The ROI of Tag Management
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A walkthrough of our update to some 2012 research (both in partnership with Tealium) on tags and tag management. Covers some of the practical impact (ROI, speed, etc.) of moving to a managed approach and touches on the larger state of mar-tech and how decisions in tag management play a role.
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The ROI of Tag Management
- 1. Click to edit Master subtitle style Are You the Master of Your Martech Domain? How to Conquer Todayâs Technology Challenges
- 2. © 2015 Tealium Inc. All rights reserved. | 2 Todayâs Presenters Stefan Tornquist VP Research @SKTornquist Erik Bratt VP Content @erikbratt
- 3. The ROI of Tag Management, 2015 Edition Stefan Tornquist, VP Research, Econsultancy
- 4. The study and some context A look at the marketer study behind this talk Findings Top findings on the impact and implementation of tag management Looking ahead Tag management at the center of martech evolution Q&A Today
- 5. The study âą Over 300 respondents in January 2015 âą 63% in marketing management (21% EVP+) âą Spread of revenue (36% $1B+) âą Spread of industries (B2B+B2C)
- 6. The role of tag management âEffectively managing website tags is fundamental to digital marketing.â
- 7. Martech explosion âHow has the number of digital marketing technology vendors your organization uses changed in the last 12 months?
- 8. Brands still investing in martech âHow has the number of digital marketing technology vendors your organization uses changed in the last 12 months?â
- 9. Growth in heavy martech usage Rise in average number of vendors (2012 vs 2015)
- 10. Martech categories âHow has the number of digital marketing technology vendors your organization uses changed in the last 12 months?â ïŹ Attribution modelling ïŹ Audience measurement ïŹ Data management ïŹ Display advertising/Networks ïŹ Personalization/Location ïŹ Retargeting ïŹ Search engine marketing ïŹ Social ïŹ Testing/Optimization ïŹ Web analytics
- 11. Tag management goes mobile Use of tag management beyond the websiteâŠ
- 12. Tag Management and Marketing Efficiency
- 13. Who owns tag management? âWho is primarily responsible for tag management?â
- 14. The need for speed âMaking fast changes to marketing assets without IT/tech involvement will be increasingly important.â
- 15. Tag management roadblocks Challenges of manual tagging
- 16. More campaigns, faster Accelerating tag deployments
- 17. The ROI of Tag Management
- 18. Marketing benefits âWhat are the primary benefits to having moved from manual to managed tagging?â (Pick two)
- 19. Increased savings âHas implementing tag management had an effect on the time/resource costs associated with tagging manually?â
- 20. Improving time to market âWhat effect has implementing tag management had on the speed of running marketing campaigns?â
- 21. Boosting web site performance âHas implementing tag management had an effect on the speed of your website?â
- 22. Positive impact on mobile âWhich statement best describes the impact of using a tag management service on managing your mobile marketing?â
- 23. Moving to tag management Anticipated and realized benefits of TMS
- 24. Selecting a TMS vendor What matters most â features of TMS
- 25. Adoption challenges Whatâs slowing TMS adoption?
- 26. Looking ahead Tag management and the future of martech
- 27. © 2015 Tealium Inc. All rights reserved. | 2 7 Q&A Stefan Tornquist VP Research @SKTornquist @econsultancy Erik Bratt VP Content @erikbratt @tealium
- 28. US HEADQUARTERS 11085 Torreyana Road, San Diego, CA 92121 +1 (858) 779-1344 Thank You
Hinweis der Redaktion
- 60% saying theyâve increasedâŠrises to 85% for those with revenue over $100MM
- When we add a revenue component, you see the share of those with over 20 climb to roughlyl 75%
- This list is very much a partial oneâŠrecent investment has been surging in customer experience managementâŠbut that extends into nearly every corner of the industryâŠdataâŠtesting/analyticsâŠmobile data collection⊠Toss to ErikâŠwhere does Tealium see the most shift right now?
- Another factor thatâs drives the view that tags are fundamental to digital is that they bind the data from an increasing number of platformsâŠ
- Complexity is the key driver in the move to get tags under controlâŠthat complexity obviously comes from Martech proliferationâŠand trying to get those systems talkingâŠbut itâs also contributed to by having groups outside marketing control tag management. Sometimes that control is exclusive, sometimes itâs shared. One of the recurring themesâŠin 2012 and todayâŠis that the decision to move to a managed service can be as much about independence for marketing as about the increase in efficiency.
- That independce comes from becoming independent of IT/tech involvement. Tag management is boring Boredom introduces resistance and inaccuracy Resistance breeds delays Inaccuracy breeds mistakes, gaps in data, etc.
- We see these and other challenges to efficiency⊠Takes the valuable tech resource awayâŠthey could be improving your shopping cart or figuring out why registered users are still getting page overlays inviting them to register⊠Too longâŠthis was the #1 problem in 2012 and itâs still a strong secondâŠmarketing doesnât move slowly, but tag implementation doesâŠthereâs always something more interesting on the list for IT/techâŠand campaigns suffer for it IncompleteâŠthis goes to the accuracy problemâŠand itâs a big oneâŠonce an implementation is âdoneâ there are still problems.
- To the question of speed⊠Youâll see a dramatic differenceâŠover 75% get it doen the same dayâŠand we see that the remaining 25% of companies are those wehre marketing doesnât own TMSâŠso itâs really a version of the old problemâŠeven through the TMS allows for very quick implementation, marketing is still waiting on someone elseâs queue.
- With better, cleaner data thatâs easier to use, you see a variety of benefits to marketing and the businessâŠmost cites is better measurement because marketers can access and trust their data⊠The two of most interst are financialâŠwith greater efficiency comes better campaign ROIâŠand increased revenueâŠand some of that result is coming from the next point downâŠwhen they donât need to worry about tag implementation and have better control, marketers do more optimization of their campaigns in all channels, and performance increases.
- The other way to look at that is the cost of timeâŠour most precious recource in marketingâŠover 80% of those who have switched to TMS say that itâs made tagging less expensive, with 56% saying that difference is significant.
- Thatâs costâŠthe other side of efficiency is speedâŠ78% say campaign deployment is fasterâŠ
- 61% see that speed on their websites themselves, as the loading of tags gets taken out of the equationâŠ
- Going back to how tags are now used beyond the primary websiteâŠmobile campaign management also beneifts, with 76% saying itâs got a somewhat or very positive effect ontheir capability in this area.
- For these final few charts Weâve split out the folks who are using a TMS from those still doing manual tagging and exploring their options. Often in tech expectations donât match up well with the realityâŠbut with something as straightforward as TMS, we see a pretty strong matchâŠmarketers expect faster time to marketâŠand they get itâŠthey expect to be more agile as they get free of IT/TechâŠand they get itâŠone area where they donât match up exactly is reduced costsâŠmore companies realize that benefit than expect toâŠgoes to the question of âwhat is freeââŠnothingâŠtime isnât freeâŠ
- Again we split the audienceâŠfor those complemplating TMS, itâs worth looking at the experience of those currently using it, and where they see their vendors bringing valueâŠobviously itâs a company to company questionâŠbut worth notinmg in particularâŠ.abilty to unify data and vendor neutrality
- Whatâs stopping those who havenât gone forwardâŠuse cases for manyâŠthey havenât take the time to do the analysisâŠthe fact that there is a cost associated slows othersâŠbut as weâve seen, thatâs a false argument for mostâŠunless tags are sparse or static on your sites and mobile platforms, itâs highly unlikely to cost more to move tomanaged systemsâŠ
- FinallyâŠtaking it up one levelâŠletâs think about where mar-tech is today and where itâs headedâŠ. Incresaingly as an industry weâre agreeing that the future is real timeâŠitâs dynamicâŠitâs personalized to the userâŠand itâs remarkably rich in data⊠Itâs a world where experimentation and the ability to implement new tech and platforms will continue to be part of our everyday lives as marketers And itâs a world where the ability to move from one vendor to another will matterâŠif youâre an organization that wants to work with the best-in-class for a given channel or platform, you want to be able to bring it in seamlesslyâŠor get rid of one that isnât working for youâŠthatâs an important consideration in approaching tag managementâŠ.