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

Thank you

Joe Brownjoseph.brown@lfg.com

lincolnfinancial.com @lincolnfingroup