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Tag Management Systems (TMS)

The most surprising insight gained from our report on the State of Digital Marketing Analytics in the Top 500 Online Retailers was that fully 42% of those retailers do not appear to be using a Tag Management System (TMS). The reasons were examined by our in-house experts during a lively webinar panel discussion. Now, Nick Iyengar, a co-author of the report, provides his own in-depth thoughts about this low adoption rate in a new article for Marketing Land.

Tag Management Systems (TMS)
Image source: iStock Photo


In
Why Tag Management Is The Way Forward in 2016, Nick outlines how many large retailers are “concluding that the costs (or perceived costs) of a TMS exceed the benefits.” The real and perceived concerns include:

  • improper deployment of a tag could cause an issue on the front end
  • a TMS creates a single point of failure on a website
  • implementing a TMS is too long, too expensive, or too difficult

Read the full article on Marketing Land to learn more and find out why adopting a TMS is the way forward in 2016.

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State of Digital Marketing Analytics

The 2020 State of Digital Marketing Analytics examines the marketing technology that supports the world's most successful enterprises and highlights the challenges and strategies for navigating the new normal..

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