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OpenTag Tag Management system launches Universal Variable – the world’s first open, self service Universal Tag implementation

Customer Data Platform QuBit (www.qubitproducts.com) today launches Universal Variable, a new implementation of a Universal Tag architecture, for its hugely successful OpenTag (http://www.opentag.qubitproducts.com/) Enterprise tag management system. Universal Variable is the world’s first Universal Tag system offering an entirely open data model, self service and managed service options and freemium pricing.

The Universal Tag approach is the latest development in tag management technologies. It replaces the traditional container tag approach, which simply aggregates third party website tags in a single container, by creating a single, flexible tag structure that can interface with a huge variety of third party processes and programmes. By introducing a Universal Tag approach, QuBit’s OpenTag will now enable even simpler and faster tag management, speeding up technology deployment cycles and reducing site load speeds.

Universal Variable is QuBit’s Universal Tag implementation. Its unique open data model means that anyone can change, adapt and improve it to fit their requirements. By offering Universal Variable as an open system, QuBit hopes to help website owners around the world develop a standard for universal tagging.

Fashion retailer Office will be amongst the first site owners globally to roll out the Universal Variable technology.

Universal Variable will be offered as part of the OpenTag tag management system. OpenTag is an Enterprise tag management system, available as a free, open source product, or as a low-cost hosted solution for larger website owners. It can be deployed as both a self service and managed service product depending on client requirements. OpenTag is already used by thousands of websites globally including FT.com, Virgin Active and Everest. Partners include Mediacom, TradeDoubler and Red Mud Media.

Graham Cooke, CEO of QuBit, said: “Our Universal Variable system is the first time that anyone has offered an open data model for Universal Tagging. We’re not trying to sell some proprietary black box, we’re offering people a free, flexible and open resource to help develop tag management on a global basis.

“The Universal Tag approach is going to become the default for all major site owners. Rather than having to manage lots of individual, proprietary tags from third party systems and processes, you can now use a single tag that can interface with all sorts of different outputs. This will massively simplify the process of managing and updating site information, therefore speeding up site development and improving site speeds.

“With the way websites are now developing, the TMS is becoming the new CMS. It’s a revolution in web development and one that all website owners needs to be thinking about right now.”


About QuBit
Founded by four ex-Google product, engineering and marketing executives, QuBit is developing a new breed of data-driven website optimisation products. They have a direct focus on enabling businesses to automatically improve and personalise the online experience.

QuBit pioneers Customer Analytics, a new type of analysis that targets the user - this approach offers a true interpretation of the entire customer journey and allows businesses to fully understand consumer’s purchasing behaviours. This, coupled with advanced data collection, machine learning and processing techniques help businesses rapidly optimise website conversions - a key factor in driving sales and increasing profitability.

QuBit values agility and actionability - they’re able to make immediate improvements to business' websites, as well as ensuring that their findings are directly linked to achieving prioritised business outcomes.

QuBit works with some of the UK’s largest ecommerce businesses and publishers to increase conversions, sales and profitability from their web operations.

The OpenTag Tag Management system and Universal Variables are available to download as open source code from https://github.com/QubitProducts/OpenTag.

Published on: 1:19PM on 3rd July 2012