Gartner Research

Improve Efficiency and Digital Marketing Data Governance With Tag Management

Published: 30 October 2018

ID: G00373936

Analyst(s): Christi Eubanks , James Meyers


Tag management is an essential, yet often underappreciated, data-driven marketing activity. Marketing leaders should use this research to understand how and why tag management plays a key role in their customer data collection, management and modeling efforts.

Table Of Contents
  • Key Challenges



  • Adopt a TMS to Gain Efficiencies
  • Implement Three Best Practices to Get the Most Out of Your Tag Management Solution
    • Set Goals First and Tags Second
    • Use a Data Layer for Consistency and Efficiency
    • Specify Consistent, Clear Taxonomy and Rules
  • Prioritize Process, Documentation, Training and Governance
    • Step No. 1: Plan — Assess the Current State
    • Step No. 2: Document — Create a Central Repository
    • Step No. 3: Train — Ensure Everyone Knows and Adheres to the Process
    • Step No. 4: Govern — Define a Policy and Owner

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