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From the Sales Trenches: Top Five Questions Marketers Ask About Implementing Tealium’s Tag Management Solution

Posted by & filed under enterprise tag management.

Screen Shot 2013-10-29 at 10.12.24 AMSales professionals have one of the most exciting roles here at Tealium because we’re constantly engaged in interesting conversations with potential customers about what’s new, what’s working and what’s not in the world of marketing. We consistently gain important market feedback about almost every industry from retail to financial services during these conversations, which help us drive our product roadmap. Similarly, we provide strategic recommendations based on our expertise in digital marketing that ultimately improve online marketing programs for our clients.

Although every organization has different technical requirements and business goals, we find that a common thread of inquiry develops during the sales process. Whether you’re researching if tag management is right for your organization or if you’re currently narrowing down a provider, you most likely want to ask at least one of the following most frequently asked questions I receive from marketing professionals about implementing Tealium’s tag management solution.

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by Terrence Morrissey
Senior Account Executive
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How to Prevent Your Universal Analytics Implementation From Becoming a Universal Time Sink

Posted by & filed under Uncategorized.

If you’re a long-time fan of Google Analytics, as many of us are, I’m sure you’re excited to take advantage of the new Google Universal Analytics features. There’s only one thing standing in your way: re-tagging. Why not take this opportunity to immunize your site against future upgrades of Google Analytics tags, or any other tags for that matter?

In a recent blog post, Google has provided a nice way to upgrade your Google Analytics accounts to Universal Analytics. What they’ve given you is a seemingly simple two-step process to get going. The first step is transferring your account over. This is a no-brainer and doesn’t require any major effort on your part. It’s step 2, which will give your blood pressure a spike. Step 2 is re-tagging all your pages.

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by Jay McCarthy
Vice President of Product Marketing
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4 Mission-Critical Insights from Heatmaps and Visitor Recordings

Posted by & filed under Web Analytics.

Editor’s Note: This is part of an ongoing guest 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 Ariel Geifman, Director of Online Marketing at ClickTale, to discuss how heatmaps and visitor recordings improve website performance and provide actionable insights for digital marketing.  

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by Ariel Geifman
Director of Online Marketing, ClickTale
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Optimizing Website Strategy: 5 Questions with Ektron

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Bob EktronEditor’s Note: This is part of an ongoing interview series with digital marketing leaders, including many of the 500+ marketing vendors and partners that are integrated into the Tealium tag management platform. This week, we interviewed Bob Canaway, VP of Marketing at Ektron, a CMS that helps organizations get the best ROI on their website investment. We recently partnered with Ektron to provide our Tealium iQ solution to customers using Ektron 9. (more…)

by Michael Ellis
Content Marketing Manager
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Closing the Analytics Action Gap

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

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.

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by Andrew Edwards
Managing Partner, Efectyv Digital
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Marketing in a Digital World: Viewpoints from DMEXCO 2013

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

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.

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by Richard Wright
Senior Marketing Manager for EMEA
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by Jeff Lunsford
Chief Executive Officer
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A European Viewpoint on the Evolution of Tag Management

Posted by & filed under tag management.

oldenburgEditor’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.

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by Richard Wright
Senior Marketing Manager for EMEA
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Taking Your Test Platform to the Next Level

Posted by & filed under digital marketing.

Last week, Tealium announced new and improved functionalities to help organizations more effectively deploy testing & optimization vendor tags. In a nutshell, the new features allow organizations to take their test platforms to the next level by letting business users manage their own tests without creating an additional burden on IT. Below is a summary of these enhancements detailing the major advantages for marketers.

Adobe Test & Target support within Web Companion

Tealium Web Companion is a browser plugin available for free to all Tealium customers. Using Web Companion, customers can define their data layer and create load rules logic for deployment of their tags. Customers are now also able to use Web Companion to select any portion of a web page and add mboxes to the page without involving IT. This provides a great deal of agility to organizations by allowing them to create Adobe tests in a very small amount of time.

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by Ali Behnam
Co-Founder, President
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Why the Client-Server Model for Tag Management is Going Obsolete

Posted by & filed under digital marketing.

Those who follow the constant evolution of digital marketing have probably noticed that tag management is repeating many of the same lessons learned by the web analytics community over a decade ago. In the early days of web analytics, the prevailing debate was “tags vs. logs.” As the sector started maturing, the marketplace picked the ultimate winner.

Log-based vendors relied on server logs for their data collection whereas tag-based solutions like Omniture and WebSideStory (both now part of the Adobe Marketing Cloud via acquisitions) relied on tags for data collection. Tags provided better data because they collected the data from where it mattered most: directly from browsers of site visitors. Getting the data from the source allowed for more accurate and timely data collection and as a result, log-based solutions fell by the wayside in favor of tag-based ones. By 2002, all new vendors realized the benefits of the tag-based approach and adopted this methodology. Tags won.

What does this have to do with tag management? Well, it turns out the tag management space is currently going through a similar debate. The debate of the client-side vs. the client-server method.

The client-server model works by making a server-call on each page to an application server. The job of the application server is to decide which tags need to be loaded on which pages. A request is then sent back to the web client, instructing it to load the appropriate tags.

The client-side model works by eliminating the application server from the process. Logic is placed in a JavaScript file, which can be downloaded from any fast server through a content delivery network (CDN). As the visitor traverses through the site, the appropriate tags are loaded.
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by Ali Behnam
Co-Founder, President
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