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Jan 29

Benefits of tag management for digital advertising campaigns

One of the biggest headaches for marketers is managing tags, conversion pixels, and landing page segmentation. With tag management, the Choozle platform provides The Choozle Smart Container. This is a small, secure piece of code placed on the header of your website that we use to deliver audience insights on your visitors, gather retargeting groups, and measure digital marketing campaign results.

What is tag management?

Tags are snippets of code that usually placed in the <head> of a page which enables 3rd-party tracking, analysis, and reporting. Most digital advertising solutions use a tag to measure performance, attribution, and more. A tag, in this case, is simply another name for a piece of data-collecting code that a vast majority of digital vendors now require their customers to embed on their web pages and mobile apps.

Tag management is a concept that was born out of the increasing need for more agile marketing measurement and tracking ability. Managing and making changes to tags can be tedious and involve unnecessary red tape. Tag management enables marketers to easily connect, manage and unify their digital marketing applications (e.g., web analytics, search engine marketing, email service provider, advertising, social technologies, etc.) without a lot of ongoing development work.
With tag management, marketers or developers deploy one single tag on their pages – a tag container, so to speak – and then use an external solution to add, edit or remove any additional vendor tags in a fraction of the time it would take via manual software coding.

How does tag management work?

Tag management using the Choozle Smart Container Tag is easy for marketers. Once the Choozle Smart Container Tag is placed in the header of your website you can begin to generate audience insights on your visitors, gather retargeting groups, and measure digital marketing campaign results. With the use of the Choozle Smart Container Tag, marketers can consolidate marketing actions from multiple sources into the source without the need to involve their website developers.

  • For audience insights, we match your site visitors against Choozle’s data partners to create a robust Audience Insights profile on who is coming to your website.
  • For retargeting groups, a collection of individual profiles will be atomically gathered from your site visitors or media engagers. These different profiles can be saved as an audience and used in digital marketing campaigns. As well as we give marketers have the function to “slice and dice”their first-party data by taxonomy, segment, campaign, and comparisons against third-party data.
  • For campaign measurement, when you deploy a digital marketing campaign through Choozle, the Choozle Smart Container will measure campaign acquisitions based on conversion events that are defined.

Why is tag management beneficial?

Increase Marketing ROI. With a 360 degree view of your website visitors, the Choozle Smart Container Tag can be used to develop granular tag deployment conditions for precise control over which marketing campaigns should be deployed for every customer. Use the data to enrich web analytics for enhanced cross-channel segmentation and analysis, and to improve personalization with improved targeting and recommendations.

Faster implementation time. The Choozle Smart Container Tag puts marketing, not IT, in the driver’s seat and enables marketers to respond to campaigns in real time. This allows marketers to quickly swap out in new conversion events and audience segmentation tags while reducing time and costs for the business incurred by manually hard-coding marketing technologies.

Faster page load. Choozle Smart Container Tag unique tagging architecture minimizes data and tag code that gets pushed to the client, rapidly speeding up the page load.

Reduce Tagging Errors. The Choozle Smart Container Tag minimizes the impact of site-wide change. Conditions and additions to the container can be done remotely in a few simple steps.

About The Author

Megan Sullivan-Jenks is director of marketing & communications at Choozle – Easy Digital Advertising®. A self-proclaimed tinkerer, Megan's a problem solver for marketing and advertising strategies and execution. From nonprofits to consumer goods and software, she's an expert at creating online and offline marketing & communications strategies that are engaging and results-driven. Outside of the office, Megan rolls up her sleeves to enjoy all things DIY like sewing and woodworking.