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Why Free Tag Management is Good for Enterprise TMS Vendors

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

The year was 2000, and I was working in Washington, D.C., fresh out of college (James Madison) for a Y2K remediation software company (remember Y2K?). Ready for a change, I decided to move to San Diego and interviewed with a company called WebSideStory (now part of Adobe via Omniture). WebSideStory was disrupting a pre-existing industry called web analytics, which at that time relied on log files and batch processing to create reports about web site behavior. The JavaScript tag was born and the industry quickly pivoted to a real-time analytics space where multiple vendors flourished. Then one day, a company called Google purchased Urchin, a small web analytics company, and you’ll never guess what they did. They started giving analytics away for FREE!

NO! This couldn’t be! How will we all survive?  How does one compete with FREE? Well, as it turns out, this couldn’t have been better for the enterprise players in the analytics space. In fact, today the analytics industry sits as a $5.1B software-as-a-service (SaaS) vertical (source: Gartner, Enterprise Software Markets, 2013) and is growing hand over fist (the Adobe Marketing Cloud grew by 14 percent to $290.1M for the three months ended Aug. 29, 2014, compared to the prior year, according to SEC filings).

The reason for this phenomenon is this: free products help to educate the market and create demand for enterprise technology. Sweet!

Fast forward to 2011, I interviewed with a company called Tealium. This time, I was joining forces with old friends who had seen this movie before. Once again, we went ahead with the goal of disrupting a pre-existing industry called tag management. Not longer after, a company called Google launched a free tag management product, and Adobe quickly followed suit via an acquisition of a technology called Satellite from Search Discovery, a marketing agency.

NO! This couldn’t be! How will we all survive? How does one compete with FREE?

History is indeed repeating itself and as we have all learned, free solutions help to educate the larger market and promote a technology graduation process that starts with free, but usually ends with a paid enterprise system depending on needs. The reason for this is a combination of advanced capabilities, better vendor integration, and enterprise class support, just to name a few. Time and again, we have seen prospects try out a free solution, only to come back to us for enterprise service and functionality.

2014 was an insane year here at Tealium; you’ll see our recap soon. We welcome all of the free players in the space and thank them for helping to educate the world on the merits and importance of tag management. This market, as many do, will end in the shape of a barbell, with a free provider on one end and an enterprise vendor on the other. Adobe, of course, won the analytics battle as the enterprise vendor. If they can beat out Google, isn’t it ironic that they may end up representing the free tag management part of the barbell this time around?

We’re thrilled to be providing best-in-class enterprise tag management and look forward to an even bigger breakout year for the space in 2015.

Happy New Year from all of us at Tealium!

by Jay Calavas
Chief Evangelist
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What is Tag Management? The Animated Video

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

Ever tried explaining tag management to a non-digital marketer? It can take just a little bit of explanation, starting with what tags are, the important role they play, and why these little bits of JavaScript code have become such a big headache for marketers and IT professionals alike. To help simplify things, and have a little fun to start the new year, we’ve created this short animated video that shows two (really) old school colleagues how they can modernize their operations and increase efficiencies. Enjoy!

by Erik Bratt
VP Content
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How to Become a Better Marketing Technologist

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

Earlier this month, I wrote a column for MarketingLand called “5 Ways to Embrace Your Inner Marketing Technologist,” in which I explored some different ways that marketers could improve their technical chops to maximize their use of technology. I queried several digital experts on the topic, including Jay Baer, Scott Brinker, and Rand Schulman. I just got a reply from Joe Lucas, Director of Demand Generation & Marketing Ops for InsideView, a leading marketing intelligence platform and one of Tealium’s customers. Joe is one of the smartest and most technical digital marketers I know. Here’s what he had to say about becoming a better technologist:

Joe-Lucas

Joe Lucas, Director of Demand Gen & Marketing Ops for InsideView

Hey Erik,

Experience with analytics and statistics is crucial because you need to be able to drive to decisions based on data. Most of the demands of a modern marketer should take a data-driven approach (from a top of funnel campaign, all the way down to nurture programs).  (more…)

by Erik Bratt
VP Content
1 comment

Lessons Learned From Cyber Monday

Posted by & filed under digital marketing, ecommerce, tag management, Web Analytics.

Two years ago on Cyber Monday, a faulty advertising tag began causing intermittent site performance issues across Deckers’ online network. Not good timing. The company, a leading lifestyle footwear manufacturer known for its UGG and Teva brands, had recently contracted with Tealium for its enterprise tag management solution, but had only deployed Tealium on one e-commerce site up until that point, UggAustralia.com. Deckers was able to disable the faulty tag (code snippet) almost instantly on that site via an intuitive web interface, saving 100 percent of the online orders. For its other sites, Deckers had to manually remove the code with help from IT, taking much longer and impacting sales. We asked Nick Smotek, interactive development manager for Deckers, to briefly reflect back on that incident and give us an update on how he uses Tealium iQ™, an enterprise tag management solution, and a new product called Tealium AudienceStream™. Deckers now has Tealium® solutions deployed across 17 different web properties. For more information, read the full case study.

(more…)

by Erik Bratt
VP Content
1 comment

Marketers Find New Source for Software Reviews with TrustRadius

Posted by & filed under marketing technology, online marketing.

Vinay Bhagat

Vinay Bhagat is Founder & CEO of TrustRadius, which he describes as a Yelp for business software.

 Editor’s Note: Learning how to navigate an increasingly complex marketing technology landscape is something that continues to challenge many marketers. Tag management helps brands easily deploy, manage and integrate their disparate applications and data, but what about the front end of that process – the technology selection process? According to a recent report by Tealium and the CMO Council, entitled “Quantify How Well You Unify: The Business Impact of Marketing Technology Integration,” 48 percent of senior marketers said “Selecting the Right Technologies” was one of their core technology challenges. Today, we look at a company that helps business and IT professionals make smarter decisions about choosing the right solutions for their organizations. TrustRadius, founded last year in Austin, Texas, uses crowd-sourcing technology to deliver comprehensive peer-based product reviews and analysis reports that have traditionally been the domain of industry analyst firms. We invited Vinay Bhagat, founder and CEO of TrustRadius, to answer a few of our questions.

1. Tell us about TrustRadius—what it does and the core audience.

TrustRadius is like a curated Yelp for business software, or a community-based alternative to technology analysts like Gartner and Forrester. We help professionals make informed, confident software-selection decisions through: 1) crowd-sourcing real user reviews; 2) enabling peer-to-peer communication; and 3) authoring sector analyses and buyer’s guides for marketing automation, digital analytics, A/B testing, and more.

We believe that business software is a strategic purchase—you need to not only trust a review, but also understand the person’s context and hear a fair amount of detail about how a product performs on different dimensions. A typical review on TrustRadius is over 400 words, and some extend into the thousands. All of our reviews are structured—we ask a series of questions to guide a reviewer. Basic reviews consist of seven questions. Reviews can be updated and augmented at any time and our library contains about 100 different questions that people can opt to answer. Here’s a great example. (more…)

by Erik Bratt
VP Content
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Infographic: How Developing a Formal Martech Strategy Pays Off Big

Posted by & filed under Uncategorized.

Marketing technology is critical to any marketing strategy, but only if you manage it right. As our exclusive new survey with the CMO Council discovers, most senior marketers are falling short when it comes to owning their marketing technology strategy and properly aligning it with their overall business goals. In addition, they continue to be plagued by data fragmentation and other issues. Check out this new infographic from the CMO Council, and use this special link to download the report, Quantify How Well You Unify, for free. You can also read our press release announcing the full 37-page report here.

 

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by Erik Bratt
VP Content
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The Power of Tag Templates

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

Tag Marketplace

The tag marketplace within Tealium iQ showcases the power of tag templates. Each of the 700+ vendor tags can be deployed easily, while also gaining powerful new capabilities.

One of the many benefits of tag management is the ability to seamlessly integrate digital marketing vendor tags — i.e., JavaScript code snippets — into your web and mobile channels. This is especially true of Tealium IQ™, our enterprise tag management solution, which enables you to deploy nearly any vendor tag onto your digital properties with just a few clicks. But where does Tealium get this power? The answer: tag templates. Over the years, Tealium has invested heavily in building the biggest marketplace of turnkey vendor tags in the industry. Tealium’s 700+ tag templates are what makes tags easy to manage. They also enable the tags to do much more than they normally would on their own. Let’s learn a little more about what this means for you as digital marketers and web developers. (more…)

by Ty Gavin
VP, Solutions
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by Erik Bratt
VP Content
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Tealium Customers on What Led to the Need for Tag Management

Posted by & filed under tag management, Tealium University.

The symptoms are usually the same: lots of digital marketing vendor tags, lots of data, and no easy way to manage everything. That’s a common pain scenario described by many people who have invested in a tag management solution, including Tealium customers. Listen to Jawbone, PG&E, VMware, Williams-Sonoma, Inc., and others talk about their experience in deciding to buy an enterprise-class tag management solution. Video shot at a recent Tealium University event in San Francisco.

by Erik Bratt
VP Content
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How Much Does Tag Management Improve Marketing Agility?

Posted by & filed under agility, tag management, tagging.

One of the core, recognized benefits of tag management is marketing agility, i.e., the ability to launch new solutions and campaigns faster than ever before. With tag management in their arsenal, digital marketers and their developer counterparts can avoid any software coding and get their solutions deployed almost as fast as they contract them. But how much faster exactly? We asked that question in a recent survey to some of our customers via TechValidate, an independent third-party survey tool.

The results were impressive.

  • Via manual tagging, 72 percent of customer respondents said it took them one month or longer, with one-third saying it took several months. Nineteen percent said it took them one week.
  • With Tealium, 76 percent of users said it took them one day or less, with 32 percent saying it took them less than an hour. That’s agility.

(more…)

by Erik Bratt
VP Content
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