The document discusses tag management as an emerging essential for digital marketing. Tag management solutions help companies more easily add, modify, and remove tags for tracking website traffic without needing IT assistance, which provides benefits like faster marketing campaign cycles, reduced costs, and the ability to more easily switch between digital marketing vendors. The document also outlines some of the leading tag management software vendors and cites a survey finding that 87% of digital marketers see tag management as key to success.

1. Tag Management
An Emerging Digital Marketing Essential

2. Contents
2
• Brief overview of tag management
• Benefits of tag management
• Tag management solutions

3. 3
WHAT IS A ?
TAG

4. Tag Management
4
A growing problem
• Tags are also known as tracking pixels, beacons or JavaScript snippets
• Embedded within webpages
• Used by digital marketers for measurement purposes
• Uses include web analytics, retargeting, personalization, advertising, affiliate
marketing, email, Pay Per Click (PPC), and Search Engine Optimization (SEO)
• Absolutely critical for many digital marketing solutions. For example, an analytics
solutions may return no data without a functioning tag

5. Tags
5
Measuring digital marketing
• Tags were once added, deleted
and modified manually.
• The number of tags and the
number of digital marketing
assets continues to increase in
many companies
• This has led to several problems

6. 6
IT Development
Managing tags required IT
development and
deployment cycles

7. A Time Consuming Process
7
IT development could take weeks or months in some cases
Wed
Week 1 Week 2 Week 3 Week 4
Mon Tue
Develop Request
Prioritization Process
Write Requirements
Schedule Updates
Assign Resources
Design Pages
Code Updates
Code Review
Unit Testing
Regression Testing
Schedule Deployment
Thu Fri WedMon Tue Thu Fri WedMon Tue Thu Fri WedMon Tue Thu Fri
Webpage Updated with Tag

8. Customer
Experience
Impact
Malfunctioning tags
can disrupt the digital
customer experience
8

9. Changing Vendors
Manual approach made it difficult to change
9
• A manual approach meant that companies
often felt “locked in” to their digital marketing
vendors
• Vendor tags were manually embedded across
numerous web properties
• Made it more difficult to switch to another
solution
• Also made it difficult to test two different
solutions

10. Tag Management Solutions
Like a Content Management System for Tags
10

11. Enter Tag Management
Simplification, agility, speed
11
• One of the most innovative new solutions
in digital marketing
• Makes it possible for digital marketers to
add, change, and remove tags without IT
assistance
• Reduces errors and costs
• Reduces complexity of tagging content
• Reduces cycle time to make changes
• Reduces tag malfunctions

12. 12
Now Considered Key to Success
87% of digital marketers cite tag management as
a key to success.
!
Source: Survey conducted by Tealium and Econsultancy in “The ROI of Tag Management” (2012).

13. 13
Significant
Benefits

14. Tag Management Benefits
Making the case
• Qualitative Benefits
• Ability to switch vendors (no “lock in”)
• Faster marketing campaign cycle time
• Ability to track sessions across domains
• Opportunity to create custom tagging solutions that are vendor independent
• Ability to integrate with existing CMS systems to ensure standardized taxonomy and alignment with
metadata derived from CMS
• Quantitative Benefits
• Reduced cost of vendor deployments
• Reduced cost of tag addition, modification, & removal
• Value of more accurate data analytics
14

15. Vendors
The vendor landscape includes these leading solutions
• Adobe
• BrightTag
• DC Storm
• Ensighten
• IBM Digital Data Exchange
• Impact Radius
• Google Tag Manager
• QuBit
• Site Tagger
• SuperTag
• Tag Commander
• TagMan
• Tealium
• UberTags
15

16. 16

17. 17
Contact Me
!
@DaveBirckhead
www.davebirckhead.com