How To Protect Your Site in the Era of Tag Bloat

Posted on February 16, 2012 by TagMan

We announced last week our exclusive partnership with Digital Fulcrum which now allows any tag to run through our tag management system asynchronously. Adam Figuiera discusses in this guest blog post the issues of 3rd party tags and what to consider.

Guest post by Adam Figuiera, Product Marketing Manager, Monetate

Adam Figueira

The web is awash in tags. From analytics to ad serving, website testing to channel optimization, marketers use an ever-increasing number of third-party solutions for improving and measuring the customer’s website experience–and to make the process for doing so easier.
But can too much of a good thing actually be bad? Indeed it can, and one might accurately term the last five years as the Era of Tag Bloat. However, the marketer’s challenges extend beyond just the number of tags necessary for running a modern website.

Like Dr. Jekyll and Mr. Hyde, website JavaScript tags can have split personalities–enhancing a marketer’s knowledge and the visitor’s experience when everything performs properly, but showing their evil side when things don’t go as planned. Continue reading →

TagMan Joins Forces With Digital Fulcrum To Accelerate Page Load

Posted on February 9, 2012 by TagMan

TagMan rehouses all of your site's third-party tags into one independent tag management system, loading only the necessary third-party tags when a customer visits your site ensuring faster page load times and better tracking of conversions.

TagMan’s Tag Management System already accelerated page-load times by optimizing its clients’ third-party tags with its its patent pending smart tag loading functionality, which serves tags asynchronously enabling them to load independently of the page content rather than blocking it. Now by combining forces with Digital Fulcrum we are able to offer brand marketers even faster page-load times along with a superior online experience for customers by extending this solution further to allowing synchronous tags to be executed asynchronously without modifying any code, which now enables TagMan to be used asynchronously with any third-party tag.

Learn more about the TagMan and Digital Fulcrum partnership in this announcement, “TagMan and Digital Fulcrum Join Forces To Optimize Performance of Legacy 3rd Party Tags.”

And be sure to download our recent white paper, “Smart Loading Tags To Accelerate Your Website’s Performance,” which focuses on research in synchronous tag acceleration – assessing opportunities for optimizing page-load times through tag acceleration methods, which can result in lower abandonment rates and a better user experience for customers online..

Tag Management Done Badly Can Create Performance Issues

Posted on February 8, 2012 by TagMan

Many marketers don’t realize just how much impact a few 3rd-party scripts have on their website’s page loading and performance and how that can affect the bottom line in terms of conversions, not to mention user experience. Research indicates that it can be significant.

In fact, a study by the Aberdeen group, reveals that a 1-second delay in page loading can correlate to a 7% loss in conversions. That’s a serious problem.

And while tag management is a solution, tag management done poorly can create, rather than solve, performance issues. In essence, tag management done badly can lead to poor acceleration issues. In a recent study, “Smart Loading Tags to Accelerate Your Website’s Performance,” we looked at page-load times with different tag management solutions to illustrate this point. Continue reading →

Q&A: Michael Lazerow On The Growth Of Social Media, Social Commerce, And Attribution

Posted on January 25, 2012 by TagMan

Mike Lazerow, Buddy Media

As Chairman and CEO of Buddy Media, a preferred platform for Facebook management by eight of the ten top global advertisers, Michael Lazerow is a widely recognized thought leader on digital media and marketing trends. We caught up with him to discuss the growth of social media, social commerce, and social media attribution, as well as the role tag management plays in helping marketers better understand customer’s path to conversion.

Q: In a recent study your company did with Booz & Company, ”Campaigns to Capabilities: Social Media and Marketing 2011,” you guys revealed that while marketing dollars are increasingly shifting toward social media efforts there are still many marketers who don’t understand ROI. Why is that?

A: There are a couple of factors at play here. Many brands don’t know what they should be measuring or even what they are able to measure. If you don’t decide upon attainable objectives, then it is nearly impossible to gauge any sort of return on investment. Continue reading →

2012 Predictions: The Year Of Tag Management, Data Scientists, Privacy, And Attribution

Posted on January 18, 2012 by TagMan

Last year, AdExchanger.com asked us for our 2011 predictions, and the topics of attribution and privacy were at the top of our list. Interestingly, prediction 4 came true with Terry Kawaja launching an AdTechnopoly board. Here in 2012, we see attribution and privacy appearing again but overall we predict the tag management space growing with usage in those areas becoming more of a priority for marketers.

Here’s a summary of our top five predictions for 2012 with the full explanation on Adotas: Continue reading →

Q&A: Webtrends Alex Yoder on Analytics and Independent Tag Management, Part 2

Posted on January 11, 2012 by TagMan

In part 1 of this two-part interview, Alex Yoder, CEO of Webtrends, discussed his company’s current success and what’s happening in mobile analytics. In this installment, he talks about the importance of an independent tag management system and what he sees happening in the space overall.

Q: Both Coremetrics and Omniture have recently announced their Tag Management Systems (TMS). Why hasn’t WebTrends built a TMS?

A: I speak to many, many clients who feel trapped by their current vendor, simply because that vendor’s tag is on their site and the client is concerned that it will be too difficult to retag. Continue reading →

The State of Privacy, Do-Not-Track, And Why You Need Tag Management

Posted on December 9, 2011 by TagMan

The conversation about consumer privacy on the Internet is heating up due to recent legislation proposed both in the EU and the US. It’s a real concern for both consumers and website publishers alike. (This webinar from Marketo has the latest on EU and US e-privacy law, just in case you haven’t been following.)

Current technologies that track consumers’ behavior when browsing the Web are often dropping cookies on users’ Continue reading →

Q&A: Andy Kahl On Third-Party Tags, Page Load, Latency, And Site Performance

Posted on December 1, 2011 by TagMan

TagMan recently caught up with Andy Kahl Product Manager at Evidon, Ghostery’s parent company, to talk about their recent study: Biggest Lagger: The Top Ten Elements that Slow Your Internet Down (US), in which they tracked their GhostRank Panel volunteers to monitor the Internet and most third-party content. Out of nearly 800 companies they watch, they found the top 10 that lag the web browsing experience the most in the U.S.

Continue reading →

Tag management helps Glasses Direct take on a gloomy-looking 2012

Posted on December 1, 2011 by TagMan

Rob Silsbury, marketing director of online glasses retailer Glasses Direct is under no illusions as to the state of the retail environment in 2012.

Speaking at TagMan’s most recent client get together TagMeet 2, Silsbury said: “It’s going to be a pig of a year.” And none of the other retailers in the room looked ready to disagree.

So what does Glasses Direct plan to do about it? Given its focus is online, then drive its online channels hard. Efficiency is the overriding mission. But, that doesn’t mean the company isn’t prepared to invest to get as lean as possible. Silsbury has a couple of things in mind: Continue reading →

Holland America Line Improves Site Performance With Tag Management

Posted on November 30, 2011 by TagMan

We recently announced that our tag management platform has been chosen by more global travel and hospitality brands, including Holland America Line, a recognized world leader in premium cruising for nearly 140 years (see press release).

Holland America Line has seen significant improvements by implementing TagMan’s Tag management system with Smart Tag Loading. Continue reading →

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