largenewgooglelogofinalflat-a

Tag Management Hits the Big Time

  |  October 8, 2012   |  Comments

Google announces its tag management tool.

A few days ago Google announced a "tag management" tool. For those who may wonder at the meaning of this esoteric term, it can be illustrated as follows:

In pursuit of more accurate tracking of website usage, the digital marketing industry has come to rely on snippets of JavaScript embedded in the HTML of every measured page ("tags"). Each view of that page triggers data collection based on the presence of the JavaScript. Missing or incorrect tags can corrupt and invalidate reporting on web usage.

Tag creation and placement has become complex and time consuming. Expertise in tagging is not common. Continuing audits of tagging is recommended but less frequent than it should be.

Hence, the field of tag management. Several companies including Tealium, Ensighten, and TagMan have emerged to meet the market need.

Now, Google has taken notice, as noted above.

When Google came out with Google Analytics, it made web analytics almost a household name among marketers. While targeted mostly at smaller businesses, the offering was good enough for many and created a much larger ecosphere for analytics generally. Since that time Google has only improved its analytics offering and has added a premium version targeted at the enterprise. This has driven the digital analytics market to expand into more and more sophisticated territory: in brief, toward more universal measurement of data that Google at this point does not see fit to offer for free.

Google's tag management solution promises to do the same for tagging. It is likely to provide a tool for managing Google Analytics tags in the small-to-medium-sized market, while giving the field of tag management the higher profile it deserves.

It may also drive changes in the tag management space, much as it has in the older and more established web analytics industry. Web analytics companies are focusing on more integrated measurement offerings. Some new entrants are pulling data from non-web-based sources and combining online and offline data into common dashboards.

Much of this is in response to customers requesting better decision-making tools. But part of it is because Google has done much to take away the traditional footprint of the digital analytics market.

Tag management tools now become much more motivated to innovate: going where free tools won't. It is a familiar pattern, and digital marketers are sure to benefit.

Tags:

ClickZ Live Chicago Join the Industry's Leading eCommerce & Direct Marketing Experts in Chicago
ClickZ Live Chicago (Nov 3-6) will deliver over 50 sessions across 4 days and 10 individual tracks, including Data-Driven Marketing, Social, Mobile, Display, Search and Email. Check out the full agenda and register by Friday, Oct 3 to take advantage of Early Bird Rates!

ABOUT THE AUTHOR

Andrew Edwards

Andrew is a digital marketing executive with 20 years' experience servicing the enterprise customer. Currently he is Managing Partner at Efectyv Digital, a digital marketing consulting company, and Managing Partner at Technology Leaders, a web analytics consulting firm he founded in 2002. He combines extensive technical knowledge with a broad strategic understanding of digital marketing and especially digital measurement, plus hands-on creative in the form of the written word, user-experience and traditional design.

His practice is dedicated to building customers' digital marketing success and helping them save money during the process.

He is a writer, a public speaker and a visual artist as well.

He writes a regular column about analytics for ClickZ, the 2013 Online Publisher of the Year. He wrote the groundbreaking "Dawn of Convergence Analytics" report which was featured at the SES show in New York, and the second report in the series will be featured at the same show in San Francisco.

In addition to speaking at SES, he has presented at eMetrics; and his session was voted one of the top ten presentations at the DMA show in Las Vegas. He is speaking again at the DMA in Chicago in the fall of 2013.

In 2004 Andrew co-founded the Digital Analytics Association and is currently a Director Emeritus. He has designed analytics training curricula for business teams and has led seminars on digital marketing subjects.

He was also an adjunct professor at The Pratt Institute where he taught Advanced Computer Graphics for three years. Andrew is also an award-winning, nationally exhibited painter.

COMMENTSCommenting policy

comments powered by Disqus

Get the ClickZ Analytics newsletter delivered to you. Subscribe today!

COMMENTS

UPCOMING EVENTS

Featured White Papers

IBM: Social Analytics - The Science Behind Social Media Marketing

IBM Social Analytics: The Science Behind Social Media Marketing
80% of internet users say they prefer to connect with brands via Facebook. 65% of social media users say they use it to learn more about brands, products and services. Learn about how to find more about customers' attitudes, preferences and buying habits from what they say on social media channels.

An Introduction to Marketing Attribution: Selecting the Right Model for Search, Display & Social Advertising

An Introduction to Marketing Attribution: Selecting the Right Model for Search, Display & Social Advertising
If you're considering implementing a marketing attribution model to measure and optimize your programs, this paper is a great introduction. It also includes real-life tips from marketers who have successfully implemented attribution in their organizations.

Jobs

    • Tier 1 Support Specialist
      Tier 1 Support Specialist (Agora Inc.) - BaltimoreThis position requires a highly motivated and multifaceted individual to contribute to and be...
    • Recent Grads: Customer Service Representative
      Recent Grads: Customer Service Representative (Agora Financial) - BaltimoreAgora Financial, one of the nation's largest independent publishers...
    • Managing Editor
      Managing Editor (Common Sense Publishing) - BaltimoreWE’RE HIRING: WE NEED AN AMAZING EDITOR TO POLISH WORLD-CLASS CONTENT   The Palm...