Forrester Report: Understanding Tag Management Tools and Technology

Executive Summary

Interest in tag management systems has skyrocketed in the past year, and it’s easy to see why.¹ Organizations are facing unrelenting pressure to keep pace as digital channels become the centerpiece of customer experiences. But implementing and maintaining the data collection instrumentation for modern analytics and marketing execution is time consuming and resource intensive. TMS offerings promise to close the gap by consolidating tag execution and maintenance to a single management application. Forrester recently surveyed 76 tag management system users to learn about TMS adoption and practices. Adoption is soaring — fully 50% of survey respondents have used their tag management solutions for a year or less (see Figure 1). Users are attracted to the efficiency, flexibility, and page-load performance benefits of tag management systems to help them cope with complex web environments that:

• Continuously change. Managing tags is a constant task as an organization’s digital presence evolves over time. Seventy-three percent of users edit existing tags, and 59% of users…

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