According to Forrester Research, maintaining accurate and complete JavaScript tagging on your website is critical for ensuring the efficacy of marketing, analytics and personalization efforts.
A tag management system (TMS) allow you to manage and maintain tags from within a single application, enforcing workflow and process, leading to many distinctive benefits:
- Accuracy of the overall analytics data set.
- Easier Integration of analytics data from different sources and applications.
- Efficiency of adding tags when need it in the product cycle.
- Flexibility in adding and testing new tags and reduced dependency on suppliers whilst freeing up IT resources.
- Control of site compliance to technical best practices, privacy and other mandates.
- Performance improvement in page load time due to streamlining and serving tags only when appropriate.
The selected TMS vendor should meet the following high level requirements
- Easy to used – needs to make marketing more agile. The interface should be user-friendly for not technical users.
- Improve effectiveness by handling over control to the marketing team.
- Improve site performance and customer experience.
- Should support advance tagging, attribution modeling and multi-vendors tags deployment.
- Should support integration with your internal database.
- Should accommodate multiple user group and permission level.
- Need to respond quickly to new legislation and privacy concerns.
Top Vendors
| VENDOR | Note | M&A |
| Ensighten | Ensigthen provides enterprise tag management solutions that enable businesses manage their websites more effectively. | Anametrix and TagMan |
| Tealium | Tealium is a provider of tag management solutions, including analytics, advertising and affiliate enterprise websites | |
| Signal | Signal is a cross-channel marketing company that provides cloud-based marketing technology for brand and digital agencies. | BrightTag and SiteTagger |
| Tag Commander | Tag Commander is a tag management system based on a new technology combined with an ergonomic interface called Universal Tag Container | |
| Relay42 | Relay24 is known for its cutting-edge technology, easy to use, flexibility and integration capabilities. | |
| Qubit | Qubit provides a product suit that collects and process large data sets to identify and execute the biggest levers for improving online profitability, through machine learning, statistical analysis and high performance computing. |
Which of the following benefits has your firm experienced as a results of your TMS?
Based 56 North American digital marketing decision-makers who have implemented a TMS Source Forrester Reseach
CREATIVE DIGITAL IDEAS 