Thinking Strategically About Adobe DTM

  By Jason Thompson, co-founder, 33 Sticks   If you attended Adobe Summit, or happened to be anywhere around the event, chances are pretty good you heard something about Adobe DTM. Tag Management, although it’s been around for years, has traditionally been the awkward kid at the children’s table, but this year they became honored guests, along with the rest of the marketing solutions, at the grown-up’s table.   With the increased attention on tag management solutions (TMS), especially a solution like Adobe DTM that is available for free, there is an inherent trap that “it’s easy, so what’s the harm of just slapping it on our site and taking off?” many agencies and companies alike are getting snared in.   So, let’s set the record straight. Deploying and managing a tag management solution is difficult. It requires a lot of mental muscle, it requires having the right people on the team, and it requires being a lot more strategic about your data collection strategy than the old approach of slapping tags on pages. 5 Tips For TMS Success   1. Have a Strategy Using a TMS is not an excuse to cut corners when it comes to architecting and making use of a digital measurement strategy. In fact, I would argue that introducing a TMS makes having a measurement strategy even more important. Before code ever hits the page, take a giant step back and invest time in developing a plan that aligns with your business goals.   Your strategy should take into consideration what is being tracked and why, how you will handle legacy data collection code,...