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The MarTech Digest
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Joemktg's insight:
It won't solve your attribution challenges, but it does help with the softer performance stats. 
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The simple solution recommended is simple. Instead of jumping into technology before it’s been learned and understood: More promising statistics:
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Joemktg's insight:
Tealium, as you know, is a MarTech integration solution, and vitally needed for the best-of-breed cobblers.
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Digest... Many of the hosted marketing solutions - from Web analytics to email service providers - typically lock up the data behind firewalls. In some cases, they provide an API to access data, but there's a cost for retrieving it. And like the early days of the mainframes, there's little or no operability between hosted solutions. In other words, these systems don't talk to each other without building proprietary connectors. That lack of interoperability between solutions and restricted access to data continues to stifle the industry.
˅˅˅˅˅˅˅˅˅˅˅˅˅˅˅˅˅˅˅˅˅˅˅˅˅˅˅˅˅˅˅˅˅ Receive a FREE daily summary of The Marketing Technology Alert. Subscribe here: goo.gl/xSjgGT (your privacy is protected). ˄˄˄˄˄˄˄˄˄˄˄˄˄˄˄˄˄˄˄˄˄˄˄˄˄˄˄˄˄˄˄˄ History does repeat itself, and that's why I believe that openness and flexibility will define the best marketing solutions of the future. Indeed, that evolution is already upon us. Tag management companies have been leading the charge because they enable the marketing team to centralize tag deployment and data collection across every digital marketing application. All tagged marketing data comes through one system, liberating data for the enterprise that generated it in the first place.
An "agnostic" approach to building a marketing platform is so essential: >> Choose the best solutions for your needs. Don't let vendors hold you or your data hostage. >> Ensure you have the flexibility to take advantage of advances in data management, visualization, analytics, and personalization without having to rip and replace your entire system. >> Compare the cost and performance of your marketing solutions. There are an increasing number of good options out there!
Joemktg's insight:
For the Enterprise? Yes! For the SMB? Cost-prohibitive, unless you're able to find a MaaS provider that offers freedom of data and usage flexibility.
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Digest... Tag management is a new foundational platform that enables marketers to easily connect, manage and unify their digital marketing applications (e.g., web analytics, search engine marketing, email service provider, advertising, social technologies, etc.) without a lot of ongoing development work.
A tag, in this case, is simply another name for a piece of data-collecting code that a vast majority of digital vendors now require their customers to embed on their web pages and mobile apps.
With tag management, marketers or developers deploy one single tag on their pages – a master tag, so to speak – and then use an intuitive web interface to add, edit or remove any additional vendor tags in a fraction of the time it would take via manual software coding.
The real star of tag management, however, is something called “the data layer” — the behind-the-scenes data that drives customer interactions in web, mobile and other digital channels.
The data layer resides between the application layer, comprised of various mission-critical digital solutions, and the experience layer that users interact with. Through the creation and optimization of this data layer (via tag management), organizations can easily standardize the data definitions used by each application, which enables them to sync their applications more easily.
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Joemktg's insight:
This is Part 2 of a three part series, and the best primer on tag management that I've found. Look to Google Tag Manager and Tealium for vendor expertise.
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Digest... Revenue attribution doesn’t happen all by itself, though. Here are four primary things you’ll need to put in place: a conversion-driven website, a CRM tool, marketing automation software, and some practice.
1. Conversion-Driven Website The first thing you’ll need is a conversion-driven website capable of integrating with both a CRM and a marketing automation tool. The site's job is basically to attract, engage, and capture leads.
2. CRM As the sales process progresses, your salespeople need to use Salesforce to identify and create specific sales opportunities and take notes on all the different stages of the opportunity. Whether you win, lose, or draw, your sales activities are documented inside of the CRM.
3. Marketing Automation Software The marketing automation tool is where everything starts to come together, because it’s the piece that’s capable of drawing lines between your digital marketing activities and the sales results.
4. Practice The biggest obstacle to the success of the whole revenue attribution system is the humans who actually use it.
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Joemktg's insight:
This is first layer attribution. Tag management is the second, third and fourth layers.
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Digest... Here are the five things you should know:
Joemktg's insight:
Not for the faint-hearted. Crawl, walk, run.
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Although some are steering toward proprietary marketing clouds, marketers need a solution that gives them the greatest flexibility to choose the solutions that are best for their business, and allows them to unlock much greater marketing potential and ROI.
In this guidebook, you will learn: -- > How marketing and technology are now entwined forever -- > How the “Game of Marketing Clouds” is affecting marketers -- > The 5 reasons to build your own marketing cloud -- > How to build your own cloud and unite your applications and data -- > How to achieve next-generation results through unified marketing
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Joemktg's insight:
Scott Brinker refereed to this study yesterday in his post regarding tag management. Here you go.
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Digest... Think of the data layer as a shared whiteboard on your pages that your different marketing software packages can read and write to. You can write (“push”) into the data layer all kinds of programmatic information about the page, the visitor, the context in which they arrived at that page, their behaviors on the page, etc. The tag management system — and all the tags for other marketing applications contained within it — can then read that shared data.
Through this shared data layer, tag management lets you synchronize data among many different marketing software packages — without those packages having to talk directly to each other. And it’s why I think of tag management as quintessential marketing middleware. It’s marketing software that helps your other marketing software work together better.
There have been two clusters of innovation lately in major tag management systems — companies such as Tealium, Ensighten, and Signal (formerly BrightTag) — that are pushing these limits: -- > Slick user interfaces, such as drag-and-drop integration with hundreds of other marketing software products and graphical ways of taming the complexity of all the rules for when and where to fire tags and which data to pass along to each. -- > In addition to acting as the switchboard for routing data to other marketing systems, distilling all the data themselves into a master repository of audience insight.
It will be interesting to see how this space evolves over the next year. Perhaps even more interesting now that Google is offering its own free tag management solution too, another step into the enterprise beyond its foothold with Google Analytics.
But the independent tag management providers have now become some of the greatest advocates for the “build your own marketing cloud” movement. They are, indeed, a key enabler for companies to make heterogeneous marketing technology environments work.
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Joemktg's insight:
Although this is a post to promote Tealium, it does give us all an idea as to where this is all heading IF the MAP play does not take off.
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What if I told you that you could harmonize the facets of your fragmented marketing technology stack? What if I said you could more easily share customer context across those technologies? What if you could add, remove and change the technologies you use, without involving the IT department? Sounds like voodoo, right? Topic: Digital Marketing. Advanced/ Digest... The tag management system (TMS) is a software-as-a-service application that applies tags (HTML and JavaScript snippets) to your web-based technologies. It allows marketers to configure what tags go where, instead of requiring software developers to make those changes by deploying code. Tag management is typically used to apply web analytics snippets and remarketing tags, but can technically inject any HTML or JavaScript onto a web page. If you don’t understand what a tag management system does, I suggest reading this well written overview on Moz.com.
Without a TMS your technology integration tends to be more point-to-point. If you need to integrate web application (A) with a CRM (B), you add the code to A that talks directly to B. You have integration code in your web application that is specific to lead tracking, but the web application is supposed to only worry about rendering content. You’ve tightly coupled these technologies, because you’ve intermingled their “concerns.” If you decide to switch to a different CRM, you have to change both it and the web application. This shouldn’t pass the enterprise architecture smell test.
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Joemktg's insight:
In addition to the Moz overview (see the link above), you may want to download Forrester's "The Evolution of Tag Management."
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This year tag management is a sizzling hot topic. Why? Firms are really struggling to with their JavaScript tags and scripts on their websites and other digital channels. Key excerpt... Tag management tools are much more than the management of tags. Strategic use can;
Joemktg's insight:
And a quote from an earlier Scoop: "Tag Manager is something practically everyone involved in online marketing will benefit from. What it essentially does is allow you to manage tracking tags centrally without touching the back end code, as long as someone in the IT department has already added the main container. This is marketing liberation: no more begging to the IT geeks!" Check out Google's Tag Manager.
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Joemktg's insight:
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It's hard...very hard...but with the right team and the right tools and the right logic, you can come close to true attribution. FWIW: the author is a Google evangelist, thus the Google focus (but don't let that detract from the value derived from the information).