The ROI of Tag Management 3 Key Benefits for Digital Marketers Nov. 27th, 2012

Presented by

Definition

An Image Tag • An I-Frame Tag • A JavaScript Code Block

A tag is any snippet of code that allows you to integrate third-party services into your digital platforms

TYPICAL TAG EXAMPLES

Tag Proliferation

“What types of tags do you deploy via your tag management system?”

5%

14%

26%

38%

42%

47%

50%

59%

62%

64%

88%

Other

Recommendations

Voice of the customer(surveys and feedback)

Social media

Audience measurement

Testing

Behavioral targeting

Affiliate marketing

Ad serving

Search marketing

Web analytics

Base: 76 tag management end users(multiple responses accepted)

Source: Q2 2012 Global Tag Management User Online Survey

Understanding Tag Management Tools & Technology Forrester Research, 2012

3 Key Benefits for Digital Marketers

1. Increased Marketing Velocity

No waiting for IT dev cycles

Marketers control their own destiny

Launch more revenue-generating campaigns, faster and easier

Works across mobile, video and other touchpoints

Time to Implement Site Tags

Figure 7: Time Required to Implement New or Modified Site Tags (Source: “ROI of Tag Management”)

2. Reduced Costs

Save on valuable IT resources

Commission de-duplication

Lower opportunity costs

Cost to Implement Site Tags

Figure 9: Has implementing tag management had an effect on the Time/resource costs associated with tagging manually?

3. Improved Web Site Performance

Replace many tags with one

Employ tag best practices

‐ Asynchronous tag loading

‐ Conditional tag loading

‐ Slow tag killing

One second delay in page load time = 7% loss in conversions (Aberdeen)

Changes to Site Speed Related to TM Adoption

Figure 11: Has implementing tag management had an effect on the speed of your website?

Thank you

Mark Wood Mark.wood@tealium.com blog.tealium.com @tealium

Awards and recognition Recognized as ‘Highly Innovative’ vendor Understanding TM Tools & Technology, Forrester Research, 2012

Recognized as the market leader TM Buyer’s Guide, Econsultancy, 2012