タグ管理とは?

FIRST THINGS FIRST: WHAT IS A TAG?

A tag, sometimes called a pixel, is a piece of JavaScript code that most Martech vendors require users to integrate into their web and mobile sites to perform a task such as advertising, live chat, and product recommendations. In addition to supporting your digital marketing efforts, these ‘tags’ collect unique visitor behavior information.

What are tags?

WHAT IS TAG MANAGEMENT?

A tag management system (TMS) makes it simple for users to implement, manage, and maintain tags on their digital properties with an easy to use web interface. Using a TMS is integral to providing a foundation for your organization’s data collection and governance needs while helping to drive better customer experiences.

タグ管理に関する誤解

Tag management is not the most exciting name for a crucial technology, often being confused with blog tags, tag clouds or search engine meta tags. Tag management is not related to any of those. Tags are a means to collect and move data between a website or mobile app session, and the technology vendor. Nevertheless, that is how the industry evolved, and the name stuck, although it is quickly becoming part of a larger data conversation.

Tag management digital marketing technologies

タグ管理の発展

Tag management systems emerged in the late 2000s to address challenges posed by the explosive growth in digital marketing solutions, now numbering 5,381, according to ChiefMartec.com, a leading authority on marketing technology. Tag management helps organizations strategically manage their data foundation and streamline tag deployments, which previously required ongoing IT assistance to support.

Martech発展の千載一遇のチャンス

「マーケティング技術の急増は、次の3つの点で大きなチャンスと言えます。まず、マーケティング担当者はデジタルマーケティングプログラムで信じられないほど多種多様なニーズと願望のセットを扱っています。2番目に、マーケティング技術ベンダーはそのようなニーズや願望に対処し、新たな可能性を生み出すさまざまな革新的なソリューションを行っています。3番目に、タグ管理を含むマーケティング技術プラットフォームとミドルウェアの広告により、マーケティング担当者はそれらを組み合わせて、企業のニーズに沿った、まとまりのあるマーケティングスタックをより簡単に形成できるようになります」

— Scott Brinker、ChiefMartec.com

Tag Management Extends Beyond the Website

Tag management has moved rapidly to help manage tags and data outside of the traditional website. Companies are using tag management to control and manage their customer data and MarTech vendors across web, mobile, IoT, and connected devices. One thing to note about mobile apps is that instead of using a master tag from the tag management provider, they leverage a library that serves the same essential purpose. Once the library is added to the mobile app, marketers and mobile developers can add analytics and other solutions without having to recertify the app in the mobile app marketplaces.

tag management extends chart

タグ管理システムの仕組み

タグ管理システムは、ソフトウェアのコーディングを何ら行う必要なく、直感的なウェブインターフェイスを使用して、その他のすべてのタグとモバイルベンダーのデプロイメントを制御します。タグ管理システムにより、ポイントアンドクリックするだけでタグを簡単に追加、編集、または削除できます。無料のタグマネージャと比較すると、エンタープライズタグ管理ソリューションには、カスタマイゼーション、データ管理、プライバシー制御、モバイルアプリケーションのサポートなど、多種多様な高度機能も用意されています。

タグ管理

Key Benefits of Tag Management

タグ管理の5つの主な利点

  1. Build and manage your own best-in-class marketing stack – Create a data collection foundation that works with 1000+ technology solutions allowing you to quickly and easily swap out old solutions and test new ones
  2. キャンペーンを市場に出す時間を短縮 – マーケティング担当者はより多くの利益をもたらすキャンペーンをよりすばやく、簡単に開始できます。
  3. Improve website performance – Intelligent tag loading and superior architecture ensure your site loads fast.
  4. Reduce costs and focus on business – Free up valuable marketing and IT resources for strategic projects.
  5. Ensure Data Governance and Protection – Audit and control the data collection practices of each of your vendors, while also standardizing data definitions across solutions.
When a Free Tag Management Solution Isn't Enough

WHY SHOULD YOU CARE? FIRST PARTY DATA.

Because of its strategic position in the data supply chain, tag management systems have rapidly evolved to become a key part of the foundation for data management and collection. A tag management system collects first party data. First party data is considered the most powerful and relevant data because it is the behaviors and interactions you compile on visitors. This robust first party data can be used to create unified customer profiles, driving more timely and relevant omnichannel experiences while fueling business intelligence initiatives and streamlining data warehouse projects.

REASONS YOU NEED A TAG MANAGEMENT SOLUTION

There are many factors in determining whether you need tag management. Here are six sure-fire signs…

  1. 6つ以上のデジタルマーケティングソリューションを積極的に使用している
  2. You are using a complex, enterprise analytics solution, such as Adobe Analytics or IBM Coremetrics
  3. 新しいキャンペーンや属性トラッキングの開始など、獲得またはパフォーマンスマーケティングアクティビティを拡大しようとしている
  4. You are about to deploy mobile apps – the same benefits that tag management provides for traditional sites, also apply to mobile apps
  5. You are about to redesign your website– maintaining analytics and campaign continuity is crucial
  6. You want the flexibility to change marketing vendors
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