Boost Digital Intelligence With Tag Management

February 9th, 2015

James McCormick

With contributors:

Summary

Today, tag management is much more than merely the management of tags. Tag management processes and technologies have rapidly evolved to become a key strategic tool for the adoption of digital intelligence — the practice for delivering action-based customer analytics. Yet customer insights (CI) professionals are struggling to move beyond the basics of managing tags. In this report, Forrester describes how sophisticated firms have extended tag management to provide flexible customer data governance, scalable digital analytics, and data-driven customer engagement.

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