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Posts tagged with Tag Management

Avoid 3rd party jams

Don't let site tags turn Black Friday into Blue Monday

It’s Black Friday, and you’re quietly confident. You’ve planned your marketing campaign in meticulous detail.

You’re expecting a lot of extra website traffic, but you’ve taken steps to make sure you can deal with it.

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Three key takeaways from our new Measurement and Analytics Report 2015

Data is helping companies to become more customer-centric but many still lack a strategy.

This is according to our new Measurement and Analytics Report 2015 produced in partnership with Lynchpin.

The vast majority (86%) of our surveyed companies indicate that their “understanding of customers is increasing over time”, while more than half (55%) “use data effectively to build their understanding of customers”.

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Five important things to look for in a tag management tool

Tag management is the gateway to the long awaited goal of unified marketing, allowing marketers to fully integrate data and technology to drive relevant, cross-channel interactions in real time.

But there is still some uncertainty around what tag management actually is, and what marketers should be looking for in a tag management tool.

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What is tag management and why do you need it?

Tags on your website help measure traffic and can assist in optimising your online marketing. 

Tags are integral to most modern marketing tools, from web analytics to retargeting to ad serving to CRM.

Here we’ll be taking a beginner’s look at what tags are, what they do and how you can use tag management to make online marketing less arduous.

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Three key takeaways from our new ROI of Tag Management report

It’s extraordinary how much of an important role website tags play in the efficiency and success of digital marketing.

A digital marketer’s first responsibility is to understand their customers’ experience so that they can improve upon it. Therefore it’s vital that detailed information on behaviours, platforms, channels and technologies are captured.

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Which analytics tools do marketers use? And are they paid-for or free?

All digital marketing activity is measurable. Right?

It’s nice to think that’s the case and there are a lot of people who believe it, but unfortunately it’s simply not true.

The reasons for this are numerous, not least that companies are struggling to keep up with the constantly shifting digital landscape.

In the past digital analytics mainly focused on desktop activity, but now businesses have to employ a broader range of analytics products to measure activity across relatively new channels such as mobile and social. 

The new Econsultancy/Lynchpin Measurement and Analytics Report examines the extent to which different analytics tool are used by surveying more than 1,000 digital professionals.

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Looking at the pros and cons of tag tracking

Firstly, thanks for all the great comments and emails I received following the first instalment of this article.

A lot of people commented on the many overlaps between the themes and particularly around the tagging requirements.

Tagging is a great area to explore, so I thought I would take this and a few of the other themes that were proffered before looking at areas to postpone focus, in the next instalment.

If you would like to see these prioritised further or which companies are differentiating themselves in this space, please let me know or add in the comments field below.

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Preparing for the W3C's customer experience data standard

The W3C is the global body setting standards for the web.  In the past its helped to codify vital online standards such as HTML and CSS but its yet to tackle the issue of the many different types of marketing data that websites now produce and manage.  

This is now set to change with the introduction later this year of a new digital data standard that has the potential to revolutionise the way that every website handles marketing data.

It promises to massively simplify the process of rolling out new marketing, analytics and personalisation technologies, but what do site owners need to do to be ready for this revolution?

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Five ways a data layer can help your website

The World Wide Web Consortium (W3C) is working to release a global data standard for the inclusion of a data layer to sit on top of your site that will help improve developers’ lives in a variety of ways.

This isn't a topic that generally gets much coverage, so what is a data layer?

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10 interesting digital marketing statistics we've seen this week

Here are some of the most interesting digital marketing statistics we've seen this week.

Statistics include email marketing, online travel agents, tag management, Google+, data collection and ecommerce site speed.

For more digital marketing statistics, check out our Internet Statistics Compendium.

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The future of tag management

Tag management has been on everyone's lips in 2012 so it's no surprise that the conversations are continuing into 2013. It's important for companies to better manage their websites and the information of their own and that of their customers that they are sharing.

Better site performance is expected by customers especially for ecommerce sites. Tag management is the way to make this happen and will be utilized by more and more companies throughout the year.

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How Air New Zealand used tag management for attribution

Most ecommerce businesses invest in a range of digital marketing channels, so working out the exact attribution and ROI can be incredibly complex.

For example, the importance of search can often be overstated, as that tends to be the last step on the path to conversion.

To try to develop a better understanding of its marketing attribution, Air New Zealand began using a tag management system two years ago.

The ecommerce team found that the assumptions and investments that it made based on a last-click model were hugely inaccurate, particularly when it came to display.

To find out more about how tag management impacted Air New Zealand’s attribution model, I spoke to UK and continental Europe online channel manager Chris Allison...

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