Supplier Selection

Tag Management Buyer's Guide

By Econsultancy,


Author: Linus Gregoriadis, Econsultancy

Pages: 136

Structure: Market trends and issues, SWOT analysis, tips and pitfalls, profiles of 12 vendors, summary matrix and charts (for comparing vendors)

About this guide

The Tag Management Buyer’s Guide is a great resource for organisations who are trying to understand what solutions are on offer in this complex marketplace.

The report contains market research and trends, plus tips (and pitfalls to avoid) to help you find the right TMS supplier. The report is relevant for both enterprise-level buyers and SMEs.


The report starts with a look at the recent trends impacting the fast-growing tag management sector, as well as an assessment of the sector's strengthsweaknessesopportunities and threats.

Trends covered in this guide include:

  • Marketers seek control as third party tags proliferate
  • Tag management assumes strategic importance
  • Privacy considerations help vendors gain momentum

Table of contents

  1. About Econsultancy buyer’s guides
    1. About Econsultancy
  2. Executive Summary
  3. Introduction and Market Definition
  4. Market trends
    1. Marketers seek control as third party tags proliferate
    2. Tag management assumes strategic importance
    3. Privacy considerations help vendors gain momentum
  5. Return on Investment – Benefits of Tag Management
  6. Strengths, Weaknesses, Opportunities and Threats (SWOT)
    1. Strengths
    2. Weaknesses
    3. Opportunities
    4. Threats
  7. Cost and Pricing Models
    1. ‘Freemium’ model
    2. Fixed fee model
    3. Volume model
    4. Variable model
  8. Tips and Pitfalls: how to find the right tag management system
    1. Introduction
    2. What model is most suitable for your company?
    3. What kind of tag management solution are you looking for?
    4. How important is an independent tag management vendor?
    5. Focus on proof of concept and testing prior to purchase
    6. Important criteria for selecting a TMS
  9. Market Positioning Charts
    1. Explanation for Chart 1 – type of company
    2. Market positioning overview – type of company
    3. Explanation for Chart 2 – business model
    4. Market positioning overview – business model
  10. Supplier Matrix and Company Focus
  11. Supplier Marketplace and Profiles
    1. Adobe
    2. BrightTag
    3. DC Storm
    4. Ensighten
    5. Impact Radius
    6. QuBit
    7. Site Tagger
    8. SuperTag
    9. Tag Commander
    10. TagMan
    11. Tealium
    12. UberTags

The report contains profiles of the following platforms:

Adobe, BrightTag, DC Storm, Ensighten, Impact Radius, QuBit, Site Tagger, SuperTag, Tag Commander, TagMan, Tealium, UberTags

Who is this guide for?

It is primarily aimed at organisations who are looking for a tag management system or reviewing their existing capability. It is also relevant for others, including vendors and analysts, who want to research this market.

Download a copy of the report to learn more.

A free sample is available for those who want more detail about what is in the report.


  • Pdf SAMPLE: Tag Management Buyer's Guide (853 KB PDF)
  • Pdf Disabled Tag Management Buyer's Guide (2.05 MB PDF)

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