Ask any online professional
about analytics, and you may spend hours hearing about their vital importance in the pursuit of Web success.
One secret to garnering especially meaningful analytical insights is by
breaking down data into different divisions to see more accurate reports of specific
content categories. This process is achieved by using tags.
are metadata keywords assigned to a piece of information or content on the Web that
describe the item and make it more easily found when users go browsing and searching for it.
Tags are most common on blog-based or other content-heavy websites
as a way to group, manage and track similar information. The problem,
especially for less savvy content publishers, is that after a while, sites and
pages will end up cluttered with unorganized tags, which sort of defeats the
purpose. Because of this, analytics researchers are met with a mess of
disorganized data thanks to duplicate, outdated or non-functioning tags that
can give marketers and site owners inaccurate information, and that’s no help
Enter tag management systems. These services come in and
clean up the clutter created by disorganized, user-generated tags. Using a
management system allows content publishers to collect all of their campaign’s
tags into one container tag and then manage and maintain them in a single
According to TagMan, the benefits of such a system include
greater accuracy in analytics results, more efficient tag management with a user-friendly
interface, more control over all of a site’s tags, improved performance in page
load times and serving tags to visitors, and greater flexibility in adding and
testing new tags.
Unfortunately, it seems that many website owners tend to
undervalue the worth of tag management; but for prolific content publishers
(anyone from enterprise-level ecommerce companies to very busy bloggers), tag
management systems are the easiest and perhaps most effective way to keep track
of the performance of various content categories.
Many major companies have come to terms with the usefulness
of tag management systems, however; currently, TagMan works with brands like
Travelocity, Virgin Atlantic, Subaru and Kellogg’s, among many others.
Department store group Debenhams turned to TagMan while in
the process of switching analytics providers. The site’s infrastructure was
supplied and hosted by IBM, making any code changes a “delayed process.” To
resolve this concern, Debenhams implemented the TagMan tag management system
into its website so that it would be able to apply new online marketing
technology without having to wait on code changes from the back-end
The single container tag used by services like TagMan
replaces all on-site tags used to manage and track online marketing
technologies; instead, these tags are stored in a tag management system that
allows site owners to make immediate changes in a single, user-friendly,
browser-based interface, never altering the code on the website. Ultimately,
this allows content publishers to more effectively manage and track existing
technologies and instantly install new ones. This improved efficiency saves
site owners time, while giving them more accurate and insightful data from
analysis and greater control over the way content is categorized on their websites.
In addition to TagMan, there are a number of tag management
systems available, including UberTags, Tealium and Ensighten.