Understanding Tag Management Tools And Technology

Last week Forrester published Understanding Tag Management Tools And Technology. The new research couldn't have arrived at a better time; by any standard, 2012 has been a banner year for tag management as the market momentum I wrote about at the end of last year continues unabated. JavaScript tagging is the instrumentation technology of choice for a wide variety of digital marketing and analytics solutions, but managing tags over the long term is an expensive, time-consuming, and error-prone endeavor. Ultimately, tag management systems (TMS) help provide control, flexibility, and efficiency to ensure the efficacy of digital intelligence. Ever since the enthusiastic reception of Forrester's inaugural report on tag management, it's been abundantly clear that deeper and ongoing research on this topic is essential. I've been bullish on tag management for the past couple of years because it's one of the rare technology solutions that truly addresses a pervasive challenge for practitioners. But I'm hardly alone; tag management is top of mind for several other important constituencies:

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