Monitoring third-party tags for performance and identifying piggyback tags that have entered the site through other vendors is a key strategy for CIOs and CMOs looking to lock down their sites.
Social media would have us believe that CIOs and CMOs are aggressively butting heads. However, according to a recent study from Deloitte, the growing overlap of CIO and CMO priorities has led to more constructive collaboration between the two roles than one would think. This is particularly true in the field of e-commerce, where sales are driven entirely through clicks.
It is often believed that the differing intradepartmental goals of marketing and IT bring the two groups at odds with one another, but the overlooked uniting factor between the two departments, the customer experience, is becoming more prevalent.
It's important to remember that e-commerce business always comes down to sales, and if the online shopping cart doesn't work, and customers are clicking away to other sites because of slow load times, everybody loses. It's on IT to prevent these issues from occurring, but it is also on the marketing team to help create an environment in which IT can actively prevent these issues. IT is unable to do so in an online environment that is over-saturated with tags and trackers that marketing installed to draw customers to specific pages on the site.
Scott Meyer, CEO of Ghostery, has identified six key issues that CIOs and CMOs are collaborating on to preserve positive online customer experiences and protect their businesses.
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