Trends Report

Understanding Tag Management Tools And Technology

Users Benefit From A Rapidly Maturing Market And Proven Gains

August 15th, 2012
Joe Stanhope, VP, Principal Analyst
Joe Stanhope VP, Principal Analyst
With contributors:
Dave Frankland , Molly Murphy

Summary

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.

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.