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For Customer Insights Professionals

Understanding Tag Management Tools And Technology

Users Benefit From A Rapidly Maturing Market And Proven Gains

August 15, 2012

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Why Read This Report

Maintaining accurate and complete JavaScript tagging on websites is critical for ensuring the efficacy of marketing and analytics efforts. But the highly dynamic pace and volume of tag management requirements frequently overwhelm organizations' resources and processes. To address this long-standing challenge, customer intelligence professionals are looking to a new class of applications called tag management systems (TMSes) to efficiently add, edit, and remove tags from websites. This report identifies the benefits derived by TMS practitioners, the landscape of vendors in this young market, and key factors for evaluating and differentiating solution options.

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Table of Contents

  • Digital Complexity Drives Interest In Tag Management Systems
  • The Accelerating TMS Market Gives Buyers Many Options
  • Look Beyond Basic Features And Hype To Differentiate Vendors

  • Offset Tag Management Immaturity With A Holistic Approach
  • Supplemental Material
  • Related Research Documents

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