Trends Report

Improve Web Intelligence With Tag Management

Tag Management Systems Reign In Web Measurement Chaos

December 22nd, 2010
Joe Stanhope, VP, Principal Analyst
Joe Stanhope VP, Principal Analyst
With contributor:
Suresh Vittal

Summary

Customer insights(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.

Want to read the full report?

Contact us to become a client

This report is available for individual purchase ($1495).

Forrester helps business and technology leaders use customer obsession to accelerate growth. That means empowering you to put the customer at the center of everything you do: your leadership strategy, and operations. Becoming a customer-obsessed organization requires change — it requires being bold. We give business and technology leaders the confidence to put bold into action, shaping and guiding how to navigate today's unprecedented change in order to succeed.