Instructed by Erik Bratt.

1. Don’t Fear the Digital
Marketing Beast
How Tag Management Brings Order to
Marketing Chaos and Drives Results

2. About the Speaker
• Digital marketing strategist and
web analytics pioneer
• Tealium, WebSideStory (Adobe Systems),
Microsoft, UT-San Diego, InboundWriter
• Former journalist and best-selling report author
on social media and digital marketing
Erik Bratt
VP Marketing Communications
Tealium

3. Tag management leader
• Based in San Diego, CA
• Over 350 customers, thousands of brands
• 160+ employees
• Industry’s largest education team
Why we’re different
• Superior technology
• Leadership
• Fanatical about customer success
• Love what we do
About the Company
NEW TECHNOLOGY
OF THE YEAR
Digital Analytics Association,
March, 2014
WINNER, GLOBAL 100
Red Herring Tech,
November, 2013
ONE OF TOP 100 MOST
PROMISING COMPANIES
Annual list of top 100 privately-held,
high growth companies, Forbes,
2014

4. Our Characters
Digital Marketer Boss Developer The Beast

5. The Setting: Marketing Cloud

6. Popular Solutions
“What typesof tagsdo you deploy via your tag management system?”
5%
14%
26%
38%
42%
47%
50%
59%
62%
64%
88%
Other
Recommendations
Voiceof thecustomer
(surveysand feedback)
Social media
Audiencemeasurement
Testing
Behavioral targeting
Affiliatemarketing
Ad serving
Search marketing
Web analytics
Base:76 tag management end users
(multiple responsesaccepted)
Source:Q2 2012 Global Tag Management User OnlineSurvey
Understanding Tag Management Tools & Technology
Forrester Research, 2012

7. The Digital Marketing Beast
Beast personifies complexity
• Caused by tags, which are required
by nearly all digital solutions
• Marketers not in control
• Organizations have an average of 15-
50 tag-based solutions … and
growing

8. Marketing
• Slows down marketing agility and efficiency
• Can’t use best of breed solutions
• Impacts website performance and
conversions
Quick Stat: 86% say making fast changes to marketing
assets w/out IT will be increasingly important.
Source: Econsultancy
How the Beast Impacts Your Organization

9. How the Beast Impacts Your Organization
Information Technology
• Burdens already overburdened resources
• Takes away from strategic IT initiatives
• Impacts website performance
Did you know? A one second increase in page load
speed equals a 7 percent decrease in conversions?
Source: Aberdeen

10. How the Beast Impacts Your Organization
Executives
• Drives up costs
• Reduces revenue opportunities
• Unable to maximize digital marketing
cloud investments

11. How to Tame the Beast
Tag Management
• New class of application
• Integrate all marketing solutions via
an intuitive interface
• Marketers control their own solutions!

12. How Tag Management Works
1. Deploy tag management across web
and mobile channels
2. Manage all solutions via one
comprehensive web interface
3. Wield new powers over technology!

13. The Beast Transformed!
• Tag management puts the Beast under
control
• Makes the simple complex
• Makes technology work for you
Quick Stat: 87% say tag management is
fundamental to digital marketing
Source: Econsultancy

14. • Launch more revenue-generating campaigns
• Reduce IT friction
• Increase conversions
• Leverage best of breed solutions
Marketing Transformed!

15. Marketing Agility

16. Marketing Muscle

17. IT Unburdened!
• Reduce costs
• Focus on strategic initiatives
• Likes marketing again 

18. Reduced Costs

19. Revenue Potential Unlocked!
• Increased digital efficiency and results
• Able to maximize people and technology

20. Success Story: Ancestry.com
Challenge:
• Deploy new solutions quickly
• Ability to test new vendors
Solution: Tag management
Results:
• Deployed more solutions in 1 week than
previous 7 mos.
• New test partners drove significant
number of new subscribers
• Generated $100K by launching a new
channel one month earlier

21. Success Story: Citrix
Challenge:
• Manage tag sprawl – 380 tags across network
• Complicated deployments across web and
mobile
Solution: Tag management
Results:
• 10X percent in productivity
• Tag deployments went from three months to
one week or less
• Deployed Adobe SiteCatalyst in less than two
weeks across network

22. Tag Management: Anticipated Vs. Actual

23. The Future
Sneak Peek of the Future
Marketing unification • Personalization • Real-time action

24. Takeaways: The Beast & You
• Tag management brings order to chaos
– and tames the Beast!
• Increases agility and drives revenue
opportunities
• Reduces friction and costs
• Unifies data and marketing
• Your action
– Visit our resource section at www.tealium.com
– Sign up for a free, 30-day trial at
www.tealium.com/freetrial

25. Thank You!
Erik Bratt
VP Marketing Communications
Tealium (tealium.com)
erik.bratt@tealium.com
@erikbratt
@tealium