Forrester

Why Read This Report

Customer Intelligence (CI) professionals have a tag management problem. JavaScript tags are omnipresent on Web sites, supporting a wide variety of analytics, marketing, and technical services. But implementing and maintaining tags is a constant battle, and in many cases the tags are winning, putting marketing, measurement, and site effectiveness at risk. Firms should conduct a Web site tag audit to determine whether tag management is a significant risk factor. In the case of complex Web sites or those with an extensive tag footprint, investing in a tag management system yields multiple benefits based on efficient processes and accurate tracking.