The Top 5 Benefits of a Tag Management System

June 28, 2016 Adam Gilbert

Legos spread out on ground

Sometimes working in tag management and parenting doesn’t seem all that different.

After a long and rewarding day at work, I get to come home and help “motivate” our two kids into finishing their chores.

The worst chore?

Cleaning their bedrooms.

It is amazing how in a matter of hours, such a tiny person can turn a room into a nuclear wasteland.

Once the fighting has died down and the kids have accepted their fate they realize they can’t do everything at once. After some resistance from the kids, in steps Super Dad with his Amazing intellect to remind them how to clean up: Use Your Toy Containers.

By putting each toy where it belongs, they quickly remember why we had the containers in the first place—to keep their space organized.

How Messy is Your Analytics Space?

I often compare this situation with how businesses run their websites and how implementing a Tag Management System keeps all their website tagging clean, organized and manageable.

While ad servers introduced basic tag containers nearly a decade ago, with more and more third-party vendors offering new tag management solutions, the TMS landscape is growing at a rapid rate.

With the TMS landscape growing at a rapid rate, 87 percent of digital marketers now believe that tag management is key to their online success, according to an Econsultancy and Tealium report.

But, there is often a gap between belief and application.

And surprisingly few companies have adopted and deployed TMS technology—in the eCommerce vertical, for example, only 58% of the top 500 internet retailers have adopted a TMS. Even though industry research shows those that use a TMS have stronger tag governance and better data quality.

If you are still swimming in the gap between adopting a TMS and reaping the rewards of doing so, consider these five benefits of using a tag management solution.

1. Increased Marketing Agility

Generally, the longer a person waits for something they want, the more impatient they get.

For example, when someone is hungry but can’t have any food, they tend to become agitated and tense.

Having to wait for overloaded IT staff to deploy vendor tags results in more agitation and less efficient work.

The benefit of a TMS is that digital marketers are able to launch vendor campaigns much more efficiently, helping to optimize the results quicker. And in today’s world where analytics roles are forming their own teams, tag management simply gives them greater control over what they’re deploying.

Due to the simplicity of a TMS, web analytics professionals can also change variables in the code instantly without having to wait through IT availability cycles.

This new-found productivity results in increased marketing agility and a more cohesive work environment.

2. Reduced Costs

A second benefit of a TMS is that costs are reduced while productivity is increased.

Even though the accounting costs of using a TMS are greater than when tagging manually, the economic costs are lower because the productivity trade-off makes it well worth the money.

It’s like paying a mechanic to tell you what’s wrong with your car. You could probably do it yourself with countless hours of research and poking around, but instead you pay the mechanic to do it for you while you continue to work and increase your own profits.

With a TMS, less hours are spent manually sorting through tags, and are instead used in more productive, profitable situations.

In the end, more results from the ROI of Tag Management study showed that 73 percent of respondents reported using a TMS as more cost effective.

3. Sturdy and Stable

Tags can take hundreds of lines of code, which can become messy and usually cause problems later on.

A TMS helps get rid of the clutter and provides a solid infrastructure for your tags. This means that tags will not randomly break or just stop working.

A good Tag Management System can also help isolate rogue or malicious tags, letting you remove them before they cause any real damage by hijacking your data and cookies.

4. Increased Data Accuracy

Trust can be a very powerful motivator.

When you trust someone or something, you believe that what they offer you is reliable.

If you can’t trust your data, there is no real point to gathering it in the first place.

A TMS allows you to ensure data quality, and be able to trust all the data coming in.

With trustworthy data, you can make smarter business decisions and know you are heading in the right direction.

5. Faster Performance

Without a TMS, faulty tags often slow page load times and overall performance because the browser has to read and run hundreds of lines of code to initiate the tags.

A TMS can help you by deploying tags only when certain criteria have been met.

This can shave precious time off of a loading page, which results in a better user experience.

Another benefit is that a TMS allows asynchronous tag deployment.

This means that your tags can load and fire at the same time the page elements load, without slowing down anything visible to the user.

Overall, your performance is greatly enhanced with the use of a TMS.

Your Next Tag Management Steps

There are many TMS options for you, some with broad uses and others for specific technologies (such as advertising or video) depending on your individual needs.

To get a better idea of how to implement and optimize your TMS strategy, check out the on-demand webinar: 7 Steps to a Successful Tag Management Strategy.

To take your governance of tags one step further, you should invest in a tag governance solution. Learn more about tag governance.

 

About the Author

Adam Gilbert

Adam Gilbert has been in Digital Marketing for the past ten years, eight of which he spent at Adobe as a Senior Customer Success Manager working with Fortune 100 companies. He has worked with accounts in all verticals including Hi-Tech, Travel & Leisure, Retail, and Financial Services. Adam now manages the Partner Program at ObservePoint as the Senior Partner Success Manager. Personally, he loves getting out into nature with his family and can regularly be found hiking the many trails in Utah. He uses his passion for the outdoors to run two websites for wilderness survival courses and hiking trails.

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