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- 19 readers -
  • Data and tag management: the DNA of marketing personalization

    … Personalization is the gold standard for today’s enterprise marketing, but the challenges are now more formidable with the convergence of digital and physical channels in a connected ecosystem. It’s the consistent quality of the fluid, cross-channel experience that counts for consumers. For that reason, it’s not surprising that digital…

    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?

    …-Sonoma According to their 2014 stockholder letter, 50 percent of Williams-Sonoma revenue is generated through their e-commerce site. This is a $4.7 billion company. So they should have some scratch for tools. They do have a rather complete optimization environment, including A/B testing, analytics, performance optimization and tag management…

    Brian Massey/ Marketing Land- 18 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

    … quickly identify any pages missing your analytics code by using a custom filter and searching for pages not containing your tracking ID. Location, Location, Location! According to Google Analytics, its script should be placed after the opening tag. Many things can go wrong with the script, depending on its location. One of the worst cases would occur…

    Marketing Landin Google- 15 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…

    Marketing Landin How To's- 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- 32 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?

    … Are you the master of your martech domain? Many of today’s marketers might be hesitant to respond in the affirmative, given the current jumbled landscape of siloed technologies, fragmented data sources, and missed opportunities. These days, the only way for marketing professionals to truly be in control is to try and avoid these seven deadly…

    Erik Bratt/ Marketing Land- 14 readers -
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