Enterprise Tag Management Enterprise Tag Management

Joe Stanhope Principal Analyst

Forrester

Tag Management: The State of the Union

Source: March 11, 2011, “Welcome To The Era Of Agile Commerce” Forrester report

As customer experiences and marketing evolve so too must

analytics.

Analytics must support the business

Source: November 2, 2011, “What Does The Web Analytics Industry Want To Be When It Grows Up?” Forrester report

Introducing Digital Intelligence

Image source: Jean Guichard (http://www.jean-guichard.com/)

Web server loganalyticsEmergence of WorldWide Web and the webbrowser; creation of thefirst commercial websiteanalytics software

Web analytics

JavaScript acceptedas the measurementinstrument of choice,along with the secondgeneration of vendors andGoogle analytics

Digital analyticsNew social channelsenter the mainstream;enterprise technologyvendors enter themarket throughacquisition.

Digital intelligenceNew mobile and applicationchannels enter themainstream; Internet accessexplodes through adoptionand new devices.

1993-1999

2000-2006

2007-2010

2011-Present

Digital datainputs

Video

Ratings andcomments

Mobile website

Fixed Internetwebsite

Email

Organic search

Paid search

Displayadvertising

Games

Social networks

Affiliates

Mobileapplications

eCommerce

Social listening

Live chat

Voice of customer

Businessdata inputs

CRM/customer

POS

Transactions

Finance

Product

Dataprocessing

Tag management

Data ETL

Data collection

Datawarehouse

Digital intelligencedata warehouse

Analysis

Direct responseand brand metrics

Data mining

Static reports anddashboards

Dynamic reportsand dashboards

Segmentation

KPIs

Interactionanalysis

Performancemonitoring

Forecasting

Action

Personalization

Campaignmanagement

Privacymanagement

Targeting

Optimization

Customerrelationship

management

Support andcontact center

Design

Source: February 10, 2012, “Welcome To The Era Of Digital Intelligence” Forrester report

The six core tenets of digital intelligence

Customer centric Data agnostic Actionable Intelligent Distributed Right time

Digital Intelligence Is Built On Data

Action

Data

Analysis

Behavior

Touchpoints

Consumer

Testing Recom-mendations

Behavioraltargeting

Voice of thecustomer

Interactionanalytics

Socialanalytics

Webanalytics

Applicationanalytics

Mobile webanalytics

Competitiveintelligence

Performancemonitoring

Predictiveanalytics

Attribution

Reporting

Tagmanagement

Datawarehouse

Data feeds& integrations

Enterpriseapplications

No single solution does it all

Source: November 2, 2011, “What Does The Web Analytics Industry Want To Be When It Grows Up?” Forrester report

Users add tools as their needs grow

Source: November 2, 2011, “What Does The Web Analytics Industry Want To Be When It Grows Up?” Forrester report

Tagging is a fact of life

JavaScript tagging is the de facto technology standard for online data

collection • “Easy to implement” • “SaaS friendly”

But it’s an addictive hack • Spanning numerous applications across marketing and

analytics And the data collection remit continues to expand

• Emerging channels • Compiled environments such as rich media and applications

There’s Got To Be A Better Way

1. Types Of Tags Have Proliferated

“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

2. Managing Tags is a Constant Battle

“On average, how often do you do the following activities using your tag management system?”

1%

3%

12%

13%

20%

24%

9%

4%

9%

1%

3%

0%

4%

5%

8%

20%

22%

12%

12%

12%

3%

4%

0%

4%

1%

7%

5%

18%

21%

18%

14%

4%

7%

Several times per day

Daily

Less than daily but multipletimes per week

Weekly

Less than weekly butmultiple times per month

Monthly

Less than monthly but multipletimes per quarter

Quarterly

Less than quarterly

Other

Don’t know

Edit existing tagsAdd new tagsDeactivate or remove tags

Base: 76 tag management end users(percentages do not total 100 because of rounding)

Source: Q2 2012 Global Tag Management User Online Survey

3. Few Organizations Have Robust Processes In Place

“To what degree does your firm adhere to a structured processwhen adding, revising, or removing tags?”

(Select one)

1%

7%

26%

28%

38%

Other

Managing tags follows a highly formalized process

Managing tags is predominantly an ad hoc process

Managing tags follows formalized processes formost tasks, but some tasks are ad hoc

Managing tags follows formalized processesfor some tasks but is mostly ad hoc

Base: 76 tag management end users

Source: Q2 2012 Global Tag Management User Online Survey

2012: Tag Management Gains Credibility

Tag management had a big year in 2012

Most users are now familiar with tag management fundamentals • Popularized semantics • Definition of a TMS and key functionality • Potential benefits

Users are doing their homework • Working to understand the dynamic vendor landscape • Defining TMS requirements • Homegrown options are receding Heavy hitter vendors Adobe and Google validate the upstarts

© 2012 Forrester Research, Inc. Reproduction Prohibited

“How long have you had your current tag management solution?”

22%

28%

29%

13%

1%

1%

5%

0%

Less than six months

Six months to less than one year

One year to less than two years

Two years to less than three years

Three years to less than four years

Four years to less than five years

Five years or longer

Don’t know

Base: 76 tag management end users(percentages do not total 100 because of rounding)

Source: Q2 2012 Global Tag Management User Online Survey

© 2012 Forrester Research, Inc. Reproduction Prohibited

“What is your preferred method of supporting tag management?”(Select one)

1%

1%

1%

11%

20%

66%

Allow external agency or consultancy tomanage the entire process

Allow vendor to manage the entire process

Other

Work with our vendor’s professionalservices group

Work with an external agencyor consultancy

Manage entirely in-house

Base: 76 tag management end users

Source: Q2 2012 Global Tag Management User Online Survey

© 2012 Forrester Research, Inc. Reproduction Prohibited

“Which topics represent the three greatest challenges that you seek to resolve with yourtag management system?”

(Select up to three)

7%

4%

7%

8%

11%

12%

13%

13%

17%

20%

22%

32%

36%

42%

45%

Other

Enforcing standards and policies, such as privacy

Removing old and/or decommissioned tagsfrom websites

Maintaining tags on a long- term basis

Number of staff and departments involvedin managing tags

Ensuring consistency across pages and sites

Amount of time spent managing tags by staff

Data quality

Cost of managing tags

Flexibility to evaluate and adopt new vendors

The manual nature of managing tags

The technical skills required to manage tags

Page-load performance

Website development and code release cycles

Duration of the process to implement newor revised tags

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

Source: Q2 2012 Global Tag Management User Online Survey

© 2012 Forrester Research, Inc. Reproduction Prohibited

“What are the top three benefits your company has realized through tag management?”(Select up to three)

0%

1%

3%

4%

4%

9%

11%

13%

16%

17%

22%

26%

28%

33%

42%

49%

Ability to enforce standards and policies,such as privacy

Other

Ability to remove old and/or decommissioned tagsfrom websites

Tags have complete coverage, resulting in improveddata quality, measurement, and marketing attribution

No benefits

Ability to manage tags throughautomated processes

Managing tags requires fewer staff

Tags are more accurate, resulting in improved dataquality, measurement, and marketing attribution

Improved tag consistency across pages and sites

Reduced cost associated with managing tags

Improved page-load performance

Ability to manage tags without coding oradvanced technical skills

Improved flexibility to evaluate andadopt new vendors

Managing tags requires less time by staff

Reduction in the duration of the process toimplement new or revised tags

Ability to manage tags outside of websitedevelopment and code release cycles

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

Source: Q2 2012 Global Tag Management User Online Survey

© 2012 Forrester Research, Inc. Reproduction Prohibited

“How long does it take on average to implement a new or revised tag?”

8%53%An hour or less

Several hours

A day

Several days

A week

Several weeks

One to two months

Two to three months

Three to six months

Longer than six months

Don’t know

Prior to using a tagmanagement systemUsing a tagmanagement system

Base: 76 tag management end users(percentages do not total 100 because of rounding)

7%

3%

17%

13%

22%

12%

9%

3%

3%

4%

14%

13%

9%

3%

4%

0%

0%

0%

1%

3%

Source: Q2 2012 Global Tag Management User Online Survey

Tag Management Goes Mainstream

“How many unique tags do you deploy via your tag management system in total?”

0%

5%

28%

18%

12%

9%

5%

3%

1%

4%

3%

8%

4%

None

One

101+

Don’t know

Base: 76 tag management end users

2-5

6-10

11-15

16-20

21-30

31-40

41-50

51-75

76-100

Myth #1 I only need Tag Management if I have dozens of Tags

© 2012 Forrester Research, Inc. Reproduction Prohibited

“How many vendors are represented by the tags deployed via your tag management system?”

1%

11%

38%

30%

5%

7%

3%

4%

0%

0%

0%

1%

0%

None

One

2-5

6-10

11-15

16-20

21-30

31-40

41-50

51-75

76-100

101+

Don’t know

Base: 76 tag management end users

Myth #2 I only need Tag Management if I have dozens of vendors

© 2012 Forrester Research, Inc. Reproduction Prohibited

“On average, what is the monthly volume of unique visitors to theproperties on which you have deployed tag management?”

26%

14%

17%

8%

14%

7%

3%

1%

9%

Up to 50,000 unique visitors

Up to 250,000 unique visitors

Up to 1 million unique visi tors

Up to 2.5 million unique visi tors

Up to 5 million unique visi tors

Up to 10 million unique visitors

Up to 50 million unique visitors

Over 50 million unique visi tors

Don’t know

Base: 76 tag management end users(percentages do not total 100 because of rounding)

Myth #3 I only need Tag Management if my website is huge

© 2012 Forrester Research, Inc. Reproduction Prohibited

“In your job, which of the following best describes the audiencethat your products or marketing are targeted to?”

26%

31%

22%

14%

6%

Only consumers

Primarily consumers

Equal combination of consumersand businesses

Primarily businesses

Only businesses

Base: 76 tag management end users(percentages do not total 100 because of rounding)

Myth #4 I only need Tag Management if I sell to consumers

Looking Ahead

Image source: Flickr

1 The TMS Business Matures

Image source: Investors Live

TMS grows into adolescence

Tag management continues to evolve • Tag management capabilities and commercials standardize • Tag management functionality becomes a feature • Tag management becomes a global phenomenon

The vendor landscape settles in for the long haul • Platforms will continue to add or align with TMS capabilities • SMB and enterprise options emerge • Anticipate vendor consolidation! • Strong independent vendors continue to offer value

2 Distributed Tag Management

Image source: Walmart

© 2012 Forrester Research, Inc. Reproduction Prohibited

Democratized access drives agility

Internal users • IT • Marketing and eCommerce • Analytics

Third parties • Agencies • Vendors • Contractors

TMS usability follows suit • UX design • Administration and workflow

3 Data Management

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© 2012 Forrester Research, Inc. Reproduction Prohibited

TMS goes beyond tag distribution

Privacy management • Compliance • Independence

Manage the data layer • Quality assurance • Consistency • Control

Data syndication • Single point of collection • Distribution

4 Marketing Platform Support

Image source: Flickr

© 2012 Forrester Research, Inc. Reproduction Prohibited

Focus shifts to directly leveraging real time data flows

Attribution Reporting and audit Optimization and decisioning Across multiple platforms

• Apps • Mobile • Media

© 2012 Forrester Research, Inc. Reproduction Prohibited

Digital intelligence levels the playing field.

Tag management delivers tangible benefits.

The magic of tag management lies in the data.

Thank you Joe Stanhope +1 617.613.8929 jstanhope@forrester.com blogs.forrester.com/joseph_stanhope @joestanhope

#agility2013