how to tame the digital marketing beast

How to Tame the Digital Marketing BeastA Guide to Understanding the Benefits of Tag Management

June 2015

http://www.tealium.com

The Beast in the Machine

There’s a beast living in your digital marketing machinery and he’s throwing a wrench into your best-laid marketing plans—you just may not fully realize it yet.

The Digital Marketing Beast represents complexity and delay, caused by a growing reliance on tag-based marketing technology. The Beast is annoying and sometimes cruel, but he is not evil or malicious. He can be tamed.

This guidebook tells you how to transform the Beast so you can experience the full potential of your marketing technology investments.

2 How to Tame the Digital Marketing Beast Guidebook

How to Tame the Digital Marketing Beast Guidebook 3 3


The Marketing Cloud

Our setting is familiar—it’s the marketing cloud, comprised of thousands of solutions that help digital marketers acquire, convert, and retain customers in increasingly novel ways.

The number of digital marketing solutions has grown rapidly over the years, and now totals nearly 2,000 according to ChiefMartech.com. The most popular digital marketing categories are advertising, analytics, affiliate marketing, personalization, social media, and search marketing. See Figure 2.


Figure 1. Source: ChiefMartech.com. * Estimated; ChiefMartech.com data unavailable for 2013.

2,000

1,500

500

1,000

02011 2012 2013 2014 2015

100

350 510*

947

1,876

Rise in Digital Marketing Technologies

How to Tame the Digital Marketing Beast Guidebook 5

Top 25 Digital Marketing Solutions


1.Google Universal

Analytics

2.Google AdWords

Conversion

3.Google AdWords

Remarketing

4.Google Analytics

5.DoubleClick–

Floodlight

6.Adobe SiteCatalyst

7.Facebook Conversions

8.Facebook Custom

Audiences

9.Bing Ads

10.Criteo

11.Twitter Conversions

12.AdRoll

13.CrazyEgg

14.Quantcast

15.Optimizely

16.Conversant

(Commission Junction)

17.MediaMind

18.AppNexus

19.Marin Software

20.Kenshoo Conversion

21.LinkShare

22.Rocket Fuel

23.IBM Coremetrics

24.Webtrends

25.ComScore

Digital Analytix

Figure 2. Source: Tealium, April 2015. Depicts the most deployed digital marketing solutions based on a global sample of more than 550 enterprise clients, representing thousands of web sites.


The Digital Marketing Beast

The marketing cloud is not all fun and games, however. Within the cloud, and within your digital operations, there lurks the Digital Marketing Beast.

The Beast personifies complexity and makes things very difficult for everyone across the organization. The more solutions you use, the bigger and badder the Beast becomes. According to Figure 3, marketers are using more solutions than ever.

Figure 3. Responses: 245. Source: “The ROI of Tag Management, 2015 Edition,” Econsultancy, in association with Tealium.


40%

30%

10%

20%

0%5 or fewer

22%25%

31%

15%

6–10 vendors

20%

11–20 vendors

17%14%

21–30 vendors

15%

20%

More than 30

21%

2012 2015

Rise in Average Number of Vendors (2012 vs. 2015)

How to Tame the Digital Marketing Beast Guidebook 7How to Tame the Digital Marketing Beast Guidebook 7

8 How to Tame the Digital Marketing Beast Guidebook8

The Tag

The Beast feeds off complexity, which is caused by a “tag,” a snippet of code that most digital marketing vendors require you to integrate into your web site.

Many tags are used for measurement purposes—for example, Google Analytics. The problem is that deploying a tag requires marketers to get assistance from technical resources. This creates a huge bottleneck. According to our research, the average web site has more than 19 tags.



Challenges of Manual Site Tagging

Tagging takes tech resources off other projects

Tags take too long to be implemented

Tagging implementations are often incomplete

Tags slow down my web site

Other

61%

51%

44%

30%

12%


The Beast and Your Organization

So how does the Digital Marketing Beast impact your organization? Let us count the ways.

For digital marketers, the Beast is a huge burden. He slows marketers down by making it difficult to use the mission-critical solutions they rely on everyday to drive results. The Beast also impacts online conversions—and the customer experience—by slowing down web site performance.

For technical staffers, the Beast increases their workload and hinders them from deploying best-in-class marketing technology as fast as required.

At the executive level, the Beast is a huge nuisance, driving up costs, sapping technical resources, and causing marketing to miss out on revenue opportunities. The Beast also makes it hard to maximize marketing investments.

QUICK STAT:

83% say that making fast changes to marketing assets without IT will be increasingly important.


17%

83%

Agree

Disagree


Tame the Digital Marketing Beast

The good news is that you can tame the Beast through a new class of application, called tag management, that enables you to take control of your mission-critical marketing technologies without ongoing reliance on technical resources.

For the first time, marketers can easily add or manage any solution on their own through a convenient web-based interface. With tag management as the foundation of your digital marketing operations, life is much easier, and the results are far better.

QUICK STAT:

91% say complexity in digital advertising will continue to increase as more data-driven tools become standard to the marketer’s toolkit.


9%

91%

Agree

Disagree

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How Does Tag Management Work?

The Tealium iQ™ tag management system allows digital marketers to easily deploy their key solutions without any software development.

Tealium has turnkey integrations with 800+ digital marketing vendor tags, enabling marketers to implement them with point-and-click simplicity. Adding a vendor tag takes just three steps:

1. Partner with your web developer to deploy Tealium iQ across your web and mobile channels

2. Log in to the Tealium iQ interface to access the vendor tag marketplace. Click on a vendor logo, add some account details, and hit Publish.

3. The tag is instantly deployed on the appropriate pages and your solution is ready to go


What is a Data Layer?

A critical requirement of tag management is the data layer, which enables different marketing applications to use the same data definitions and work more harmoniously together.

This helps marketers launch more personalized and relevant campaigns across all digital touch points. Tealium pioneered the concept of the data layer and has introduced a data layer wizard that turns the creation of this highly strategic asset into a streamlined process.

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The Beast Transformed!

Tealium completely transforms the Digital Marketing Beast, bringing order to chaos and making technology work for you, not the other way around.

With the Beast now tamed:

• Marketers are much more agile and efficient. They can launch more revenue-generating campaigns faster and easier than ever before. Because tag management makes it so easy to swap solutions in or out, marketers are able to avoid traditional vendor lock-in and leverage the solutions that are best for their business needs. Finally, marketers can also benefit from increased conversions due to faster page load times.

• Developers are also more agile and are freed to work on additional strategic priorities. They are now the type of internal business partner that they and marketing have always hoped they would be.

• Executives see increased marketing efficiency and performance, reduced costs, and more collaborative internal teams. This enables them to maximize marketing technology investments and ROI.



Tag Management Associated with Faster, More Effective Marketing

Better campaign measurement

Improved campaign ROI

Increased revenue

Improved optimization during campaigns

Increased experimentation

More executive recognition and buy-in

Other

47%

33%

33%

31%

17%

14%

3%

How to Tame the Digital Marketing Beast Guidebook 15How to Tame the Digital Marketing Beast Guidebook 15


Time Required to Implement or Modify Tags


40%

30%

10%

20%

0%Less than an hour

7% 1%

39%

1–8 hours

19%

37%

1–5 days

27%

16%

6–10 days

17%

7%

11+ days

30%

Manual tagging Using tag management

Increase in Web Site Performance


40%

30%

10%

20%

0%Significantly

faster

30%

Somewhatfaster

31%

No change

24%

Somewhatslower

11%

Significantlyslower

4%


Tag Management: Living Up to the Hype

Can tag management truly live up to the great expectations of its being able to easily tame the Digital Marketing Beast?

In a recent Econsultancy survey, people contemplating tag management and those actually using tag management were asked about the potential benefits of the solution. In each case, the results show that the actual benefits outpaced the anticipated benefits. This is rare for a technology solution, and it shows that tag management indeed lives up to the hype.

Moving to Tag Management—Anticipated and Actual Benefit


Increased marketing agility81%

86%

Increase site speed and performance78%

61%

Reduced tagging costs82%

64%

Increased speed of marketing activities84%

86%

Using tag management Contemplating tag management

Support for new privacy guidelines/legislation68%

57%


Success Stories

Ancestry.comAncestry.com is the leading family history site, with more than 2.7M subscribers worldwide. The Beast was a huge burden to the company’s marketing and technical staff, impacting their ability to test new vendors and launch solutions quickly. Things changed dramatically by deploying Tealium iQ, including:

• No more revenue opportunities were lost: Ancestry.com was able to deploy more solutions in one week than in the previous seven months.

• More new subscribers: The ability to test and use new and better solutions drove significant numbers of new members.

• More revenue: The company generated $100K in new revenue by being able to launch a new channel one month earlier.

CitrixCitrix is a leading software company offering collaboration and mobility solutions. The Beast represented a major challenge for the SaaS division at Citrix, with more than 380 tags across the company’s global online network. This tag sprawl was complicated by difficult deployments across both the web and mobile devices. The results after deploying Tealium are:

• Increased productivity: Citrix saw a 10-times increase in digital marketing efficiency. Tag deployments went from an average of three months to one week or less.

• Streamlined analytics: Citrix was able to implement Adobe SiteCatalyst in less than two weeks across its online network, a process that usually takes many months or more than a year.

Mason Companies, Inc.Mason Companies, Inc., is a century-old multichannel retailer with a large e-commerce presence, including ShoeMall.com. The company was struggling with deploying the number of digital marketing vendor tags it needed to deploy across its entire network. The bottleneck between marketing and IT led to frustration and increased time to market. The results after deploying Tealium are:

• Speedy deployment: Mason deployed 99 tags across nine divisions in four weeks

• Accelerated marketing: Improved campaign time to market by 75 percent

• Increased efficiency: Reduced number of formal web releases by 50 percent

A Sneak Peek into the Future

Tag management can help you tame the Beast, streamline your digital operations, and maximize results.

But this is only the first step to a more strategic benefit: the ability to unify your marketing technology stack, part of Tealium’s Build Your Own Marketing Cloud™ concept. Tag management is also the path to unified marketing—being able to deliver consistent omnichannel marketing to visitors based on their historical activity and up-to-the-second behavior.

Via that data layer, you can more easily unify your previously siloed marketing data and applications, empowering you to drive more profitable and relevant customer interactions across all digital touch points. This allows you to conjure up some impressive marketing magic.

TakeawaysHere are some final takeaways to consider:

• The Beast causes enormous disruption in your digital marketing operations, slowing your campaigns and causing friction

• Tag management brings order to chaos—and tames the Beast

• Tag management isn’t just a nice “to have”—it’s foundational to your marketing technology stack

• Tag management is the key to unifying applications and data and achieving marketing magic

We hope you enjoyed this guidebook.

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Global Headquarters11085 Torreyana Road, Suite 200San Diego, CA 92121(858) 779-1344tealium.com

Tealium has offices worldwide. Phone numbers and addresses are listed on the Tealium web site at tealium.com/contact.

About TealiumTealium is the leader in enterprise tag management and customer data solutions that power the real-time enterprise. Tealium’s customer data platform, comprised of tag management, data management, and enterprise data services, enables organizations to seamlessly connect and manage all of their marketing applications and fragmented data sources. Using Tealium, marketers can easily create composite 360-degree customer profiles; drive more profitable omnichannel interactions; and fuel the performance of enterprise data warehouse projects using the richest source of first-party data available. Customers include Domino’s Pizza, HanesBrands, Kia Motors America, Kimberly-Clark Corp., Lamps Plus, Univision, and more. Visit www.tealium.com for more information.

©2015 Tealium Inc. All rights reserved. Tealium, Tealium iQ, AudienceStream, and all other Tealium marks contained herein are trademarks or service marks of Tealium. All other marks are the property of their respective owners. Rev 060315


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