AT&T Turns Its Data Into an Adaptive Intelligence Business

There’s no doubt that, to consumer marketing professionals, data about the users of mobile network are highly valuable. But AT&T is finding that enterprise application designers, corporate security & risk professionals, corporate trainers and CFOs are very interested in this data as well - so much so that the US-based network operator is turning access to and collaboration on its data into a new business service.

Under the guidance of Laura Merling, VP of Ecosystem Development & Platform Services (and formerly of Mashery), AT&T Business Solutions is embarking on an ambitious plan for sharing its data in a secure programmatic fashion leveraging RESTful APIs.  It had previously shared it data in a more informal fashion with selected partners and customers but found this approach difficult to standardize and repeat on a larger scale. It also has participated in data collaboration efforts such as the well-known hackathon with American Airlines at South by Southwest earlier this year.

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Set Your Digital Marketing Programs On Fire With Tag Management

This year tag management is a sizzling hot topic. Why? Firms are really struggling to with their JavaScript tags and scripts on their websites and other digital channels.  As they get serious about their digital marketing programs the number and types of digital tags being managed is exploding. Costs are increasing, errors are creeping in, customer experience is negatively impacted, and costly digital marketing programs have been rendered useless in some cases.

Tag management tools are much more than the management of tags. Strategic use can:

  1. give control of digital marketing campaigns to marketers – relieving significant IT burden,
  2. significantly reduce digital marketing implementation and operational costs,
  3. garner support for digital marketing programs – even in highly regulated firms – by offering detailed multi-stakeholder visibility and control of scripts and digital data,
  4. reduce the “stickiness” and dependence on digital technology vendors, and
  5. enable digital data syndication, which in turn drives dynamic segmentation and bottom-up attribution programs.

Forrester is currently assessing the tag management capabilities of top global brands, advising on their strategies and guiding them with their digital marketing road maps.  Also; tag management research is ongoing with a few papers due for release later this year.