Product helps marketers consolidate sprawling tags and wrest control from overworked IT departments.
Tealium has provided tag management for three years; iQ will allow marketers to do more customization on their own, without the need for professional services, according to Ali Behnam, Tealium co-founder.
Users can set rules for tags from different vendors, such as when the tag loads and what data it contains. In essence, according to Behnam, iQ acts as a content management system, managing the content of the tags.
Tealium's level of customization can serve other business needs as well, Behnam says. For example, a large financial services client of the company uses Tealium iQ to strip out sensitive information such as social security numbers that users of its website might enter into a search box before sending the data to its third-party site analytics vendor.
"There are all these little gotchas, and who would have thought about these? " Behnam says. "Tealium iQ allows our customers to manage those complexities on their own."
Tealium's customers include Cisco Systems, Dreamworks, Advance Auto Parts, Orange, and FingerHut. Behnam says the company's sweet spot is allowing customers to manage multiple campaigns and tags. One customer manages 70 tags; the average customer manages between 20 and 30.
Tealium competes with Ensighten, TagMan, BrightTag, and SiteTagger. Behnam says his company differentiates itself by the level of customization available, ease of use and analytics integration.
In a 2010 report, Forrester analyst Joe Stanhope wrote that the battle to implement and maintain tags puts marketing, measurement, and site effectiveness at risk. He also noted that IT departments struggle to keep up with requests to change and manage tags. Stanhope wrote that tag management systems are the most viable option for enterprises.
The larger and more complex the website, the bigger the problem, according to Behnam. Marketing campaigns don't follow standard release cycles.
Revolutionize your digital marketing campaigns at ClickZ Live San Francisco (August 10-12)!
Educating marketers for over 15 years, our action-packed, educationally-focused agenda offers 9 tracks to cover every aspect of digital marketing. Join over 500 digital marketers and expert speakers from leading brands. Register today!
Susan Kuchinskas has covered interactive advertising since its invention. The former staff writer for Adweek, Business 2.0, and M-Business covers technology, business and culture from Berkeley, CA.
US Consumer Device Preference Report
Traditionally desktops have shown to convert better than mobile devices however, 2015 might be a tipping point for mobile conversions! Download this report to find why mobile users are more important then ever.
E-Commerce Customer Lifecycle
Have you ever wondered what factors influence online spending or why shoppers abandon their cart? This data-rich infogram offers actionable insight into creating a more seamless online shopping experience across the multiple devices consumers are using.