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Score 8.2 out of 101
3 Ratings
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Score 8.3 out of 101

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Likelihood to Recommend

Dynamic Tag Management

It specifically saves tons of time by allowing you to use a tag based system for implementation of tracking pixels, in our case Adobe Media Optimizer, where before, we would have to write page specific javascript calling out each individual point of conversion, for the entire website. Now we can apply the universal tag management code throughout the site and simply create rules that trigger tracking pixels within AMO.
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Certona

Well-suited for companies that have a wide breadth of products or services to offer. For companies that want to personalize large amounts of the customer experience, Certona is well-suited. If you are only looking to do small amounts of personalization or do relatively non-complex personalization, Certona may be a bit pricier than is needed.
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Feature Rating Comparison

Security

Dynamic Tag Management
10.0
Certona
Role-based user permissions
Dynamic Tag Management
10.0
Certona

Tag Management

Dynamic Tag Management
7.6
Certona
Tag library
Dynamic Tag Management
5.0
Certona
Tag variable mapping
Dynamic Tag Management
6.8
Certona
Ease of writing custom tags
Dynamic Tag Management
8.1
Certona
Rules-driven tag execution
Dynamic Tag Management
8.4
Certona
Tag performance monitoring
Dynamic Tag Management
8.4
Certona
Improved page load times
Dynamic Tag Management
9.0
Certona
Mobile app tagging
Dynamic Tag Management
8.0
Certona
Library of JavaScript extensions
Dynamic Tag Management
7.1
Certona

Data Management & Integrity

Dynamic Tag Management
7.0
Certona
Event tracking
Dynamic Tag Management
9.0
Certona
Mobile event tracking
Dynamic Tag Management
9.0
Certona
Data distribution management
Dynamic Tag Management
7.0
Certona
Universal data layer
Dynamic Tag Management
9.0
Certona
Automated error checking
Dynamic Tag Management
1.0
Certona

Pros

  • It is a rules based tag management system that allows the application of tracking pixels much easier than hard coding.
  • By placing 2 pieces of code on the top and bottom of each page of a website, we can create rules that track certain events and relay the information back to Adobe Media Optimizer and Google analytics.
  • It has simplified the coding process so one doesn't have to generate tons of gory javascript to deploy on each individual page to get tracking.
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  • Extensive testing opportunities with specifically dedicated resources on Certona's side
  • Account management is very committed to finding areas of opportunity and improvements
  • The strength of the algorithm used to drive personalization
  • Ability to create in-depth product reporting
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Cons

  • The initial training can be challenging, especially for people without a strong coding background, but it isn't impossible.
  • The publishing process is relatively intuitive, but could be improved upon.
  • As it is a newer program for Adobe, support is limited.
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  • User portal can be slow, especially with larger reports
  • While support is usually quick to resolve issues, new implementation can be held up in a queue for long periods of time
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Likelihood to Renew

Dynamic Tag Management10.0
Based on 1 answer
As it interfaces so well with AMO, we shall be utilizing the DTM for any future client additions.
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No score
No answers yet
No answers on this topic

Usability

Dynamic Tag Management5.0
Based on 2 answers
It does exactly what it is designed for in a very user friendly fashion.
Jay Corcoran profile photo
No score
No answers yet
No answers on this topic

Support

Dynamic Tag Management10.0
Based on 1 answer
Although it is a newer product to Adobe, they seem to truly care about our challenges and are very proactive in making sure that we have the most knowledgeable support available in a timely manner.
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No score
No answers yet
No answers on this topic

Implementation

Dynamic Tag Management10.0
Based on 1 answer
It was quite seamless with the outstanding support from our Adobe account manager.
Jay Corcoran profile photo
No score
No answers yet
No answers on this topic

Alternatives Considered

Since we are using it almost exclusively with the implementation of Adobe Media Optimizer, we have not considered using a different tag management software.
Jay Corcoran profile photo
Certona offered better pricing, a stronger data-based experience and algorithm-derived solution, and a better account management experience (based on customer feedback). Although the interface/portal for some of the other competitors was a little more user-friendly, we ultimately decided that it was worth compromising slightly on that aspect to get a product that was more robust overall.
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Return on Investment

  • It has sped up the coding time of individual website 10 fold.
  • The rate of failure of tracking pixels to fire has dropped dramatically.
  • It has significantly sped up the progress of getting individual clients implemented into AMO.
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  • Direct positive impact on total demand, as measured by the response rate of customers interacting with recommended products
  • Strong return on visual search product, which gives customers more views of the product during the search process
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Pricing Details

Dynamic Tag Management

General
Free Trial
Free/Freemium Version
Premium Consulting/Integration Services
Entry-level set up fee?
No
Additional Pricing Details

Certona

General
Free Trial
Free/Freemium Version
Premium Consulting/Integration Services
Entry-level set up fee?
No
Additional Pricing Details