Managing your analytics and marketing tags is not an easy feat, and that is why you should consider using Google Tag Manager in Singapore. Many digital marketers have expressed their frustrations with hard-coding tags on a website or mobile app.
Google Tag manager streamlines tag management, and it helps you to manage your entire tags in a central location. With time, you will have a greater need for integrating website data, which will also become more complex.
However, data integration will become more difficult to maintain. Integration in Google Tag Manager is done through ETL (exact, transform, load). For this reason, Google Tag manager in Singapore will hardly work for the ordinary digital marketer in Singapore.
What is ETL?
ETL, Extract, Transform, and Load, is s process used to transfer data from one data source to another especially on databases. Google Tag manager routes data from one source to another, much like from your site to Google Analytics, you will be knowingly or unknowingly be carrying out the ETL process.
This function is used to remove data from a data source, such as your mobile app or website. With that said, there are more data sources available to you including CRMs, local databases, email platforms, and point of sales systems.
This function transforms the extracted data into a format understandable to the destination data source. In the same way that there is an unlimited number of data sources, there is no limit to the destination sources.
An example of the transform function is converting event data into the format that Google Analytics can understand. However, the more destinations data sources you have, the more transform functions you would need to carry out.
After you have extracted and transformed the data, the load function sends the transformed data to the destination data source. Depending on the destination of your data, and the type of data, creating the load function can become complex very fast.
Much like the extract and transform functions; you need to create as many load functions as you have destination data sources manually. More so, you need to ensure that the system used in routing the data should remain intact at all times.
This is also a challenging and complex affair. With that said, you need to carry out ETL for each tracking requirement from specific data sources. Your tracking requirements are bound to increase over time, and this creates a need to set up and maintain several ETL functions.
Why Google Tag Manager in Singapore Does Not Always Work
The ETL functions as we have seen are challenging and complex; however, do you want to create and maintain hundreds of ETL functions? Unfortunately, Google Tag Manager cannot be helping you automate ETL functions.
While Google Tag Manager in Singapore seeks to automate tag management, there is a lot of engineering work, and that defeats the purpose of investing in a tag management tool. Is there a solution to the problem?
The most viable solution especially if you are in a situation where you are required to route data between several data sources and destinations for hundreds of different tracking requirements, should ditch using Google Tag Manager in Singapore and other tag management tools.
Google Tag Manager and other tag management tools cannot handle carrying out hundreds of complex ETL functions. This is despite the fact the ETL functions are crucial in carrying out Business Intelligence that is necessary for working with Big Data.
This is a hub between your original data sources and destination sources. While it is not a tag management solutions tool, it is one of the best Google Tag Manager alternatives, but it is not a replacement. Unlike Google Tag Management, Segment does not rely on data layers, but an API, which can replicate your historical data into any new tool as well as route the data to different tools.
A tool such as a Segment allows you to automate some or all parts of ETL functions. More so, you can track the clicks on the ‘add to cart button using their tracking code.
The segment can also automatically route the same event data to all of your data destinations. The tool removes the need to create and maintain, transform, and load functions for each destination source.
Moreover, you will not have to make changes to your tracking code. Once you send your analytics data in Singapore to ‘segment,’ it will route the data to your chosen data sources. The segment will route the data to your preferred analytics tools.
Few tools can replace Google Tag manager in Singapore, but since it has been in use for quite a while, marketers are finding it difficult to use the alternatives. A segment is a better alternative since it can fully automate the creation and maintenance of ETL functions.
Contact us today for digital marketing services in Singapore. Our team will handle your marketing and analytics tags to ensure that your business gets more leads online.