Driving Digital Marketing Results with Tag Management
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Driving Digital Marketing Results with Tag ManagementSeptember 18, 2012
Presented by FEATURING
FEATURING
About Tealium
Founded in 2008
The leader in enterprise tag management
Our approach: tag management simplified
Market momentum‐ 120+ enterprise clients on five continents‐ 85%+ competitive win rate in 2012 ‐ 10.5M Series B funding via Battery
Ventures
Awards and recognition
Recognized as the market leaderTM Buyer’s Guide, Econsultancy, 2012
Finalist, Best New TechnologyDAA Awards of Excellence, 2012
FEATURING
Housekeeping Notes
• Save questions until the end
• Ask questions via Twitter using @tealium and #tagmanagement
• Two poll questions
• Giveaways:‐ Free white papers:
www.tealium.com/whitepapers
‐ Free Parrot AR Drone 2.0 giveaway
FEATURING
Poll Question #1
How familiar are you with tag management?
1. Very familiar
2. Somewhat familiar
3. Don’t know much about it – tell me more!
FEATURING
Poll Question #2
How many online marketing solutions does your company use?
1. 1-2
2. 3-5
3. 6-10
4. 11+
5. Don’t know
FEATURING
Our Speakers
• Leading expert on web analytics, online testing and targeting, and the online marketing suite
• Recently authored “Understanding Tag Management Tools & Technologies.”
• Pioneer and innovator in web analytics, digital marketing and tag management
• Former executive at WebSideStory and Omniture (now Adobe Systems)
• Co-founded Tealium in 2008
Ali BehnamCEO, Tealium
Joe StanhopePrincipal Analyst,Forrester Research
Driving Digital Marketing Results Through Tag Management
Joe Stanhope, Principal AnalystSeptember 18, 2012
© 2012 Forrester Research, Inc. Reproduction Prohibited
Agenda
Website tags cut both ways
Firms benefit from tag management
Adopting tag management
8
Website Tags Cut Both Ways
Tagging is a fact of life for digital marketers
JavaScript tagging is the de facto technology standard for online data collection• “Easy to implement”
• “SaaS friendly”
But it’s an addictive hack• Spanning numerous applications across marketing and
analytics
And the data collection remit continues to expand• Emerging channels
• Compiled environments such as rich media and applications
Types Of Tags Have Proliferated
“Whattypes of tags doyou deploy viayour tag management system?”
5%
14%
26%
38%
42%
47%
50%
59%
62%
64%
88%
Other
Recommendations
Voice of the customer(surveys and feedback)
Social media
Audience measurement
Testing
Behavioral targeting
Affiliate marketing
Ad serving
Search marketing
Web analytics
Base: 76 tag management end users(multiple responses accepted)
Source: Q2 2012 GlobalTagManagementUser Online Survey
Managing Tags is a Constant Battle
“Onaverage, how often doyou do thefollowing activities usingyour tag management system?”
1%
3%
12%
13%
20%
24%
9%
4%
9%
1%
3%
0%
4%
5%
8%
20%
22%
12%
12%
12%
3%
4%
0%
4%
1%
7%
5%
18%
21%
18%
14%
4%
7%
Several times per day
Daily
Less than daily but multipletimes perweek
Weekly
Less thanweekly butmultiple times per month
Monthly
Less than monthly but multipletimes per quarter
Quarterly
Less than quarterly
Other
Don’t know
Edit existing tagsAdd new tagsDeactivate or remove tags
Base: 76 tag management end users(percentages do not total 100 because of rounding)
Source: Q2 2012 GlobalTagManagementUser Online Survey
Few Organizations Have Robust Processes In Place
“To what degree doesyour firm adhereto a structured processwhen adding,revising, orremoving tags?”
(Select one)
1%
7%
26%
28%
38%
Other
Managing tags follows a highly formalized process
Managing tags is predominantly an ad hoc process
Managing tags followsformalized processesformost tasks, but some tasks are ad hoc
Managing tags followsformalized processesfor some tasks but is mostly ad hoc
Base: 76 tag management end users
Source: Q2 2012 GlobalTagManagementUser Online Survey
Firms Benefit From Tag Management
What is a tag management system?
A (simple) metaphor: A CMS for Tags• Manage all tags without WCM access or IT Site Dev
scheduling
• Enforce standards across vendors, metrics, design
• Control access
Key functionality• Tag management – create and edit tags
• Rule management – define when and where tags execute
• Version management – testing, tracking, rollback & audit logs
• User management and workflow – Provide appropriate functionality to users and process management
© 2012 Forrester Research, Inc. Reproduction Prohibited 16
“Whichtopicsrepresent the three greatest challenges thatyou seektoresolve withyourtag management system?”
(Select up to three)
7%
4%
7%
8%
11%
12%
13%
13%
17%
20%
22%
32%
36%
42%
45%
Other
Enforcing standards and policies, such as privacy
Removing old and/or decommissioned tagsfromwebsites
Maintaining tags on a long-term basis
Number of staff and departments involvedin managing tags
Ensuringconsistency across pages and sites
Amount of time spent managing tagsby staff
Data quality
Cost of managing tags
Flexibilityto evaluate and adopt new vendors
The manual nature of managing tags
Thetechnical skillsrequiredto manage tags
Page-load performance
Website development and codereleasecycles
Duration of the processto implement neworrevised tags
Base: 76 tag management end users(multiple responses accepted)
Source: Q2 2012 GlobalTagManagementUser Online Survey
© 2012 Forrester Research, Inc. Reproduction Prohibited 17
“What are thetop three benefitsyourcompany hasrealized through tag management?”(Select up to three)
0%
1%
3%
4%
4%
9%
11%
13%
16%
17%
22%
26%
28%
33%
42%
49%
Abilityto enforce standards and policies,such as privacy
Other
Abilityto remove old and/or decommissioned tagsfromwebsites
Tags havecompletecoverage,resulting in improveddata quality, measurement, and marketingattribution
No benefits
Abilityto manage tags throughautomated processes
Managing tags requiresfewer staff
Tags are more accurate,resulting in improved dataquality, measurement, and marketingattribution
Improved tagconsistency across pages and sites
Reducedcost associated with managing tags
Improved page-load performance
Abilityto manage tags without coding oradvancedtechnical skills
Improved flexibilityto evaluate andadopt newvendors
Managing tags requires less timeby staff
Reduction in the duration of the processtoimplement new or revised tags
Abilityto manage tags outside of websitedevelopment and codereleasecycles
Base: 76 tag management end users(multiple responses accepted)
Source: Q2 2012 GlobalTagManagementUser Online Survey
© 2012 Forrester Research, Inc. Reproduction Prohibited 18
“How long does it take onaverageto implement a new orrevised tag?”
8%53%An hour or less
Several hours
A day
Several days
Aweek
Several weeks
Oneto two months
Twoto three months
Threeto six months
Longer than six months
Don’tknow
Prior to using a tagmanagement systemUsing a tagmanagement system
Base: 76 tag management end users(percentages do not total 100 because of rounding)
7%
3%
17%
13%
22%
12%
9%
3%
3%
4%
14%
13%
9%
3%
4%
0%
0%
0%
1%
3%
Source: Q2 2012 GlobalTagManagementUser Online Survey
Adopting Tag Management
20
“How many unique tags doyou deploy viayour tag management system intotal?”
0%
5%
28%
18%
12%
9%
5%
3%
1%
4%
3%
8%
4%
None
One
101+
Don’tknow
Base: 76 tag management end users
2-5
6-10
11-15
16-20
21-30
31-40
41-50
51-75
76-100
Myth #1I only need Tag Management if I have dozens of Tags
© 2012 Forrester Research, Inc. Reproduction Prohibited 21
“How manyvendors arerepresentedby the tags deployed viayour tag management system?”
1%
11%
38%
30%
5%
7%
3%
4%
0%
0%
0%
1%
0%
None
One
2-5
6-10
11-15
16-20
21-30
31-40
41-50
51-75
76-100
101+
Don’tknow
Base: 76 tag management end users
Myth #2I only need Tag Management if I have dozens of vendors
© 2012 Forrester Research, Inc. Reproduction Prohibited 22
“Onaverage, what is the monthlyvolume of unique visitorsto theproperties on whichyou have deployed tag management?”
26%
14%
17%
8%
14%
7%
3%
1%
9%
Upto 50,000 unique visitors
Upto 250,000 unique visitors
Upto 1 million unique visitors
Upto 2.5 million unique visitors
Upto 5 million unique visitors
Upto 10 million unique visitors
Upto 50 million unique visitors
Over 50 million unique visitors
Don’tknow
Base: 76 tag management end users(percentages do not total 100 because of rounding)
Myth #3I only need Tag Management if my website is huge
© 2012 Forrester Research, Inc. Reproduction Prohibited 23
“Inyour job, which of thefollowing best describes the audiencethatyour products or marketing are targetedto?”
26%
31%
22%
14%
6%
Onlyconsumers
Primarilyconsumers
Equal combination of consumersand businesses
Primarily businesses
Only businesses
Base: 76 tag management end users(percentages do not total 100 because of rounding)
Myth #4I only need Tag Management if I sell to consumers
Adoption Tip 1: Understand the need
Adoption Tip 2: Make the case
Option 1: EfficiencyThe Play – Effective tag management practices reduce the time and staffing required to maintain the website
The Method – Calculate the hours and subsequent FTE costs required to manually manage tags today
Option 2: Site performanceThe Play – Faster websites have stronger sales and marketing performance
The Method – Calculate the projected benefit of reduced page weight, and thus faster site load times, on marketing and sales
Two common business case options
Adoption Tip 3: Define ownership
27
“What department inyour firm isresponsiblefor tag management?”
4%
7%
11%
13%
28%
38%
Business intelligence orcorporateanalyticsgroup
Other
eCommerce
IT
Web analyticsgroup
Marketing
Base: 76 tag management end users(percentages do not total 100 because of rounding)
Source: Q2 2012 GlobalTagManagementUser Online Survey
© 2012 Forrester Research, Inc. Reproduction Prohibited 28
“What isyour preferred method of supporting tag management?”(Select one)
1%
1%
1%
11%
20%
66%
Allow external agency orconsultancytomanage the entire process
Allowvendorto manage the entire process
Other
Work with our vendor’s professionalservicesgroup
Work with an external agencyorconsultancy
Manage entirely in-house
Base: 76 tag management end users
Source: Q2 2012 GlobalTagManagementUser Online Survey
Adoption Tip 4: Select the right vendor
TMS vendor typePure play vs. marketing platform vs. digital intelligence platform
Corporate credibilityManagement team, fiscal health, and background
Product capabilityTechnical foundation
• Infrastructure, deployment method, implementation method, services and support
Application features
• Partners, workflow & admin, usability, reporting
Extensibility
• Environment support, extensions, API
© 2012 Forrester Research, Inc. Reproduction Prohibited 30
“Which of thefollowing are the five most important factors when selecting a tag management system?”(Select up to five)
1%
3%
5%
5%
5%
7%
7%
8%
9%
11%
12%
13%
14%
16%
21%
28%
28%
30%
32%
33%
39%
50%
62%
Vendor’s geographiccoverage
Other
Deployment model (such as on-premises,on-demand, orhybrid models)
Vendor’s partner network
The tag management application is a module withina larger suite of analytics and/or marketing tools
Experience in our industry
Availability of a service-level agreement
Vendor’s thought leadership
Breadth of environments supported (such aswebsite, mobile, applications, etc.)
Professional services and training capabilities
Availability of advanced or proprietaryfeatures and functionality(such as API, privacy management, data syndication, etc.)
Vendor’sreputation (e.g.,known as a leader in this field)
Strength of vendor’sreference customers
Vendor’s product support capabilities (live and onlinesupport,knowledge base, documentation, etc.)
Standard features and functionality (such as rules,templates,version management, administration and workflow, etc.)
Breadth of tags supported
Total cost of ownership
Vendor’s infrastructure and scalability
Vendor’s abilityto servicemy business needs
Pricing model
Ease of implementation andongoing management
Ease of use
Base: 76 tag management end users(multiple responses accepted)
Implementation method (i.e., client-sideJavaScript, server-side, etc.)
Source: Q2 2012 GlobalTagManagementUser Online Survey
Tag management is a mainstream capabilityThere is broad interest in resolving tag maintenance issues
Tag management delivers tangible benefitsUsers of all types clearly report process efficiencies
Build the governance modelWith or without a tool, planning and processes are critical
Choose the right tag management solutionUnderstand your requirements and locate a solution with coverage
FEATURING
TMS Enables Digital Velocity™
Marketers should control the digital solutions they use every day to maximize online ROI
TMS should enable marketing teams to take ownership of their online solutions with less dependence on IT
TMS now a critical layer of the digital marketing stack
FEATURING
Key Findings: “ROI of Tag Management”
From “The ROI of Tag Management,” 2012, by Econsultancy in association with Tealium
2x 69% 73%
64%73%
Increase in solutions TMS users are able to use compared to those manually
tagging w/ IT assistance (19 tags vs. 10)
TMS users who can change tags in one day compared to only 23% for
non-TMS users
TMS users who said they were able to increase their digital marketing
velocity
TMS users who reported significant IT cost reductions
TMS users who reported an increase in web site velocity
FEATURING
Is the Hype Real?
FEATURING
Digital Velocity: Onestop Internet
Onestop Internet runs web operations of 35+ apparel retailers
CHALLENGETags slowing down marketing, taxing IT resources
SOLUTIONLeverage Tealium’s tag management platform
RESULTSLaunched more campaigns, faster; saved $200K in man hours
$200K in man hours saved via Tealium
FEATURING
Site Velocity: Fingerhut
Fingerhut, an online retailer
49% improvement in checkout page performance
CHALLENGETags slowing down site and checkout
SOLUTIONConditional and synchronous tag loading via Tealium
RESULTS49% improvement in page load performance throughout checkout process
FEATURING
Vendor Considerations
FEATURING
The Tealium Approach
Vendor neutral‐ Tealium works with any digital
marketing vendor
Ease of use‐ Tealium empowers users to manage
their vendor tags with point and click simplicity
‐ 300+ turnkey integrated vendors
Performance ‐ Next generation methodology delivers
unparalleled scale and performance for a global customer base
FEATURING
Takeaways
TMS empowers digital velocity
TMS needs to be designed for digital marketers
TMS needs to be neutral
FEATURING
Thank you
Joe Stanhope+1 617.613.8929jstanhope@forrester.com
blogs.forrester.com/joseph_stanhope @joestanhope
Ali Behnam+1 858.779.1344ali@tealium.com
blog.tealium.com @tealium
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