In today’s fast-paced digital landscape, managing tons of data points from user interactions can be incredibly overwhelming. Marketers are constantly searching for ways to simplify and streamline how they track performance across websites and apps. What if there was a way to handle this process more efficiently, without drowning in code or complex integrations?
So what is a tag management system? 태그 관리 시스템(TMS)은 광고주와 최고 마케팅 책임자(CMO)가 웹사이트 또는 디지털 플랫폼에서 사용되는 다양한 태그와 추적 코드를 관리하고 구성하는 데 사용하는 도구입니다. Tag management systems essentially simplify the process of managing and deploying tags on your website or app. They provide greater control, flexibility, and transparency in tracking user behavior and analyzing your digital marketing performance. In simple terms, a tag is a piece of code that is inserted into a webpage to track user behavior and provide data for analytics and advertising purposes.
디지털 마케팅이 부상하면서 광고주가 사용하는 태그의 수가 크게 증가했습니다. 각 태그는 서로 다른 공급업체에서 제공될 수 있으며, 공급업체마다 사용자 데이터를 추적하는 방법이 다를 수 있습니다. 이로 인해 관리 및 최적화가 어려운 복잡하고 파편화된 에코시스템이 형성될 수 있습니다.
How does a tag management system work?
Tag management systems (TMS) are used to manage the tags and pixels that track user behavior on a website or app. Here’s a breakdown of how they really work:
- Implement the TMS Code: 첫 번째 단계는 웹사이트나 앱에 TMS 코드를 구현하는 것입니다. 일반적으로 웹사이트나 앱의 헤더 또는 푸터에 코드 스니펫을 추가하면 됩니다.
- Create and Manage Tags: TMS 코드가 설정되면 TMS 인터페이스를 사용하여 태그를 생성하고 관리할 수 있습니다. 태그는 웹사이트나 앱에서 사용자 행동을 추적하는 코드 조각입니다. 클릭, 양식 제출, 동영상 재생 및 기타 사용자 상호 작용을 추적하는 데 사용할 수 있습니다.
- Publish and Deploy Tags: 태그를 만들고 테스트한 후 TMS 인터페이스를 사용하여 웹사이트나 앱에 게시 및 배포할 수 있습니다. 이렇게 하면 태그가 실시간으로 활성화되어 사용자 행동을 추적할 수 있습니다.
- Manage Tag Firing Rules: 태그 관리 시스템을 사용하면 태그가 언제 실행되어야 하는지에 대한 규칙을 설정할 수 있습니다. 이를 통해 불필요한 태그 실행을 방지하고 웹사이트 또는 앱 성능을 개선할 수 있습니다. 예를 들어 특정 페이지가 로드되거나 사용자가 특정 작업을 수행할 때만 태그가 실행되도록 규칙을 설정할 수 있습니다.
- Monitor and Analyze Tag Performance: 마지막으로, TMS를 사용하면 태그 성능을 모니터링하고 분석할 수 있습니다. 태그가 실행되는 횟수, 실행되는 위치, 수집하는 데이터를 추적할 수 있습니다. 이를 통해 태그를 최적화하고 전반적인 디지털 마케팅 성과를 개선할 수 있습니다.
Tag management systems act as containers for all of the tags on a website, allowing advertisers and CMOs to easily add, remove, or modify tags without the need for manual coding.
What is a tag management system example?
Here are a few examples of tag management systems that are widely used in todays digital landscape by advertisers and CMO’s:
- Google Tag Manager: Google Tag Manager is a free tag management system that allows website owners to add and manage tags, as well as track events, such as form submissions, button clicks, and page views. It integrates with Google Analytics and other Google marketing tools, making it a popular choice for businesses that use these tools.
- Tealium: Tealium is a comprehensive tag management system that allows users to deploy, manage, and optimize tags and data across multiple channels, including websites, mobile apps, and 연결된 장치. 데이터 거버넌스, 개인정보 보호 제어, 실시간 데이터 처리 등 다양한 기능을 제공합니다.
- Adobe Experience Platform Launch: Adobe Experience Platform Launch is a tag management system that allows users to deploy and manage Adobe and third-party tags on their websites and mobile apps. It integrates with Adobe Analytics and other Adobe marketing tools, providing a comprehensive solution for managing marketing tags and data.
- Segment: Segment is a customer data platform that allows users to collect, clean, and control customer data from multiple sources, including websites, mobile apps, and connected devices. It also offers a tag management system that allows users to deploy and manage marketing tags without the need for IT resources.
- Ensighten: Ensighten is a tag management system that allows users to manage and deploy tags across multiple channels, including websites, mobile apps, and connected devices. It offers a range of features, including real-time tag monitoring, data privacy controls, and tag testing and validation.
What is a tag management system doing to benefit advertisers/CMO’s?
You may be wondering, what is a tag management system used for? What’s the point? There are several unique benefits to using a tag management system that every advertiser and CMO should know. A tag management system:
- Simplifies tag management and saves time.
- Improves website performance by reducing the amount of code that needs to be loaded on a webpage.
- Reduces the risk of page errors or crashes.
- Improves data accuracy and consistency.
- Improves decision-making and digital campaign optimization.
- Improves data privacy and compliance. GDPR 및 CCPA와 같은 새로운 데이터 개인정보 보호 규정으로 인해 광고주가 규정을 준수하는 방식으로 데이터를 수집하고 있는지 확인하는 것이 점점 더 중요해지고 있습니다. TMS는 모든 태그가 관련 규정을 준수하고 사용자 데이터가 안전하고 투명한 방식으로 수집 및 저장되고 있는지 확인하는 데 도움이 될 수 있습니다.
How do Businesses Leverage TMS for Success
There are several ways businesses have cleverly leveraged a tag management system to drive success in the past. One way is through e-commerce optimization. Online retailers will use a Tag Management System (TMS) to track user behavior, from product views to checkout. Monitoring customer journeys in real-time helps them quickly test and implement 리타겟팅 ads, optimize checkout processes, and personalize offers based on user activity—all without slowing down their website.
Digital advertisers additionally rely on TMS for advanced ad campaign targeting. It can be used to track specific user interactions like button clicks or video views to refine their audience targeting. By deploying and adjusting tags on the fly, they can test different campaign strategies and reach the most engaged users, boosting conversion rates.
Lastly, many organizations use TMS to ensure their tags collect data in compliance with GDPR, CCPA, and other privacy laws and regulations. Through customizable consent management features, businesses can easily update their privacy settings and ensure all tracking is both secure and transparent, safeguarding customer trust.
Let’s recap: what is a Tag Management System (TMS)? It’s is an important tool for advertisers and chief marketing officers (CMOs) looking to manage and optimize their digital marketing efforts. By providing a centralized location for all tags and tracking codes, a tag management system can help to simplify the process of tag management, improve website performance, and ensure data accuracy and compliance. As digital marketing continues to grow in complexity, it will become increasingly important for advertisers to leverage tools like TMS to stay competitive and achieve their marketing goals.