3 forrester - tag management state of the union
Transcript of 3 forrester - tag management state of the union
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
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 [email protected] blogs.forrester.com/joseph_stanhope @joestanhope
#agility2013