changes and the tagging breaks, you’re missing and/or losing your data rather than it being captured and processed into the data model no matter what.
At Celebrus, we make data collection simple, seamless, and efficient. Our platform renders tagging and third-party cookies unnecessary, allowing you to capture every data point in-house and without the hassle. No more thinking 10 steps ahead about the data you wish you had.
In our eBook, Why Enterprise Marketing Strategies Need to Rethink Tagging & Cookies, we look at what tagging means and why you’re missing crucial data with custom tagging setups, why third-party cookies are no longer good enough, why a first-party-forward approach to your data is key, and more. Download the eBook today to learn how you can capture accurate, attributable, and easily accessible data to better inform your marketing and advertising strategies, no tagging or third-party cookies required.
