Adobe Dynamic Tag Management Solutions
May 07, 2014

Adobe Dynamic Tag Management Solutions

Jay Corcoran | TrustRadius Reviewer
Score 10 out of 10
Vetted Review
Verified User

Overall Satisfaction with Adobe Tag Manager

We use Adobe Dynamic Tag Manager as part of our implementation of Adobe Media Optimizer. We are a hospitality based marketing firm, and consequently deal with all varieties of websites and reservation engines, and Adobe Digital Tag Manager, or DTM as I shall refer to it, make the application of Media optimizer and eCommerce code much simpler.

Pros

  • It is a rules based tag management system that allows the application of tracking pixels much easier than hard coding.
  • By placing 2 pieces of code on the top and bottom of each page of a website, we can create rules that track certain events and relay the information back to Adobe Media Optimizer and Google analytics.
  • It has simplified the coding process so one doesn't have to generate tons of gory javascript to deploy on each individual page to get tracking.

Cons

  • The initial training can be challenging, especially for people without a strong coding background, but it isn't impossible.
  • The publishing process is relatively intuitive, but could be improved upon.
  • As it is a newer program for Adobe, support is limited.
  • It has sped up the coding time of individual website 10 fold.
  • The rate of failure of tracking pixels to fire has dropped dramatically.
  • It has significantly sped up the progress of getting individual clients implemented into AMO.
  • none
Since we are using it almost exclusively with the implementation of Adobe Media Optimizer, we have not considered using a different tag management software.
As it interfaces so well with AMO, we shall be utilizing the DTM for any future client additions.
It specifically saves tons of time by allowing you to use a tag based system for implementation of tracking pixels, in our case Adobe Media Optimizer, where before, we would have to write page specific javascript calling out each individual point of conversion, for the entire website. Now we can apply the universal tag management code throughout the site and simply create rules that trigger tracking pixels within AMO.

Using Adobe Tag Manager

2 - We are the search marketing and coding department
1 - It does require a rudimentary knowledge of basic javascript ant HTML coding
  • We use it it track on page conversion tracking on client website which almost always diver to a 3rd party booking engine.
  • We also use it to implement ecommerce tracking in Google Analytics.
  • It also provides parametes to give us full tracking of revenue, room nights booked, and return on investment.
  • It has a built in testing platform which allows you to test the code before actually applying it to the website live.
  • It has made it easy to the point that with minimal direction, we can utilize analysts without extensive coding knowledge to create rules and apply tracking to websites.
  • By speeding up our implementation schedules
  • In applying ecommerce tracking to non-AMO clients.
  • In applying code to track shopping cart abandonment to assist with remarketing if possible.
  • Use it as the model of how we create clients new websites with the use of DTM in mind.

Evaluating Adobe Tag Manager and Competitors

  • Product Features
  • Product Usability
  • Existing Relationship with the Vendor
It was designed to specifically integrate with Adobe Media Optimizer, and that's what we use it for.
I wouldn't change it at all

Adobe Tag Manager Implementation Rating and Lessons

It was quite seamless with the outstanding support from our Adobe account manager.
  • Implemented in-house
Change management was minimal - It made our AMO implementation much faster from the get go.
  • Getting users trained on the program initially.

Adobe Tag Manager Support

Although it is a newer product to Adobe, they seem to truly care about our challenges and are very proactive in making sure that we have the most knowledgeable support available in a timely manner.
ProsCons
Quick Resolution
Good followup
Knowledgeable team
Problems get solved
Kept well informed
Immediate help available
Support understands my problem
Support cares about my success
None
No - It is included with our AMO contract.
At the initial launch of DTM, we had a few issues with coding, and were given direct support by one of the lead product development staff to resolve our issue in almost no time at all.

Using Adobe Tag Manager

It does exactly what it is designed for in a very user friendly fashion.
ProsCons
Like to use
Relatively simple
Easy to use
Well integrated
Consistent
Convenient
Feel confident using
Requires technical support
Lots to learn
  • the testing feature really takes the guess work out of writing rules and prevents real time glitches going live.
  • the creation of the initial codes is quite easy to generate.
  • writing rules is quite logically designed to make it easy for even the inexperienced coding person.
  • none really.

Comments

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