For better or for worse, JavaScript-based web measurement is here to stay.
JavaScript tags have become a cornerstone of code for Web analytics, online testing, behavioral targeting, affiliate marketing, ad serving, search marketing, and more. Without an efficient, flexible and adaptive tag management system, managing what can easily become dozens and dozens of individual pieces of code can become, according to a recent report on tag management from Forrester Research: Continue reading
When Forrester Research took a look at tag management in a recent report, they identified five benefits to implementing a tag management system, particularly for organizations with complex web sites. Following, the benefits of tag management to site owner, as identified by Forrester:
Accuracy. A tag management system deploys consistent analytics tags on all pages. Across the board, analytics become more consistent, relevant and accurate. Continue reading
Is your web site – or web team – suffering under the weight and complexity of JavaScript tags and social media buttons?
A good question, yet one many marketers, web analytics and IT departments are ill equipped to answer. To help them address this critical question, Forrester Research has developed a six-point tag audit and tag management scorecard to help all parties involved determine their level of tag management risk. Continue reading
Tag management – read all about it!
Tag management is evolving rapidly, and so is the news and information surrounding the topic. To help keep up with it all – and to help marketers, e-commerce providers and web analytics professionals make sense of it all – we’ve launched a new monthly newsletter, Tag Management Times. Continue reading
Bryan Eisenberg
Speaker, best-selling author, columnist, digital marketing pioneer and more, Bryan Eisenberg has become something of a legend as a digital marketing pioneer, web metrics guru, and all around advocate of digital marketing best practices.
He’s also is the newest member of TagMan’s advisory board (see seperate press release). We sat down with him to discuss why he feels the tag management issue is an important one now, and what role he’ll play in moving the company forward. Continue reading
Four years after TagMan created the first Tag Management System, Joe Stanhope, Senior Analyst at Forrester Research produced a terrific white paper called “How Tag Management Improves Web Intelligence” a few months back. Now through the “magic” of licensing, TagMan is making this available as a free download. Just in case you can’t be bothered to read the whole thing or need a little more convincing to read it, here is a scintillating synopsis of Stanhope’s insights.
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Tags are critical to online marketing. To implement marketing technologies and campaigns and to collect the data on which digital marketers rely. But they cause real pain like site failures, data loss, campaign delays and having no freedom to choose and use new technologies. Tag Management Systems are the answer. By installing the same, tiny piece of code on site pages, you can be free to add, edit or remove any tracking tag in seconds, straight from the web page and gain control again.
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At the dawn of the Web, tracking and data wasn’t regarded as powerful as it is today (anyone remember server log analysis, or the 30 page Webtrends reports?). Today, analysis is at the heart of a successful e-commerce strategy, although there has been a grave oversight which has only now been remedied.
As marketers run more and more advertising channels in driving users to the website, they’ve rightly relied on tracking to identify what worked and what didn’t. The problem is they have been looking at the wrong thing and basing media decisions from the wrong perspective.
The last-click model has been the demise of many marketing channels which perhaps played a valuable part in the brand discovery or product selection process of the consumer. Once the consumer has decided what they wanted to buy, they’d typically go directly to the site (via a branded search term) and convert in that visit. As the last click, that branded search term would have been credited with the sale and all the valuable media they consumed in getting to that decision was ignored and not credited. This leads to money being directed away from valuable media and fed into the direct channels and very much away from profitability.
With our clients now basing media decisions on attributed data (where the credit of the sale is shared between all campaigns in the path to conversion), very different media decisions are being made and happily they are reporting a great increase in overall performance of their activity. Check out our new Boden attribution case study to see this in action.
Why it’s taken so long for the industry to grasp this with both hands I don’t know, but now the tide has changed this is excellent for marketers for a number of reasons:It makes marketing much more fun as you can try out lots of smaller channels using attributed data to show their true value
Tag Management System, (TagMan Inc named after same), simply put, is a way to deploy and manage all of your on-site vendor tags, pixels, analytics tags and tracking pixels agnostically in one place to create a control and simplicity previously not available, through one system interface. (These are also often called Tag Management Platforms). Not unlike a CMS behaves for your site content.
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Below is the list so far of all the tags that TagMan clients currently have plugged into their websites through TagMan. It’s a long list and helps to demonstrate just how many systems rely on tags to work and why tag management has become a crucial issue for website owners. Remember, every tag you have on a page slows it down and each one reports data that could be even more useful if it was reported in the same place (and using the same rules) as all the rest. Continue reading