Tag Management Gains Importance with Marketers, New Study Says

A vast majority of marketers see tag management as an important solution for their customer data integration challenges, according to a Forrester study released yesterday. Commissioned by Tealium, the study revealed that 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.

According to the study, 94 percent of respondents see digital data integration as the next step in the evolution of tag management. A repurposed approach to tag management, marketers believe, 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," Ali Behnam, president and cofounder at Tealium, says.

The study also revealed that 65 percent of marketers view tags as a strategic solution for managing the exchange of mission-critical data between site visitors and digital marketing vendors, and 96 percent say they currently have customer data integration challenges. Most marketers agreed that a lack of IT resources, data quality, and cost are their top three challenges when it comes to integrating online data, and claimed that they will increase their tag management budget by up to 35 percent this year, as compared to last year.

As tag management continues to move beyond its original intent, it promises to help marketers in unexpected ways. "Don't let the 'tag management' name fool you. Tag management's digital distribution capabilities make it a critical component of customer data integration strategies," the report asserts.

"We are excited to see that tag management is evolving into an even more strategic role within digital marketing. We certainly see this trend reflected among our many customers, and are proud to be innovating in this area," Behnam adds.

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