Enterprise Tag Manager vendor comparison: Which TMS should you choose?
Author Karolina Gawron
Author Karolina Gawron
There are some tag management systems which pride themselves on being an “enterprise tag manager”. They give you a list of some functionalities, services, and nice pictures, but you may still be wondering what makes them different from non-enterprise tag managers.
In this blog post, I’d like to show you what actually makes a tag manager an enterprise-ready solution. Then we’ll proceed to a comparison of enterprise tag manager vendors. Based on that information you should be able to determine which platform is the most suitable for you and your organization.
Why do you need a tag manager in the first place?
Sometimes the development team may need weeks or even months for a development cycle. This is unacceptable if you need to track something or implement a campaign in short order. Tag managers make it easy to manage tags on your properties without engaging the IT department.
While free tag managers will work just fine for small businesses, mid- and large-sized organizations need something more:
Let’s have a look at the major players in the enterprise tag management field.
If you’d like to compare the specifications of the tag managers discussed here, download our free Tag Manager Vendor Comparison sheet. We have detailed over 40 functionalities and placed 5 of the most popular TMSs side-by-side for you to see the key differences between them.
Download Tag Manager Vendor Comparison
Google introduced its own TMS back in 2012. It is the most frequently chosen solution and has captured almost 92% of the market. It allows its users to rapidly test and deploy new tags, as well as maintain existing tags and implement new ones.
GTM is so popular among website owners because of its freemium model, clear interface, and the fact it works great with Google Analytics (which is presently the most popular web analytics software available). It offers range of inbuilt tag templates, debug mode, as well as service of synchronous and asynchronous tags.
GTM collects data about your tags, which may give rise to privacy and security concerns for enterprises and other organizations handling sensitive data. It also does not support the use of synchronous tags, and thus does not provide tag templates for A/B testing tools like Optimizely.
Available in Cloud and On-Premises versions, Piwik PRO Tag Manager is offered with integrated privacy features. It allows users to quickly and efficiently deploy, modify and manage tags across a range of sites and applications with minimal technical expertise.
In addition to standout features, Piwik PRO Tag Manager has been designed with a wide range of other easy-to-use features. As a part of the Piwik PRO web analytics suite, it can be easily integrated with Cloud and On-premises analytics. Preset templates make it easy to implement a range of actions including content tracking, event tracking, custom dimensions and variables.
There is an Opt-out/Do Not Track option available at the individual tag level to make sure all tags are privacy compliant regardless of the tool they come from. Moreover, Piwik PRO offers debug mode in both desktop and mobile versions. Another nice feature is white-labelling, so you can customize the user interface to establish your corporate identity.
Piwik PRO Tag Manager is a brand new solution, so there are few resources outside the official website and blog, which may be problematic for novice users. There is also no changelog, so you cannot revert to any previous versions that have been published.
This tool was established in 2008 in the USA as one of the first enterprise tag managers. In 2014, it was announced in Inc. 500’s as one of the country’s fastest-growing private companies. Hundreds of top brands worldwide rely on Tealium to seamlessly manage their digital marketing deployments.
Organizations using Tealium can improve their ROI by boosting the performance of their existing marketing programs, improving marketing efficiency and reducing IT friction and costs. The company has also introduced two other products to its cloud – AudienceStream and DataAccess.
Tealium, just like Piwik PRO, provides its customers with opt-out choices and supports Do Not Track preferences. It retains the trust of customers due to its rapid growth over the past few years coupled with high quality of services and support. Its integration ecosystem includes almost 1000 digital vendors.
Pricing of Tealium is significantly higher than in other solutions like Piwik PRO. However, Tealium seems to have some usability issues. It is much less intuitive than other tools and is considerably more complex and hard to learn compared to GTM and Piwik PRO.
Dynamic Tag Manager offered by Adobe is available to every customer of Adobe Marketing Cloud for free. It was created to manage tags and data distribution on your web properties. It allows you to manage tags across all of your sites regardless of the number of them.
The User Interface is robust and easy to navigate. If you work with other Adobe products, DTM manages those tags extremely well.
Ensighten serves tags dynamically, as visitors interact with your website, enabling easy personalization. It provides its users with full control over the deployment and optimization of marketing technologies.
It works on any device and platform – desktop, mobile, video and more. It is adjusted for collaborative environments requiring technical flexibility and high availability.
Just like Adobe DTM, it does not support Opt-Out and Do Not Track features. Ensighten is available exclusively as a SaaS deployment. Thus it is not recommended for data-sensitive industries. It lacks many popular triggers and conditions present in other tools like Piwik PRO TM and GTM.
Trying to find the best Tag Management System for your organization? Don’t worry. We’ve done the research for you. Download the most comprehensive analysis of Google Tag Manager, Piwik PRO Tag Manager, Tealium, Adobe Dynamic Tag Management and Ensighten. We discuss over 40 functionalities of 5 most popular tag manager vendors to make your decision easier. And it is completely free!
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