In a Web world where a
lot of data is created and shared every second of the day, being able to manage
all of that information can be the difference between ‘Net success and failure.
As such, the majority of digital marketers surveyed in a recent Tealium and
Econsultancy study said that tag management was the most important aspect of
The survey, titled The ROI of Tag Management, polled over 300
executives, managers and specialists in the U.S.,
U.K. and Europe,
and found that 87 percent of digital marketers feel that tag management is fundamental
to their operations. Those who used a tag management system (TMS) said they saw
impressive increases in efficiency, reduced costs and improved site
And 73 percent of the participants said that their TMS improved
their ability to run a marketing campaign, and 42 percent said the process was much
faster as a result. In fact, 69 percent of TMS users could implement new or
modify existing tags in a day, but 44 percent of manual tag managers said it
could take over a week.
Speed was a factor too, as 64 percent of TMS users saw a
boost in website speed, with slightly over half of them saying the increase was significantly
faster. As far as costs go, 73 percent of participants using a TMS
reported reduced resource costs.
Respondents also claimed that using a TMS allowed them to
utilize almost twice as many online solutions, ranging from analytics to retargeting,
for maximized results, especially when compared to professionals that manually
manage site tags. Marketers using a TMS had an average of 19 tag-based online
marketing solutions, while their system-less counterparts only averaged 10.
Due to growing complexity in the industry, 88 percent of
those surveyed also said that they thought data-driven tools would be come
standard for digital marketers, with 86 percent saying that they desire the control
to make fast changes to their assets without burdening their IT department.
You can download the whole report here.