Tag management provider Tealium closed on $30.7 million in Series D financing. The round was led by Georgian Partners, with participation from Bain Capital Ventures and current investors Battery Ventures, Tenaya Capital and Presidio Ventures.

As part of the financing, Justin LaFayette, managing partner and co-founder of Georgian Partners, will be joining Tealium’s board of directors.

Tealium reported a banner 2014, with organic sales growth of 138 percent year over year and the addition of more than 200 organizations to its customer base.

Big Plans Ahead

With more money in hand, the company expects to expand operations and fuel its development pipeline. On its agenda is integration and deeper expertise in enterprise business intelligence and data warehousing solutions, said Jeff Lunsford, CEO of Tealium. "We believe companies that will thrive in the world of the demanding, omnichannel consumer are those who can gather customer intelligence in real time, and use that intelligence to provide more relevant experiences for their customers."

To this end, last month the company announced a new integration with Sitecore, a provider of web content management, digital experience, email and digital marketing products.

The integration allows joint customers using the Sitecore Experience Platform to leverage Tealium iQ to streamline digital marketing technology deployments. The integration allows customers to access the unified data layer -- the foundational element of tag management that facilitates a common, standardized data language between all tag-based digital marketing solutions.

"The power of tag management lays in the data layer," Mike Anderson, CTO of Tealium, explained at the time. "The standardization and communication of that data enables digital marketers to take real-time, immediate action."

Streamline, Simplify

Other recent product innovations from the company include Tealium AudienceStream, which enhances existing digital data with offline and off-site data. It also has debuted another integration with Optimizely, an optimization platform, as well as connectors with vendors including MailChimp, Bronto, Parse and Mandrill.

In short, Tealium's mission has been to streamline and simplify tag management, an obscure piece of the tech stack that ultimately is critical to web analytics success. Users often bemoan the ever-growing complexity of tagging efforts and products, not to mention the related regulatory encroachment in the form of user tracking and identification.

For these reasons, it can be easy to forget the bigger picture with tag management and the advances that such providers as Tealium have made. "In 2014, the conversation shifted from tag management, which is now widely accepted as a best practice, to focus more broadly on the incredible business benefits that are realized when enterprises can standardize and leverage the data being collected and transmitted across a diverse number of cloud-based and in-house technologies," Lunsford said.