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How-to-Guide - Tag Management
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How-to-Guide - Tag Management

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This How-­To Guide will explain tags, tag management, how tags are used, why it is important to manage them and concludes with considerations for determining if you need a tag management ...

This How-­To Guide will explain tags, tag management, how tags are used, why it is important to manage them and concludes with considerations for determining if you need a tag management solution.

Marketers are working in an era where much of what they do is digital marketing. The capabilities for marketers to create stunning digital experiences and track a visitors journey through a website were unheard of less than a decade ago. The increasing sophistication of digital marketing is underpinned by a technology component that many marketers remain ignorant of: the tag. The technologies and applications that leverage tags are legion and comprise the core of marketing’s infrastructure, such as analytics and marketing automation. The importance and impact of tags is such that marketers need a better understanding of them so they can manage them more effectively.

Read this 6-page guide to learn:

- The definition of tags
- How tags are used
- The importance of tag management
- Tag management implementation plan

To obtain this document, visit us at http://www.demandmetric.com/register

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How-to-Guide - Tag Management How-to-Guide - Tag Management Document Transcript

  • How-­‐To  Guide         Tag  Management     By  Jerry  Rackley,  Chief  Analyst   November  2013           EXECUTIVE  SUMMARY   Marketers are working in an era where much of what they do is digital marketing. The capabilities for marketers to create stunning digital unheard of less than a decade ago. The increasing sophistication of digital marketing is underpinned by a technology component that many marketers remain ignorant of: the tag. The technologies and applications that leverage tags are legion and comprise the core of ytics and marketing automation. The importance and impact of tags is such that marketers need a better understanding of them so they can manage them more effectively. This How-­To Guide will explain tags, tag management, how tags are used, why it is important to manage them and concludes with considerations for determining if you need a tag management solution.   WHAT  ARE  TAGS?   JavaScript code that is embedded in an HTML web page. Tags are sometimes also single pixels that are small and transparent, and therefore visually undetectable on an HTML web page. A web page may start its life with no tags. As requirements dictate, tags are added to support the functions that tags enable. A single web page can have multiple tags, and across an entire website, there is often a proliferation of tags. Tags are routinely added to a web page by a web developer or an IT resource using an HTML editor or Content Management System to modify the page to insert a tag. For this reason, ©  2013  Demand  Metric  Research  Corporation.    All  Rights  Reserved.  
  • How-­‐To  Guide   even though marketing is the primary beneficiary of tags, there has been a historical dependency on IT resources to place and manage them.   HOW  ARE  TAGS  USED?   Tags are used to transmit information to external applications about visits to the web page on which the tags are embedded. For example, one of the simpler things a JavaScript tag can do is detect and transmit er. The capabilities of tags to detect, transmit or invoke browser plug-­ins go well beyond these simple examples. For the most part, tags exist on web pages and perform their designated functions outside the awareness of the page visitor. There are hundreds of external applications that rely on tags, including those for analytics, pay-­per-­click ad tracking, testing, personalization and marketing automation to identify just a few. When a web page e tags are activated. They gather the information they were developed to collect, ability to communicate is not just one-­way. They are also capable of delivering content to the web page or browser, such as personalized content, an ad or a cookie. To read the rest of this How-­to Guide, become a Demand Metric member today!                           ©  2013  Demand  Metric  Research  Corporation.    All  Rights  Reserved.