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Self-service Tag Management with Tealium iQ

Posted on 7.25.2011

Tag Management solutions provider Tealium has announced the launch of Tealium iQ, a new self-service product that enables marketers to manage and deploy their digital marketing solutions without having to burden IT resources.

Tealium iQ’s new point-and-click user interface allows marketers to add, remove or modify the various Web page tags associated with the vast majority of today’s digital vendors. This means that digital marketers can launch online campaigns faster, measure more accurately and more easily swap out and test different marketing vendors before making a buying decision.

Web page tags are used for everything from data collection and measurement to behavioral targeting and online optimization. Tealium estimates that up to 90 percent of today’s digital marketing vendors – Web analytics companies, retargeting vendors, email service providers, affiliate marketers, etc. – use some type of JavaScript-based tag that needs to be implemented on a client’s website.

“The goal of tag management is to give marketing and measurement professionals direct control over their digital measurement infrastructure, and to eliminate the need for costly and time-consuming IT cycles,” says Gary Angel, president and CTO of the Web analytics and measurement consulting group Semphonic. “Tealium iQ does a superb job of that.”

With the proliferation in the number of website tags that must be managed today, Tealium iQ provides a single ‘universal’ tag that enables companies to manage and deploy all their different digital marketing solutions from one Web console. Most tag management solutions still require IT involvement and JavaScript knowledge, but Tealium iQ allows marketers to manage the tagging themselves through an intuitive new interface and instant integration with all major digital marketing vendors from Facebook to Google Analytics.

Users can click on a vendor, set some rules and hit publish to implement their tags automatically. They can do everything from adding a Google AdWords conversion code to their confirmation page to launching a banner retargeting campaign. Tealium customers include Cisco, Dreamworks, Advance Auto Parts, Orange, (now, Nicole Miller, FingerHut and Big Fish Games.

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