The digital world is complicated and website tags sit at the heart of online businesses and marketing. In fact, effectively managing website tags, or tracking pixels, is fundamental to digital marketing. 

In the ROI of Tag Management, a new report released today in partnership with Tealium, we explore the role, challenges and opportunities for technology in handling vendor website tags.

The tracking pixel enables communication between vendors and websites and is key to most digital marketing technologies. Site analytics, optimization and personalization all depend on them, and while these technologies provide valuable data and capabilities, they also create complexity and work for the marketing department.

The ROI of Tag Management Report looks at one of the rare opportunities to increase ROI and simultaneously simplify life for the marketer, while giving them greater control over digital assets.

Tag management systems (TMS) were developed to counter a number of challenges, especially those brought about by the reliance on technology department resources. Survey respondents cited the top issues with manual tagging, including:

  • Delays in implementation as the tech department is overworked
  • Product and site development is slowed
  • Tag implementation is often incomplete
  • Tags slow down the website

What are the benefits of managed tag implementation?

The complexity of the digital world is increasing as data-driven tools infiltrate most levels of digital marketing. Tag management gives marketers greater control over the chaos. The respondents to the Tag Management ROI Survey highlighted the benefits of moving from manual to managed implementation:

  • Tag management saves money as marketers can swiftly make changes to vital assets without enlisting the help of the IT department. Less people and less time means less cost.
     
  • Time to market is dramatically reduced. 70% of tag management system (TMS) users create and modify tags in less than a work day with almost half of them reporting it takes them less than an hour. Compare that to the industry standard of over a week for manual implementation, and you can see how significant a managed system can be.
     
  • The marketing department can be more agile which releases the IT/ Tech department for higher level tasks.
     
  • Website speed is increased as multiple tags are replaced with the single universal tag of the tag management system.
     
  • Privacy tool are easily enabled site-wide which will be key as privacy concerns begin to force marketing technologies to offer “do-not-track” options.

To find out how tag management can benefit the work that you do, download our ROI of Tag Management report, created in association with Tealium. This comprehensive survey will help you better gauge the industry’s attitudes around perceived value, critical challenges, important vendor considerations and more.

Some of the top findings from the report have been captured in this infographic: