Analytics: Tag Management

  • 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- 18 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

    … proliferation of martech tools and the siloed data they generate. At the same time, several forces are converging to help unlock the power of data for marketing initiatives. How does convergence emerge from such diversity? The answer is multi-dimensional: First, and fundamentally, technology is converging. When you look at Brinker’s supergraphic, you…

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

    … If you’ve been in marketing long enough, you’re probably familiar with John Wanamaker’s famous quote: “Half the money I spend on advertising is wasted. The trouble is, I don’t know which half.” Many marketers would say that statement holds just as true today as it did in 1874. But the digital ecosystem offers up challenges Wanamaker, considered…

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

    … installed on the site. This doesn’t mean that the marketing teams at these companies are using the tools, but installing them is a step in the right direction. In my analysis, I’m focused on tools that can be used to learn about the visitors to a website. Most of these sites have an abundance of tags. However, the majority are there to support…

    Brian Massey/ Marketing Land- 17 readers -
  • 5 Predictions For 2016 After Reaching “Peak Martech”

    … It’s no surprise that modern marketers are technology-crazy, constantly searching for the latest innovative application to help optimize the customer lifecycle and gain a competitive advantage. But did you know that we have officially hit “peak martech?” That’s the word from technology guru and speaker Scott Brinker, who runs the highly…

    Erik Bratt/ Marketing Land- 12 readers -
  • The Problem With Google Analytics E-Commerce Tracking

    … Many companies don’t understand why visitor data and e-commerce sales are underreported in Google Analytics, and this tends to cause confusion. In his article, I’ll explain why what you see in Google Analytics doesn’t jibe with what you view in server logs and sales data. Google Analytics doesn’t have access to the actual sales data, only…

    Marketing Landin Google- 14 readers -
  • How To Begin Leveraging Your First-Party Data By Understanding The Landscape

    Known only a few years ago as “digital” consumers, today’s customers are now “always on” thanks to the ever-increasing use of multiple connected devices throughout the day and on the path to purchase. At the same time, consumers expect a greater level of consistency in their experiences across physical and digital touchpoints — making the need for a unified marketing strategy imperative.

    Marketing Land- 18 readers -
  • Big Data Gets Bigger With The Apple Watch And The Internet Of Things

    … to be managed. Forrester reported that the greatest opportunity for digital marketers to address the omni-channel customer journey is with the unified, multichannel data layer capabilities of an enterprise tag management system. The Apple Watch only adds to this opportunity. • Optimizing the User Experience — With the small-screen, Apple Watch apps…

    Marketing Land- 31 readers -
  • An In-Depth Look At Second-Party Data For Digital Marketers

    … of investment but providing equivalent capabilities. A Data Management Platform (DMP) is the preferred method. It is the most expensive method of the three I will discuss, but it also has the most capabilities. Publisher data can be collected either on page or from the ad platforms (like AdWords) and linked to every other data point available…

    Marketing Landin Retargeting- 4 readers -
  • Are You Committing The 7 Sins Of Martech?

    … of ripping out that code in favor of new vendors. Using tag management, marketers can add, edit or remove almost any solution via an intuitive web interface, without resulting to software coding. (Disclosure: my employer offers tag management technology.) This new freedom makes it easy to swap out and even test different vendors against each…

    Erik Bratt/ Marketing Land- 14 readers -
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