Overall Satisfaction with Dynamic Tag Management by Adobe
It does one thing extremely well and efficiently: manage Adobe tags. I have used it at several clients now to deploy Adobe Analytics [Omniture] and when working with a full-stack developer have been able to deploy/upgrade/repair Omniture very quickly. It is used mainly by the web analytics function, so that we can deploy (instrumentation) code quickly. The size of the prize = agility. I have had several engagements now where I have waited months to get changes made to Omniture code. It is a rather basic tool, the development path is not known and seems to be very slow without a great deal of investment in it compared to other enterprise TMS vendors. Only a small number of tags are supported out of the box. I would not use it for deployment of marketing tags.
- Manage web analytics tags!
- Tag Marketplace is woeful. To say that "over 300 tags are supported" is disingenuous at best.
- No/unclear product roadmap.
- Logging of user actions.
- Documentation support. It is impossible to extract the configuration to produce a client document which can only be done via manual cut/paste into document.
- Lack of data layer flexibility.
- They claim that mobile tag management "is not allowed by Apple" therefore it will not be developed! Thus, it does not address how instrumentation tags should be deployed/altered in between pushes to app marketplaces.
- Support is poor/very poor.
- It does shorten the analytics value cycle dramatically. Ask question > Architect > Deploy > Collect > Report > Answer Question
- Data confidence
- Code maintainability
Adobe Dynamic Tag Management (discontinued) Feature Ratings
Using Dynamic Tag Management by Adobe
- Easy: Fire an event, set a variable value.
- Easy: create containers, deploy, debug.
- Easy: grant access to users.
- Any data analysis whatsoever.
- Work with different data layer standards.
- Deploy anything apart from GA/UA/Omniture