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In 2009 there was an average of two different technologies deployed on enterprise websites. And, these technologies often operated independently of each other. It’s during this time and more importantly this use case, that first-generation tag management systems like Ensigten, Tealium, and even DTM were created.
In 2017, it’s a different story. A few quarters ago I scanned over 240K webpages and found that the average enterprise website has over 20 different technologies deployed, and it’s common for marketers and brands to want to these technologies to work together.
First-gen tag management systems were not built with this use case in mind. As a result they fail in today’s marketing landscape. As a business, we examined the new landscape looking for an opportunity.
Today, the average enterprise webpage has over 20 different technologies deployed, and oftentimes a handful of these technologies will have multiple tags associated with them. For instance, an analytics tool that measures 10 variables would have 10 more tags beyond the tags used to just install the technology on a page. As we add up all of these tags on a single page, and then multiple that by hundreds of webpages, and then multiply that by a few domains it’s clear to see how daunting it is to manage all of this data and technology effectively.
A great experience isn’t one conversation, one ad, or even one browsing session it’s the accumulation of pleasant interactions across each of these touchpoints, and many others.
For the next few minutes, we’re going to focus on delivering great web-based experiences. To deliver the ideal customer experience companies don’t just depend on any one technology provider, but an entire ecosystem.
As companies started adopting more on-website technologies they realized that manually adding these technologies resulted in a slew of challenges.
Tag management systems eradicate the challenges on left with the solutions on the right.
To get marketing campaigns up and running companies often have to manually add new HTML tags for analytics solutions, advertising platforms, and personalization products across potentially hundreds of webpages. This process delays campaign launches and in turn increases the cost to get campaigns out the door because the longer campaign launches take the more time is taken away from employees. Launch by Adobe solves both of this challenges by making the process of deploying on-website technology faster which gives businesses more efficiency that saves time and money.
The average enterprise website uses 20 different technologies; each with it’s own set of data. Keeping track of all of this data in a way that’s organized and accessible to any technology on the page is hard. This inability to easily organize web-based data and make it accessible yields experiences that’s aren’t as great as they could be. Data fuels the customer experience, and without it experiences fail. Tag management systems, organize web-based data and make it accessible across systems so businesses can deliver better experiences.
Oftentimes, businesses will activate a tag, for example a remarketing pixel, in a situation where it’s unnecessary. As instances of unnecessary tags firing becomes more and more frequent webpages get bogged down with code that slows down websites, and hence, damages the customer experience. Tag managers bring intelligence to when a technology is activated. What I mean by this is that tag managers help businesses define the exact scenario in which a technology or piece data should be activated or captured. Now, tags are firing at the right time, and not every time so experiences can be faster, and more pleasant for consumers.
These are the challenges that Launch by Adobe solves. Launch by Adobe is built on Adobe Cloud Platform, and it’s the first web-based technology that shares ownership over innovation with the entire marketing community, so businesses can benefit from the collective innovation of many, and not a select few.
[Open Ecosystem] In the old world, first generation tag management systems restricted the opportunity to build integrations and develop innovation to their own engineers. This has two primary implications. First, by placing the responsibility to innovate upon the shoulders of a select few; both the quantity and frequency of innovation are impaired and infrequent.
Secondly, the quality of integrations suffers. When engineers of tag management systems are the ones charged with building integrations on behalf of the entire marketing technology ecosystem which now includes over 5K technologies, it’s impossible for these engineers to become product experts of the technologies they’re integrating with. When non-experts are building integrations the end product is an integration with limited functionality. This isn’t because these engineers aren’t talented, they very well could be. But rather, the underlying tag management system is closed and incapable of sharing this opportunity with the market.
Launch by Adobe is a next-generation tag management system that’s completely open. This means that any developer, not just Adobe developers, can build, manage, and update integration.
This openness lets Launch thrive in today’s ecosystem in these ways.
Evolve18 | Abhishek Dwevidi & Varun Mitra | Introduction to Launch by Adobe
LAUNCH, BY ADOBE
17 August 2018
• Value of Tag Management Systems
• Intro to Launch, By Adobe
• Q & A
C H A L L E N G E S D E L I V E R I N G G R E A T
D E L A Y E D C A M P A I G N
L A U N C H
I N C R E A S E D C O S T
M E S S Y D A T A
G O V E R N A N C E
P O O R W E B S I T E
P E R F O R M A N C E
H O W T A G M A N A G E M E N T
Delayed campaign launch
Messy data governance
Poor website performance