Executive Briefings

Tag Management Allows Marketers to Track Multiple Digital Channels

During a meeting earlier this year with senior management to discuss the redesign of the company's website, Jason Paulsen, global analytics manager-e-commerce at Avnet Inc., was asked how many visitors view the website in foreign languages.

Normally, Paulsen would have to wait for the IT department to make some changes to the Web analytics code on the website to begin capturing that data. Not anymore.

Paulsen popped open his laptop during the meeting, logged into Tealium, a Web-based tag management company, and changed the Web analytics variables himself. Within an hour, he was able to provide his questioners with some initial trending data on the most popular languages used to view avnet.com.

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During a meeting earlier this year with senior management to discuss the redesign of the company's website, Jason Paulsen, global analytics manager-e-commerce at Avnet Inc., was asked how many visitors view the website in foreign languages.

Normally, Paulsen would have to wait for the IT department to make some changes to the Web analytics code on the website to begin capturing that data. Not anymore.

Paulsen popped open his laptop during the meeting, logged into Tealium, a Web-based tag management company, and changed the Web analytics variables himself. Within an hour, he was able to provide his questioners with some initial trending data on the most popular languages used to view avnet.com.

READ MORE