What is a Tag Management System?

  • Posted: 23rd January 2019
tag management system

If you run a large enterprise, it’s very likely that you’ll have a correspondingly large network of digital and web properties, and those properties are, in turn, connected to various analytics platforms that assist with critical business decision making.

But what’s the best way to manage how these digital properties collect data, to drive better marketing communications? The answer is an enterprise Tag Management System (TMS).

So, what is a Tag Management System?

Marketing tag management

When people think of tags, what often first comes to mind is tags that are used in blogs to sort and organise content: tools that allow both the user and the site administrator to quickly access connected articles or pages.

However, when we refer to marketing tag management, tags are short pieces of code, or scripts, that enable the execution of a specific task.  Aside from improving data management, advanced capabilities a TMS can provide include:

  • A/B testing
  • Reducing website load times
  • Dynamic or targeted content delivery
  • Implementing privacy controls
  • Mobile app support
  • Data analytics

A TMS allows you to create a single template that can manage all the analytics services or other scripts on your website. Think of it as a one stop shop to handle all your third party services. A TMS like Tealium iQ Tag Management includes turnkey solutions, multiple integrations, and more custom services that are perfect for enterprise-level organisations with complicated infrastructures and websites.

By using creating a unified data collection foundation, a TMS gives your IT and marketing teams full access to the information and tools they need to succeed at their jobs. Marketing teams in particular can capitalise on this information and focus on delivering on revenue-generating customer campaigns.

Why does your marketing team need an enterprise Tag Management System?

Save time: Any data-driven marketing team usually has multiple irons in the fire. Using a TMS means less time spent on manual tag management. Instead, your team can launch campaigns faster and devote more working hours to creating and maintaining strategic plans. Tag management systems also reduce errors like duplicate tags, preventing your employees from wasting time unnecessarily or causing potentially damaging mistakes.

Save money: Automated systems don’t just lighten the marketing team’s burden, they also free up valuable IT resources. You can deploy your employees more efficiently once you find the right TMS for your organisation.

Prepare for audits: A TMS like Tealium iQ Tag Management is set up to ensure proper data governance and protection. By standardising data definitions across all your solutions and platforms, you can audit and control the data collection practices of individual departments or of your vendors. This means you’ll be prepared to handle any inquiries in a reliable, trusted architecture. A TMS also allows you to ensure the privacy of your users and to rapidly change policies as needed.

Boost engagement: You’ll see improved website performance once you’ve implemented a TMS. Faster load times helps with conversion and UX. From there you can also run A/B or split testing to determine what dynamic content delivery systems and headlines give you the highest engagement.

Now that you have a better understanding of all the benefits of a TMS for your enterprise, reach out to us to discuss what system makes the most sense for you and your marketing team. Learn how your employees can best take advantage of the many features of a TMS to start delivering the results your organisation needs.

At Celerity, we’re Tealium experts. Contact our specialists today to discuss your tag management requirements.

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