Tag management is the process of monitoring and maintaining marketing tags integrated into digital properties. A tag management system (TMS) is a solution, usually provided by a third-party vendor, that simplifies the processes of implementing, maintaining and sunsetting the increasing number of tag implementations an organization employs.
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Over the last five years, the growth of digital marketing technologies has increased dramatically. Marketing technology and service vendors have been racing to develop solutions that address marketers increasingly diverse business needs. Tag management systems developed out of necessity to help facilitate technology implementation and maintenance, without having to rely on IT.
Tag management systems are integrated on websites or mobile apps and are used to consolidate and control all other tag implementations. With a tag management system, organizations can easily deploy, update or remove any tag on their digital properties with the click of a button. Enterprise tag management systems can also provide customization, data governance, security and privacy controls, technical support and more.Configuring Your Tag Management Plan
Simply put, a data layer is a central repository for the data collected by technologies deployed within an organization’s digital properties. The data layer stores types of information such as user behavior data, e-commerce transaction intelligence and mobile app usage. When the data layer is clearly defined, tag management solutions can more efficiently ensure the data is collected by the technologies, sorted into and stored in the data layer and then channeled into analytics solutions.
Here are a few questions to help decide whether or not you should adopt a tag management system: