management solution provider BrightTag has unveiled a slew of strategic
analytics partnerships that should prove beneficial to digital marketers and
Web workers of all shapes and sizes.
is combining its technology with six notable analytics consultancy firms,
Cardinal Path, Keystone Solutions, Semphonic, The Encima Group, BlastAM and
WebHue. This move will help the company expand support for its tag management
system, BrightTag ONE, which gives users a data-centric tag management solution
to simplify the integration of third-party marketing services into their
websites and mobile apps.
company does this by taking all of the important data gleaned from a website
(through analytics solutions, testing tools, email, outbound media campaigns,
etc.) and normalizing it by defining the data element. BrightTag ONE will run
it through its own dictionary to create a common language that customers can
use to study the information without worrying about how each different
third-party solution refers to it semantically. In other words, it makes sure
that each type of data is always referred to by the same name, so as not to confuse
or hinder the user.
chose these six elite partners out of its current group of collaborators
because they all “understand, fundamentally, how they can use that data layer
[tags] in their analytics tools. They see our data dictionary as a great way to
provide meaningful insights,” explains Scott Grossman, the head of Business
Development at BrightTag.
these firms where considered to be “thought leaders” in the analytics field
that were committed to seeing tag management become a significant data layer in
the analytics field, as well as already working with many BrightTag clients.
The company also wanted to select partners that covered a range of sizes,
meaning they could provide their tag management services for small and
enterprise-level businesses, alike.
tag management independent of an analytics solution provider gives businesses
the freedom experiment with a variety of products without being locked in or
risk losing their tag management services. And with deeper integration with
these six consultancies, BrightTag will be able to extend the capabilities of
BrightTag ONE to provide clients additional industry-leading expertise in