Beyond the Horizon: Embracing the Potential of Server-Side Tracking Solutions

Server-Side Solutions

In today's rapidly evolving digital landscape, there exists a wide range of Server-Side tools designed to cater to diverse data collection needs. These tools range from standalone data collection solutions within the tag management market (such as Tealium, TagCommander, Ensighten, Segment,...) to comprehensive platforms integrated into larger marketing suites (such as Adobe, Google, Matomo,...). In this blog post, we focus on three prominent solutions: Google Tag Manager for its accessibility and cost-effectiveness, Segment for its versatility and scalability in the mid-market segment, and Tealium for its enterprise-grade features tailored to complex marketing environments.

While our coverage is limited to these three solutions, readers seeking more detailed information from a broader array of Server-Side tools can reach out to us via our website www.multiminds.eu.

Google Tag Manager

Google Tag Manager's (GTM) Server-Side tagging feature extends its renowned capabilities to Client-Side data collection and Server-Side environments, offering enhanced flexibility and control over data collection processes. By deploying tags and triggers directly on the server, organisations can ensure reliable and efficient data processing, enabling seamless integration with backend systems and third-party platforms for comprehensive data-driven decision-making.

Segment

Segment's Server-Side data collection empowers organisations to capture, process, and manage data directly from their server environments. Segment offers Server-Side data collection capabilities in addition to its Client-Side tracking functionalities. With Segment's Server-Side SDKs and integrations, users can collect and send data from various Server-Side sources, enriching the overall data collection process.

Tealium

Tealium EventStream is a robust Server-Side data collection solution designed to empower organisations with real-time data processing capabilities. By seamlessly integrating with various data sources and destinations, EventStream enables businesses to capture, enrich, and activate data across the entire customer journey, enhancing insights and driving personalised experiences at scale.

Choosing between these solutions depends on factors such as the size of the enterprise, the complexity of data collection requirements, budget constraints, and the need for scalability and customisation. It's essential for organisations to evaluate their specific needs and objectives carefully before selecting the most suitable solution for their business.

The below recap is based on our own experience and can be used at your discretion as guidelines in your selection process.

1. Google Tag Manager (Server-Side)

Best Suited For: Small to Medium-sized Enterprises (SMEs) with basic data collection needs and limited technical resources.
Ideal For: Organisations seeking a simple and cost-effective solution for Server-Side data processing without extensive customisation requirements.
Recommended Use: When looking for a straightforward implementation of Server-Side tagging to enhance data collection accuracy and reliability.

Sidenote: Google Tag Manager (GTM) introduced the capability to host Server-Side containers outside of Google's infrastructure, allowing organisations to deploy and manage their Server-Side tagging environment in their own cloud environments. This provides greater autonomy, flexibility, and control over data management and processing, empowering also Large Enterprises to optimise their data infrastructure according to their specific needs and objectives.

2. Segment

Best Suited For: Mid-sized to Large Enterprises with diverse data sources and complex analytics requirements.
Ideal For: Businesses aiming to centralise data collection efforts and unify customer data across multiple channels and systems.
Recommended Use: When seeking a flexible and scalable solution for comprehensive data integration, analysis, and activation across the entire organisation.

3. Tealium EventStream

Best Suited For: Large Enterprises with stringent data governance policies and advanced analytics needs.
Ideal For: Organisations prioritising data privacy, security, and compliance, while also requiring robust real-time data processing capabilities.
Recommended Use: When looking for an enterprise-grade solution with extensive customisation options, first-party data support, and seamless integration with backend systems and marketing platforms.