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The Most Popular Tags on the Web

Posted on 8.18.2013

If you’ve ever wondered which marketing solutions are the most popular amongst enterprises, look no further than the Tealium Digital 100.

The Tealium Digital 100 is a new index that is compiled quarterly, and reveals insights into the Web’s most deployed tags. The index takes a look at digital marketing vendor tags that are deployed across Tealium’s global customer base of more than 300 clients, which represent thousands of websites in a variety of industries, including e-commerce, publishing, financial services, travel and more. The index lists each vendor and the category they belong to, which provides marketers with a starting point when they are looking to implement a new digital solution.

Perhaps the most notable stat from the index shows that 34 percent of all vendors in the top 100 tags are advertising related, which shows both the competitiveness and fragmentation of the market. In addition, analytics tags ranked as the second most popular category, with 17 vendors. According to the index, Google Analytics and Adobe SiteCatalyst continue to dominate traditional Web analytics; however, there has been a rise in popularity for specialty analytics vendors, including services for revenue attribution, in-page analytics and customer experience measurement (voice of the customer).

It is also important to note that optimization and personalization solutions ranked high on the index, with 12 vendors representing this category. This data shows that enterprises are focused on providing their visitors with personalized experiences and testing different offers against each other. Furthermore, the Digital 100 includes nine affiliate marketing vendors, eight search marketing venders, seven social media and shopping vendors each, four email marketing/marketing automation vendors and two ‘other’ vendors, which came from Akamai and LivePerson.

“The Tealium Digital 100 reflects real trends in marketing, including the ongoing shift from contextual advertising to audience-based or targeted advertising,” said Erik Bratt, vice president of marketing for Tealium. “The index also gives CMOs a unique understanding of the vendor mix that savvy enterprises deploy to optimize results.”

Learn more about the most popular tags on the Tealium platform by visiting the full list of brands on the Digital 100 here.

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