Matthias Postel (*1972), expert for web analytics and tag management, is founder and CEO of the iCompetence GmbH, a consultancy for web controlling and online marketing situated in Hamburg. Clients of the iCompetence GmbH derive from the tourism, trade, entertainment and service sector, amongst others the Montblanc International GmbH, GmbH and Vodafone D2 GmbH. Matthias also teaches at the Bayerische Akademie für Werbung und Marketing. He considers tag management one of the upcoming trends of online marketing.