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3 forrester - tag management state of the union

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3 forrester - tag management state of the union

  1. 1. Enterprise Tag Management Tag Management: The State of the Union Joe Stanhope Principal Analyst Forrester
  2. 2. Source: March 11, 2011, “Welcome To The Era Of Agile Commerce” Forrester report
  3. 3. As customer experiences andmarketing evolve so too must analytics.
  4. 4. Analytics must support the businessSource: November 2, 2011, “What Does The Web Analytics Industry Want To Be When It Grows Up?” Forrester report
  5. 5. Introducing Digital IntelligenceImage source: Jean Guichard (http://www.jean-guichard.com/)
  6. 6. Digital intelligence New mobile and application channels enter the mainstream; Internet access Digital analytics explodes through adoption New social channels and new devices. enter the mainstream; enterprise technology vendors enter the nt market through rese Web analytics 1-P acquisition. 201 JavaScript accepted as the measurement instrument of choice, 0 along with the se cond 01Web server log generation of vendors and 07-2 Google analytics 20analyticsEmergence of WorldWide Web and the webbrowser; creation of the 06 -20first commercial website 00analytics software 20 99 -19 93 19
  7. 7. Digital data 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 Affiliates 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
  8. 8. The six core tenets of digital intelligenceCustomer centricData agnosticActionableIntelligentDistributedRight time
  9. 9. Digital Intelligence Is Built On Data
  10. 10. Behavior Consumer Touchpoints Action Behavioral Recom- Enterprise Testing targeting mendations applications 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 management & integrations warehouse
  11. 11. No single solution does it allSource: November 2, 2011, “What Does The Web Analytics Industry Want To Be When It Grows Up?” Forrester report
  12. 12. 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
  13. 13. 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
  14. 14. There’s Got To Be A Better Way
  15. 15. 1. Types Of “What types of tags do you deploy via your tag management 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 (surveys and feedback) 26% Recommendations 14% Other 5% Base: 76 tag management end users (multiple responses accepted) Source: Q2 2012 Global Tag Management User Online Survey
  16. 16. “On average, how often do you do the following activities using your tag management system?”2. Managing Several times per day 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% Add new tagsBattle Weekly 8% 13% Deactivate or remove tags 7% Less than weekly but 20% 20% multiple times per mo nth 5% 24% Monthly 22% 18% Less than monthly but multiple 9% 12% times per quarter 21% 4% Quarterly 12% 18% 9% Less than quarterly 12% 14% 1% Other 3% 4% 3% Don’t know 4% 7% Base: 76 tag management end users (percentages do not total 100 because of rounding) Source: Q2 2012 Global Tag Management User Online Survey
  17. 17. 3. FewOrganizationsHave RobustProcesses InPlace “To what degree does your firm adhere to a structured process when adding, 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 predominantly an ad hoc process 26% Managing tags follows a highly formalized process 7% Other 1% Base: 76 tag management end users Source: Q2 2012 Global Tag Management User Online Survey
  18. 18. 2012: Tag Management Gains Credibility
  19. 19. 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
  20. 20. “How long have you had your current tag management solution?” Less than six months 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 management 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
  21. 21. “What is your preferred method of supporting tag management?” (Select one) Manage entirely in-house 66% Work with an external agency or consultancy 20% Work with our vendor’s professional 11% services group Allow vendor to manage the entire process 1% Allow external agency or consultancy to 1% manage the entire process Other 1% Base: 76 tag management end users Source: Q2 2012 Global Tag Management User Online Survey© 2012 Forrester Research, Inc. Reproduction Prohibited
  22. 22. “Which topics represent the three greatest challenges that you seek to resolve with your tag management 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 nature of managing tags 22% Flexibility to evaluate and adopt new vendors 20% Cost of managing tags 17% Data quality 13% Amount of time spent managing tags by staff 13% Ensuring consistency across pages and sites 12% Number of staff and departments involved 11% in managing tags Maintaining tags on a long- term basis 8% Removing old and/or decommissioned tags 7% from websites Enforcing standards and policies, such as privacy 4% Other 7% Base: 76 tag management end users (multiple responses accepted) Source: Q2 2012 Global Tag Management User Online Survey© 2012 Forrester Research, Inc. Reproduction Prohibited
  23. 23. “What are the top three benefits your company has realized through tag management?” (Select up to three) Ability to manage tags outside of website 49% development and code release cycles Reduction in the duration 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 managing tags 17% Improved tag consistency across pages and sites 16% Tags are more accurate, resulting in improved data 13% quality, measurement, and marketing attribution Managing tags requires fewer staff 11% Ability to manage tags through 9% automated processes Tags have complete coverage, resulting in improved 4% data quality, measurement, and marketing attribution 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 management end users (multiple responses accepted) Source: Q2 2012 Global Tag Management User Online Survey© 2012 Forrester Research, Inc. Reproduction Prohibited
  24. 24. “How long does it take on average to implement 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 months 1% 4% Don’t know 3% Base: 76 tag management 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
  25. 25. Tag Management Goes Mainstream
  26. 26. Myth #1I only need Tag “How many unique tags do you deploy via your tag management 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 management end users
  27. 27. Myth #2 “How many vendors are represented by the tags deployed via your tag management system?” I only need One 11% Tag 2-5 38% Management if 6-10 30% I have dozens 11-15 5% 16-20 7% of vendors 21-30 3% 31-40 4% 41-50 0% 51-75 0% 76-100 0% 101+ 1% Don’t know 0% None 1% Base: 76 tag management end users© 2012 Forrester Research, Inc. Reproduction Prohibited
  28. 28. Myth #3 I only need Tag Management if “On average, what is the monthly volume of unique visitors to the my website is properties on which you have deployed tag management?” Up to 50,000 unique visitors 26% huge Up to 250,000 unique visitors 14% Up to 1 million unique visi tors 17% Up to 2.5 million unique visitors 8% Up to 5 million unique visi tors 14% Up to 10 million unique visitors 7% Up to 50 million unique visitors 3% Over 50 million unique visitors 1% Don’t know 9% Base: 76 tag management end users (percentages do not total 100 because of rounding)© 2012 Forrester Research, Inc. Reproduction Prohibited
  29. 29. Myth #4 I only need Tag Management if I sell to consumers “In your job, which of the following best describes the audience 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 management end users (percentages do not total 100 because of rounding)© 2012 Forrester Research, Inc. Reproduction Prohibited
  30. 30. Looking AheadImage source: Flickr
  31. 31. 1 The TMS Business MaturesImage source: Investors Live
  32. 32. 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
  33. 33. 2 Distributed Tag ManagementImage source: Walmart
  34. 34. 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
  35. 35. 3 Data ManagementImage source: High Definition Wallpapers (http://hdw.eweb4.com/out/319737.html)
  36. 36. 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
  37. 37. 4 Marketing Platform SupportImage source: Flickr
  38. 38. 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
  39. 39. 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
  40. 40. Thank youJoe Stanhope+1 617.613.8929jstanhope@forrester.com blogs.forrester.com/joseph_stanhope @joestanhope
  41. 41. #agility2013

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