Tag management isn’t all fun and games. It’s serious business, so today’s marketers continue to chase the benefits that tag management can provide. According to “The Evolution of Tag Management,” a Tealium commissioned study by Forrester Consulting, marketers already using tag management system list higher-quality analytics implementations (74%), improved marketing agility (69%), and better website performance (63%) as some of the top direct benefits.
For those who want to be the next “it” marketer, strategic goals are essential. Marketers have to identify what exactly they want out of a tag management system before implementing one. According to the study, 74% of marketers cite ease of use as an important tag management system characteristic, followed by 72% who list scale, and performance and 40% who list privacy compliance. Likewise, 64% of marketers surveyed say that having a managed service for collecting and segmenting data is one of the most important data capabilities of a tag management system, followed by 60% who list having a source of actionable data across all touchpoints as a key tag management asset.
Considering this findings, it seems that more and more marketers are dashing towards data. In fact, according to the study, 94% of marketers see digital data integration as the next phase of tag management evolution. Additionally, marketers list having a better view of the customer journey (80%), improved customer retention (73%), and improved cross-channel customer experience (68%) as some of the key benefits that they get, or expect to get, from customer data initiatives related to tag management.
And most of the time marketers are “it” when it comes to getting down and dirty with data. According to the study, 56% of marketers who work for companies using a tag management system say marketing owns and manages it.
Yet obstacles prevent marketers from making full strides towards data integration. According to the study, 53% of marketers say a lack of IT resources hinder or prevent the integration of online data, followed by 48% who cite data quality as a primary integration issue.
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