‘Why Tag Management Is The Way Forward In 2016’ – ‘Marketing Land’ Article
Nick Iyengar says, “In our recent white paper, “State of Digital Marketing Analytics in the Top 500 Online Retailers” (registration required), my colleague Amardeep Singh and I found that a full 42 percent of Internet Retailer’s top 500 retailers have yet to adopt a tag management system (TMS).
While this may not have been surprising if we had been looking at the top 5,000 retailers, we were shocked to find that so many leading e-commerce organizations had yet to deploy a TMS.
Even more surprising was that, when digging into those 42%, a full third of them were using multiple analytics tools. Managing one analytics implementation with a TMS is tough enough, so trying to manage more than one is quite the undertaking“.
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