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Are You the Master of Your
Martech Domain? How to
Conquer Today’s Technology
Challenges
© 2015 Tealium Inc. All rights reserved.
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Today’s Presenters
Stefan Tornquist
VP Research
@SKTornquist
Erik Bratt
VP Content
@erikbratt
The ROI of Tag Management, 2015 Edition
Stefan Tornquist, VP Research, Econsultancy
The study and some context
A look at the marketer study behind this talk
Findings
Top findings on the impact and implementation of tag management
Looking ahead
Tag management at the center of martech evolution
Q&A
Today
The study
• Over 300 respondents in January 2015
• 63% in marketing management (21% EVP+)
• Spread of revenue (36% $1B+)
• Spread of industries (B2B+B2C)
The role of tag management
“Effectively managing website tags is fundamental to
digital marketing.”
Martech explosion
“How has the number of digital marketing technology vendors
your organization uses changed in the last 12 months?
Brands still investing in martech
“How has the number of digital marketing technology vendors
your organization uses changed in the last 12 months?”
Growth in heavy martech usage
Rise in average number of vendors (2012 vs 2015)
Martech categories
“How has the number of digital marketing technology vendors
your organization uses changed in the last 12 months?”
Attribution modelling
Audience measurement
Data management
Display
advertising/Networks
Personalization/Location
Retargeting
Search engine marketing
Social
Testing/Optimization
Web analytics
Tag management goes mobile
Use of tag management beyond the website…
Tag Management and
Marketing Efficiency
Who owns tag management?
“Who is primarily responsible for tag management?”
The need for speed
“Making fast changes to marketing assets without
IT/tech involvement will be increasingly important.”
Tag management roadblocks
Challenges of manual tagging
More campaigns, faster
Accelerating tag deployments
The ROI of Tag Management
Marketing benefits
“What are the primary benefits to having moved
from manual to managed tagging?” (Pick two)
Increased savings
“Has implementing tag management had an effect on the
time/resource costs associated with tagging manually?”
Improving time to market
“What effect has implementing tag management had
on the speed of running marketing campaigns?”
Boosting web site performance
“Has implementing tag management had an effect on
the speed of your website?”
Positive impact on mobile
“Which statement best describes the impact of using a tag
management service on managing your mobile marketing?”
Moving to tag management
Anticipated and realized benefits of TMS
Selecting a TMS vendor
What matters most – features of TMS
Adoption challenges
What’s slowing TMS adoption?
Looking ahead
Tag management and the future of martech
© 2015 Tealium Inc. All rights reserved.
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7
Q&A
Stefan Tornquist
VP Research
@SKTornquist
@econsultancy
Erik Bratt
VP Content
@erikbratt
@tealium
US HEADQUARTERS11085 Torreyana Road, San Diego, CA 92121
+1 (858) 779-1344
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