Analytics: Tag Management

  • Demystifying AI: Understanding the human-machine relationship

    … can be programmed to understand and will be more effective than a person at executing. We see examples of this while running digital advertising campaigns. Before, a person would log into a system, choose which data provider to use, choose which segments to run (auto intenders, fashionistas, moms and so on), run the campaign, and then check…

    James Green/ Marketing Land- 15 readers -
  • Google Tag Manager now supports AMP (Accelerated Mobile Pages)

    … been possible, it can be confusing and cumbersome for folks who are new to AMP or who have tagging needs beyond tracking a basic page view. That’s why, in addition to Google Analytics, AMP containers in Tag Manager provide support across Google’s ad platforms including AdWords and DoubleClick. You will find more than 20 tag types available out…

    Matt Mcgee/ Marketing Landin Google- 15 readers -
  • Google Analytics launches Workspaces for enterprise-level tag management

    … Google Analytics Solutions (a new name; see below) continues its push towards the enterprise with today’s launch of Workspaces, a new collaborative feature that’s available in both Google Tag Manager and Tag Manager 360. The goal, according to Google’s announcement, is to solve workflow challenges that agencies and multi-user teams often faced…

    Matt Mcgee/ Marketing Land- 19 readers -
  • Data and tag management: the DNA of marketing personalization

    … a website to customize and price a high-performance sports car. Tag management makes data a kind of DNA of marketing personalization. Think of it this way: Of the massive volumes of undifferentiated data, tagging collects and organizes information from sources as diverse as websites, media buys, mobile apps, social media, customer analytics…

    Marketing Land- 20 readers -
  • Convergence and the power of data in modern marketing

    … a technology that leverages “tags” — snippets of data-collecting code. Tags drive most third-party digital marketing services, from analytics to display advertising. Now, when we translate the collection of martech logos on Brinker’s supergraphic, we can see a shift in tag management from being tactical to strategic. In short, the tag is where…

    Marketing Land- 9 readers -
  • Tag management systems and DMPs — a match made in heaven?

    …, considered the father of modern marketing, could not have dreamed of in his time. Banner ubiquity, click-through rates, viewability issues, data quality and fraud all pose unique obstacles to gaining value from advertising investment. That’s why the combination of enterprise tag management systems and data management platforms (DMPs) is becoming…

    Marketing Land- 10 readers -
  • Are our leading brands also optimization leaders?

    … represented here. All in all, I feel that our domestic brands are taking optimization seriously, which isn’t surprising since every one-percent increase on conversion rate can mean millions of dollars in additional yearly revenue. Some opinions expressed in this article may be those of a guest author and not necessarily Marketing Land. Staff authors are listed here. (Some images used under license from Shutterstock.com.)…

    Brian Massey/ Marketing Land- 18 readers -
  • 5 Predictions For 2016 After Reaching “Peak Martech”

    …. One way to do this will be to cut down on redundant or overlapping technologies, a trend that Ensighten, an enterprise tag management vendor and my employer, is already seeing among its customer base. For example, Coca-Cola (an Ensighten customer) has replaced its traditional siloed enterprise web analytics solution in favor of a more holistic…

    Erik Bratt/ Marketing Land- 14 readers -