Y O U S H O U L D C O N S I D E R T O D A Y

SOLUTIONS T A G M A N A G E M E N T

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INTRODUCTION

Tag management solutions are widely considered to be a staple of analytics best practices, yet not everyone has taken the plunge.

If you’re among those who are ready to dive into tag management, this eBook provides a jumping off point to begin considering the leading solutions on the market today. Use this list of the top 10 tag management solutions to determine which vendor will best help you succeed with tag management.

TABLE OF CONTENTS

INTRODUCTION ............................................................................ 2

LAUNCH BY ADOBE ...................................................................... 4

GOOGLE TAG MANAGER .............................................................. 5

TEALIUM ....................................................................................... 6

SIGNAL ......................................................................................... 7

QUBIT ........................................................................................... 8

ENSIGHTEN .................................................................................. 9

TAG COMMANDER ....................................................................... 10

PIWIK PRO .................................................................................... 11

IBM DDX ....................................................................................... 12

YOTTAA ......................................................................................... 13

TAG MANAGEMENT AND TAG AUDITING .................................... 14

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Launch by AdobeLaunch by Adobe is Adobe’s new tag management platform to replace Dynamic Tag Management (or Activation). Using Launch’s open APIs, tag managers can quickly and easily integrate their top marketing technologies. Launch works with both Adobe and non-Adobe products.

F E AT U R E S :

Simple interface for both technical and non-technical users

Free to Adobe Marketing Cloud customers

3Marketing-friendly rule builder to determine when to deploy tags and what data to capture

4Extension catalog to make deploying new tags a quick,user-friendly process

LEARN MORE ABOUT LAUNCH BY ADOBE

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Tealium iQTealium iQ is a heavyweight in the TMS world, at one time powering 25 percent of the top 100 Internet Retailers with their TMS solution, and is a great solution to consider for organizations with complex requirements or more than one high-traffic website. Tealium iQ allows for easy deployment and management of web tags, while giving digital marketers the ability to try out new technologies and take control of their marketing technology stack.

F E AT U R E S :

High amount of turnkey integrations

Controlled, secure deployments

3 Robust privacy capabilities

4 Powerful variables and load rules management

LEARN MORE ABOUT TEALIUM iQ

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Google Tag ManagerReleased in 2012, Google Tag Manager has quickly become one of the most widely used TMS solutions in the market. GTM makes it easy to add and update any Google AdWords tags, Google Analytics tags, DoubleClick Floodlight tags and many non-Google, third-party tags as well, directly from the TMS.

F E AT U R E S :

Free, easy testing

Made for marketers, but IT-friendly

3 Convenient preview mode

4 Multi-account support

LEARN MORE ABOUT GOOGLE TAG MANAGER

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SignalWith Signal Tag Management, practitioners can focus less on wrangling code and more on innovation. Like any TMS system, Signal Tag Management helps marketers improve digital user experience by speeding up website load times. Signal is very focused on advertising tags.

F E AT U R E S :

Free for Signal Fuse customers

Preview, activate and deactivate on your own schedule

3 Built-in privacy policies allowing users to opt-out

4 Expert support for help when you need itLEARN MORE ABOUT SIGNAL

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In the words of Marc Kiven, Signal Founder and CRO:

“At Signal, we have an unwavering commitment to providing a world-class solution that liberates marketers from the pain points associated with third-party tags. For marketers, the larger goal is providing seamless, cohesive experiences to their always-on, multi-device customers. As brands focus on cross-channel marketing activities, we believe that access to enterprise-class tag management should never be an obstacle to reaching those goals.”

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QubitQubit runs a tag management system called Opentag, which is built for marketers, but customizable for developers. Opentag is a sleek, easy-to-use solution for tag management.

F E AT U R E S :

Clean, modern design that supports easy navigation

Flexible user management

3 Integrated with A/B testing

4 Asynchronous tag loadingLEARN MORE ABOUT QUBIT

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Adam Bird, a website manager and Qubit customer, offers this recommendation of Opentag:

“Data is power and understanding your customers’ onsite behavior and what leads them to conversion is the greatest tool in an ever-expanding eCommerce toolbox. The Qubit platform is a Black & Decker power tool of opportunity for eCommerce business owners and anyone with a transaction/goal-based website.”

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EnsightenEnsighten Manage is well suited in security-focused, policy and process-driven, highly collaborative environments where marketers need technical flexibility in order to meet the demands of configuring and deploying a variety of web tagging requirements.

F E AT U R E S :

As one of the market leaders, Ensighten offers great insight around tag management research and best practices on

their company blog.

User roles and security access can be thoroughly defined

Offers reliable and redundant data centers

3 Can track Mobile App user engagement

4 Collects omnichannel first party data

LEARN MORE ABOUT ENSIGHTEN

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Tag CommanderBased in Europe, TagCommander integrates with hundreds of tag solutions worldwide. TagCommander enables users to boost marketing agility and performance across both web and mobile platforms. Real-time conversion deduplication and easy compliance to data privacy legislation are just two of the many benefits of TagCommander.

F E AT U R E S :

Provides enterprise-level support and service

Offers role-based permissions, intuitive workflows and full audit trails

3 Over 800 turnkey templates available

4 No technical knowledge required, thanks to a wizard-driven interface

LEARN MORE ABOUT TAG COMMANDER

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Piwik Pro

Piwik PRO can either be used as a local or cloud solution. To use locally, Piwik PRO can be downloaded, installed and used by anyone—but those in medium to large-sized businesses will see the most benefit in the solution’s powerful capability.

F E AT U R E S :

Open source

Integration with popular CMS platforms

3 Synchronous and asynchronous HTML tags

4 No data limits

LEARN MORE ABOUT PIWIK PRO

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Piwik PRO pays a lot of attention to security and privacy, which can be a good alternative to GTM where the topic of data security gets a little murkier. They also provide a large library of templates for tags and variables to simplify your data implementation.

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IBM DDXIncluded with the IBM Digital Marketing Optimization suite, DDX has similar capabilities as the other TMSs mentioned in this post. DDX also allows users to syndicate real-time digital intelligence via the “gold tag” API.

F E AT U R E S :

Intuitive user interface to ensure accuracy and consistency

Capabilities such as versioning and rollback

3 User-defined tag deployment and scheduling

4 Visual overlay of the website via the tag bar solution

LEARN MORE ABOUT IBM DDX

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YottaaWhile Yottaa doesn’t classify themselves as a tag management platform, they perform the same function as most TMSs. Yottaa’s target audience is eCommerce companies, with one of their principal objectives to give a single point of control for third-party technologies in order to increase page load times.

F E AT U R E S :

Automated and accelerated rendering of dynamic and static content

The ability to manage the order and execution of first- and third-party technology

3 Cross-device optimization of mobile and desktop properties

4 Dynamic optimization based on location, device type, net-work connection and more

LEARN MORE ABOUT YOTTAA

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TAG MANAGEMENT& TAG AUDITING

The tag management industry will only continue to grow as vendors innovate to win customers and solve digital marketing problems.

No matter what TMS system an organization ultimately adopts, the larger questions of data governance and data quality still exist as companies who have long been busy gathering data try and learn the most effective, strategic and reliable ways to actually leverage that data.

Companies wishing to implement tag management would do well to apply data governance best practices alongside a TMS, and tag auditing is a key component of successful data governance. As you prepare to implement a TMS, use a sample tag audit to see what technologies are currently deployed and start building your tag management strategy.

REQUEST SAMPLE AUDIT