Increase ROI with a Tag Management System

Michael Garrity — Sun, 20 May 2012 16:00:00 GMT

In a Web world where a lot of data is created and shared every second of the day, being able to manage all of that information can be the difference between ‘Net success and failure.

As such, the majority of digital marketers surveyed in a recent Tealium and Econsultancy study said that tag management was the most important aspect of their accomplishments.

The survey, titled The ROI of Tag Management, polled over 300 executives, managers and specialists in the U.S., U.K. and Europe, and found that 87 percent of digital marketers feel that tag management is fundamental to their operations. Those who used a tag management system (TMS) said they saw impressive increases in efficiency, reduced costs and improved site performance.

And 73 percent of the participants said that their TMS improved their ability to run a marketing campaign, and 42 percent said the process was much faster as a result. In fact, 69 percent of TMS users could implement new or modify existing tags in a day, but 44 percent of manual tag managers said it could take over a week.

Speed was a factor too, as 64 percent of TMS users saw a boost in website speed, with slightly over half of them saying the increase was significantly faster. As far as costs go, 73 percent of participants using a TMS reported reduced resource costs.

Respondents also claimed that using a TMS allowed them to utilize almost twice as many online solutions, ranging from analytics to retargeting, for maximized results, especially when compared to professionals that manually manage site tags. Marketers using a TMS had an average of 19 tag-based online marketing solutions, while their system-less counterparts only averaged 10.

Due to growing complexity in the industry, 88 percent of those surveyed also said that they thought data-driven tools would be come standard for digital marketers, with 86 percent saying that they desire the control to make fast changes to their assets without burdening their IT department.

You can download the whole report here.

Twitter's T.CO and the Future of URL Shortening

Pete Prestipino — Wed, 09 Jun 2010 14:38:00 GMT

Twitter dropped a bomb on real-time search proponents and social media users today in an understated, Twitter-typical "later this summer" announcement that is immensely important to the future of URL shortening and the company itself.

The real-time platform has been routing links within Direct Messages through its own link shortening service to detect, intercept and prevent "the spread of malware, phishing, and other dangers" but they were previously wrapped with a twt.tl URL. Security is helpful and all but Twitter clearly has more reasons than one to own the URL shortening space entirely.

When the service launches for all tweets more broadly this summer, users will have a way to automatically shorten URLs when posted directly through Twitter. What is important is that routing links through their own system will eventually contribute to the metrics behind Twitter's Promoted Tweets Platform.

The real-time Web just got a lot more competitive with the introduction of Twitters T.CO and the future of competing URL shortening services could be in serious jeopardy. If you are using a URL shortener you will be able to continue using it, but Twitter plans to wrap the shortened links you submit.

Developers who create applications on the Twitter platform get first crack at the service. They will be able to choose how to display the wrapped links in a manner that is "most useful, informative, and appropriate for a given device or application," according to Twitter.

'Net Features : t.co

Increase ROI with a Tag Management System

Twitter's T.CO and the Future of URL Shortening