Most everyone knows that a bad experience is more likely to be shared than a good one. For some reason, people are much more inclined to rant than they are to rave. Even writers have an easier time writing a bad review than a good one. In the end, everyone just wants to be a critic.
Because of this little human idiosyncrasy, business owners are uber sensitive to the wants and needs of their customers and clients. And they should be. With competition abounding, the way to get ahead is to keep the customer happy – point blank. Because after all, one unhappy customer could turn into hundreds of customers that don’t want to do business with you.
Choosing tag-based apps
To keep customers from having a poor shopping experience, many retailers employ tag-based applications to measure traffic and visitor behavior. Without having to query customers directly, these tags give marketers the customer insight they need to modify and improve their methods of providing positive customer experiences.
According to Jay McCarthy, the vice president of product marketing at Tealium, a leader in tag-based application management, there are numerous tag-based apps supported by his company that provide customer-behavior insight.
“It’s probably not surprising that Google Analytics tags are among the most popular,” he said. “Adobe SiteCatalyst is also very popular. Beyond the analytics apps, Google’s Adwords conversion tag as well as their remarketing tags are very popular, followed by DoubleClick, Microsoft adCenter, and Commission Junction. Many of the SEM applications like Marin and Kenshoo are also popular.”
And that’s just scratching the surface. Tealium supports more than 600 tag-based applications that were created to help digital marketers better react to user needs. Tealium’s solution, like that of some of its competitors, such as BrightTag and Ensighten, further aids marketers who need a method for managing large quantities of data.
Consolidating, managing data
The problem with running a large number of apps is that multiple, competing tags will all try to collect their data at the same time, which in turn slows down page load times. Tealium helps with that issue by triggering only the right applications at the right time. Another problem inherent with running a large number of apps is figuring out how to gather all of that insight into a centralized location. Tag management systems, like Tealium’s, can help with that, too.
“One of the big value propositions of Tealium is the ability to unify the data layer, which fuels all of the tags and provide a central place where all the insight can be obtained,” McCarthy explained. “So instead of going to each vendor, Tealium can provide access to what we call our “Event Store,” which contains all the data in one place.”
So once a marketing team can assemble its data in one place – in a manageable manner, it will be possible to analyze that data and react to it. Until then, the dominoes will continue to fall as more and more customers describe lackluster brand interactions to their friends and family.
Although Tealium doesn’t generally recommend one vendor over another for centralized reporting or analysis, the company also works with Splunk, a U.S.-based company that produces software made specifically to handle big data, or Tableau, which is also a U.S.-based company and which also focuses on bringing analytics software to the marketplace.
To learn more about tag managers and how they affect marketers, executives and IT professionals alike, download an infographic that outlines the challenges presented by tag-based apps and the solutions that are available.