As tag management systems gain popularity, the platforms offer a streamlined approach to tagging, giving marketers more control over tags and fostering tags’ role in the collection and interpretation of digital data. On behalf of Tealium, a tag management system provider, Forrester Consulting surveyed US digital marketing decision-makers in May 2013 and found that more than nine in 10 said data integration was the next step in the evolution of tag management.
Among respondents who had actually implemented a tag management system, Forrester found that the greatest number, nearly three-quarters, said improved analytics implementations—making digital data more digestible—was a benefit of the system. Another 69% cited better marketing agility, pointing to marketers’ ability to assert more control over tagging, rather than needing to work through the IT department. Slightly fewer, 63%, cited better website performance, speaking to the potential to improve load times with streamlined tagging. Read the rest at eMarketer.