[5 Use cases] Putting your Tag Management System to good use

5 min readMar 10, 2021

Does a tag management system work for you and your organization? How to make it work for you, instead of you working for it? We have segregated use cases across five major use cases, for now. This will be an updated article where we intend to add more use cases as the capability and utility of a tag management system expand.

Explore tag management use cases in the following areas

Data Collection and First-Party Data
Customer identification and profiling
Customer segmentation
Influencer and Affiliate Marketing
Data Privacy, Security & Compliance

1. Validated Data Collection and First-Party Data

Tag management is useless to work in a silo. There are different layers of integration that are made cohesive with a tag manager. The qualification criteria of tags validate data being collected. This creates a rich database, eliminating duplication and poor formatting errors.

Clicks

Track website page views
Track page views of a single-page website or web application.
Track Mobile Pages
Track mobile applications
Track in-app purchase paths
Track button clicks such as tracking Add to cart, Buy, or other buttons?
Track clicks of social buttons (e.g. Tweet)

Forms

Collect lead data through forms
Update lead scoring at the backend
Update lead nurturing campaigns and individual experience journeys
Assign sales and customer support representatives for further action
Sales demo management
Track file downloads, e.g. PDFs.

Validated data collection and first-party data with a tag management system will help the project manager get a set of clean, reliable, and complete data to meet its deadlines.

In this process, the data collected from leads and customers will undergo a set of validation. The validated data collection and first-party data with tag management system will ensure a higher degree of accuracy, provide better business value, and ensure better customer service.

2. Customer identification and Profiling

Tag management systems come with the ability to create persistent IDs of data collected and customer profiles created.

Track contact links in email marketing
Track form submissions.
Form field timing tracking. Track how long it takes for your users to fill out a particular form field.
Form submission timing tracking. Track how long it takes for your users to submit a form.
Pre-fill form fields. This technique is especially useful if you want to be the traffic source of your form submissions. You will see this from data that is already there in your CRM or other platforms such as Linkedin.
Integrate other tag managers such as Google tag manager, Adobe, etc.
Track AJAX requests used by web developers to identify completion of an action.
Track checkboxes

Tags help in identifying your potential buyers. The customers who come to your site or contact you through your tags are potential buyers. These people are the potential buyers of your products or services.

In this case, you will be spending your time to direct these potential buyers to your site. Hence, you need to perform customer identification and profiling through tag management to focus on where more business lies.

3. Customer Segmentation

TMS lets you fire tags to segment customers into cohorts based on various factors like their place, age, shopping pattern, etc. This method of segmentation has a better chance of optimizing remarketing, retention, and loyalty campaigns.

Install various 3rd-party tools by using built-in tag templates
Track outbound (external) link clicks.
Fire tags for personalization
Combine multiple triggering conditions into one for segment specific engagement
Track chat widgets
Track form abandonment.
Drop-down field selection tracking

Identifying customers and responding with marketing campaigns reduces costs and improves optimization. Better customer segmentation management has proved productivity for marketers to invest funds with optimal budgeting. It has also evolved the cycles of incentives with salesforce and account managers.

4. Influencer & Affiliate Marketing

When it does come to marketing and promoting your content, you may have considered using influencer marketing through social media platforms such as Facebook and Twitter. This has proved to be a viable option for many businesses as these platforms can reach a worldwide audience for little or zero cost.

Track 3rd party sharing plugins, like AddThis.
Track affiliate link clicks.
Track affiliate sales.
Install remarketing codes, pixels, like Google Ads (ex Adwords) remarketing or Facebook Pixel.
Track very large ecommerce transactions with Google Analytics
Track conversions (Google Ads (ex Adwords), Facebook Pixel, etc.)
Install multiple Facebook Pixels on the same page
Implement dynamic remarketing.

The way influencer marketing works is through the ‘tag’ system that these platforms use. Every time you make a post on your page, whether it is a comment or an upload, your content is tagged with an important keyword or key phrase, which helps search engines identify your page and determine what kind of content is most likely to attract users looking for your brand or product.

So, for every post that you make, your website will start to rise in popularity. The more posts you make, the higher your website will rank within search engines, and the more likely people are to click on your links — leading to increased visibility for you.

5. Data Privacy and Compliance

One amongst the primary goals of all businesses around the world is to develop customer loyalty. Creating an effective data management system that allows businesses to manage their data easily will foster more satisfied customers.

Set, read, and delete cookies.
Blacklist and whitelist third party vendors based on user’s data preference updates
Configure cookie consent banners.
Easier management of tags in order to be GDPR compliant.
Store cookie consent data
Count page views in a cookie. You can fire a particular tag on just, say, the 1st page view.
Fire tags accordingly to the user’s traffic source.
Remove Personally Identifiable Information (PII) from URLs.
Block tracking codes from firing if a visitor has enabled the “Do not track” setting in his/her browser.

Customized Use cases of a Tag Manager

You could explore full utilization of your tag manager for many other use cases. Some to get started with are for:

If your use case is not on this list, drop a note in the comments below. Or, hop on a quick call using this link.

Originally published at https://magicpixel.io on March 10, 2021.