Controlling Your Data with Tag Management
Joe Brown,Lincoln Financial Group
About Me
• Over 10 years of digital analytics experience
• Joe leads a team of analysts and is responsible for designing and implementing an enterprise digital analytic framework.
Joe Brown Director,Digital AnalyticsLincoln Financial
About Lincoln Financial Group
• Fortune 500 company headquartered in Philadelphia
• Offers a diverse range of financial services and solutions
• Four core business areas: life insurance, annuities, retirement plan services and group protection
• Led by 8K+ employees, Lincoln Financial provides the tools and advice to help individuals take charge of their futures
The Issue
During a check of web analytics data, noticed something unusual – customer information was being exposed in one of the reports
The cause: users to LFG.com, were typing in personal information into the search box
This was being transferred to Adobe SiteCatalyst
Data was being exposed inadvertently
Our Response
Turned to Tealium for a quick response
Via a data management layer, Tealium allows you to control:
– Which data you send to which vendors
– How you translate those data points
Tealium helped us create a logic that looked at the incoming search terms on the fly
The Result
• Tealium instantly removed all liability
• There was no communication with any server
• Made sure LFG was not transferring any type of personal information through the Internet to anyone
• Reacted quickly and saved countless dollars not having to rebuild our search functionality
Takeaways
• Tag management has many benefits
• One of them is helping prepare and manage the unknown
• With tag management, you can control a lot of the things you wouldn’t have anticipated