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Integrated Marketing Association

Tag Management

There is a myriad of analytics and digital tools available to marketers today—many of them made possible by the cloud—and launching and managing each of them requires substantial work on the part of developers and IT departments. Tag management is a platform that helps marketers streamline web analytics, social media marketing (SMM), search engine marketing (SEM), email, advertising, and other digital applications. The goal of tag management is for teams to operate with more efficiency and agility, have more control over their data, and optimize the performance of their digital marketing initiatives.

Tag management is simply an optimized use of tags—the pieces of code collecting data on most mobile apps and websites. Because of these tags, marketers can gain insight into the behavior of site visitors. For example, tags provide information about how long a consumer stays on a web page and what actions he/she takes while browsing. Besides collecting data, tags also represent some of the codings behind on-site applications like sidebar surveys or live chat capabilities.

Placing, monitoring, and adjusting individual tags for individual components of a site or mobile app can be time-consuming and labor intensive. By employing tag management solutions, on the other hand, developers can place master tags on pages that are backed by data layers driving customer interaction across a variety of channels. Then, they can adjust the functionality of the site or app through the tag management platform, a type of multifunctional web interface.

Tag management solutions are opt-in services. Just like there are cloud service providers and software-as-a-service (SaaS) providers. IMA has assembled a list of Tag Management Solutions on Martec Showcase and there are also tag management vendors under our data and analytic section of our service directory.

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