Tealium

Why you should take part in our 2014 Data Unification Survey

Econsultancy and Tealium have launched the 2014 Data Unification Survey, which looks “under the hood” of one of the most misunderstood (and highest) priorities in marketing.

Respondents who complete the survey will receive a complimentary, advance copy of the full and final research report, slated for a late Q2 release. The report will be sold for $695 (£450).

Analysts (like us) have been preaching for years about the power of aligning customer data and marketing applications.

Building a single customer view that can simultaneously benefit from application data while guiding those applications should be a priority for organizations using or working toward a data-driven marketing model.

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.

IAB announces new site tagging best practice: the experts’ view

The IAB recently called for feedback on a newly released best practice guide for site tagging. This is a new area of comment for the IAB but a much needed one. They are aiming to form this guide to eliminate risk, improve site performance and protect site owners and advertisers from any privacy and security issues that can arise from poor tag management.

“Tagging is a fundamental element of the heavily data-driven interactive advertising ecosystem without which it would not continue to thrive,” said Steve Sullivan, Vice President, Advertising Technology, IAB. “To better meet the needs of publishers, advertisers, marketers and consumers, we must not only take account of the ongoing value of site tagging, but more fully understand the operational challenges presented by site tagging’s increasingly prolific use.”

Will Google Tag Manager shake up the industry?

On Monday Google announced the launch of its new free tag management system, simultaneously raising the profile of analytics tags and putting the wind up suppliers who currently charge for the service.

As Google explained in a blog post, the new tool “consolidates your website tags with a single snippet of code and lets you manage everything from a web interface,” which should mean you can add new tags without bothering the IT team.

This sort of technology is nothing new, and it’s something we investigated in more detail in our report The ROI of Tag Management. 

But what does Google Tag Manager (GTM) mean for other vendors, as well as marketers who already use Google Analytics?

To find out, we asked several analytics experts for their views…