Tag management is evolving beyond just the management of client-side tags. In fact, 94 percent of marketers now claim that tag management is going to be key in distributing digital customer data.
Customer-centricity, innovation, and great products all rest their laurels on the gathering and dissemination of big data, something marketers have been grappling with. But, according to a new report from Tealium, in partnership with Forrester Research, 94 percent of marketers claim data integration is the next step for tag management. That means tag management will assume a greater role as a managed service for collecting and segmenting digital visitor data, which can be used to inform marketing, customer service, and even product enhancements--ultimately improving a marketer’s bottom line.
This year marketers will increase their tag management spending by 35 percent to an average of 9.2 percent of their entire marketing budget, the report claims. That’s because some marketers are already reaping the benefits. A whopping 74 percent of marketers polled saw immediate improvement of quality of analytics implementations through tag management.
“If you want to market effectively to consumers, you’ve got to give them content they’ll be interested in and personalization is key,” said Tealium CEO Jeff Lunsford, in an interview with CMO.com. “Personalization is driven by data. That’s why tag management is something CMOs should be asking their teams about.”
