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Posted by Joseph Stanhope on October 2, 2012
I published Understanding Tag Management Tools And Technology about six weeks ago. The research has been a valuable resource for documentating the vendor landscape and - most importantly - identifying how buyers deploy and benefit from tag management solutions. But as we've regularly noted, tag management is an early-stage market undergoing rapid expansion and evolution. Strictly speaking, "Understanding Tag Management Tools and Technology" was fully accurate for about a week. Since we published the research in mid-August, the TMS vendor landscape has continued to exhibit highly dynamic (and exciting!) behavior:
Clearly Google Tag Manager is the most exciting recent event in the TMS market. New products from Google don't happen every day! There are several notable aspects to Google Tag Manager:
It's fascinating to consider all the implications of Google entering the TMS market. So who wins and who loses with Google Tag Manager?
What does this ultimately mean to TMS buyers? First, it tells us that the TMS market is here to stay and there are suitable vendors for nearly every set of user needs; it's time to consider TMS adoption if you haven't already. Second, effective vendor selection is more important than ever; users must define their requirements and vet prospective vendors for suitability at the product, support, infrastructure, and corporate levels.
These are exciting times and it's great to see so much enthusiasm for tag management. Where do you see the market going in the next few months?
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