Tag management systems are designed to help marketers implement and maintain online applications more efficiently, and without aid from IT. These solutions enable retailers to deploy and manage a plethora of “tags,” or lines of code that include everything from HTML to JavaScript, pixels and digital data.
With more organizations recognizing the benefits of tag management systems, the overall role of these solutions in the digital marketing space is starting to evolve, according to new research from Tealium and Forrester Consulting. Up to 94% of respondents said they see digital data integration as the next step in the evolution of tag management.
For the study, titled: The Evolution Of Tag Management, Forrester Consulting conducted an online survey of 142 digital marketing decision-makers who are responsible for budgets, strategy and/or supplier selection. Interviews were took place between March and May 2013.
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The vast majority (96%) of survey respondents said they currently have issues integrating customer data due to either a lack of IT resources, poor data quality, or the overall cost of completing the process. To address these pain points, marketers said they plan to spend 35% more on tag management solutions in 2013 compared to 2012.
Survey respondents “view tag management as an important solution for their customer data integration challenges,” according to a Tealium press release, “which if solved, can help them better understand the customer journey, and create more effective customer acquisition and retention programs.”
Approximately 65% of digital marketers agreed that they see tags as a method for collecting and exchanging data. Therefore, respondents said they believe tag management systems help organizations manage the exchange of data between visitors and digital marketing vendors more effectively.
Click here to download a complimentary version of the study from Tealium and Forrester Consulting.
