I’ve had the pleasure of attending two Tag Management user conferences in the past month, Tealium and Ensighten. It’s safe to say these two vendors are looking at the world the correct way, and that view is defined by one statement:
OWN YOUR DATA
For the past several years, Stratigent has been working with our clients to build a much more strategic implementation of Tag Management in order to allow for the above statement to be true. When it comes to implementation, you can either implement a technology or build a program. We prefer the latter and it shows in the results our clients achieve when they buy into our approach.
Here is a simplistic view of how you should be thinking about Tag Management:
The Tag Management System (TMS) allows you to track your customers across every single channel (including those that you don’t own, such as Affiliates). By doing this, you are able to strategically create a “Data Layer” that holds all pertinent information about that person for the current and all future sessions. Linking that Data Layer to a cloud-based Visitor table becomes the perfect storm for personalization.
Now, there are a lot of people out there talking about a Data Layer. Quite frankly, most of them are missing the point. If you design this strategically, you can completely change the game. You can create ownership of data where that ownership didn’t previously exist and you can save it for later usage when that person comes back to interact with you across one of your many channels. Think of the Data Layer as a giant umbrella that covers all of your channels and holds all of the most pertinent and valuable information (with the support of that larger, visitor-level data store).
I hope this has helped shed some light on the real power of using a TMS. Stay tuned, as Kevin is currently working on a more formal eBook to coincide with Stratigent’s Data CortexTM product launch. As always, please reach out with any questions at all and we’d be happy to help.