Just-In-Time Tagging
JITT is a web analytics implementation concept aiming to make web analytics tagging easier and more manageable by alleviating some of the most common issues:
- The skillset required for implementing the solution is too tightly coupled with an intimate knowledge of the backend technology
- Communication between Marketing and IT is often challenging
- The implementation process is long, complex and likelihood of errors are high
- Tagging is often handled by first-timer or inexperienced developers
- Tagging quality degrades as the site continue to evolve
JITT benefits
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Last-mile implementation
- Rather than generating web analytics tags from the server-side, the tags are totally handled on the client side using standard JavaScript code. This offloads a very small amount of work to the client and isn't noticeable to the user.
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Standard compliant & Semantic Web
- The implementation inforces separation of FORM (HTML), style (CSS) and function (JS) and can leverages semantic web concepts such as microformats.
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Implementation efficiency
- The development cycle and complexity is significantly reduced by allowing immediate unit testing. Although the number of itterations remains the same, development time, unit testing and acceptance testing are generally significantly reduced, leading to increased velocity (reducing time between tagging issue identification and fixes). The skillset required for the implementation is HTML and JavaScript, no knowledge of the back-end technology is required.
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Lightweight
- JITT uses a robust lightweight and cross-browser compatible library: jQuery. The JITT code itself is small and cached on the client-side.
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Maintenance
- As the site evolve, the only requirement is to keep the minimal tags on all pages. The web analytics implementation specialist can easily maintain the JITT tag file.
