On the surface, tag managers and customer data platforms can sound very similar. Both are components of marketing technology infrastructure that enable a variety of 3rd party applications. Both increase marketing’s agility when it comes to deploying new partners, reducing reliance on engineering resources. Both enhance the end user experience by speeding up digital performance and can help to protect people’s privacy.
But, dig a bit deeper, and the differences are night and day.
On one level, there is a shift from engaging consumers on the browser-centric web to a variety of new devices, many of which don’t accept cookies at all. Moreover, and perhaps even more important, there is also a mindset shift from one-time conversion event to fostering enduring customer relationships and loyalty. So, in addition to tracking pixels for basic web analytics and retargeting, marketers now need to collect mobile-specific data that could be used for push campaigns, personalization, attribution analysis and much more. Together, these represent a step-change in both consumer and marketer behaviors.
Tags work for web, but mobile is a whole different ball game.
While many tag managers have evolved their capabilities considerably over the past five years, their approach to mobile still leaves much to be desired.
By definition, tags are a web-first approach to mobile by deploying a library that powers a hidden web view of the app; the “mobile app data” captured is actually being triggered off of that. This approach tends to be sufficient when the concerns are primarily about load time, however if the goal is to capture all of the data that is essential to mobile marketer’s needs that approach falls flat. (A web view can’t capture a push token, for instance.)
Beefing up your mobile strategy? You’re going to need a mobile-first data platform, designed for the hyperconnected world.
But if you want to go beyond web, and place some bets on mobile, you’re going to need a Customer Data Platform that plays well with your existing tag management system and mParticle does just that.