I’ve been a vendor practitioner in the digital marketing and analytics fields for the last 15 years. Prior to co-founding Tealium, I spent eight years at WebSideStory, a web analytics pioneer that was acquired by Omniture (now part of Adobe). One of the most important functions any vendor can do is spend time with its customers. It gives them the opportunity to get direct feedback from users and find out what value they are getting, and what problems are they solving with the solution. For us, there’s no better venue for such direct interaction than Digital Velocity, our customer, partner and industry best practices conference. Digital Velocity provides an opportunity to speak to a large number of customers and get lots of valuable feedback. At these events, we always end up hearing about new and innovative ways that customers are using our solution to solve business needs. In many instances, we’re seeing customers use Tealium for more than managing tags. Some are outlined below. Please note that these use cases are Tealium-specific and may not be achievable with some of the other TMS solutions.
So what’s the big take-away here? It’s that tag management is about so much more than just managing tags. This is why the term “tag management” sucks. It doesn’t demonstrate the real value of the solution. A solution that helps you comply with privacy rules, improve SEO, deploy quick fixes on your site, provide data governance and audit, and streamline your vendor selection – while managing tags – is not just a tag management system. It is foundational to how companies should manage their marketing applications and data. So if you’re evaluating a TMS for your organization, don’t just evaluate how the solution can manage tags, but how it can help manage your digital marketing.