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Posts Categorized: tag management

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.

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by Erik Bratt
VP Content
1 comment

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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by Erik Bratt
VP Content
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3 Ways Tag Management Can Support Your Testing Program During Black Friday

Posted by & filed under tag management, Web Analytics.

Brooks Bell

David DeFranza is senior content strategist at Brooks Bell.

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.

(more…)

by Erik Bratt
VP Content
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6 Questions with ChiefMartec.com’s Scott Brinker

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

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.

ScottBrinker_1600px

The Rise of MarTech — Scott Brinker has taken a lead role in advocating for the smarter management of marketing technology.

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…)

by Erik Bratt
VP Content
1 comment

The Rise of the Customer Experience Model

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

CustomerIn 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…)

by Ali Behnam
Co-Founder, President
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