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Lincoln Financial Group brought in Tealium to help reduce the bottleneck associated with deploying tags from web analytics vendors. This gave the company the ability to manage new data points on the fly and better meet changing business requirements. Through Tealium, Lincoln also created a universal ‘data layer’ so that all digital vendors are using the same data definitions, ensuring consistency and accuracy. Another benefit of tag management: a 50 percent increase in web site performance.
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