One of the biggest challenges in the field of digital marketing and web analytics today is the tedious and expensive process of deploying and managing the web page tags (JavaScript snippets) required by most online marketing vendors. To address this long-standing challenge, digital marketers are increasingly relying on a new class of applications called tag management systems to help efficiently add, edit and remove tags from web sites. By viewing this presentation, you will learn: • What is driving the need for tag management • The specific benefits of tag management for digital marketers • Why tag management needs to be designed for marketers • Key factors for evaluating different vendors and solutions • Best practices, case studies and more

1. Driving Digital Marketing Results
with Tag Management
September 18, 2012
Presented by FEATURING

2. About Tealium
Founded in 2008 Awards and recognition
The leader in enterprise tag management
Recognized as the
Our approach: tag management simplified market leader
TM Buyer’s
Market momentum Guide, Econsultancy, 2
012
‐ 120+ enterprise clients on five continents
Finalist, Best New
‐ 85%+ competitive win rate in 2012 Technology
DAA Awards of
‐ 10.5M Series B funding via Battery Ventures Excellence, 2012
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3. Housekeeping Notes
• Save questions until the end
• Ask questions via Twitter using
@tealium and #tagmanagement
• Two poll questions
• Giveaways:
‐ Free white papers:
www.tealium.com/whitepapers
‐ Free Parrot AR Drone 2.0 giveaway
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4. Poll Question #1
How familiar are you with tag management?
1. Very familiar
2. Somewhat familiar
3. Don’t know much about it – tell me more!
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5. Poll Question #2
How many online marketing solutions does your company use?
1. 1-2
2. 3-5
3. 6-10
4. 11+
5. Don’t know
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6. Our Speakers
Joe Stanhope Ali Behnam
Principal Analyst, CEO, Tealium
Forrester Research
• Leading expert on web • Pioneer and innovator in web
analytics, online testing and analytics, digital marketing and tag
targeting, and the online marketing management
suite
• Former executive at WebSideStory
• Recently authored “Understanding and Omniture (now Adobe Systems)
Tag Management Tools &
• Co-founded Tealium in 2008
Technologies.”
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7. Driving Digital Marketing Results
Through Tag Management
Joe Stanhope, Principal Analyst
September 18, 2012

8. Agenda
Website tags cut both ways
Firms benefit from tag management
Adopting tag management
© 2012 Forrester Research, Inc. Reproduction Prohibited 8

10. Tagging is a fact of life for digital
marketers
JavaScript 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
analytics
And the data collection remit continues to expand
• Emerging channels
• Compiled environments such as rich media and applications

11. Types Of Tags
Have
Proliferated

12. Managing
Tags is a
Constant
Battle

13. Few
Organizations
Have Robust
Processes In
Place

15. What is a tag management system?
A (simple) metaphor: A CMS for Tags
• Manage all tags without WCM access or IT Site Dev
scheduling
• Enforce standards across vendors, metrics, design
• Control access
Key functionality
• Tag management – create and edit tags
• Rule management – define when and where tags execute
• Version management – testing, tracking, rollback & audit logs
• User management and workflow – Provide appropriate
functionality to users and process management

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20. Myth #1
I only need Tag
Management if
I have dozens
of Tags
20

21. Myth #2
I only need
Tag
Management if
I have dozens
of vendors
© 2012 Forrester Research, Inc. Reproduction Prohibited 21

22. Myth #3
I only need
Tag
Management if
my website is
huge
© 2012 Forrester Research, Inc. Reproduction Prohibited 22

23. Myth #4
I only need
Tag
Management if
I sell to
consumers
© 2012 Forrester Research, Inc. Reproduction Prohibited 23

24. Adoption Tip 1: Understand the need

26. Adoption Tip 2: Make the case
Two common business case options
Option 1: Efficiency
The Play – Effective tag management practices reduce the time and
staffing required to maintain the website
The Method – Calculate the hours and subsequent FTE costs
required to manually manage tags today
Option 2: Site performance
The Play – Faster websites have stronger sales and marketing
performance
The Method – Calculate the projected benefit of reduced page
weight, and thus faster site load times, on marketing and sales

27. Adoption Tip 3: Define ownership
27

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29. Adoption Tip 4: Select the right vendor
TMS vendor type
Pure play vs. marketing platform vs. digital intelligence platform
Corporate credibility
Management team, fiscal health, and background
Product capability
Technical foundation
• Infrastructure, deployment method, implementation
method, services and support
Application features
• Partners, workflow & admin, usability, reporting
Extensibility
• Environment support, extensions, API

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31. Tag management is a mainstream capability
There is broad interest in resolving tag maintenance issues
Tag management delivers tangible benefits
Users of all types clearly report process efficiencies
Build the governance model
With or without a tool, planning and processes are critical
Choose the right tag management solution
Understand your requirements and locate a solution with coverage

32. TMS Enables Digital Velocity™
Marketers should control the
digital solutions they use every day
to maximize online ROI
TMS should enable marketing
teams to take ownership of their
online solutions with less
dependence on IT
TMS now a critical layer of the
digital marketing stack
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33. Key Findings: “ROI of Tag Management”
2x
Increase in solutions TMS users are able
69 %
TMS users who can change tags in
73 %
TMS users who said they were
to use compared to those manually one day compared to only 23% for able to increase their digital
tagging w/ IT assistance (19 tags vs. 10) non-TMS users marketing velocity
73 %
TMS users who reported
64 %
TMS users who reported an
significant IT cost reductions increase in web site velocity
From “The ROI of Tag Management,” 2012, by Econsultancy in association with Tealium
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34. Is the Hype Real?
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35. Digital Velocity: Onestop Internet
Onestop Internet runs web
operations of 35+ apparel retailers
CHALLENGE
Tags slowing down marketing, taxing IT resources
SOLUTION
Leverage Tealium’s tag management platform
RESULTS $200K in man hours saved
via Tealium
Launched more campaigns, faster; saved $200K in
man hours
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36. Site Velocity: Fingerhut
Fingerhut, an online retailer
CHALLENGE
Tags slowing down site and checkout
SOLUTION
Conditional and synchronous tag loading via
Tealium
RESULTS 49% improvement in
49% improvement in page load performance checkout page performance
throughout checkout process
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37. Vendor Considerations
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38. The Tealium Approach
Vendor neutral
‐ Tealium works with any digital
marketing vendor
Ease of use
‐ Tealium empowers users to manage
their vendor tags with point and click
simplicity
‐ 300+ turnkey integrated vendors
Performance
‐ Next generation methodology delivers
unparalleled scale and performance
for a global customer base
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39. Takeaways
TMS empowers digital velocity
TMS needs to be designed for digital marketers
TMS needs to be neutral
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40. Thank you
Joe Stanhope Ali Behnam
+1 617.613.8929 +1 858.779.1344
jstanhope@forrester.com ali@tealium.com
blogs.forrester.com/joseph_stanhope blog.tealium.com
@joestanhope @tealium
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