BI-TAGS

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.

But one of the big improvements introduced by tag management systems is this: non-technical marketers can do their own tag management.

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.

That's a big change from being forced to modify source code on your website.

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.

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.

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.

1) Your First-Party Data: The primary and most valuable data set you can access, first-party data encompasses transactional and other customer-level profile information you have on your customers. It could also include your own off-line segmentation analysis that allows you to map a customer to a customer profile around which you build your marketing programs. This can also include your analytics or other on-site tracking data, which can deliver behavioral insight to your consumers. This data can be difficult to export from its current environment due to the ad hoc nature of the data, but, if possible, look at ways to make this information accessible to your digital sites. 2) Third-Party Data: A consumer's broader Web browsing and buying history can now be accessed in session to provide you with more context on their likes and habits. Data management platforms (DMPs) and other data aggregators are accelerating this offering and, just as importantly, the availability of this type of data. This is invaluable in the context of new visitors who you know nothing about historically. 3) Real-Time Behavior: Let's not forget what our customers are telling us with each click. We get enamored with our predictive modeling to the point that we do not see the tell-tale signs as they are happening. Take the time to stop, look, and react. Your analytic tools, personalization tools, and other software-as-a-service (SaaS) platforms can help you trigger alternate site experiences based on every click you see.