Why You Should Invest In A Data Warehouse & A Tag Management System OR … The Days Of CRM Systems Are Limited

Dealing with measurement is something challenging. Coming up with a measureplan is one thing. Coming up with a system for tracking is another. Google introduced its Tag Management System early october 2015, yet… In this article I want to talk about the need for tagging in general, on both sides. Client-side & Data warehouse side

Table of contents

The Difference Between Client-side & Data warehouse side

The Client-side

If it comes to client-side, I’m talking about the real client side of interaction. In the browser. Server-side is a part of this if it comes to tracking. Its just a means to an end, but essentially it comes down to tracking interaction of the client on your platform, whatever that maybe. You could say, in its purest form, a CRM is also tracking client-side interactions to some extent:

  • An e-mail was sent by a customer
  • A phone call was made to the prospect

Things like hubspot or intercom.io are doing.
A kind of digital first CRM, based on a sort of tagging pages and interactions on your platform. So essentially, they’re a tool with a build in nimble but fine scoped tag management system, for their product only.
Intercom.io lets you go a bit wider if you want, but that’s not its purpose. You’ll have to go custom on Intercom to get the most out of tagging there. So… a no go. You’d better invest in a tag management system.

On a website, it will get the form of these interactions:

  • A visitor clicked a button
  • A visitor filled in the contact form
  • A logged in customer downloaded the manual

Very simple & clear, right?

A tag management system with the focus on client-side interactions provides a way of controlling, injecting and structuring codes or parts of codes to measure those interactions.

Client-side Focused Tag Management Systems

There are a few out there. The most known is probably the Google Tag Manager due to its large distributed Analytics platform as a base: Google Analytics. Another one, I’ve been using a while before GTM (Google Tag Manager) came out was Qubits’ Open Tag. Same idea, a bit different way of working but essentially the same thing: a system to put code and scripts for tracking at a certain place on your website. GTM has more features if it comes to micro tagging certain things (clicking buttons, etc.)

Tealium is another tag management system for instance. I haven’t worked with it (yet), but for what I think it is probably the most interesting tag management system out there from a independent player on the market.

The Data Warehouse side

We’re not talking interactions here. We’re talking transactional data and segmentation here. Something totally different. In order to come up with a good marketing execution, you need a system to tag your segments:

  • Tags on customer segmentation level (behaviour & preference types – not personas!)
  • Tags on product segmentation level (sorts)
  • Tags on behaviour segmentation level (search & stages)

A CRM System Is _NOT_ A Tag Management System

A lot of people confuse a CRM with a Tag Management System. A CRM is a Customer Relationship Management System, which means it stores some data of your potential client to be (mainly socio- & demographical data) and puts them in a funnel from lead to client to make it easier to follow-up the sales process.

A CRM is a sales tool, don’t forget. It tells you how many leads get in, how many client get out.

A Tag Management System is a system where you tag interactions and potentially the state of a lead or potential customer. It is possible. It can do more than a CRM system. It can get into behaviour analytics, something a CRM can’t do. A hybrid system like hubspot can, but to my opinion, i think hubspot isn’t all that great. It’s to basic. It’s to simple. It’s good enough to do fine. It’s not professional enough to push growth. It lacks flexibility if you want to go in depth. Partly due to the obligation you have to build your site on the hubspot platform.

Skip or loose the CRM & build a Data Warehouse instead with a good Tag Management System on top of it.

A Best Of Both Worlds Is What You Need

You need both to get the best insights to steer your plan of marketing execution & marketing intelligence. Actually, you don’t need a CRM system. You just need a data warehouse & a good tag management system. The rest is the process & a bunch of clever guys/girls in your team.

A CRM is just a tool for visualizing that process & keeping track of sales. Tapping into your data with a dashboard tool is practically the same thing. The days for the traditional CRM systems are over. Really, they are.

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