The State of Tag Management: A Q&A With TagCommander

Estimated Reading Time: 6 minutes

Welcome to the next post in our Q&A series on The State of Tag Management. I’m extremely excited to introduce Michael Froment, CEO and Co-Founder of TagCommander.



michael froment tagcommander

Michael Froment, CEO & Co-Founder, TagCommander


About Michael

As TagCommander’s chief executive officer, Michael is responsible for TagCommander’s day-to-day-operations, as well as leading the company’s sales, product development and technology strategies.

Prior to joining TagCommander he was the Head of Sales at Xiti/AT Internet, a web analytics leader. In that capacity he led Xitis’ global sales efforts and contributed to Xiti’s leadership position in the web analytics industry. The end result was Xiti being recognized as a major player in Forrester Wave: Web Analytics reporting. Michael has also led major European web analytics projects for e-commerce leaders like Rue du Commerce, Priceminister and Pixmania; top French accounts including Total, Groupe Pages Jaunes, Saint Gobain, and Groupe Accor; international corporations like Groupe Schibsted and Gucci Group; and the successful start-up Le Bon Coin.

About TagCommander

TagCommander was founded in 2008 by a trio of Internet marketing experts who experienced firsthand the nightmare that tag management was becoming and set out to develop the necessary tools to increase marketing agility. In addition to its flagship Tag Management solution, TagCommander offers a suite of complementary products intended to help marketers use the data collected from their third party tags responsibly and maximize their advertising investments. These products include Privacy Management, Attribution Management, and Data Management.

TagCommander is profitable and works with hundreds of clients that are located across the globe and from all industries. Its robust library of vendor tags enables marketers to deploy and manage their solutions with point-and-click functionality.

For more information, please visit



Michael was gracious enough to answer our questions on the current state and future of tag management.


Where do you think tag management is as an industry right now?

Tag management has reached maturity. Its core promise of providing agility and autonomy to marketing teams is now well understood by online businesses around the world.

We are past the early adopter stage, the technology has “crossed the chasm”: we are entering what could be called the early majority phase, with mainstream organizations now looking to equip themselves with a tag management system.

[Tweet “TMS is past the early adopter stage, the technology has “crossed the chasm””]

As it gets more widely adopted, the category is also evolving.

To cut across an increasingly fragmented online and offline customer journey, businesses need a new type of digital marketing hub that passes on customer information from one marketing channel to another, in real time.

Because enterprise tag management is “real-time native” and by design bridges the solutions of multiple vendors, it has unique potential for evolving into the real-time hub marketers now need to unify – and optimize – their full omni-channel customer journey.


What do you think is the main reason tag management has become such a growth industry?

At TagCommander, we believe the main reason for the growth of tag management is that, as a category, we have delivered on our promise of allowing rank and file marketers to easily test and adopt new solutions on their own.

By some estimates, over 2,000 cloud-based marketing solutions are now available around the world, with new ones appearing every week. This is what TagCommander likes to call the global marketing cloud – a vibrant, planetary-wide incubator where the next killer marketing apps are born.

[Tweet “By some estimates, over 2,000 cloud-based marketing solutions are now available around the world”]

In the global marketing cloud, new solutions are constantly catching the eye of innovative marketers who adopt them within days – in large part thanks to tag management.

We believe that we’re entering “stage two” in the history of our category, when the tag management system evolves into the real-time hub marketing teams now require to ensure their chosen digital tools work together as one.


Where do tag management and TMS fit within the digital analytics realm?

We believe the new role of the tag management platform is to make it simple for the world’s digital marketers to mix and match their preferred digital advertising and marketing solutions.

[Tweet “The new role of TMS is to make it simple for marketers to mix and match digital solutions”]

Our platform already provides much more than best-in-class tag management, privacy compliance, and digital attribution capabilities.

What we now offer is a full-featured Real-Time Marketing Hub designed to let marketers optimize their customers’ complete online and offline journey taking full advantage of their chosen portfolio of advertising and marketing solutions – cutting across the boundaries that have kept advertising, conversion optimization, and customer engagement apart.


We hear a lot about enterprise tag management. Will its adoption ever be as high with small and medium businesses as with enterprises? Why or why not?

Yes, we strongly believe that tag management will become widely adopted by organizations of all sizes. Far more than a mere online utility that helps marketing teams gain in agility, tag management is set to become the new middleware in the cloud trusted by organizations large and small to assemble their favorite set of 3rd party marketing solutions and ensure those solutions work together as one.

[Tweet ” Tag mgmt is set to become the new middleware in the cloud trusted by orgs large & small”]


Five years down the road, what will be different with tag management when compared to today?

Tag management will have evolved into the intuitive, easy-to-use digital playground trusted by rank and file marketers to orchestrate optimized omni-channel marketing journeys across their organization’s chosen set of 3rd party marketing solutions from the global marketing cloud.


I would like to thank Michael Froment for taking part in our Q&A series on the state and future of tag management. Stay tuned for the next post – or subscribe to our blog to be notified instantly by entering your email address at the top of the page.


Originally Published On April 22, 2015
October 8, 2020