Tag management, from a technical aspect, is focused on translating digitally collected data into a predefined format to be forwarded on to a digital marketing technology platform based on a set of rules.
- Documentation (ie. Where are the data collection guidelines and implementation instructions documented for handovers, audit and optimization evaluations?)
- Compliance (ie. Are they any local or international laws that our data collection strategy needs to abide, such as GDPR?)
In the above model we have placed the 9 focus areas of our tag management ecosphere into the different levels of maturity. While (human) resources is a focus area by itself, it is the underlying engine of gaining the most value from tag management. As your company grows within this tag management maturity model it is safe to say that (human) resources requirements will grow, too.
The link between the lowest two levels is intrinsic, such that a poor setup and implementation can lead to increased resources needed for maintenance. The link is also there to emphasize that the initial Business scoping, Documentation and Technical implementation are often a one-time investment requiring a significant amount of hours to complete. After completion, the lower level maturity model elements become Maintenance elements.
If this has got you interested, let us quickly explain to you what tag management is.
Tag Management Maturity Model, your next steps
In the end starting with tag management is the first consideration you need to make. Using tag management systems will, in the long run, deliver value albeit indirect. It is important to never neglect tag management systems and consider them a implement-and-forget solution. Our tag management maturity model will help you increase the level of value your company can derive from digital data collection. Although resources are required to grow in the tag management maturity model our consultants are ready to help your company take the next steps.