1. Tag management has become a necessity for most organizations, not just those with many tags, vendors, or large websites. The majority of users deploy 5 tags or less from 1-5 vendors and have under 250,000 monthly unique visitors. 2. Managing tags is a constant process that requires frequent editing, adding, and removing. Users edit existing tags several times per day and add or remove tags daily or weekly. 3. Few organizations have robust processes for tag management. Most approaches are still ad hoc rather than following formalized processes.

1. The Digital Intelligence Imperative:
Driving Digital Customer
Experiences With Tag Management
Joe Stanhope, Principal Analyst
January 24, 2013

2. Source: March 11, 2011, “Welcome To The Era Of Agile Commerce” Forrester report

3. As customer experiences evolve
so too must marketing and
analytics.

4. Introducing Digital
Intelligence
Image source: Jean Guichard (http://www.jean-guichard.com/)

6. Analytics is aligned with the business
Source: November 2, 2011, “What Does The Web Analytics Industry Want To Be When It Grows Up?” Forrester report

7. Analytics supports marketing
Source: November 2, 2011, “What Does The Web Analytics Industry Want To Be When It Grows Up?” Forrester report

8. The capture, management, and analysis
of data to provide a holistic view of the
digital customer experience that drives
the measurement, optimization, and
execution of marketing tactics and
business strategies

9. Digital d ata Business Data Data
inputs data inputs processing warehouse Analysis Action
Games
Ratings and
comments
Mobile website
Fixed Internet
website Performance
monitoring
Design
Email Direct response
and brand metrics
Personalization
Organic search
Product Data mining
Campaign
Paid search management
CRM/ Data collection Static reports and
customer dashboards Privacy
Display management
advertising Tag management Digital intelligence Dynamic reports
POS data warehouse and dashboards
Targeting
Video
Transactions Data ETL Segmentation
Social networks Optimization
Finance KPIs Customer
A ates relationship
Interaction management
Mobile analysis
Support and
applications contact center
Forecasting
eCommerce
Social listening
Live chat
Voice of customer
Source: February 10, 2012, “Welcome To The Era Of Digital Intelligence” Forrester report

10. The six core tenets of digital intelligence
Customer centric
Data agnostic
Actionable
Intelligent
Distributed
Right time

11. Digital Intelligence Is
Built On Data

12. Behavior
Consumer
Touchpoints
Action
Behavioral Recom- Enterprise
Testing applications
targeting mendations
Analysis
Web Interaction Mobile web Performance Attribution
analytics analytics analytics monitoring
Social Voice of the Application Competitive Predictive
Reporting analytics customer analytics intelligence analytics
Data
Tag Data feeds Data
manageme nt & integrations warehouse

13. No single solution does it all
Source: November 2, 2011, “What Does The Web Analytics Industry Want To Be When It Grows Up?” Forrester report

14. Users add tools as their needs grow
Source: November 2, 2011, “What Does The Web Analytics Industry Want To Be When It Grows Up?” Forrester report

15. Tagging is a fact of life
JavaScript tagging is the de facto technology standard for online data
collection
• “Easy to implement”
• “SaaS friendly”
But it’s an addictive hack
• Spanning numerous applications across marketing and
analytics
And the data collection remit continues to expand
• Emerging channels
• Compiled environments such as rich media and applications

16. 1. Types Of
What types of tags do you deploy via your tag manageme nt system?
Tags Have
Web analytics 88%
Proliferated
Search marketing 64%
Ad serving 62%
Affiliate marketing 59%
Behavioral targeting 50%
Testing 47%
Audience measurement 42%
Social media 38%
Voice of the customer 26%
(surveys and feedback)
Recommendations 14%
Other 5%
Base: 76 tag manageme nt end users
(multiple responses accepted)
Source: Q2 2012 Global Tag Management User Online Survey

17. On average, how often do you do the following activities using your tag manageme nt system?
2. Managing Several times per d ay 0%
0%
1%
Tags is a Daily
3%
4%
4%
Constant Less than daily but multiple
times per week 5%
12%
Edit existing tags
1%
Battle
Add new tags
Deactivate or remove tags
13%
Weekly 8%
7%
Less than weekly but 20%
multiple times per mo nth 20%
5%
24%
Monthly 22%
18%
Less than mo nthly but multiple 9%
times per quarter 12%
21%
4%
Quarterly 12%
18%
9%
Less than quarterly 12%
14%
1%
Other 3%
4%
3%
Don t know 4%
7%
Base: 76 tag manageme nt end users
(percentages do not total 100 because of rounding)
Source: Q2 2012 Global Tag Management User Online Survey

18. 3. Few
Organizations
Have Robust
Processes In
Place
To what degree does your firm adhere to a structured process
when addin g, revising, or removing tags?
(Select one)
Managing tags follows formalized processes 38%
for some tasks but is mostly ad hoc
Managing tags follows formalized processes for
most tasks, but some tasks are ad hoc 28%
Managing tags is p redominantly an ad hoc p rocess 26%
Managing tags follows a highly formalized process 7%
Other 1%
Base: 76 tag manageme nt end users
Source: Q2 2012 Global Tag Management User Online Survey

19. 2012: Tag Management Gains
Credibility

20. Tag management had a big year in 2012
Most users are now familiar with tag management fundamentals
• Popularized semantics
• Definition of a TMS and key functionality
• Potential benefits
Users are doing their homework
• Working to understand the dynamic vendor landscape
• Defining TMS requirements
• Homegrown options are receding
Heavy hitter vendors Adobe and Google validate the upstarts

21. ow long h ave you had your current tag manageme nt solution?
Less than six mo nths 22%
Six months to less than one year 28%
One year to less than two years 29%
Two years to less than three years 13%
Three years to less than four years 1%
Four years to less than five years 1%
Five years or longer 0%
Don t know 5%
Base: 76 tag manageme nt end users
(percentages do not total 100 because of rounding)
Source: Q2 2012 Global Tag Management User Online Survey
© 2012 Forrester Research, Inc. Reproduction Prohibited

22. What is your preferred method of supporting tag manageme nt?
(Select one)
Manage e ntirely in-house 66%
Work with an e xternal agen cy
or consultancy
20%
Work with our vendor s professional
11%
services group
Allow vendor to manage the e ntire process 1%
Allow external agen cy or consultancy to
1%
manage the e ntire process
Other 1%
Base: 76 tag manageme nt end users
Source: Q2 2012 Global Tag Management User Online Survey
© 2012 Forrester Research, Inc. Reproduction Prohibited

23. Which of the following are the five most important factors when sele cting a tag manageme nt system?
(Select up to five)
Ease of use 62%
Ease of impleme ntation and
ongoing manageme nt 50%
Pricing model 39%
Vendor s ability to service my business needs 33%
Vendor s infrastructure and scalabili ty 32%
Total cost of ownership 30%
Implementation method (i.e., clie nt-side
JavaScript, server-side, etc.) 28%
Breadth of tags supported 28%
Standard features and functionality (such as rules, templates,
version manageme nt, administration and workflow, etc.) 21%
Vendor s product support capabilities (li ve and online 16%
support, knowledge base, documentation, etc.)
Strength of vendor s reference customers 14%
Vendor s reputation (e.g., known as a leader in this field) 13%
Availability of advanced or proprietary features and functionality
(such as API, privacy manageme nt, data syndication, etc.) 12%
Professional services and training capabilities 11%
Breadth of environments supported (such as
website, mobile, applications, etc.) 9%
Vendor s thought leadership 8%
Availability of a service-level agreement 7%
Experience in our industry 7%
The tag manageme nt application is a module within
a larger suite of analytics and/or ma rketing tools 5%
Vendor s partner network 5%
Deployment model (such as on-p remises,
on-demand, or hybrid models) 5%
Vendor s geographic coverage 1%
Other 3%
Base: 76 tag manageme nt end users
© 2012 Forrester Research, Inc. Reproduction Prohibited
(multiple responses accepted)
Source: Q2 2012 Global Tag Management User Online Survey

24. Which topics represent the three greatest challenges th at you seek to resolve with your
tag manageme nt system?
(Select up to three)
Duration of the process to implement new 45%
or revised tags
Website development and code release cycles 42%
Page-load performance 36%
The technical skills required to manage tags 32%
The manual n ature of managing tags 22%
Flexibility to evaluate and adopt new vendors 20%
Cost of managing tags 17%
Data quality 13%
Amount of time spe nt managing tags by staff 13%
Ensuring consistency across pages and sites 12%
Number of staff and departments involved
in managing tags 11%
Maintaining tags on a long- term basis 8%
Removing old and/or decommissioned tags
from websites 7%
Enforcing standards and policies, such as privacy 4%
Other 7%
Base: 76 tag manageme nt end users
(multiple responses accepted)
Source: Q2 2012 Global Tag Management User Online Survey
© 2012 Forrester Research, Inc. Reproduction Prohibited

25. What are the top three benefits your company has realized through tag manageme nt?
(Select up to three)
Ability to manage tags outside of website
development and code release cycles 49%
Reduction in the du ration of the process to 42%
implement new or revised tags
Managing tags requires less time by staff 33%
Improved flexibility to evaluate and 28%
adopt new vendors
Ability to manage tags without coding or
26%
advanced technical skills
Improved page-load performance 22%
Reduced cost associated with mana ging tags 17%
Improved tag consistency across pages and sites 16%
Tags are more accurate, resulting in imp roved data 13%
quality, measurement, and marketing attribution
Managing tags requires fewer staff 11%
Ability to manage tags th rough
automated processes 9%
Tags have complete coverage, resulting in imp roved
data quality, measurement, and marketing attribution 4%
Ability to remove old and/or decommissioned tags 3%
from websites
Ability to enforce standards and policies, 0%
such as privacy
Other 1%
No benefits 4%
Base: 76 tag manageme nt end users
(multiple responses accepted)
Source: Q2 2012 Global Tag Management User Online Survey
© 2012 Forrester Research, Inc. Reproduction Prohibited

26. ow long does it ta ke on average to impleme nt a new or revised tag?
8%
An hour or less
53%
7%
Several hours
14%
3%
A day
13%
17%
Several days
9%
13%
A week
3%
22%
Several weeks
4%
12%
One to two months
0%
9%
Two to three months Prior to using a tag
0%
management system
3% Using a tag
Three to six months management system
0%
3%
Longer than six mo nths
1%
4%
Don t know
3%
Base: 76 tag manageme nt end users
(percentages do not total 100 because of rounding)
Source: Q2 2012 Global Tag Management User Online Survey
© 2012 Forrester Research, Inc. Reproduction Prohibited

27. Tag Management Goes
Mainstream

28. Myth #1
I only need Tag ow ma ny unique tags do you deploy via your tag manageme nt system in total?
One 5%
Management if 2-5 28%
I have dozens 6-10 18%
of Tags 11-15 12%
16-20 9%
21-30 5%
31-40 3%
41-50 1%
51-75 4%
76-100 3%
101+ 8%
Don t know 4%
None 0%
Base: 76 tag manageme nt end users

29. Myth #2 ow ma ny vendors are represented by the tags deployed via your tag manageme nt system?
I only need One 11%
Tag 2-5 38%
Management if 6-10 30%
I have dozens 11-15 5%
of vendors 16-20
21-30 3%
7%
31-40 4%
41-50 0%
51-75 0%
76-100 0%
101+ 1%
Don t know 0%
None 1%
Base: 76 tag manageme nt end users
© 2012 Forrester Research, Inc. Reproduction Prohibited

30. Myth #3
I only need
Tag
Management if
O n average, wh at is the monthly volume of unique visi tors to the
my website is properties on which you have deployed tag manageme nt?
huge Up to 50,000 unique visitors
Up to 250,000 unique visitors 14%
26%
Up to 1 million unique visi tors 17%
Up to 2.5 million unique visi tors 8%
Up to 5 million unique visi tors 14%
Up to 10 million unique visi tors 7%
Up to 50 million unique visi tors 3%
Over 50 million unique visi tors 1%
Don t know 9%
Base: 76 tag manageme nt end users
(percentages do not total 100 because of rounding)
© 2012 Forrester Research, Inc. Reproduction Prohibited

31. Myth #4
I only need
Tag
Management if
I sell to
consumers your job, which of the following best describes the audien ce
that your products or marketing are targeted to?
Only consumers 26%
Primarily consumers 31%
Equal combination of consumers 22%
and businesses
Primarily businesses 14%
Only businesses 6%
Base: 76 tag manageme nt end users
(percentages do not total 100 because of rounding)
© 2012 Forrester Research, Inc. Reproduction Prohibited

32. Looking Ahead
Image source: Flickr

33. 1 The TMS Business
Matures
Image source: Investors Live

34. TMS grows into adolescence
Tag management continues to evolve
• Tag management capabilities and commercials standardize
• Tag management functionality becomes a feature
• Tag management becomes a global phenomenon
The vendor landscape settles in for the long haul
• Platforms will continue to add or align with TMS capabilities
• SMB and enterprise options emerge
• Anticipate vendor consolidation!
• Strong independent vendors continue to offer value

35. 2 Distributed Tag
Management
Image source: Walmart

36. Democratized access drives agility
Internal users
• IT
• Marketing and eCommerce
• Analytics
Third parties
• Agencies
• Vendors
• Contractors
TMS usability follows suit
• UX design
• Administration and workflow
© 2012 Forrester Research, Inc. Reproduction Prohibited

37. 3 Data Management
Image source: High Definition Wallpapers (http://hdw.eweb4.com/out/319737.html)

38. TMS goes beyond tag distribution
Privacy management
• Compliance
• Independence
Manage the data layer
• Quality assurance
• Consistency
• Control
Data syndication
• Single point of collection
• Distribution
© 2012 Forrester Research, Inc. Reproduction Prohibited

39. 4 Marketing Platform
Support
Image source: Flickr

40. Focus shifts to directly leveraging real
time data flows
Attribution
Reporting and audit
Optimization and decisioning
Across multiple platforms
• Apps
• Mobile
• Media
© 2012 Forrester Research, Inc. Reproduction Prohibited

41. Digital intelligence levels the playing
field.
Tag management delivers tangible
benefits.
The magic of tag management lies in
the data.
© 2012 Forrester Research, Inc. Reproduction Prohibited

42. Thank you
Joe Stanhope
+1 617.613.8929
jstanhope@forrester.com
blogs.forrester.com/joseph_stanhope
@joestanhope