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The ROI of Tag Management2015 Edition

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http://www.econsultancy.com

The ROI of Tag Management2015 Edition

Econsultancy, in association with Tealium

Published March 2015

Econsultancy London4th Floor, Wells Point79 Wells StreetLondon W1T 3QNUnited Kingdom+44 207 269 1450www.econsultancy.com [email protected]

Econsultancy New York350 7th Avenue, Suite 307New York, NY 10001United States(212) 971-0630



Table of Contents

Executive Summary . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 1

Foreword by Tealium . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 6

Methodology . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 8

Findings . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 9

Tags—at the Center of Digital Marketing . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 9

A Pressing Need for Unified Data in a Complex World . . . . . . . . . . . . . . . . . . . . . . . . . . . 10

Tag Management and Marketing Efficiency . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 14

The ROI of Tag Management. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 17

Tag Management Systems—Aligning Benefits and Capabilities . . . . . . . . . . . . . . . . . 22

Looking Ahead . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 26

Appendix. Respondent Profiles . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 27

The ROI of Tag Management, 2015 Edition, in Association with Tealium 1

Executive Summary

Back in 2012, the first “ROI of Tag Management” report examined the website tag, exploring how efficiently managing these small pieces of code played an outsized role in simplifying a complex ecosystem. In this new research, we find that tags and tag management are even more important to the efficiency and success of digital marketing on a broader scale.

This report is the result of an online survey fielded in January of 2015 and taken by 311 digital marketers familiar with their organization’s use of tags. It confirms that vendor tags sit at the heart of digital business and marketing. In fact, 86% of the respondents agree that “Effectively managing website tags is fundamental to digital marketing.”

Almost all marketing technologies demand the implementation of tags. This trend shows no sign of abating. Ninety-one percent of respondents agree that complexity will only increase as data-driven tools are added.

With 51% of organizations working with more than 20 vendors, implementing and controlling the tags themselves is a huge challenge. This is ultimately why tag management systems (TMS) were developed in the first place. They enable the placement of a single tag of code, replacing multiple tags on the page. For TMS users, coding lines of HTML and JavaScript on every page is replaced by a web interface where vendors and actions are easily managed.

2 The ROI of Tag Management, 2015 Edition, in Association with Tealium

TMS save time and money.For three-quarters of those tagging manually, implementations take more than a day and often far longer; 47% require more than a work week. For those with a managed system, any delays are procedural, because implementation itself takes very little time—76% of TMS users are able to implement tags in the same workday.

Eighty-one percent of respondents who use a tag management system report that the costs associated with tagging are reduced; 56% describe it as “significantly less expensive.”

Figure 1.

83% agree that making changes to marketing assets without IT/tech is increasingly important.

17%

83%

Agree

Disagree


TMS give marketing control, and free IT/Tech resources.

Manually implementing tags generally means leaning on IT/tech teams.

This has two negative effects. First, it injects a procedural delay into the processes of web publishing, technology implementation and campaign management.

Second, while technical staff is implementing tags, it’s not focused on other strategic initiatives.

Marketing benefits when marketers have control over their tools and processes. Tagging is essential to understanding how customers behave, leading 83% to agree that making changes without IT/tech team involvement is increasingly important.

A shorter time to market

positively impacts performance.Seventy-seven percent of respondents recognize an improvement in their ability to run marketing campaigns, with 44% describing the process as “significantly faster.”

This improvement is seen to have a ripple effect on campaign performance and control. Forty-seven percent cite improved campaign measurement, likely as a result of better integration between systems and reduced errors.

Raw speed also has a positive effect on financial measures. Thirty-three percent of respondents note an increase in return on investment and/or revenue. This may be due, in part, to the ability to improve on optimization, which is cited by 31%.


Mobile tag managementhas become a top priority.

When this study was first conducted in 2012 it didn’t ask about mobile tagging. Today, mobile tag management is the most important vendor provision for those using mobile marketing. Seventy-five percent of marketers using a TMS for mobile sites and/or applications report a positive impact.

Tag management can be critical to unifying marketing data and applications.

The new world of digital marketing depends on tags. They are nerves that carry information about what is happening. Tag management is the connective tissue linking applications and data sources together. As marketers increasingly seek to develop a unified view of their customers and to centralize control over their activities, the role of the tag only becomes more important. Eighty-two percent agree that effectively managing tags is fundamental to real-time digital marketing that’s based on unified customer data.


In brief…In most cases, marketing technologies offer new capabilities, but simultaneously ask more of marketers’ time and creativity. They also place additional strain on the relationship between marketing and the technology-focused groups that support it.

Tag management is one of the few solutions that give marketers greater control in the chaos. It allows marketers to swiftly make changes to vital assets without burdening technical teams. In doing so, tag management systems speed time to market, eliminate implementation errors, and enable marketers to more easily integrate new and disparate technologies.

Other topics covered in “The ROI of Tag Management,” 2015 Edition:

• Key challenges of manual tagging

• The impact of tag management on website speed

• Change in number of digital marketing vendors and use of TMS across platforms

• Who manages TMS in the enterprise

• The obstacles to implementing TMSs and the business case to overcome them


Foreword by Tealium

Tag management has come of age.That’s the undeniable conclusion of our new survey, “The ROI of Tag Management,” 2015 Edition, which updates and expands upon our groundbreaking survey of the same name, released in May 2012. During this time, tag management has grown significantly as a strategic priority, as the true potential of the application is realized.

Three years ago, tag management was largely perceived as a tactical solution to alleviate marketing-IT bottlenecks and improve campaign agility. Those important benefits still exist—and have been greatly enhanced– but tags, i.e., JavaScript snippets, have always been about the collection and transfer of data. Because of its strategic position in the data flow of the marketing technology stack, tag management is now viewed as the gateway to unified marketing—the ability to seamlessly integrate technology and data to drive more relevant and timely cross-channel interactions.

This new unifying role is critical as the marketing technology landscape continues to expand at a dizzying pace. According to our survey, the number of companies using 20 vendor tags or more has grown from 36% in 2012 to 51% today, a 42% increase.

More than ever, brands are relying on technology to gain competitive advantage. As one e-commerce respondent noted, “every vendor that walks in the door is offering some way to optimize or analyze or categorize—and it all takes tags. Between the first-party stuff that we use, and all of the ad server and network tags, it adds up.” The net of this complexity, and need for unified data, is that tag management is a critical, foundational component of any marketing technology strategy.


Not surprisingly, tag management has also grown beyond the traditional web site to encompass mobile sites, mobile apps, kiosks and other key digital channels. When asked about important vendor criteria, mobile support ranked as the top consideration among those contemplating a tag management solution, followed by vendor neutrality and ease of use.

Tag management has come a long way in less than three years. We are excited to bring you the latest edition of this report, and look forward to working with you to help advance this exciting industry.

Sincerely,

Tracy Hansen CMO, Tealium


Methodology

This report is based on findings from an online survey fielded in January 2015. The survey link was disseminated to select Econsultancy and third-party respondents. Third-party respondents were offered incentives to take the survey.

The survey closed on January 14th with a total of 311 qualified respondents (those reporting no familiarity with their organization’s tag management were eliminated from the sample).

Detailed breakdowns of the respondent profile are included in the Appendix. The main elements of note are:

• 98% of survey respondents were from North America.

• 62% described themselves as Executive Managers or Managers.

• Company sizes were well distributed, including 25% small and medium sized organizations (revenue under $25M) and 35% with revenue over $1B.

• Respondent industries were varied, with no one sector representing more than 11% of the sample.

• 37% of respondents consider businesses their primary market. Thirty-nine percent target consumers and the remainder focus equally on both.


Findings

Tags—at the Center of Digital MarketingA digital marketer’s first responsibility is to understand the customer experience so they can improve upon it. Underneath that mandate lie hundreds of detailed questions about behaviors, platforms, channels and technologies. Answering them depends on collecting accurate, timely data using a variety of technologies that rely on website tags, i.e., snippets of code that must be embedded in web and mobile sites.

Tags are associated with ad serving, bid management, retargeting, demand-side platforms, CRM, attribution modelling and mobile among other digital priorities.

Figure 2. Tag management seen as fundamental to digital marketing.

“ Effectively managing website tags is fundamental to digital marketing.”

14%

86%

Agree

Disagree

Responses: 298


The problem for marketers has been that tags create another management headache. They have proliferated along with the technologies they support, demanding implementation and maintenance.

In response, systems for tag management have been developed and adopted by many organizations, while others continue to manage their tags manually. Throughout this report, we’ll explore the tactical and even strategic implications of that decision.

Tags Organize the Digital World“ The environment gets more complex all the time—all the vendors, triggers and campaigns need to be managed and tags are how we make sense of it all.” – Marketing Analytics Manager, Multichannel Retailer

As Digital Marketing Vendors Proliferate, So Do Tags“ Every vendor that walks in the door is offering some way to optimize or analyze or categorize… and it all takes tags. Between the first party stuff that we use and all of the serving and various network tags, it adds up.” – VP Marketing Services, Consumer Publisher/Ecommerce Company

A Pressing Need for Unified Data in a Complex WorldDigital marketing is as complex as it is innovative. Every new channel, platform and algorithm requires marketers to adapt to an altered landscape.

Efficient tag management helps bind those pieces together, but the ecosystem can seem overwhelming. In the 2012 study, nearly 90% of marketers thought that the complexity would only increase. Today, they are proven right, as that figure creeps up.


Figure 3. Complexity in digital continues to increase.

“ Effectively managing website tags is fundamental to digital marketing.”

9%

91%

Agree

Disagree

Responses:298

Driving the necessity and utility of tags are the many different types of vendors that deploy tags related to their services. The following is an abbreviated list demonstrating the ubiquity of tags:

• Attribution modelling

• Audience measurement

• Data management

• Display advertising/networks

• Personalization/location

• Retargeting

• Search engine marketing

• Social

• Testing/optimization

• Web analytics


Figure 4. Change in number of digital marketing vendors.

40%

30%

10%

20%

0%Increase

signi�cantly

22%

Increasesomewhat

38%

No change

39%

Decreasesomewhat

2% 0%

Decreasesigni�cantly

Responses: 302

For most respondent companies, there is no sign of simplicity in the future. Figure 4 shows that three in five organizations expect to add vendors in 2015. Marketers rely on these technologies to extract the maximum yield from site visitors, and the price is the constant addition and modification of the vendors’ tags.

In 2012 one in five organizations relied on more than 30 such vendors. That percentage has grown nearly 50% in just three years.

Figure 5. Rise in average number of vendors (2012 vs 2015).

40%

30%

10%

20%

0%5 or fewer

22%25%

31%

15%

6–10 vendors

20%

11–20 vendors

17%14%

21–30 vendors

15%

20%

More than 30

21%

2012 2015Responses: 245


When this study was first undertaken in 2012, the vast majority of tags were on website pages. Today, their use is far more varied. In Figure 6, we see that other types of tag placements have proliferated along with consumer devices and channels.

Figure 6. The need for tag management spreading beyond the website.

70%

60%

50%

40%

30%

10%

20%

0%Kiosk/

specializedapp

Internationalweb site(s)

Mobileapp

Campaign ormicrosite

Mobileweb site

Primaryweb site

62%

30%26% 25%

21%13%

Responses: 298

Mobile marketing represents the largest trend in marketing, and not surprisingly, the most significant change in how tags are used. Nearly one in three organizations are using tag management to manage their mobile sites, while one in four are doing the same for mobile applications.

For those with mobile applications that are distributed through platform providers, such as iOS and Android, a TMS solves many of the same issues that impact traditional web sites. Once an SDK from the TMS is deployed, marketers can easily make changes to their apps—changing analytics data points for example—without having to re-certify the application. This saves costs and makes marketers and developers much more agile.


Manual Tagging can Introduce Error and Workflow Issues“ [We] find that manual tagging introduces errors. Tech doesn’t have the time to implement in the timeframe we need and marketing simply doesn’t have the expertise to understand what needs to be done to enable tracking.” – Marketing Director, Corporate Website

Tag Management and Marketing EfficiencyOrganizations considering their approach to deploying tags have to answer two essential questions: who will manage them, and how will they be managed?

In most cases, the answer to the first question came about organically. Manually implementing tags is a technical process and it fell to technical or operations groups. Over time, responsibility has shifted toward marketing, thanks in large part to their increasing use of tag management systems. As we’ll see, these systems give non-technical staff the ability to implement and modify tags without calling on specialists.

Figure 7. Who is responsible for tag management?

40%

30%

10%

20%

0%OtherAgency/

consultantsOperationsCustomer

ExperienceITMarketing

39%

28%

12%10% 10%

2%

Responses: 298


The question of who manages tags is one of efficiency. Whenever marketers need to wait for someone on another team to take action, they risk missing deadlines and lose some flexibility for rapid optimization and response.

This dilemma often leads to a new perspective on the second question, of how to manage tags.

Many organizations choose to implement tags manually. This means that IT or web technology groups are generally involved, though an increasing share of marketing departments have the internal resources.

From the marketing department’s perspective, manual tagging has the same essential drawback as having another group manage the process. It installs a procedural delay into processes around web publishing, technology implementation and campaign management.

Figure 8. The high priority of control—managing assets without IT involvement.

“ Making fast changes to marketing assets without IT/tech involvement will be increasingly important.”

17%

83%

Agree

Disagree

Responses: 274


Marketers are keenly aware of the issues in depending on another department for implementation. But manual tag management introduces other errors as well. More than 80% of all respondents recorded at least one issue, with many citing two or more.

Figure 9. Challenges of manual site tagging.

Tagging takes tech resources o� other projects

Tags take too long to be implemented

Tagging implementations are often incomplete

Tags slow down my web site

Other

61%

51%

44%

30%

12%

Responses: 138

More than half of organizations that are still manually tagging report that they have to wait too long for tags to be added or modified, with 44% having to deal with incomplete implementations that require another round of requests. In the meantime, data is inaccurate or unavailable.

Figure 10. Time required to implement or modify tags.

40%

30%

10%

20%

0%Less than an hour

7% 1%

39%

1–8 hours

19%

37%

1–5 days

27%

16%

6–10 days

17%

7%

11+ days

30%

Manual tagging Using tag management

Responses: 304


In digital marketing, time is the most precious raw material. Many technologies claim to save time, but tag management certainly does. Figure 10 compares the average time required to implement a tag for organizations that tag manually versus those using a TMS. For nearly 75% of those tagging manually, implementations take more than a day and often far longer; 47% require more than a week.

For those with a managed solution, any delays are procedural, because implementation itself takes very little time. Seventy-six percent of TMS users see their tags live in the same workday.

TMS can Result in Dramatic Change“ [Moving to tag management] has greatly affected our process. I no longer need to wait a month for the IT to make the one quick change. I can do it in a few seconds using our TMS. Recently, I was in a meeting where we spoke about tracking a specific functionality. Before the end of that meeting, I began capturing that data.” – Global Analytics Manager, Trans-national Wholesaler

The ROI of Tag ManagementThe central question of “The ROI of Tag Management,” 2015 Edition was whether marketers and site managers saw real, measurable benefits in moving from manual to managed tagging. We explore this question as it applies in five key areas;

• Marketing capability

• Operational costs

• Speed to market

• Website speed

• Mobile marketing management


Figure 11. Tag management associated with faster, more effective marketing.

Better campaign measurement

Improved campaign ROI

Increased revenue

Improved optimization during campaigns

Increased experimentation

More executive recognition and buy-in

Other

47%

33%

33%

31%

17%

14%

3%Responses: 182

Marketers need to be focused on campaign goals, not campaign implementations. Organizations that have moved to tag management solutions report a direct effect on capability and efficiency.

Nearly half of all respondents cite improved campaign measurement, likely as a result of better integration between systems, increased flexibility, and reduced errors.

Raw speed also has a positive effect on financial measures. One-third of respondents note an increase in return on investment and/or revenue. This may be due, in part, to the ability to improve on optimization, which is cited by 31%.

Figure 12. Has implementing tag management had an effect on the time/resource costs associated with tagging manually?

60%

50%

40%

30%

10%

20%

0%Signi�cantly

less expensive

56%

Somewhatless expensive

25%

No change

10%

Somewhatmore expensive

9% 0%

Signi�cantlymore expensive

Responses: 174


Manual tagging can be expensive because it’s a technical resource drain that keeps programmers and IT resources busy when they could be focused on other strategic projects.

This tension is one of the key reasons some companies migrate to a managed tagging solution. Seventy-six percent report that the added cost of a managed solution is more than balanced out by reduced resource costs, with 56% describing tagging activities as “significantly less expensive.”

Figure 13. What effect has implementing tag management had on the speed of running marketing campaigns?

50%

40%

30%

10%

20%

0%Signi�cantly

faster

44%

Somewhatfaster

34%

No change

21%

Somewhatslower

1% 0%

Signi�cantlyslower

Responses:177

For many brands tagging is an essential element of generating revenue and maximizing results.

As cited in Figure 9, manual tagging can result in significant delays in campaign implementation, the most common related issue cited by respondents. Figure 13 makes the case for increased agility resulting from using a TMS; 78% of respondents recognize an improvement in their ability to run marketing campaigns, with 44% describing the process as “significantly faster.” While roughly 20% didn’t see a significant change, only a tiny fraction of respondents found the managed tagging process to be slower than manual implementation.


Marketing Gets Agile, Tech Focuses on Development“ [Implementing tag management] improved relationships and allows for tech team to develop new features instead of spending more time on daily course of business work.” – C-level Executive, Media/Publishing

Figure 14. Has implementing tag management had an effect on the speed of your website?

40%

30%

10%

20%

0%Signi�cantly

faster

30%

Somewhatfaster

31%

No change

24%

Somewhatslower

11%

Signi�cantlyslower

4%

Responses: 171

One area of concern when it comes to the deployment of tags is website speed. Although only 30% of respondents expressed the belief that tags slowed their sites (Figure 9), the reality appears to be substantially worse than the perception. Fully 61% of respondents saw an increase in site speed from implementing a managed tagging solution, and 30% describe that increase as “significantly faster.”


Figure 15. Tagging improves mobile marketing management.

“ Which statement best describes the impact of using a tag management service on managing your mobile marketing?”

5%

21%

19%

55%

No Impact

Very positive impact

Somewhat positive impact

Somewhat negative impact

Responses: 121

The universal growth in mobile traffic has complicated life for marketers. Everything they were doing already has now to be replicated and optimized in the context of the small screen, in addition to the programs that are unique to it.

Fortunately, tag management solutions appear to save time on the mobile front as well. Three in four marketers using a TMS for mobile sites and/or applications report a positive impact.


Tag Management Systems—Aligning Benefits and CapabilitiesMarketing technologies don’t always live up to expectations. Overpromises are part of the problem, but more often, limitations in staffing and/or expertise prevent users from getting the most of their new tools. The first months after a CRM, analytics or automation technology implementation are often a disappointment.

Tag management systems appear to be an exception. The role they play in streamlining a fundamental process is necessary, accessible and their benefits actually exceed prospects’ expectations.

Figure 16. Moving to tag management—anticipated and actual benefit.

Increased marketing agility81%

86%

Increase site speed and performance78%

61%

Reduced tagging costs82%

64%

Increased speed of marketing activities84%

86%

Using tag management Contemplating tag management

Support for new privacy guidelines/legislation68%

57%

Responses: 297

Figure 16 details the impact of moving to tag management from manual site tagging, comparing expected benefits and priorities with real customer experience. Clearly, top priorities match up with the capabilities of tag management. Moreover, users of a TMS report benefits in cost reduction, improved speed and privacy support that go beyond the expectations of those contemplating a purchase.


Figure 17. TMS vendors—what matters to prospects vs current users.

71%

65%

71%

58%

74%

61%

75%

64%

Using tag management Contemplating tag management

70%

69%

62%

50%

54%

61%

53%

62%

Ease of use

Ability to unify data from applications and devices

Works with any technology (vendor neutral)

Support for mobile site/appmanagement*

Performance and scalability

Features of solution

Cost

Customer support

*Responses are limited to those using mobile tag management. Responses: 234

When Should Marketers Implement Tag Management?“I would tell my peers that if they had the chance to use a TMS, I would say go for it. In today’s day and age, change is constant, and so should your analytics implementation. If you don’t need to change your analytics implementation more than once per month, you probably don’t need analytics in the first place. If you’re serious about digital analytics, you consider this as much a part of the solution as the analytics piece itself.” – Global Analytics Manager, International Wholesaler


Having identified their goals for tag management, marketers must also consider their criteria for selecting a vendor.

Figure 17 compares the expectations of prospective TMS buyers with the experience of current users. The goals of prospective users are well aligned with outcomes for current users; top priorities before implementation become key benefits after it:

• Mobile marketing—in 2012 this study didn’t ask about mobile deployments. Today, it’s the most important vendor provision for those with mobile marketing capabilities.

• Vendor neutrality—69% of survey respondents agree that “it’s very challenging to move from one marketing analytics vendor to another.” If tag management is bundled along with other services, it can complicate a move from one provider to another.

• Ease of use—without an accessible interface and simple processes, a vendor can’t offer the efficiency that should be the central value in a TMS.

• Unifying data—another new question to the survey exposes a new priority of easily connecting data sources and marketing applications. This benefit of TMSs is cited by 71% of TMS users, but isn’t an associated capability to some prospects, only 58% of whom cite this priority.

Figure 18. Factors slowing TMS adoption.

Limited understanding

Cost/budget

No need

Executive buy-off

Finding the right vendor

54%

47%

34%

27%

23%

Responses: 103

Few technologies in digital marketing come with a guarantee of success. Their impact depends on implementation, staffing and long-term organizational support. However, as a fundamental improvement on the tedious and unreliable practice of manual tagging, tag management systems are distinct from most technologies.


For organizations that haven’t moved to a TMS, three factors are worth noting, because they are just as much the distinguishing characteristics of success as they are barriers to adoption:

1. Expanding the organization’s understanding of the role of tags—tagging website pages isn’t sexy, it’s essential. Marketers aren’t likely to have their CEO storm in asking when their tag management system is going to arrive in the 21st century, but perhaps they should. Because unlike many marketing choices, proper implementation of site tags has a significant, measurable effect on how time is spent, information is gathered and revenue is generated.

2. Seeing cost as part of a simple equation—cost is a significant issue, but a straightforward problem. Tag management has predictable costs, which can easily be evaluated against the following factors:

• Opportunity cost—if technologists or marketers are implementing or modifying website tags, they’re not doing anything else. What does that time cost?

• Time to market—as the data shows (Figure 9) manual tagging usually means a significant delay between the request for a tag and its implementation. For most businesses, the gap between action and reaction has to get smaller to meet market demands. Agility has become a watchword in programming and business strategy, but it has to be there at the tactical, implementation level to be truly useful.

• Accuracy—nearly half of respondents whose organizations tag manually cited incomplete or inaccurate implementation as an issue. That’s a real concern in an increasingly complex ecosystem that depends on accurate data to thrive.

3. Implementing the right technology—the value in tag management applies broadly, but a choice of a vendor is specific. Every solution offers greater control over site data, the ability to better utilize resources and will also likely help to improve site performance. However, each vendor approaches technical and usability issues in a different way, and their offers should be evaluated accordingly.


Looking AheadThe role of tagging has matured with developments in digital marketing.

Certainly, benefits of TMSs such as speed and flexibility are fundamental, and every company or organization should constantly seek to improve in both areas. But tag management alongside a data layer plays an increasingly strategic role as together they bind digital data and applications.

Marketers overwhelmingly see the effective management of tags as essential to marketing that is personalized, localized and in real-time. These capabilities depend on unifying data in a way that is efficient, reliable and easy to control. Managing tags is fundamental to achieving these goals.

The creativity and impact of digital marketing sits on top of a technical infrastructure that can comprise dozens, even hundreds of technologies and vendors. Companies have to be able to insert, test and remove these technologies quickly and painlessly. Four in five marketers see this ability as critical, and an important benefit of moving to a tag management system.

Figure 19. Marketing tech and the role of tags.

It’s very challenging to move fromone analytics vendor to another 69%

Effectively managing tags is fundamental to real-timedigital marketing that’s based on unified customer data 82%

The ability to quickly test new technologies andvendors will be critical to our success 79%

31%

18%

21%

Agree Disagree

Responses: 310

Every tag management solution has a somewhat different approach and technology. This report should help readers understand their own needs and determine what’s most important in a vendor partner. Whatever their choice, in moving to a managed solution the marketer will gain control over the deployment of marketing technology and enjoy greater productivity and success in utilizing it.


Appendix. Respondent Profiles

The tag management survey was fielded in January 2015 via select third party sample providers. The survey closed with a total of 311 qualified respondents (those reporting no familiarity with tag management were eliminated from the sample.)

Figure 20. Which of the following best describes your role?

50%

40%

30%

10%

20%

0%Executive

management

21%

Management

42%

Specialist(analytics, SEM, etc.)

13%

Generalist

15%

Other

9%

Responses: 310


Figure 21. What was your organization’s 2014 revenue?

40%

30%

10%

20%

0%Less than

$25 million

22%

$25 million– $100 million

13%

$100 million– $500 million

16%

$500 million– $1 billion

13%

More than $1 billion

36%

Responses: 310

Figure 22. What is your organization’s primary industry?

Manufacturing

Finance, insurance, or real estate

Business or personal services

Retail trade

Education

Healthcare

Media/publishing

High tech

Non-profit

Transportation or utilities

Communications/telecom

Agriculture, forestry, or mining

Other

17%

11%

9%

9%

6%

6%

5%

5%

4%

4%

2%

1%

15%

Responses: 310


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Econsultancy has offices in London, New York and Singapore and is leading provider of digital marketing training and consultancy. We provide consultancy and custom training across Europe, Asia and the US. We train over 5,000 marketers each year.

Join Econsultancy today to learn what’s happening in digital marketing—and what works.

Call us to find out more on +1 212 971 0630 (New York) or +44 (0)20 7269 1450 (London). You can also contact us online at www.econsultancy.com.



About Tealium

Tealium is the leader in real-time unified marketing solutions, helping brands seamlessly integrate their siloed applications and data, and drive more profitable interactions across all digital touch points. Tealium’s open platform for tag management and data enrichment enables marketers to bring order to chaos and build better customer experiences.

Founded in 2008, Tealium was recently named to the Inc. 500, which recognizes the fastest-growing private companies in America. The company’s award-winning solutions are used by hundreds of global enterprises, including Cathay Pacific Airways, Domino’s Pizza, HanesBrands, Kimberly-Clark Corp., Lamps Plus, Lincoln Financial Group, Party City, Univision, and Vizio. For more information, visit www.tealium.com.

US Headquarters11085 Torreyana Road, Suite 200San Diego, CA 92121(858) 779-1344tealium.com

Tealium has offices worldwide. Phone numbers and addresses are listed on the Tealium web site at tealium.com/contact.

© 2015 Econsultancy.com Ltd. All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any information storage and retrieval system, without prior permission in writing from the publisher. Tealium, Tealium iQ, AudienceStream, and all other Tealium marks contained herein are trademarks or service marks of Tealium. All other marks are the property of their respective owners. Rev. 030315



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The ROI of Tag Management - Marketing Topicscdn.marketingtopics.com/wp/tea2209/tea2209.pdf2 The ROI of Tag Management, 2015 Edition, in Association with Tealium TMS save time and money