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 The Digital Intelligence Imperative — Driving Digital Customer Experiences With Tag Management
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The Digital Intelligence Imperative — Driving Digital Customer Experiences With Tag Management

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Joe Stanhope, Forrester Research ...

Joe Stanhope, Forrester Research

It’s no secret that marketing sophistication is growing by leaps and bounds to support the delivery of relevant and engaging customer experiences. And as marketing’s reach grows, so too has the remit of digital analytics. The emergence of digital analytics as a hub for understanding and optimizing customer experiences has placed a premium on the effective collection, processing, and distribution of data. This trend dovetails with the emergence of tag management solutions, which has rapidly become a key capability for supporting digital data management.

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 The Digital Intelligence Imperative — Driving Digital Customer Experiences With Tag Management The Digital Intelligence Imperative — Driving Digital Customer Experiences With Tag Management Presentation Transcript

  • The Digital Intelligence Imperative:Driving Digital CustomerExperiences With Tag ManagementJoe Stanhope, Principal AnalystJanuary 24, 2013
  • Source:  March  11,  2011,  “Welcome  To  The  Era  Of  Agile  Commerce”  Forrester  report
  • As customer experiences evolve so too must marketing and analytics.
  • Introducing Digital IntelligenceImage source: Jean Guichard (http://www.jean-guichard.com/)
  • Analytics is aligned with the businessSource:  November  2,  2011,  “What  Does  The  Web  Analytics  Industry  Want  To  Be  When  It  Grows  Up?”  Forrester  report
  • Analytics supports marketingSource:  November  2,  2011,  “What  Does  The  Web  Analytics  Industry  Want  To  Be  When  It  Grows  Up?”  Forrester  report
  • The capture, management, and analysisof data to provide a holistic view of thedigital customer experience that drivesthe measurement, optimization, andexecution of marketing tactics andbusiness strategies
  • Digital d ata Business Data Data inputs data inputs processing warehouse Analysis Action Games Ratings and comments Mobile website Fixed Internet website Performance monitoring Design Email Direct response and brand metrics Personalization Organic search Product Data mining Campaign Paid search management CRM/ Data collection Static reports and customer dashboards Privacy Display management advertising Tag management Digital intelligence Dynamic reports POS data warehouse and dashboards Targeting Video Transactions Data ETL Segmentation Social networks Optimization Finance KPIs Customer A ates relationship Interaction management Mobile analysis Support and applications contact center Forecasting eCommerce Social listening Live chat Voice of customerSource:  February  10,  2012,  “Welcome  To  The  Era  Of  Digital  Intelligence”  Forrester  report
  • The six core tenets of digital intelligenceCustomer centricData agnosticActionableIntelligentDistributedRight time
  • Digital Intelligence Is Built On Data
  • Behavior Consumer Touchpoints Action Behavioral Recom- Enterprise Testing applications targeting mendations Analysis Web Interaction Mobile web Performance Attribution analytics analytics analytics monitoring Social Voice of the Application Competitive PredictiveReporting analytics customer analytics intelligence analytics Data Tag Data feeds Data manageme nt & integrations warehouse
  • No single solution does it allSource:  November  2,  2011,  “What  Does  The  Web  Analytics  Industry  Want  To  Be  When  It  Grows  Up?”  Forrester  report
  • Users add tools as their needs growSource:  November  2,  2011,  “What  Does  The  Web  Analytics  Industry  Want  To  Be  When  It  Grows  Up?”  Forrester  report
  • Tagging is a fact of lifeJavaScript tagging is the de facto technology standard for online data collection • “Easy  to  implement” • “SaaS friendly”But  it’s  an  addictive  hack • Spanning numerous applications across marketing and analyticsAnd the data collection remit continues to expand • Emerging channels • Compiled environments such as rich media and applications
  • 1. Types Of What types of tags do you deploy via your tag manageme nt system?Tags Have Web analytics 88%Proliferated Search marketing 64% Ad serving 62% Affiliate marketing 59% Behavioral targeting 50% Testing 47% Audience measurement 42% Social media 38% Voice of the customer 26% (surveys and feedback) Recommendations 14% Other 5% Base: 76 tag manageme nt end users (multiple responses accepted) Source: Q2 2012 Global Tag Management User Online Survey
  • On average, how often do you do the following activities using your tag manageme nt system?2. Managing Several times per d ay 0% 0% 1%Tags is a Daily 3% 4% 4%Constant Less than daily but multiple times per week 5% 12% Edit existing tags 1%Battle Add new tags Deactivate or remove tags 13% Weekly 8% 7% Less than weekly but 20% multiple times per mo nth 20% 5% 24% Monthly 22% 18% Less than mo nthly but multiple 9% times per quarter 12% 21% 4% Quarterly 12% 18% 9% Less than quarterly 12% 14% 1% Other 3% 4% 3% Don t know 4% 7% Base: 76 tag manageme nt end users (percentages do not total 100 because of rounding) Source: Q2 2012 Global Tag Management User Online Survey
  • 3. FewOrganizationsHave RobustProcesses InPlace To what degree does your firm adhere to a structured process when addin g, revising, or removing tags? (Select one) Managing tags follows formalized processes 38% for some tasks but is mostly ad hoc Managing tags follows formalized processes for most tasks, but some tasks are ad hoc 28% Managing tags is p redominantly an ad hoc p rocess 26% Managing tags follows a highly formalized process 7% Other 1% Base: 76 tag manageme nt end users Source: Q2 2012 Global Tag Management User Online Survey
  • 2012: Tag Management Gains Credibility
  • Tag management had a big year in 2012Most users are now familiar with tag management fundamentals• Popularized semantics• Definition of a TMS and key functionality• Potential benefitsUsers are doing their homework• Working to understand the dynamic vendor landscape• Defining TMS requirements• Homegrown options are recedingHeavy hitter vendors Adobe and Google validate the upstarts
  • ow long h ave you had your current tag manageme nt solution? Less than six mo nths 22% Six months to less than one year 28% One year to less than two years 29% Two years to less than three years 13% Three years to less than four years 1% Four years to less than five years 1% Five years or longer 0% Don t know 5% Base: 76 tag manageme nt end users (percentages do not total 100 because of rounding) Source: Q2 2012 Global Tag Management User Online Survey© 2012 Forrester Research, Inc. Reproduction Prohibited
  • What is your preferred method of supporting tag manageme nt? (Select one) Manage e ntirely in-house 66% Work with an e xternal agen cy or consultancy 20% Work with our vendor s professional 11% services group Allow vendor to manage the e ntire process 1% Allow external agen cy or consultancy to 1% manage the e ntire process Other 1% Base: 76 tag manageme nt end users Source: Q2 2012 Global Tag Management User Online Survey© 2012 Forrester Research, Inc. Reproduction Prohibited
  • Which of the following are the five most important factors when sele cting a tag manageme nt system? (Select up to five) Ease of use 62% Ease of impleme ntation and ongoing manageme nt 50% Pricing model 39% Vendor s ability to service my business needs 33% Vendor s infrastructure and scalabili ty 32% Total cost of ownership 30% Implementation method (i.e., clie nt-side JavaScript, server-side, etc.) 28% Breadth of tags supported 28% Standard features and functionality (such as rules, templates, version manageme nt, administration and workflow, etc.) 21% Vendor s product support capabilities (li ve and online 16% support, knowledge base, documentation, etc.) Strength of vendor s reference customers 14% Vendor s reputation (e.g., known as a leader in this field) 13% Availability of advanced or proprietary features and functionality (such as API, privacy manageme nt, data syndication, etc.) 12% Professional services and training capabilities 11% Breadth of environments supported (such as website, mobile, applications, etc.) 9% Vendor s thought leadership 8% Availability of a service-level agreement 7% Experience in our industry 7% The tag manageme nt application is a module within a larger suite of analytics and/or ma rketing tools 5% Vendor s partner network 5% Deployment model (such as on-p remises, on-demand, or hybrid models) 5% Vendor s geographic coverage 1% Other 3% Base: 76 tag manageme nt end users© 2012 Forrester Research, Inc. Reproduction Prohibited (multiple responses accepted) Source: Q2 2012 Global Tag Management User Online Survey
  • Which topics represent the three greatest challenges th at you seek to resolve with your tag manageme nt system? (Select up to three) Duration of the process to implement new 45% or revised tags Website development and code release cycles 42% Page-load performance 36% The technical skills required to manage tags 32% The manual n ature of managing tags 22% Flexibility to evaluate and adopt new vendors 20% Cost of managing tags 17% Data quality 13% Amount of time spe nt managing tags by staff 13% Ensuring consistency across pages and sites 12% Number of staff and departments involved in managing tags 11% Maintaining tags on a long- term basis 8% Removing old and/or decommissioned tags from websites 7% Enforcing standards and policies, such as privacy 4% Other 7% Base: 76 tag manageme nt end users (multiple responses accepted) Source: Q2 2012 Global Tag Management User Online Survey© 2012 Forrester Research, Inc. Reproduction Prohibited
  • What are the top three benefits your company has realized through tag manageme nt? (Select up to three) Ability to manage tags outside of website development and code release cycles 49% Reduction in the du ration of the process to 42% implement new or revised tags Managing tags requires less time by staff 33% Improved flexibility to evaluate and 28% adopt new vendors Ability to manage tags without coding or 26% advanced technical skills Improved page-load performance 22% Reduced cost associated with mana ging tags 17% Improved tag consistency across pages and sites 16% Tags are more accurate, resulting in imp roved data 13% quality, measurement, and marketing attribution Managing tags requires fewer staff 11% Ability to manage tags th rough automated processes 9% Tags have complete coverage, resulting in imp roved data quality, measurement, and marketing attribution 4% Ability to remove old and/or decommissioned tags 3% from websites Ability to enforce standards and policies, 0% such as privacy Other 1% No benefits 4% Base: 76 tag manageme nt end users (multiple responses accepted) Source: Q2 2012 Global Tag Management User Online Survey© 2012 Forrester Research, Inc. Reproduction Prohibited
  • ow long does it ta ke on average to impleme nt a new or revised tag? 8% An hour or less 53% 7% Several hours 14% 3% A day 13% 17% Several days 9% 13% A week 3% 22% Several weeks 4% 12% One to two months 0% 9% Two to three months Prior to using a tag 0% management system 3% Using a tag Three to six months management system 0% 3% Longer than six mo nths 1% 4% Don t know 3% Base: 76 tag manageme nt end users (percentages do not total 100 because of rounding) Source: Q2 2012 Global Tag Management User Online Survey© 2012 Forrester Research, Inc. Reproduction Prohibited
  • Tag Management Goes Mainstream
  • Myth #1I only need Tag ow ma ny unique tags do you deploy via your tag manageme nt system in total? One 5%Management if 2-5 28%I have dozens 6-10 18%of Tags 11-15 12% 16-20 9% 21-30 5% 31-40 3% 41-50 1% 51-75 4% 76-100 3% 101+ 8% Don t know 4% None 0% Base: 76 tag manageme nt end users
  • Myth #2 ow ma ny vendors are represented by the tags deployed via your tag manageme nt system? I only need One 11% Tag 2-5 38% Management if 6-10 30% I have dozens 11-15 5% of vendors 16-20 21-30 3% 7% 31-40 4% 41-50 0% 51-75 0% 76-100 0% 101+ 1% Don t know 0% None 1% Base: 76 tag manageme nt end users© 2012 Forrester Research, Inc. Reproduction Prohibited
  • Myth #3 I only need Tag Management if O n average, wh at is the monthly volume of unique visi tors to the my website is properties on which you have deployed tag manageme nt? huge Up to 50,000 unique visitors Up to 250,000 unique visitors 14% 26% Up to 1 million unique visi tors 17% Up to 2.5 million unique visi tors 8% Up to 5 million unique visi tors 14% Up to 10 million unique visi tors 7% Up to 50 million unique visi tors 3% Over 50 million unique visi tors 1% Don t know 9% Base: 76 tag manageme nt end users (percentages do not total 100 because of rounding)© 2012 Forrester Research, Inc. Reproduction Prohibited
  • Myth #4 I only need Tag Management if I sell to consumers your job, which of the following best describes the audien ce that your products or marketing are targeted to? Only consumers 26% Primarily consumers 31% Equal combination of consumers 22% and businesses Primarily businesses 14% Only businesses 6% Base: 76 tag manageme nt end users (percentages do not total 100 because of rounding)© 2012 Forrester Research, Inc. Reproduction Prohibited
  • Looking AheadImage source: Flickr
  • 1 The TMS Business MaturesImage source: Investors Live
  • TMS grows into adolescenceTag management continues to evolve • Tag management capabilities and commercials standardize • Tag management functionality becomes a feature • Tag management becomes a global phenomenonThe vendor landscape settles in for the long haul • Platforms will continue to add or align with TMS capabilities • SMB and enterprise options emerge • Anticipate vendor consolidation! • Strong independent vendors continue to offer value
  • 2 Distributed Tag ManagementImage source: Walmart
  • Democratized access drives agility Internal users • IT • Marketing and eCommerce • Analytics Third parties • Agencies • Vendors • Contractors TMS usability follows suit • UX design • Administration and workflow© 2012 Forrester Research, Inc. Reproduction Prohibited
  • 3 Data ManagementImage source: High Definition Wallpapers (http://hdw.eweb4.com/out/319737.html)
  • TMS goes beyond tag distribution Privacy management • Compliance • Independence Manage the data layer • Quality assurance • Consistency • Control Data syndication • Single point of collection • Distribution© 2012 Forrester Research, Inc. Reproduction Prohibited
  • 4 Marketing Platform SupportImage source: Flickr
  • Focus shifts to directly leveraging real time data flows Attribution Reporting and audit Optimization and decisioning Across multiple platforms • Apps • Mobile • Media© 2012 Forrester Research, Inc. Reproduction Prohibited
  • Digital intelligence levels the playing field. Tag management delivers tangible benefits. The magic of tag management lies in the data.© 2012 Forrester Research, Inc. Reproduction Prohibited
  • Thank youJoe Stanhope+1 617.613.8929jstanhope@forrester.com blogs.forrester.com/joseph_stanhope @joestanhope