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.



Andrew Edwards

Andrew V. Edwards is a digital marketing executive with 20 years of experience serving large organizations, and has been an operating executive and digital marketing consultant since the 1980s. 

In 2004 Edwards 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.

Besides writing a regular column about analytics for ClickZ, Andrew wrote the groundbreaking Dawn of Convergence Analytics report, and authored the book, Digital is Destroying Everything, in 2015.

COMMENTSCommenting policy

comments powered by Disqus

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



Featured White Papers

2015 Holiday Email Guide

2015 Holiday Email Guide
The holidays are just around the corner. Download this whitepaper to find out how to create successful holiday email campaigns that drive engagement and revenue.

Three Ways to Make Your Big Data More Valuable

Three Ways to Make Your Big Data More Valuable
Big data holds a lot of promise for marketers, but are marketers ready to make the most of it to drive better business decisions and improve ROI? This study looks at the hidden challenges modern marketers face when trying to put big data to use.