Magazine article CRM Magazine

Tag Management Gains Traction with Marketers: Ninety-Four Percent Call It Crucial for Customer Data Integration

Magazine article CRM Magazine

Tag Management Gains Traction with Marketers: Ninety-Four Percent Call It Crucial for Customer Data Integration

Article excerpt

A vast majority of marketers see tag management as an important solution for their customer data integration challenges, a recent Forrester study shows.

And while tag management is still viewed primarily as a tool for managing digital marketing vendor tags, most marketers now see its greater value as a managed service for collecting, segmenting, and distributing digital visitor data, the survey found.

Tagging, which involves creating special code within each page of a Web site to record visitor behavior for future analysis, requires significant IT and development efforts. Despite the difficulties of building and maintaining all of the JavaScript code that pertains to captured and "tagged" events, 94 percent of the respondents in the Forrester study see digital data integration as the next step in the evolution of tag management. A repurposed approach to tag management, marketers maintain, can help them better understand the customer journey and create more effective customer acquisition and retention programs.

"The results of this study reinforce the challenge that most organizations have in trying to integrate and leverage their digital data to help improve marketing," says Ali Behnam, president and cofounder at Tealium, the study's sponsor.

The study revealed that 65 percent of marketers view tags as strategic for managing the exchange of mission-critical data between site visitors and digital marketing vendors. Ninety-six percent currently have customer data integration challenges, spurred by a lack of IT resources, data quality issues, and cost. The same 96 percent plan to increase their tag management budget by up to 35 percent this year, as compared to last year.

Internet browser providers have also taken notice. A year ago, Google launched a tag management service appropriately called Tag Manager, and in July, Adobe acquired Satellite, a tag management technology that helps marketers with analytics and media tracking across Web sites. …

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