Tag managers will remain a viable technology, whether standalone or as incorporated into a larger stack, because of its original purpose – make it easy and near real time for users (and their third party systems) to ingest data and fire off messages or campaigns based on the fact.
The promise of the technology is that it provides better measurability “because you are collecting and synchronizing data from all touch points,” Stanhope said.
Shopping startup and BrightTag (now Signal) customer Rue La La, for example, uses Signal Fuse (the Open Data Platform) and TMS sister tool that speeds up data collection and subsequent segmentation and targeting for marketers.
Using such a product, “Rue La La was able to increase conversion rates by 10 percent in a key retargeting campaign to reactivate lapsed customers, which is a significant challenge for e-retailers,” said Eric Sherman, senior manager of acquisition marketing for Rue La La.
Because it’s a challenge to keep flash sales customers coming back for more deals over a longer period of time, it needed a way to integrate real-time Web data with the CRM record to then feed back to its retargeting vendor. Because so many customers access Rue La La from their mobile, the company needed a super-fast system to track actions and tailor messaging for win-backs on the fly.
“We’ve been up and running these tests with Fuse for a few months now and are excited by the results we’re seeing,” Sherman said. “We’re very much a culture of testing and learning” and TMS technologies make that more of a possibility.
Signal has more than 100 employees and recently raised a $27 million growth round from Yahoo Japan. There has been continuous consolidation in the TMS space, most recently with Ensighten’s acquisition of TagMan.