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What's in a Tag? | ClickZ - 0 views

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tag-management analytics

shared by cezarovidiu on 10 Apr 14 - No Cached

The tag-management industry is growing rapidly, as tags are critical to gathering data about your customers.
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It's the early days for tag management, but the industry is growing rapidly because it's not so much about tags, but about the bigger challenge of using digital data.
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Where does tag management fit in the data picture? Here's an example someone shared with me recently: He had gone to an antivirus product's website, read the reviews, and bought the software. In the days that followed, however, he suddenly began to see banner ads from that same software maker whenever he visited CNN, ESPN, and other favorite websites. The software maker knew he had visited its website, but not that he already bought the product. They were retargeting him with banner ads at unnecessary cost and no purpose.
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Tag management fixes this problem.
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Most marketing teams struggle with the volume, velocity, and variety of digital data generated every time someone touches the brand. You need insights from the data. You need to understand cross-channel behavior and run predictive "what if" scenarios to improve the effectiveness of your media mix. Tag management can create a foundation to make it easier to use multichannel marketing analytics for these purposes.
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But one of the big improvements introduced by tag management systems is this: non-technical marketers can do their own tag management.
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No need to ask IT to deploy tags.
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You can deploy just one tag, sometimes even just a single line of code, and then manage all the tags through a single user interface.
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That's a big change from being forced to modify source code on your website.
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The best tag management systems unite tagged data in one place - automatically.
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Now the best tag management systems track a data record each time a consumer touches your brand - and deliver it to you in one place.
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what each consumer has viewed, on what platform, how long they spent with your content, and whether they purchased anything. You get a unified view for everything the consumer has done across all marketing channels.
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they include the right to be forgotten, easier access to your own data, explicit consent over the use of your data, and privacy by design by default.
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And, it's clear that the best tag management systems can be a foundation for building those elusive, one-to-one relationships with customers, while using marketing analytics to further improve your marketing decisions about how, when, and where to relate to them.
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