The quality of a brand’s website analytics data is directly related to the tag management processes adopted by the organization. Whether a brand has a small site with a few hundred pages or a large site with thousands, it is important to assess tag deployment. An article posted to the Google Analytics Blog recommends following the following steps when creating a site’s tag management policy:
Know what tags are currently firing on site
Document all approved tags
Consider the implementation of a TMS (Tag Management System), such as Google Tag Manager
Routinely conduct site audits to ensure tags are deployed correctly
Plan ahead. Keep innovation in mind and make it easy for your company to adopt new technologies.
While many companies are learning to listen to the conversations related to their brands and competitors, many are simply documenting activity and mentions as a reporting function and in some cases, as part of conversational workflow. However, there’s more to Twitter intelligence than tracking conversations.