DFDS represented on panel at the Superweek Analytics Summit

Panel at Superweek with Astrid Illum (right), DFDS. The other participants included, from left: Simo Ahava, widely recognised as a Google Tag Manager expert, Scott H. Herman, Product Manager at Google Tag Manager and, lastly Brian Kuhn, Lead Developer at Google Tag Manager.


Our marketing efforts continue to rely more and more on the growing digital sphere, and it is necessary for a company like DFDS to stay up to date and involved with the development of these marketing tools.

One of these powerful digital tools, Google Tag Manager, which is used for tracking and analytics on websites, was the focus of a panel discussion at the Superweek Analytics Summit, which took place from 28 January to 1 February on a snowy mountain top in Hungary. Hosted by a group of analytics professionals, the five-day event boasted a wide range of topics within analytics, and DFDS was represented on this panel by Astrid Illum, Web Analytics Specialist at DFDS.

One of the questions addressed to the panel concerned what direction the role of Google Tag Manager is moving in, and how we will manage governance for tools as powerful as Google Tag Manager. Originally, Google Tag Manager was perceived as a marketing tool which decreased IT and developer-dependency, but as the role of Google Tag Manager grows more complex and functionally rich, that interpretation is no longer feasible.

“At DFDS, this means working to place Google Tag Manager firmly within a cooperation between analytics, marketing and IT. This will allow us to embrace the future of web integration services in a world of increasing plug-and-play possibilities while maintaining a high level of reliability and transparency,” said Astrid Illum.

As Google Tag Manager and other tools are developed and become integrated in our business, DFDS is making it a priority to stay ahead of the trend in this area.

February 28, 2019