Adobe® TagManager — Fast tag deployment

Adobe TagManager powers digital data exchange with enterprise-class control, security, and reliability. Offering adaptability, openness, and rapid deployment, it bridges IT and marketing website requirements to facilitate a competitive edge. Adobe TagManager is part of the Adobe Digital Marketing Suite.

Business challenge

As a way of maintaining order and efficiency, IT departments — tasked with maintaining website availability, collecting mission critical data, and data security — bundle website changes into release cycles, which might be monthly or even less frequently. While these cycles allow IT to design, test, and deploy code, ensure data collection consistency, and assess the impact of new tags on the page load times, digital marketers need to work in daily cycles to continuously optimize customer interactions. Waiting for IT to release code makes responding to changes in the marketplace difficult.

Further delays arise because marketers are sometimes unable to describe the needs for each tag adequately, causing tags to be deployed with missing components or incorrect variable references. Correcting these issues might have to wait for another release cycle resulting in an even longer wait to implement new, more accurate, or more complete data collection.

Past

Solution

Using existing Adobe SiteCatalyst® page code, customers need to perform only a minor migration to transition into the Adobe TagManager container. Once established, the tag management console provides workflow and quality assurance capabilities. TagManager has been purposefully designed to uphold the strict IT requirements around mission-critical digital data collection. As the only tag management solution to offer three layers of deployment, agencies, marketing and IT all have an opportunity to test and approve before deployment.

TagManager also contains tag scan, formerly known as Adobe DigitalPulse, which can be used to run diagnostic scans on tags and data collection natively in each deployment stage (development, stage and live) or to perform full site scan reports to identify missing page code, incorrect formation of tags, or suboptimal meta data. Adobe TagManager is the most trusted solution, with solutions that satisfy IT priorities of performance, security, and data governance and marketing's objectives to iterate, test, and capitalize on emerging trends, enabling both teams to deliver better business results to their organization.

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