Arun Sivashankaran at FunnelEnvy distinguishes between major site analytics providers Google Tag Manager & Segment.io. Brief code examples with implementation instructions are displayed. Google Tag Manager does not require actual code changes on a site, rather it can export information into a marketer-friendly user interface. FunnelEnvy chooses Google Tag Manager for it's speed, flexibility, data access consistency, and version control & debugging abilities. With Segment.io, open calls are made with an analytics.js wrapper to send information to providers. Segment.io has an Intuitive interface for selecting providers, & has a helpful Live Debugger solution. Segment.io requires code insertion, and doesn't have macros / data layer that Google Tag Manager has to offer.
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