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Posts Tagged: Web Analytics

Don’t Sell Your Data Layer Short

Posted by & filed under Data, Uncategorized.

 

It's about rules and strategyThe data layer is among the most strategic parts of your marketing technology strategy. Simply put, it’s the foundation from which you’ll be able to build real-time, forward-looking, action-oriented programs that delivers lasting value and impact to your organization.

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by Jay McCarthy
Vice President of Product Marketing
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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 Content
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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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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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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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Video: Jim Sterne Defines Big Data and Solving Data Challenges With Tag Management

Posted by & filed under tag management.

Jim Sterne, founder of the Digital Analytics Association (DAA) and eMetrics Summit, was the keynote speaker at Digital Velocity. In his presentation, “Nimble Digital Marketing Master,” Jim shared his thoughts on why a digital marketer’s job is (almost) impossible. Jim spent a few minutes with Erik Bratt, VP of Marketing at Tealium, to define “big data” and how tag management helps solve the big data problem.

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Video: Forrester’s Joe Stanhope on Tag Management and Big Data

Posted by & filed under tag management.

Forrester Research’s Joe Stanhope, one of the industry’s leading authorities on tag management, recently gave his take on numerous hot topics, including the role of tag management in enabling big data initiatives, while attending Digital Velocity recently (see photos). Joe delivered one of the keynote presentations at the customer conference, which drew more than 200 attendees to Hard Rock Hotel in San Diego. See Joe’s presentation or get a free copy of Joe’s latest report, “Understanding Tag Management Tools & Technologies.

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Takeaways From Digital Velocity

Posted by & filed under tag management.

We rocked out at the Hard Rock last week in San Diego. Our first annual user conference was a huge success and the team at Tealium is still riding on Cloud 9 from all the great responses we received from those in attendance. A sold out crowd of more than 200 customers, speakers, and special guests roamed “Abbey Road” (one of the Hard Rock’s cool murals) at Digital Velocity. We took tons of a few photos to capture the magic as it was happening. Check out our Facebook page or Flickr album to view some great shots. Thanks to all of those who have contributed to our growth thus far, and get ready for what’s in store!

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E-Commerce Marketers: Escape the Holiday ‘Code Freeze’ with Tag Management

Posted by & filed under tag management.

To the list of examples of how tag management increases marketing agility, add another: escaping the traditional holiday 'code freeze' that many online retailers implement during the ever-critical holiday shopping season.

The ‘code freeze’ is essentially a company-mandated lockdown on any web site changes or improvements in order to minimize the risk of errors and downtime that might effect the smooth flow of online purchases. This typically happens during the holiday season. (more…)

by Erik Bratt
VP Content
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Why We Invested in Tealium: 6 Questions with Battery Ventures’ Neeraj Agrawal

Posted by & filed under tag management.

Editor’s note: The following is an interview with Neeraj Agrawal, a general partner for Boston-based Battery Ventures, which yesterday announced that it has invested $10.5M in Series B financing into Tealium, the leader in enterprise tag management. Neeraj, who will sit on the board of directors at Tealium, was recently named to Forbes’ 2011 Midas List, which ranks the top technology investors in the world. His digital marketing technology investments include Omniture (now Adobe Systems), Marketo, Bazaarvoice, Sprinklr, and many more. (more…)

by Erik Bratt
VP Content
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