Forrester Report: The Evolution of Tag Management

Executive Summary

Tag management is outgrowing its name. Today’s marketers prize its growing role in distributing digital data, and almost all agree that tag management will play a significant role in customer data integration going forward. While the need for basic tag management functionality — managing and updating website tags — remains, marketers tell us that their focus has shifted to tag management’s future direction. Emerging capabilities to collect, refine, segment, and standardize digital customer data supersets before distribution to digital marketing systems are most coveted by marketers. Why? Customer data integration challenges are top of mind for marketers as they strive to create more complete views of the customers from a plethora of digital data, and distribution capabilities greatly facilitate these projects. In 2013 and beyond, investment in tag management will be driven by its potential to enable data integration projects. To understand marketers’ current perspectives on tag management systems (TMSes), Forrester Consulting conducted an online survey of 142 digital marketing decision-makers who are familiar with tag management and are responsible for digital marketing budgets, strategy, and/or supplier selection. We also interviewed five respondents by phone to get a deeper perspective on their attitudes toward tag management and digital data integration. Our study found that the majority of respondents have…

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