• by Tyler Loechner  @mp_tyler, March 4, 2013

Last week, tag management company TagMan launched LEAP, a tag management platform that can analyze data in real-time. TagMan's SVP of Global Marketing, Ron Brien, said the platform provides marketers with a "marketing experience layer."

The "marketing experience layer" is data that allows marketers to "understand what their consumer's digital journey was," said Brien. "Big data becomes too big. [The marketing experience layer] simplifies big data, presenting and visualizing that layer in real-time."

He likened the layer to eating an elephant one bite at a time. "If you give them all the data, they're not going to be able to finish it. If you isolate it, you make it easy to chew on." That's essentially what the "marketing experience layer" is intended to do, all in real-time.

Brien said that this is a big year for tag management as a whole, not just TagMan's LEAP platform. In referencing [x+1]'s recent acquisition of UberTags, Brien said there's a chance that there will be more deals involving tag management companies this year. He said, "I think this is the year you will see clear leaders [in the field]."

According to Brien, tag management is on the brink of breaking out in the real-time marketing space because it has evolved over the last five years. He said that tag management has been useful in the industry for technical things, like improving page performance and saving time. But Brien believes that tag management is ready to "leap" forward - hence the name of the platform - and do more.

"With this next evolution of the tag management industry, we're talking about driving revenue from tag management, which is a lot more sexy," Brien said. "I think it's going to lead to a huge growth in the market this year."