Dive Summary:

• Use a tag management system (TMS) in retargeting to run A/B tests on vendor activity and cookie pools.
• Use a TMS in your affiliate marketing to track conversion rates in one platform.
• Keep in mind that the more complicated, detailed and dynamic a TMS system, the slower it works, and can even affect page load time.

From the article:

The end result of good tag management equates to website efficiency, which yields less wasted resources, better business performance, and increased conversions. However, websites pose challenges that can compound for marketers. Retargeting efforts are too often not scalable enough, and affiliate marketing benefits are hardly taken advantage of in the fullest degree. What can internet retailers do about this?

E-tailers can solve this conundrum by investing in a tag management system (TMS). Inevitably, marketers need more technology to drive their websites and digital advertising (for customization, page load speeds, marketing attribution, analytics, etc.), which leads to potential issues with how multiple data points are processed. Effectively managing tags helps retailers combat site speed...