Forrester: Understanding Tag Management Tools & Technology

Maintaining accurate and complete 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, and key factors for evaluating and differentiating solution options.


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