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Optimizing Purchasing for Facebook Exchange and Other Emerging Media with Tag Management

Posted by & filed under Media Purchasing.

In this ever-changing landscape of paid media channels available for purchase, it is critical for marketers to test new vendors rapidly and with limited impact in day-to-day operations. Having the right paid media mix means having the right vendor mix, and a TMS can offer that flexibility. Take for example the explosion of social network paid media, the evolving display remarketing space and mobile ad networks. It’s no secret that marketers who are first able to test these new media channels usually have a leg up on the competition. Those first movers gain valuable insight into the workings of the market, enabling them to optimize and build account history before the bulk of the competition heats up. For anyone in today’s age of revenue-driven marketing, this translates directly into increased ROI.

Tag management is uniquely positioned to enable marketers to test and adopt new digital media strategies much more efficiently. Let’s explain with a scenario in which an organization decides to test a new media channel: In this case, Facebook Exchange (FBX). To test this new media channel, the organization will want to run a proof of concept (POC) with two short-listed vendors for a period of time, compare the results and then finally deploy the winning vendor with a full-budget campaign.

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by Chris Slovak
Senior Sales Engineer
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by Michael Ellis
Content Marketing Manager
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7 Questions with Digital Marketing Expert Jason Burby

Posted by & filed under digital marketing.

Editor’s Note: This is part of an ongoing series of interviews with digital marketing thought leaders. Jason Burby, who will be a keynote speaker at Digital Velocity 2014 in January, was recently promoted to President, Americas at POSSIBLE, a WPP-owned global digital agency.

Jason Burby Headshot

Q1. Thank you for agreeing to speak at Digital Velocity 2014 in January. We are excited to have you. Your afternoon keynote is titled, “The Rise of One Size Fits No One.” Can you tell us what you mean by this and give us a sneak peek into your presentation?

For years, marketers have been talking about the benefits of targeting different audiences in different ways. It is tough to argue against that approach, but most marketers aren’t taking advantage of what technology now makes fairly easy. We know that the more relevant we can be to our audience, the more successful we will be as marketers. For example, why are we treating someone who has been to a site and purchased (or logged in) 10+ times in the previous six months, the same way we are treating someone who is visiting for the first time? The chances of those two groups having the same needs or responding to the same calls to action is minimal. Technology today allows us to better understand our audience and their past actions or interactions. This will be the focus of my presentation at Digital Velocity, and I am looking forward to it.

Q2. How has your role at POSSIBLE and your background in general given you insight into this particular topic?

For years, we have focused on using data to better understand our clients’ audiences and identifying opportunities to increase conversions (or other desired behaviors) in the digital space. We found (not surprisingly) quite early on that even people that may appear to be the same will respond very differently to campaigns. By understanding that and building digital experiences to allow for those differences, we have made a material impact to our clients’ businesses. We have found that no matter the industry, product or geographical region, the same holds true. We see the same opportunity whether we are working in consumer packaged goods, apparel, automotive, technology, hospitality, etc. We have found success in tailoring experiences in North America, Europe, South America and APAC. The beauty is that no matter the industry or geography one things holds true: Different people will respond to different things and we must tailor those experiences to them.

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by Erik Bratt
VP of Marketing Communications
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5 Holiday Marketing Campaigns That Got It Right

Posted by & filed under digital marketing.

Santa thumbMarketers don’t need to be reminded about the importance of the holiday season for their brands. When they consider the intensifying competition, the faltering economy, the increased complexity of the marketing mix and the unrelenting pressure to maximise revenue, they are looking at a headache larger than the one to be earned at the annual office holiday party.

Every year, the importance of getting your holiday marketing campaigns right becomes more pronounced. This year, according to an IBISWorld report, it is estimated that retailers in the US alone can expect $68.9 billion in sales over the holiday period. Empowered consumers can now go in-store or online and their visit to either can be driven by any number of marketing touchpoints. Advertising spend increases dramatically with retailers wanting to get their name and product in front of consumers and influence their buying decisions.

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by Richard Wright
Senior Marketing Manager for EMEA
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Best Practices in Implementing a Data Layer

Posted by & filed under Data.

Screen Shot 2013-12-05 at 10.54.14 AMA few years ago when Tealium first began recommending data layer implementations to its clients, there was a little bit of uncertainty. Would marketing teams be able to convince IT that it was worth the effort to put a data layer on the web page?

A data layer is a standardized way of exposing uniform data on a website for collection and distribution to technology providers that support your online initiatives. Combined with a tag management system, it simplifies the communication process between a website and services vendors by providing a translation layer to those who may define that data in their own terms.

While a data layer can add a bit of effort upfront, it will save everyone a lot of time and headache in the long run, especially because measurement is no longer dependent on site design. We at Tealium have always recognized and advocated that a properly-defined data layer would create an important data foundation for organizations, so we’re happy to see that the World Wide Web Consortium (W3C) agrees and is now promoting a standard data layer definition. Today, we see many new Tealium clients who already have a data layer in place.

In addition, it’s refreshing to see that many leading consultancies are now also advocating the addition of a data layer and providing advice on getting it right. However, as we have seen through the years, there are many different techniques for building a data layer. For this reason, Tealium supports any data layer structure.

If you’re thinking of building a data layer for your organization, here are a few best practices, general insights and advice to consider based on our own experience:

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by Ty Gavin
VP, Solutions
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3 Reasons We Love Dreamforce

Posted by & filed under digital marketing.

DFThe dust has finally settled over Dreamforce 2013, what is claimed by many to be the biggest tech conference in the world. Now that we’ve recuperated from the madness (almost), we thought it would be a great time to reflect on our experiences and the things that we loved most from our first time attending the renowned event.

We weren’t quite sure what to expect, since many of the attendees are not just the typical crowd of digital marketers and IT pros at the conferences we normally attend. Aside from being a bit overwhelmed at the sheer size, we gained a lot of new insight from keynotes and breakout sessions. We also had the chance to make some great new friends, and of course made it out at night for a few of the parties.

Here are the top three reasons we loved Dreamforce 2013 and why we’ll most certainly be back next year:

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by Michael Ellis
Content Marketing Manager
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by Clint Ivy
Senior Director of Education
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Integrated Marketing – Getting Everyone Under One Tent

Posted by & filed under integrated marketing.

English: Ringmaster of the Circus Atayde at th...

Photo credit: Wikipedia

As marketers we often feel that we are like a ringmaster at a circus. I repeatedly hear that quintessential organ music in my head when I think of the numerous marketing programs we currently have in place. As with any good circus, I want the best acts possible in each ring. After all, who wants to see an inferior sword swallower? The same is true with your digital marketing vendors. In addition to having the best performers, it’s important that each act is seamlessly integrated to create a fantastic show that attracts a large number of spectators.
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by Jay McCarthy
Vice President of Product Marketing
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How Tealium is Different from Other Tag Management Tools

Posted by & filed under tag management.

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.

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by Michael Ellis
Content Marketing Manager
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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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