Moments of truth vs. Micro-Moments

Moments of Truth  is a Journey mapping term, and can occur outside of the digital experience. An example being opening the front door of a shop and walking in for the first very time.


Micro-Moments is a phrase coined by Google. They are rooted in the mobile experience: primarily grab the smartphone moments where a person seeks for answers, information, or tries to complete a task via digital.

Tag Management System

According to Forrester Research, maintaining accurate and complete JavaScript tagging on your website is critical for ensuring the efficacy of marketing, analytics and personalization efforts.

A tag management system (TMS) allow you to manage and maintain tags from within a single application, enforcing workflow and process, leading to many distinctive benefits:

  • Accuracy of the overall analytics data set.
  • Easier Integration of analytics data from different sources and applications.
  • Efficiency of adding tags when need it in the product cycle.
  • Flexibility in adding and testing new tags and reduced dependency on suppliers whilst freeing up IT resources.
  • Control of site compliance to technical best practices, privacy and other mandates.
  • Performance improvement in page load time due to streamlining and serving tags only when appropriate.

The selected TMS vendor should meet the following high level requirements

  • Easy to used – needs to make marketing more agile. The interface should be user-friendly for not technical users.
  • Improve effectiveness by handling over control to the marketing team.
  • Improve site performance and customer experience.
  • Should support advance tagging, attribution modeling and multi-vendors tags deployment.
  • Should support integration with your internal database.
  • Should accommodate multiple user group and permission level.
  • Need to respond quickly to new legislation and privacy concerns.

Top Vendors

Ensighten Ensigthen provides enterprise tag management solutions that enable businesses manage their websites more effectively. Anametrix and TagMan
Tealium Tealium is a provider of tag management solutions, including analytics, advertising and affiliate enterprise websites
Signal Signal is a cross-channel marketing company that provides cloud-based marketing technology for brand and digital agencies. BrightTag and SiteTagger
Tag Commander Tag Commander is a tag management system based on a new technology combined with an ergonomic interface called Universal Tag Container
Relay42 Relay24 is known for its cutting-edge technology, easy to use, flexibility and integration capabilities.
Qubit Qubit provides a product suit that collects and process large data sets to identify and execute the biggest levers for improving online profitability, through machine learning, statistical analysis and high performance computing.

Which of the following benefits has your firm experienced as a results of your TMS?

Based 56 North American digital marketing decision-makers who have implemented a TMS Source Forrester Reseach

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Agile (and its surrogates) vs. Waterfall Methodologies

The most prominent methods in developing software are Agile and Waterfall methodologies.

Waterfall methodology

Your project is worked following the Waterfall methodology when the eight project phases  (conception, initiation, analysis, design, construction, testing, implementation, and maintenance) have to be completed before the commencement of the development phase.


1. You know what to expect at the end of the project, in terms of sizing, costs and timeline.

2. Minimal impact in the event of high turnover thanks to the detailed documentation.


1. No changes are allowed when a task is completed, even if the initial requirements were faulty.

2. The testing phase is only done at the end, hence bugs are only discovered too late and a new code needs to be written from scratch.

3. The plan would not take into account the evolving clients’ need.


Agile Methodology

Agile is a framework for developing and sustaining complex products that follows an incremental rather than a sequential design process approach.

Development work focus on launching a Minimum Valuable Product  – from a end-user point of view – then by enhancing the MVP incrementally by working on flexible modules. The work on these modules is done in weekly or monthly iterations, and at the end of each iteration, project priorities are evaluated and tests are run. These iterations allow for bugs to be discovered, and customer feedback to be incorporated into the design before the next sprint is run.



1. It allows for changes to be made after the initial planning, but prior to the commencement of the spring/iteration period.

2. It allows the user’s feedback to be incorporated in the process by modifying the features in the backlog accordingly.

3. The testing is performed at the end of each iteration ensuring bugs are captured and fixed within the development cycle.


1. You  don’t know what to expect at the end of the project, in terms of sizing, costs and timeline.

Scrum vs. Kanban

Scrum and Kanban in software development are specific form of an agile software methodology.

Scrum is a framework that leverages team commitment as change agent, whilst kanban is a less structured model for introducing change through incremental improvements.





Agile: features estimation

The first step in Agile estimation is the writing of the user stories, that are a short description of the functionality.

The user story is usually structured as: “As a <role>, I want <goal/desire> so that <benefit>“. It defines the main agent (the end user, the business user,…), their need and the benefit on producing that feature. Each story is firstly estimated by Agile team in terms of day of work unit or points.

Estimating is not an easy task, and to keep the process manageable:

  1. Stories estimation should be in the range 1-10 points.
  2. New stories should be estimated in relative terms: We needed 5 points to do XYZ, and we estimate XYZ to do a similar job.
  3. Take into account the implication of the Cone of Uncertainty (wikipedia):
    • Estimates (e.g. on duration, costs or quality) are inherently very vague at the beginning of a project.
    • Estimates and project plans based on estimations need to be redone on a regular basis.
    • Uncertainties can be built into estimates and should be visible in project plans.
    • Assumptions that later prove to be mistakes are major factors in uncertainty.
    • Include bugs fixing in your forecasts.



SEO: On Page Optimization

Let’s start with two SEO myth: meta keywords are death and should not be used.  Next, an heavy meta keywords optimized site is counterproductive for your ranking since the latest Google Penguin release. There are in fact rumors that also Bing used them to determine whether a site is a spam or a genuine site.

On the contrary, meta descriptions are crucial: they appear in the search results as the snippet description of the website/page.  Each page should have its unique meta description: search engine consider duplicate tattle tags or meta description as bad form and can actually penalize the page.

If you have a responsive website, duplicate content displayed on across devices is a serious issue.  Google recommend to add a canonical tags to all mobile optimized page, and an alternate tags to the respective web site pages. In this way, its search engine will easily determine and show the device-optimized page to the user client. You can also use canonical tags to discriminate yours  from a partner’s content.

In recent time, rich snippets that enables the site to embellish their search results with add-ons, such as customer’s ratings have gained popularity. Although it is still unclear how they might affect your website ranking on search engine, recent studies prove that a user is more likely to engage with sites that have richest snippets.

Last but not least, you can claim Google authorship by linking you site with your Google + account.


Meta Description 155 characters 165 characters
Meta Title 62 Characters 57 Characters