Updated research from Tealium and Econsultancy highlights growing number of marketing technology deployments across organizations, and the significant need to standardize and unify data with tag management
SAN DIEGO, CA (March 9, 2015) – Tealium, the leader in enterprise tag management and real-time unified marketing solutions, today released an updated version of the groundbreaking report developed in partnership with Econsultancy, “The ROI of Tag Management, 2015 Edition.” The updated report highlights the growing number of technologies that digital marketers are deploying, and the critical role that tag management plays in successfully leveraging and managing those technologies.
According to the 2015 report, 51 percent of the organizations surveyed are working with more than 20 digital marketing vendors that require the implementation of tags, a 42 percent increase from 2012. Because of this staggering growth, the need to centrally manage disparate applications, and share consistent data between them, is greater than ever before.
“This study is a key indicator that tag management has come of age,” said Tracy Hansen, CMO of Tealium. “The marketing technology landscape continues to get more complex, and the need for standardized data is becoming exponentially more important in the face of that complexity. It’s promising to see that organizations are recognizing that tag management is a foundational element of real-time marketing, and a critical factor in driving competitive advantage.”
In addition to the standardization of data, the report highlights other significant benefits realized once organizations have implemented a tag management system (TMS). Among those surveyed that have implemented a TMS, 77 percent report a notable improvement in their ability to run marketing campaigns, with 44 percent describing the process as “significantly faster.” As further evidence of why a TMS is so foundational, 47 percent of respondents cite improved campaign measurement and 33 percent note an increase in ROI or revenue.
The updated report also highlights new digital marketing priorities that have emerged in the last three years, most notably the need for more sophisticated mobile marketing and measurement. Nearly one in three organizations surveyed are leveraging tag management to manage their mobile web sites, and one in four are using it to manage mobile applications. Of those using mobile tag management, 75 percent report a positive impact.
Methodology: The report is a result of an online survey fielded in January of 2015, taken by 311 qualified respondents familiar with their organization’s use of tags. More detailed information on the methodology and respondent profiles can be found in the full report.