TMS have become a cornerstone of marketing and Web analytics systems. Some of the most common integration points include marketing automation, email and retargeting systems, Jones said. Tealium currently has 693 digital marketing vendor tags configured with its tool.
“There are thousands of applications in the marketplace and it got to the point where you needed a foundational data layer,” said Jay McCarthy, VP of product marketing for Tealium. “The data layer provided by the TMS frees up and allows these systems to work together more effectively.”
So are Tealium and its peers really enabling clients to make their own marketing cloud, or, connect third-party system tags, as they claim?
“We’re careful to make sure people understand we’re neutral in the whole process,” McCarthy said. “We’re a big proponent of the marketing clouds (like Oracle and Adobe) but no one cloud vendor is going to be everything to everyone. There is always a critical missing piece where they may have to go grab best of breed.”
Tag managers also work alongside attribution vendors, rather than against them, “since they know they can turn on their solution very fast and get immediate results,” he said. For instance, it's not unusual for Tealium to be brought in alongside a Convertro instance.
In other words, tag management is like the grease that keeps the wheels spinning. “I would say we compete (more) with in-house projects where people are building big data warehouses and a bunch of different solutions on top. We compete with complacency around that or people who are doing a lot of heavy lifting.”