In this post I want to cover Tealium. Our company really focus on digital transformation and as a result we want to be flexible and get more speed in all marketing processes. In other words, tealium gives us great power for all marketing activities.
By default Tealium IQ is a tag management system.
What is Tag?
Tags are an efficient method to exchange data between your
site, your visitor and your digital marketing vendors.
These clever little bits of code sit on your website and allow
you to connect from the digital world with your customer in the physical
world.
Tags allow us to gather knowledge. To understand the likes, dislikes, habits and
behaviors as our visitors walk through our website.
In our day to day lives its hard to see the effectiveness of a
billboard or sign in a shopkeepers window, but in the digital world, thanks to
tags, we can see which offers we make to our customers convert and we are able
to improve our marketing strategies with the knowledge we gather.
Typically, the workflow for adding a tag to your website begins
with the marketing department deciding to add a particular tag, contacting the
tag vendor for their implementation guide, communicating with IT to get the tag
hard coded on to the site and then working with the tag vendor to ensure that
the exchange of information is working.
Simple enough? Not always.
Tags have a dark side.
Getting a tag hard coded on to your website can take weeks, depending on
the length of your organizations dev cycle and how busy your IT department may
be. Working with multiple tag vendors,
running multiple campaigns can also be time consuming and complex.
But most importantly, once you have invested in implementing a
tag, you are then relying heavily on the data you’re receiving from your tag
vendor to guide and shape your digital marketing campaigns.
How clean is the data you are basing your decisions on? And are your tags performing on your page?
Or, are they lowering your site performance?
What is Tag Management?
This is where Tag Management steps in. Tag Management is about getting more of what
you want and less of what you don’t want.
What you want is cleaner data, faster. What you don’t want is lengthy delays in
deploying tags and the “one sizes fits all” solution your tag vendors
provide.
The Tealium iQ interface allows you to manage the process of
cleaning up your data before sending it to your tag vendors with points and
clicks. It also allows you to decide
when and where you want your tags to load on your website.
You most likely have an array of tag vendors ranging from site
analytics and affiliate marketing to multivariate testing and retargeting
tools. This can quickly get complex and difficult to manage without a tag
management system that standardizes your data and centralizes you digital
marketing campaigns in one easy to use interface.
Tealium iQ allows marketers to be more self-sufficient when it
comes to managing their tags and to removing the IT bottleneck that can occur
when reaching out to a development team for implementing or updating a tag in
the source code. On the flip side, TiQ
also works as a time saving tool to development teams.
Tag Management is just what it says it is.. it is the ability
to manage your tags instead of your tags and tag vendors managing you.
What is Data Centric Tag Management? Simply put, it’s an agile and efficient data
exchange system for managing your tags.
Instead of tags being content on your page that grabs data and sends it
off to your vendors, tag management begins with identifying the data points
that are available on your page and are valuable to your digital marketing
campaign.
Instead of multiple tags hard coded on to your webpage, now you
have a single tag, the Tealium Tag, through which the data flows in to the User
Interface, and from there you can begin asking yourself questions. Questions like “When and where do I want these tags to
fire?” and “Which data points do I want exchanged with
each one of my tag vendors?”
Through Data Centric Tag Management, miraculous things begin to
occur.
First, you get to standardize your data. When your data flows in to Tealium iQ first,
before being sent to your tag vendors.
Here in Tealium iQ it is identified as a data source, which you name,
identify and describe.
From there, the data source is mapped out to your tag vendors,
providing a standard data collection across multiple platforms. Your data collection will improve because a
data-centric tag management system is a simplified method from translating your
data on the page to the different formats and syntax that is used by your
various vendors.
Now, you can control which data points flow to which vendors,
allowing you to determine who you are sharing your data with.
All of this occurs with fewer IT resources since you are
stepping outside of dealing with JavaScript code, which is better suited for
marketers, while still allowing advanced JavaScript editing capabilities for
the more technical users of Tealium iQ.
Remember, with data centric tag management, you are getting
cleaner data, faster, with fewer resources and improving the collection and
distribution of your data!
That’s the benefit of Tag Management!
Tealium is a cloud application. It uses some of the biggest and fastest delivery networks on the planet to deliver technology tags to site visitor web browsers.
We can visit one of Tealium IQ clients and quickly at client's data layer. For example, let's visit http://www.cathaypacific.com/ . If you have Ghostery plagin into you browser you can quickly identify list of trackers of this web site:
One of trackers is Tealium. There are lot's of business use cases and advantages of using Tealium IQ:
- Data Driven Marketing
- Single source of customer profiles to power cart and browse abandonment, as well as align customer messaging across channels
- Fast deployment of tags
- Meet rapidly changing business requirements
- Maximize its marketing technology investments
- and many many others
