94% is virtually everyone, right? So almost everyone said "yes" when asked "Do you see data integration as the next step in the evolution of tag management?" At least, that's what the 142 digital marketing decision makers interviewed said.
Always question the unquestionable
My questions to you, fellow #measure aficionados, are:
- could the formulation of the question result in some leader bias?
- is a sample of 142 respondents representative enough?
"Lies, damn lies and statistics"
This famous quote highlights the persuasive power of numbers. When reading such studies - any study - keep in mind there are commercial interests involved. I'm certainly not saying Forrester or Tealium are at fault. Sponsoring studies is part of the marketing strategy to build credibility, reputation... and sales. I bet another similar study sponsored by another vendor would bring a different light on some aspects while reaffirming some others.
Data integration is undeniably important. After all, who could be against virtue? But there are several other factors to consider when choosing a TMS vendor.