Learn how Beachbody, the leader in in-home fitness and weight loss solutions, is using Tealium to increase campaign velocity, improve testing and optimization, and maximize their analytics deployments on the fly. Digital marketers at the company, a member of the Internet Retail 500, were interviewed at a recent Tealium University event.
Posts Categorized: tag management
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.
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.
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…)
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…)
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.