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blog / Tag Management

Fall and rebirth: how Platform X is enabling a return to exhaustive data collection?

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Disappearance of cookies, regulations: the collection of digital data has been under attack for several years, affecting decision-making processes and threatening the proper execution of AI-powered algorithms. However, solutions do exist, enabling lost positions to be regained or even surpassed. Just as there are many causes of data loss, digital teams need to implement a […]

The end of third-party cookies – What impact on your marketing campaigns?

In the early days of digital marketing, everything was measurable. But over time, a number of factors have made access to data increasingly complex. Firstly, with the emergence of ad-blockers, and then with the birth of the GDPR, tracking users across different channels is becoming more difficult. With the announced end of third-party cookies, 34% […]

End of free tracking: good news for the ecosystem?

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For clients and partners alike, it’s a cold shower: recent developments in Google tools (Analytics, Looker Studio, Tag Manager) lead to paying for what was previously free. Bad news? Not so sure…   A picture that you can only really understand if you take three steps back. This is the experience of many analytics managers […]

4 steps in preparation for server-side tag management

With the advent of Intelligent Tracking Prevention (ITP) updates from Apple and Google’s announcement to get rid of third-party cookies, server-side tag management really gained momentum. Most browsers, devices and channels have now stopped using third-party cookies, which will make client-side tagging obsolete in the future. These 4 steps in preparation for server-side tag management […]

Server-side tag management: what advantages does it offer?

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The “server-side” tag management technique is nothing new. But at a time when browsers are subject to multiple constraints and personal data require heightened vigilance, “server-to-server” tag management offers many advantages. “Server-side”, “server-to-server” or “tagless” tag management… different ways of referring to the same technique. It enjoyed a peak in popularity when it was made […]

Delight Your Audiences With Real-Time Marketing

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If you have any familiarity with online marketing, you know that activating consumer data in real time is often talked about but isn’t easily achieved. This is because real-time marketing is dependent on a brand’s ability to: Identify the messaging and marketing channels that are driving the highest conversion rates Aggregate audience data, overlay it […]

The importance of data layer granularity in your TMS

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Don’t be frightened by the rather technical and hardcore title of this post: data layer granularity is the starting point for optimising all your digital campaigns and your omni-channel strategy as a whole. And I know you’re wondering: “if it’s that important, why have I never heard about it?”. Well, that’s exactly why we wanted […]

Can the GDPR and Tag Management work in harmony?

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“How can you prepare yourself for the GDPR without becoming blind; in other words, without losing the analysis data for your digital audiences?” That is the major worry currently preoccupying digital marketing teams. Since the GDPR sets out an entirely new order for managing personal data, companies must adopt new consent practices. Consequently, the entire […]

Benefits of using a good TMS

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Benefits of using a tag management system are more than it may seem. A TMS will not only allow you to manage tags efficiently, it will also let you normalize data: the first step towards a global data management project. Main benefits of tag management: 1/Marketing professionals: become more autonomous and agile As described in […]

What is Tag Management?

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Tags are used to collect and distribute data to your web analytics tools, affiliation platforms and live chat solutions; they are also used in A/B testing, advertising, social media and retargeting, among others. The domination of “tag” technologies Display, retargeting, marketing automation and analytics management: nearly all digital marketing solutions rely heavily on tags, and […]

Europcar

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Nathalie Feyte, Head of Digital Business Development, Europcar Group, talks about how tag management is helping her address the challenges of data unification, audience activation and analytics in an international and cross-channel context.

Groupe Argus

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Rémy Bertin, Audience and Monetisation Manager and Cédric Cichowlas, Marketing Manager at Groupe Argus, a specialist media and classified ads publisher, discuss tagging agility and the secret to successful cooperation between Marketing and IT.

Radio France

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Michael Vuillaume of Radio France discusses how enterprise tag management has given it agility in managing its marketing cloud and exploiting its data.

Lagardère Active

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Dilson Varela Ribeiro of Lagardère Active tells of how enterprise tag management has enabled it to better manage its monetisation solutions, optimise visitor engagement and reduce IT dependency.

Disneyland Paris

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Jean-Baptiste Prévost of Disneyland Paris talks about how tag management and marketing attribution is enabling it to improve marketing agility, optimize affiliate traffic, and improve booking conversions.

Marketing Agility

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Our customers Disneyland Paris, Air France, Lagardère Active, and Radio France discuss tag management and how it has helped them in their marketing efforts.
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