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Driving Digital Marketing Results with Tag Management


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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

Published in: Technology, Business
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Driving Digital Marketing Results with Tag Management

  1. 1. Driving Digital Marketing Resultswith Tag ManagementSeptember 18, 2012 Presented by FEATURING
  2. 2. About TealiumFounded in 2008 Awards and recognitionThe leader in enterprise tag management Recognized as theOur approach: tag management simplified market leader TM Buyer’sMarket 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 FEATURING
  3. 3. Housekeeping Notes • Save questions until the end • Ask questions via Twitter using @tealium and #tagmanagement • Two poll questions • Giveaways: ‐ Free white papers: ‐ Free Parrot AR Drone 2.0 giveaway FEATURING
  4. 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! FEATURING
  5. 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 FEATURING
  6. 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.” FEATURING
  7. 7. Driving Digital Marketing ResultsThrough Tag ManagementJoe Stanhope, Principal AnalystSeptember 18, 2012
  8. 8. Agenda Website tags cut both ways Firms benefit from tag management Adopting tag management© 2012 Forrester Research, Inc. Reproduction Prohibited 8
  9. 9. Tagging is a fact of life for digitalmarketersJavaScript 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
  10. 10. Types Of TagsHaveProliferated
  11. 11. ManagingTags is aConstantBattle
  12. 12. FewOrganizationsHave RobustProcesses InPlace
  13. 13. 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 accessKey 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
  14. 14. © 2012 Forrester Research, Inc. Reproduction Prohibited 16
  15. 15. © 2012 Forrester Research, Inc. Reproduction Prohibited 17
  16. 16. © 2012 Forrester Research, Inc. Reproduction Prohibited 18
  17. 17. Myth #1I only need TagManagement ifI have dozensof Tags 20
  18. 18. Myth #2 I only need Tag Management if I have dozens of vendors© 2012 Forrester Research, Inc. Reproduction Prohibited 21
  19. 19. Myth #3 I only need Tag Management if my website is huge© 2012 Forrester Research, Inc. Reproduction Prohibited 22
  20. 20. Myth #4 I only need Tag Management if I sell to consumers© 2012 Forrester Research, Inc. Reproduction Prohibited 23
  21. 21. Adoption Tip 1: Understand the need
  22. 22. Adoption Tip 2: Make the caseTwo common business case optionsOption 1: EfficiencyThe Play – Effective tag management practices reduce the time andstaffing required to maintain the websiteThe Method – Calculate the hours and subsequent FTE costsrequired to manually manage tags todayOption 2: Site performanceThe Play – Faster websites have stronger sales and marketingperformanceThe Method – Calculate the projected benefit of reduced pageweight, and thus faster site load times, on marketing and sales
  23. 23. Adoption Tip 3: Define ownership 27
  24. 24. © 2012 Forrester Research, Inc. Reproduction Prohibited 28
  25. 25. Adoption Tip 4: Select the right vendorTMS vendor type Pure play vs. marketing platform vs. digital intelligence platformCorporate credibility Management team, fiscal health, and backgroundProduct capability Technical foundation • Infrastructure, deployment method, implementation method, services and support Application features • Partners, workflow & admin, usability, reporting Extensibility • Environment support, extensions, API
  26. 26. © 2012 Forrester Research, Inc. Reproduction Prohibited 30
  27. 27. Tag management is a mainstream capabilityThere is broad interest in resolving tag maintenance issuesTag management delivers tangible benefitsUsers of all types clearly report process efficienciesBuild the governance modelWith or without a tool, planning and processes are criticalChoose the right tag management solutionUnderstand your requirements and locate a solution with coverage
  28. 28. 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 FEATURING
  29. 29. Key Findings: “ROI of Tag Management” 2xIncrease 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 FEATURING
  30. 30. Is the Hype Real? FEATURING
  31. 31. 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 FEATURING
  32. 32. 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 FEATURING
  33. 33. Vendor Considerations FEATURING
  34. 34. The Tealium ApproachVendor neutral ‐ Tealium works with any digital marketing vendorEase of use ‐ Tealium empowers users to manage their vendor tags with point and click simplicity ‐ 300+ turnkey integrated vendorsPerformance ‐ Next generation methodology delivers unparalleled scale and performance for a global customer base FEATURING
  35. 35. Takeaways TMS empowers digital velocity TMS needs to be designed for digital marketers TMS needs to be neutral FEATURING
  36. 36. Thank you Joe Stanhope Ali Behnam +1 617.613.8929 +1 858.779.1344 @joestanhope @tealium FEATURING