1. Tag management has become a necessity for most organizations, not just those with many tags, vendors, or large websites. The majority of users deploy 5 tags or less from 1-5 vendors and have under 250,000 monthly unique visitors.
2. Managing tags is a constant process that requires frequent editing, adding, and removing. Users edit existing tags several times per day and add or remove tags daily or weekly.
3. Few organizations have robust processes for tag management. Most approaches are still ad hoc rather than following formalized processes.
4. Introducing Digital
Intelligence
Image source: Jean Guichard (http://www.jean-guichard.com/)
5.
6. Analytics is aligned with the business
Source: November 2, 2011, “What Does The Web Analytics Industry Want To Be When It Grows Up?” Forrester report
8. The capture, management, and analysis
of data to provide a holistic view of the
digital customer experience that drives
the measurement, optimization, and
execution of marketing tactics and
business strategies
9. Digital d ata Business Data Data
inputs data inputs processing warehouse Analysis Action
Games
Ratings and
comments
Mobile website
Fixed Internet
website Performance
monitoring
Design
Email Direct response
and brand metrics
Personalization
Organic search
Product Data mining
Campaign
Paid search management
CRM/ Data collection Static reports and
customer dashboards Privacy
Display management
advertising Tag management Digital intelligence Dynamic reports
POS data warehouse and dashboards
Targeting
Video
Transactions Data ETL Segmentation
Social networks Optimization
Finance KPIs Customer
A ates relationship
Interaction management
Mobile analysis
Support and
applications contact center
Forecasting
eCommerce
Social listening
Live chat
Voice of customer
Source: February 10, 2012, “Welcome To The Era Of Digital Intelligence” Forrester report
10. The six core tenets of digital intelligence
Customer centric
Data agnostic
Actionable
Intelligent
Distributed
Right time
12. Behavior
Consumer
Touchpoints
Action
Behavioral Recom- Enterprise
Testing applications
targeting mendations
Analysis
Web Interaction Mobile web Performance Attribution
analytics analytics analytics monitoring
Social Voice of the Application Competitive Predictive
Reporting analytics customer analytics intelligence analytics
Data
Tag Data feeds Data
manageme nt & integrations warehouse
13. No single solution does it all
Source: November 2, 2011, “What Does The Web Analytics Industry Want To Be When It Grows Up?” Forrester report
14. Users add tools as their needs grow
Source: November 2, 2011, “What Does The Web Analytics Industry Want To Be When It Grows Up?” Forrester report
15. Tagging is a fact of life
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
16. 1. Types Of
What types of tags do you deploy via your tag manageme nt system?
Tags Have
Web analytics 88%
Proliferated
Search marketing 64%
Ad serving 62%
Affiliate marketing 59%
Behavioral targeting 50%
Testing 47%
Audience measurement 42%
Social media 38%
Voice of the customer 26%
(surveys and feedback)
Recommendations 14%
Other 5%
Base: 76 tag manageme nt end users
(multiple responses accepted)
Source: Q2 2012 Global Tag Management User Online Survey
17. On average, how often do you do the following activities using your tag manageme nt system?
2. Managing Several times per d ay 0%
0%
1%
Tags is a Daily
3%
4%
4%
Constant Less than daily but multiple
times per week 5%
12%
Edit existing tags
1%
Battle
Add new tags
Deactivate or remove tags
13%
Weekly 8%
7%
Less than weekly but 20%
multiple times per mo nth 20%
5%
24%
Monthly 22%
18%
Less than mo nthly but multiple 9%
times per quarter 12%
21%
4%
Quarterly 12%
18%
9%
Less than quarterly 12%
14%
1%
Other 3%
4%
3%
Don t know 4%
7%
Base: 76 tag manageme nt end users
(percentages do not total 100 because of rounding)
Source: Q2 2012 Global Tag Management User Online Survey
18. 3. Few
Organizations
Have Robust
Processes In
Place
To what degree does your firm adhere to a structured process
when addin g, revising, or removing tags?
(Select one)
Managing tags follows formalized processes 38%
for some tasks but is mostly ad hoc
Managing tags follows formalized processes for
most tasks, but some tasks are ad hoc 28%
Managing tags is p redominantly an ad hoc p rocess 26%
Managing tags follows a highly formalized process 7%
Other 1%
Base: 76 tag manageme nt end users
Source: Q2 2012 Global Tag Management User Online Survey
20. Tag management had a big year in 2012
Most users are now familiar with tag management fundamentals
• Popularized semantics
• Definition of a TMS and key functionality
• Potential benefits
Users are doing their homework
• Working to understand the dynamic vendor landscape
• Defining TMS requirements
• Homegrown options are receding
Heavy hitter vendors Adobe and Google validate the upstarts
28. Myth #1
I only need Tag ow ma ny unique tags do you deploy via your tag manageme nt system in total?
One 5%
Management if 2-5 28%
I have dozens 6-10 18%
of Tags 11-15 12%
16-20 9%
21-30 5%
31-40 3%
41-50 1%
51-75 4%
76-100 3%
101+ 8%
Don t know 4%
None 0%
Base: 76 tag manageme nt end users
33. 1 The TMS Business
Matures
Image source: Investors Live
34. TMS grows into adolescence
Tag management continues to evolve
• Tag management capabilities and commercials standardize
• Tag management functionality becomes a feature
• Tag management becomes a global phenomenon
The vendor landscape settles in for the long haul
• Platforms will continue to add or align with TMS capabilities
• SMB and enterprise options emerge
• Anticipate vendor consolidation!
• Strong independent vendors continue to offer value
35. 2 Distributed Tag
Management
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