Forrester Report: Tag Management Becoming Data Distribution Tool Which of the above benefits has your firm experienced as a result of your tag management system?

Marketers are increasingly dependent on tag management systems to coordinate digital campaigns, a Forrester report has found, and the systems themselves have become indispensible for distributing data in the enterprise.

Tags Help Complete Customer View

As a critical part of a website’s analytics, tag management systems are widely used to understand more about who is visiting a given page. Aside from the obvious use of a tag management system to add, track and manage those tags, marketers have begun using that data to better target customers across social and mobile channels as well, the Tealium commissioned report found.

Clearly, this is good news for Tealium, a large tag management vendor, but overall, it’s one more example of how marketers are taking over core bits of what used to be IT’s role. In this case, tag management systems are more IT intensive than say, social media, so there is certainly a role to be played by IT in setting up a tag management system especially.

Nevertheless, reducing IT costs, and even boosting website performance both came in behind analytics and marketing as to what benefits most came out of a tag management system, the report found. Forrester polled 142 marketers in its The Evolution of Tag Management report, and it found marketers are leaning on tag management systems to gain a more complete view of their customers.

A more complete view of customers is needed because of the increasing power of inbound marketing, and because of the difficulty in combining data from social, mobile and Web channels. To help bridge this data integration gap, tag management systems have increasingly been used to distribute digital customer information.

Data Distribution Via Tags

96% of respondents said they have data integration problems, the report found, and helping to fix them makes it easier to understand customer journeys and create better customer experiences. Specifically, tag management systems are being used to collect, refine and distribute customer data to digital marketing tools, helping to smooth over that problem area.

This in part because of tha amount of data collected via tags, but also because the data is largely seen as being clean. Added all up, it could mean marketers will spend more on tag management systems this year. In fact, marketers could increase spending on tag management by 35% in 2013, the report found. 

Of course, not every tag management system has the capabilities to take on data distribution, so be sure to look for systems that define data, make it discoverable and distribute it to key platforms, the report noted.