driving digital marketing results with tag management

Driving Digital Marketing Results with Tag ManagementSeptember 18, 2012

Presented by FEATURING

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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

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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

http://www.tealium.com/whitepapers

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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!

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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

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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)


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


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




“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




“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


7%

3%

17%

13%

22%

12%

9%

3%

3%

4%

14%

13%

9%

3%

4%

0%

0%

0%

1%

3%


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


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


“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


Myth #2I only need Tag Management if I have dozens of vendors


“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




Over 50 million unique visitors

Don’tknow


Myth #3I only need Tag Management if my website is huge


“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


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




“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



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


“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


Implementation method (i.e., client-sideJavaScript, server-side, etc.)


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

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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

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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

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Is the Hype Real?

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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

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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

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Vendor Considerations

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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

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Takeaways

TMS empowers digital velocity

TMS needs to be designed for digital marketers

TMS needs to be neutral

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Thank you

Joe Stanhope+1 [email protected]

blogs.forrester.com/joseph_stanhope @joestanhope

Ali Behnam+1 [email protected]

blog.tealium.com @tealium

driving digital marketing results with tag management

Technology

tag management system

process management

tags rule management

version management testing

online marketing solutions

digital marketing stack

marketing platform

marketing teams