The number of web pages and marketing tools has exploded. In 2011, there were roughly 100 different web-based marketing technologies and now, just five years later, there are more than 3,800.
This explosion of web-marketing tools has given marketers a plethora of options to deliver compelling experiences, but these marketing tools have also given marketers an unwieldy problem: more products that don’t work well together and more data to wrangle then integrate.
To become an experience business, marketers need rich customer data. And, there’s plenty of it available right from their own web sites. To capture this customer data, businesses use JavaScript tags that allow marketing tools, like Adobe Analytics, to find and store the data they need.
But there’s a catch.
Bottleneck, not a scalable solution.
The more than 3,800 web-marketing tools available has ushered in a new reality. Setting up tags for your online marketing tools and managing them across hundreds of web pages is not something that can be accomplished manually with any degree of effectiveness.
With a traditional tag management solution, you can streamline the process somewhat with templates that simplify the deployment of these tools, however, even this is turning out to be a bottleneck instead of the scalable solution marketers thought it would be.
Data that flows through marketing tools should be integrated, and immediately actionable. But instead, template tag managers place a wedge between marketers and the marketing tools they use by controlling when templates are updated and how they operate. Why should tag managers have ownership over templates that deploy third-party marketing tools? The answer is they shouldn’t.
The next generation of tag management.
It’s time for a new solution to help marketers deliver exceptional experiences with real-time data that is trustworthy and integrated. Adobe Cloud Platform Launch is a next-generation tag management solution that enables brands to orchestrate and activate web-based marketing tools.
Launch by Adobe allows independent software vendors (ISVs) to build, manage and update their own integrations that connect their products to the customer experience. This gives marketers easy access to a vast catalog of client-side technologies to create compelling experiences faster than ever before.
Launch by Adobe will shift the way marketers gather and use data to deliver personalized, real-time experiences by delivering these benefits.
1. Faster time to value by simplified deployment of web apps. Previously, Adobe customers using Dynamic Tag Management had to search for the implementation code of non-Adobe products. With Launch by Adobe, marketers have one place to browse, deploy and configure marketing tools that are both owned and not owned by Adobe.
2. Deliver compelling experiences with web apps that work together. Launch by Adobe lets marketers determine when marketing tools enter – or do not enter the customer experience. But it also allows those marketing tools to take actions together and share data between each other.
Launch by Adobe uses a marketer-friendly rule builder to determine what actions should be taken in each situation. This rule builder integrates the data and functionality of third-party marketing tags and tools because extension authors can embed new capabilities into each part of the rule builder including events, conditions, actions and data elements. Any marketing or advertising technology vendor can write a Launch by Adobe extension and build functionality on Adobe Cloud Platform.
For instance, let’s say a marketer wants to show a specific YouTube video based off anonymous data in Google Analytics and what they do on the webpage from Adobe Analytics. To accomplish this using Launch by Adobe, a marketer would create a rule that states:
If a customer with a product affinity of “technophiles” clicks on the “learn more” tab on a product page, then play a YouTube video that highlights the technical features that make this product great.
Because Launch by Adobe is built on Adobe Cloud Platform, three different non-Adobe marketing tools capitalized on the open nature of it in way that allowed them to add very specific capabilities directly into the Launch by Adobe system. Doing this allowed all three marketing tools to integrate as a single solution to deliver a compelling experience.
3. Get more accurate and consistent information with unified data. It’s not uncommon to have tags for 20 marketing tools on a web page. Each tag is generating data for a specific web app. Perhaps three of those tags are tracking revenue from the page. However, it’s not unusual for each tag to capture revenue in a slightly different way, in which case the three web apps that are using revenue are all using different data.
With Launch by Adobe, you can define up front how your data — revenue in this case — is captured and then point your marketing tools to that same correct data point. In fact, Launch by Adobe listens to every byte of data that flows through it, allowing marketers or analysts to meticulously manage how data is collected, defined and distributed across web apps. Launch by Adobe empowers brands with trustworthy data to fuel the compelling experiences customers crave.
Transcend tags and deliver experiences.
We used to think of tag management as only HTML and JavaScript and that its sole purpose was to get the tag on the page. Today, tag management is no longer about tags — it’s about composing the right data to serve great experiences. Since data is at the heart of tag management, selecting the right solution is critical.
It’s time to upgrade with a solution that’s completely open and extensible. With a flexible, yet sturdy, web foundation that can integrate, unify and organize data, there will be more options to impact and deliver on the top-notch experience your customers crave.
Launch by Adobe will be available later this year. To stay up-to-date on the latest news and release of Launch by Adobe, click the “Stay informed” button on the Launch by Adobe homepage.
The post Transcend Tags and Deliver Experiences appeared first on Digital Marketing Blog by Adobe.
from Digital Marketing Blog by Adobe https://blogs.adobe.com/digitalmarketing/analytics/transcend-tags-and-deliver-experiences/
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