IBM has announced a new partnership with customer intelligence vendor BlueKai for tag management. Through the partnership, BlueKai will integrate its Data Management Platform with IBM’s tag management solution, Data Digital Exchange (DDX), which is part of IBM’s Digital Analytics suite.
This integration provides IBM’s tag management customers with access to BlueKai’s multi-channel customer intelligence platform. Through the IBM interface, DDX customers will have access to first and third party data via BlueKai’s tags, which will provide information related to visitor experience management, retargeting and search marketing.
Stitching It Together
BlueKai is an end-to-end Software-as-a-Service platform for data management, analysis and activation, and it is designed to provide a single system for managing all 1st, 2nd and 3rd party data in marketing and customer engagements. The company’s Data Management Platform allows a company, for instance, to create custom audiences on the fly through a synthesis of first and third party data segments or to obtain multichannel audience insights based on feedback from specific campaigns.
On its website, BlueKai notes that many companies have a “plethora of data” about prospects and customers, but it’s “hard to decipher.” The solution, the company said, is stitching together all audience data, including online, offline and mobile, “to give you one actionable picture of your target customer.”
From the BlueKai Web site
IBM’s DDX is designed for IBM and third-party services, through IBM Coremetrics and third-party page tags that collect and distribute real-time behavioral digital data. It utilizes a “gold tag” approach to collect user information via a single tag.
A tag management system (TMS) provides tools for adding, modifying and removing digital marketing tags on a Web page, through an on-premises or hosted solution. Tags are frequently used to track and guide digital marketing on a site, such as for affiliate marketing, personalization, SEO, shopping comparison engines, display or paid search advertising, and site analytics.
A big advantage in using TMS is that many of the systems can be administered by non-technical staff, so marketing departments do not need to wait for IT.
The ROI benefits of tag management, as opposed to IT-handled tag implementation, include driving revenue by increasing site speed and implementing new solutions quickly, reducing costs by saving on labor, responding quickly to legislation and privacy concerns, and improving effectiveness by handing over control of tags to marketing.
Late last month, leading tag management vendor Tealium announced that it now offers pre-configured, turnkey integration with 500 digital marketing vendor tags, which the company said was the industry’s largest digital marketing vendor ecosystem.