In 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…)
Posts Categorized: 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.
We’re not TV critics, but if we were, we’d describe it as the intersection of “revealed hilarity and disturbing accuracy.” We’re writing, of course, about “Silicon Valley,” the new HBO hit comedy series created by Mike Judge, the multi-hit producer of classics such as the movie “Office Space.” Shown on Sundays at 10 p.m., the show tells the distinctly American story of how virtually any software engineer can suddenly and accidentally be catapulted into the role of entrepreneur.
While Hollywood is typically thought of as the pinnacle of fiction, where wild stories and dreams get digitized as quickly as the ink on scripts dries, there are actually times when it nails situations all too closely. This series is no exception.
Remember the days when you could click on a link and then your web browser would load a new HTML page? Now, clicking on the web will “slide in” something new or run impressive animation to expand a small rectangle into a larger rectangle. You’re still on the same web page, but it seems like most everything is now changed. In fact, you’re no longer clicking, you’re swiping.. and things are flying by fast.
A developer might refer to this as an AJAX-based site. These sites are visually amazing and technically much smarter from a performance and usability standpoint. However, they present challenges to the marketer’s tag-based world where most tags were originally designed with the old before-AJAX mindset.
All of us at here at Tealium take pride knowing that we are creating solutions that make the lives of digital marketers and IT professionals easier, while improving the experiences of their online visitors. Recently, Ram Manohar Bokkisa, Only Web Analytics blogger, shared his experiences working with Tealium iQ and how it differs from any other tag management system on the market. Check out a few excerpts from his blog and a link to read the full post below.
Editor’s Note: This is part of an ongoing blog series with digital marketing leaders, including many of the 500+ marketing vendors that are integrated into the Tealium tag management platform. This week, we invited Andrew Edwards, digital analyst and digital marketing executive, to share his insights on AudienceStream, the newest addition to our DataCloud suite and how he sees it affecting the world of analytics.
Reporting on user activity is good. Taking action based on collected data is much, much better. Tealium’s new AudienceStream™ gives marketers a way to do just that.
Tealium’s tag management system (TMS) has already placed it square in the wheelhouse of data-collection. TMS technologies have become staples of the analytics industry by removing deployment roadblocks that long prevented accuracy and attribution. One valuable product of a technology that manages data collection is that it can aggregate data from many sources and then connect that data to many other sources for execution on what was collected.
For two days every September, Cologne, Germany, becomes the global hub of digital marketing at DMEXCO. For those of you that are unfamiliar with this trade show, allow me to paint a picture with a few numbers:
- 600,000 square feet of exhibition space
- 26,000 visitors
- 740 exhibitors
- 450 international top-tier speakers
It’s a huge operation and the entire city seems to be packed to the gills with the great and the good of the European digital marketing industry. Booking accommodations for the event becomes an expensive process if you wait too long (I had to contact 15 hotels in March before I could secure something even remotely reasonable); and boarding a 7 a.m. plane at London Gatwick the day before feels like a networking event in and of itself with so many familiar faces.
Editor’s Note: This is part of an ongoing interview series with digital marketing leaders, including many of the 500+ major solution vendors that are integrated into the Tealium tag management platform on a turnkey basis. This week we interviewed digital marketing analytics expert Lukas Oldenburg, Senior Digital Analyst for Unic, a top e-business solutions company based in Zurich, Switzerland that provides integrated consulting, creation, implementation and business operations products.
Editor’s Note: This is part of an ongoing blog series with digital marketing leaders, including many of the 500+ marketing vendors that are integrated into the Tealium tag management platform. This week, we invited Sharad Verma, CEO and co-founder of Piqora, to share his expertise on tracking ROI for visual social networks.
Pinterest has rapidly emerged as the third largest visual and social content delivery network – driving more traffic than Yahoo! and Bing combined – creating an average order value of $169 in e-commerce traffic. Leading brands and retailers have taken note of the rapid growth in Pinterest activity, which has resulted in marketers quickly revising social media initiatives to leverage Pinterest for sparking viral brand awareness, website traffic and increasing conversions.
So many vendors, so many options. In a space where just two years ago we saw only a handful of players in tag management, we now have a menu of TMS vendors to choose from, all with shiny new features and innovations, promising to solve your biggest challenges. Am I surprised? No. It reminds me of the early 2000s when cell phones exploded onto the market — a hot technology is going to get heated competition in the market, and fast.
The problem? Every vendor believes their solution is better than the competition’s and all have dozens of reasons to justify those claims (self included). But ultimately it’s up to you to do your homework before making such a commitment. And don’t slack on your homework, because a tag management system (TMS) is a big commitment.