During Digital Velocity 2014, I became interested in seeing if certain tag management systems (TMS) dominate particular industries. The first industry that I chose to analyze was auto manufacturers. Here is how I performed the analysis:
- I began by scanning the US websites of the major auto manufacturers with Tag Inspector.
- I then summarized the results to show the specific tag management system each company utilizes on their site.
Here are the results:
Total Number of Sites Scanned: 29
No TMS Present: 16
Ensighten: 2
BrightTag: 8
Adobe Tag Container: 2
Tealium: 1
To summarize, the majority of US car companies’ websites do not use a TMS. But, of the ones that do, BrightTag is the clear winner. Here is the complete breakdown:
| Ensighten | No TMS | BrightTag | Adobe Tag Container | Tealium | |
|---|---|---|---|---|---|
| Acura | X | ||||
| Audi | X | ||||
| BMW | X | ||||
| Buick | X | ||||
| Cadillac | X | ||||
| Chevrolet | X | ||||
| Chrysler | X | ||||
| Dodge | X | ||||
| FIAT | X | ||||
| Ford | X | ||||
| GMC | X | ||||
| Honda | X | ||||
| Hyundai | X | ||||
| Infiniti | X | ||||
| Jaguar | X | ||||
| Jeep | X | ||||
| KIA | X | ||||
| Lexus | X | ||||
| Lincoln | X | ||||
| Maseratti | X | ||||
| Mazda | X | ||||
| Mercedes-Benz | X | ||||
| Nissan | X | ||||
| Porshe | X | ||||
| Subaru | X | ||||
| Tesla | X | ||||
| Toyota | X | ||||
| Volvo | X | ||||
| VW | X |
This certainly is not the most complete study of tag management systems used across the auto industry, but it gives us a good indication of overall usage within the US market. There are still plenty of opportunities for auto manufacturers to embrace TMS.
Interested in performing your own analysis for a specific industry? Check out Tag Inspector and run a free scan today!
