ADOBE ANNOUNCES GENERAL AVAILABILITY OF ADOBE TAGMANAGER

4/11/2011 | Sydney

New Tag Management Tool Gives Digital Marketers Greater Control over Valuable Data

Adobe Systems Incorporated (Nasdaq:ADBE) today announced the general availability of Adobe® TagManager, a new, enterprise-class tag management solution from a company that processes more than 5 trillion transactions annually for many of the world’s largest marketers. Adobe TagManager bridges the needs of performance, security and data governance with the digital marketer’s desire to iterate, test and capitalise on emerging trends and technologies.

“The pace of innovation today is fast and poses a real challenge to marketers to keep up with how quickly new and emerging digital channels become mainstream,” said Aseem Chandra, Vice President, Product Marketing, Digital Marketing Business Unit, Adobe. “TagManager helps digital marketers quickly gather and manage valuable data from these digital channels, gaining the insights they need to meet and exceed their customers’ expectations.”

Adobe TagManager houses tags (a small piece of code, usually JavaScript, used to capture anonymous audience data) from solutions within the Adobe Digital Marketing Suite as well as third-party, tag-based marketing and advertising technologies. This approach facilitates the rapid deployment of these technologies, eliminating the need to make changes to the code on a page. Additionally, TagManager has been purposefully designed to uphold strict corporate requirements around business-critical digital data collection and management.

Key benefits of TagManager include:

Rapid deployment of advertising and marketing technologies

Digital marketers no longer need to wait for code lockdown to lift in order to add or remove marketing technologies. Tags also need to be updated or changed as requirements change or deployment mistakes are identified, and marketers now have the freedom to make those changes much more quickly.

Centralised management of tags

The explosion of digital marketing channels such as social, video and mobile have led to a corresponding explosion in advertising and marketing technologies that utilise tags to capture anonymous audience data. TagManager serves as a central console simplifying the management of these tags.

Elegant data governance

TagManager gives marketers greater control over the valuable data that third-party technologies gather and utilise on their behalf. For example, using TagManager, a digital marketer can schedule when a particular tag should stop gathering data or can remove the tag altogether, reducing data leak to inactive or former partner technologies.

Accuracy of tag deployment

TagManager can perform full or partial-site scans in each deployment phase (development, stage, live) to identify tag errors, such as missing page code, or link errors that could lead to pages loading incorrectly or misleading analysis based on incomplete or incorrect data. This capability was formerly named Adobe DigitalPulse and has been folded into TagManager.

Simple and streamlined approval process

With a three-stage workflow, TagManager allows agencies or systems integrators to 1) deploy tags in a development environment for testing and then 2) move them to a stage environment where the marketing and IT departments can review, test and approve the tags before they are 3) deployed live.

Reduction of support needs

The ease of adding, removing or updating tags within the TagManager console means that marketers need significantly less resources to support advertising and marketing technologies.

Availability

Adobe TagManager is immediately available to new and existing customers of the Adobe Digital Marketing Suite. Existing Adobe SiteCatalyst® customers can go through a minor migration to transition to Adobe TagManager. Please contact an Adobe account manager for more details.

About the Adobe Digital Marketing Suite

The Adobe Digital Marketing Suite offers an integrated and open platform for online business optimisation, a strategy for using customer insight to drive innovation throughout the business and enhance marketing efficiency. The Suite consists of integrated applications to collect and unleash the power of customer insight to optimise customer acquisition, conversion and retention efforts as well as the creation and distribution of content. For example, using the Suite, marketers can identify the most effective marketing strategies and ad placements as well as create relevant, personalized and consistent customer experiences across digital marketing channels, such as onsite, display, e-mail, social, video and mobile. The Suite enables marketers to make quick adjustments, automate certain customer interactions and better maximize marketing ROI, which, ultimately, can positively impact the bottom line.

About Adobe Systems Incorporated

Adobe is changing the world through digital experiences. For more information, visit www.adobe.com.au