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3 Ways Tag Management Can Support Your Testing Program During Black Friday

Posted by & filed under tag management, Web Analytics.

Brooks Bell

David DeFranza is senior content strategist at Brooks Bell.

Editor’s Note: The following is a guest blog post by David DeFranza, senior content strategist at Brooks Bell, an enterprise-level web site optimization and A/B split-testing firm.

For most people, August is dominated by the final days of summer and the back-to-school scramble. Consumers may be searching for deals on notebooks and pencils, but few if any have given thought to the holiday shopping season. The opposite is true, however, for retailers. Indeed, preparations for the busiest shopping season of the year are in full swing and ecommerce sites are working to redesign, rebuild, test, and optimize their pages ahead of the rush. With so much at stake, online retailers can’t risk performance dips or broken experiences during the holidays and, as such, must invest considerable resources in advance.

In fact, stability is so important that many sites enforce a strict “code freeze” leading into and through Black Friday and Cyber Monday. This prevents the introduction of new features or code that haven’t gone through a thorough QA review—but it also limits the opportunity to serve relevant offers, launch flash sales, or maximize productivity by responding to customer behavior. Of course tag management is a powerful tool for working through these code freezes. By serving as a central hub of a unified marketing system, tag management allows marketers and merchandisers to adjust testing and analytics tools without changing the site code—creating an opportunity to test through the busy holiday season.

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by Erik Bratt
VP of Marketing Communications
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My Reflections on The MarTech Conference and Answer to the Question: Is Vendor Lock-in Real?

Posted by & filed under digital marketing, integrated marketing, marketing technology.

MarTechYou know that feeling you get when you’re someplace so comfortable that you must belong there? I just had one of those feelings last week in Boston. It wasn’t because the weather was unseasonably mild and wonderful, although it was. It was because I attended the first ever MarTech conference.

As many who know me will attest, I refer to myself as a “recovering” techie and sometimes the stage of recovery that I’m in can be hard to predict. I tend to get all geeky about various topics at times and yet still see myself firmly in the realm of marketing persuasion and nuance. Honestly, I didn’t think there were too many other people like me out there. So imagine my surprise when I was smack dab in the middle of nearly 400 other folks who walk the same tightrope between technology and marketing.

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by Jay McCarthy
Vice President of Product Marketing
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by Erik Bratt
VP of Marketing Communications
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6 Questions with ChiefMartec.com’s Scott Brinker

Posted by & filed under digital marketing, marketing technology, tag management.

Editor’s Note: If there’s anyone who’s been at the forefront of the trend regarding technology’s increasingly important role in today’s digital marketing environment, it’s been Scott Brinker, a leading authority on marketing technology and the editor of ChiefMartec.com. Scott, who is also the co-founder and CTO of Ion Interactive, started his influential blog in 2008, and has long advocated the creation of a new hybrid marketing-technology professional called the “marketing technologist.” The idea has grown so popular that it prompted Scott to launch his own conference, Martech: The Marketing Technology Conference, scheduled for Aug. 19-20 in Boston. With his sold-out conference looming next week, Scott graciously agreed to answer a few questions.

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The Rise of MarTech — Scott Brinker has taken a lead role in advocating for the smarter management of marketing technology.

1. Tell us about your background and how you became “ChiefMartec“?

I’ve been a software entrepreneur for my entire career. I have a background as an engineer and a couple of degrees in computer science, but I’ve always been equally fascinated by marketing — how to orchestrate the match between a product and its audience. My parents ran an ad agency, so that’s no doubt where the appreciation for the craft of marketing was embedded in my psyche.

Ten years ago, I ran the technology practice for a boutique web development firm. Our clients were CMOs, but much of the success of our projects relied on building great relationships with their IT departments to implement and operate the right solutions. It was in that period that I was struck by how dependent marketing was becoming on technology — a trend that was only going to accelerate — yet how foreign technology management was to most marketing teams at the time. Something would have to change.

I started my blog in 2008 around the crazy idea of engineers working natively in the marketing department – marketing technologists. And as Niels Bohr would have remarked, it ended up being crazy enough to be true. (more…)

by Erik Bratt
VP of Marketing Communications
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A Day at Tealium University

Posted by & filed under Tealium University.

Today at the W Hotel in downtown Seattle, Tealium will host yet another Tealium University session for customers and strategic partners. Ever wonder what Tealium University is all about? Watch this new video from our last gathering in Santa Monica to find out. Then visit www.tealiumu.com to sign up for a session in a city near you!

by Erik Bratt
VP of Marketing Communications
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by Erik Bratt
VP of Marketing Communications
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The Rise of the Customer Experience Model

Posted by & filed under Data, digital marketing, enterprise tag management, integrated marketing, tag management.

CustomerIn my last post, I outlined the shortcomings of the marketing funnel when it comes to today’s marketplace. But given the limitations of existing models, how does one go about measuring marketing activities and the success of acquisition and retention strategies? Clearly we need a new model. New models can no longer afford to track activity within specific marketing channels, but must be centered around the customer, and based on the brand experience across all touch points. (more…)

by Ali Behnam
Co-Founder, President
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by Erik Bratt
VP of Marketing Communications
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Tealium Customers in the Spotlight: How Do You Benefit from Tealium?

Posted by & filed under analytics, Data, digital marketing, enterprise tag management, tag management.

Last week, Tealium hosted its eighth Tealium University event of the year, this time at the Viceroy Hotel in Santa Monica near L.A. More than 50 customers and partners descended upon the upscale hotel for a full day of hands-on training and education by our digital marketing experts. We took the opportunity to ask customers a few questions. Here’s the first in a short series of videos on what they had to say:

Look for more interviews in the coming weeks, or view these customer success stories.

by Erik Bratt
VP of Marketing Communications
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Digital Velocity Europe 2014: Four Key Digital Marketing Takeaways

Posted by & filed under digital marketing, digital velocity 2014.

Digital Velocity Europe returned to London recently for the second year and this time it was even bigger and better. Tag management and data unification continue to be hot topics, drawing hundreds of marketing and analytics professionals from 11 European countries to discuss these key issues.

There was a wealth of insight and innovation delivered throughout the day by digital leaders from Forrester Research, Volvo, Urban Outfitters and many more. While the subjects presented were many and varied, there was a recurring excitement that organizations are finally able to achieve the dream of unified marketing, i.e., the ability to deliver consistent, omni-channel experiences to visitors based their historical activity. If you couldn’t attend, here are four key takeaways. (more…)

by Richard Wright
Senior Marketing Manager for EMEA
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