TagMan
Brand: Virgin Atlantic
Executives Involved in The Campaign: David Cook - TagMan
Paul Cook - TagMan
Jon Baron - TagMan
Brief: TagMan allows businesses to accelerate
growth in technology vendors and reporting with confidence. A significant
“step-forward” innovation, it removes the burden disparate pixels and reporting
place on the industry.
BACKGROUND
1.The industry relies on too many pixels and tags.
Every new Exchange, DSP, Data, Video, Retargeting & Analytics tool etc
requires (yet) another tag/pixel.
a. None connect seamlessly. All add page weight & tech challenges. Privacy
concerns are rife.
b. Pixels that bid from the same exchange; are blind of other agency's pixel
activities. Often bidding against themselves.
c. You are tied to suppliers, you do not (want to) use anymore.
2.“Multi-touch Attribution” is considered hard/expensive:
Why does an industry still work on last click, when it’s clearly erroneous?
i. Why do we reward PPC, if Display creative or a ‘microsite’ drove the
incremental engagement also?
ii. Retargeting looks hot, but does it cannibalize the true path that’s driving
incremental sales? A video? SEO?
TAGMAN:
Tag Management System: A robust and smart interface that fixes these
challenges. Managing every pixel and tag, no matter which vendor created it; in
the cloud, in milliseconds & unifying all data under one UserID. We build
natural search into those results, in real-time.
TagMan provide agnostic tag management & attribution reporting for over 100
ecommerce sites. Clients include Virgin Atlantic, Ted Baker, Laura Ashley,
Subaru, Air NZ. Managing hundreds of vendor tags including Omniture,
Doubleclick, MediaMind, Criteo, Kenshoo, LinkShare etc through one universal
tag.
One final single line of code - the advertiser only deploys once. Never bother
IT again. Marketers and agencies take back control on what to deploy, when.
Not owned by an adserver, data or analytics business; but combining their data
in one, single ‘true attribution’ report. TagMan provides complete oversight of
the customers’ true online journey. They show true attribution of credit
including natural search and direct to site. Saving Media $ in real-time.
TagMan enabled VIRGIN ATLANTIC to:
1) Quickly add complex tags to switch to analytics vendor CoreMetrics AND to
track the success of its Live Person customer service chat system.
2) Cut its CPA payments to affiliate partners by 21.1% through the
identification of duplicate sales, by only loading the correct conversion pixel
and achieving an ROI on TagMan of 41:1
OBJECTIVE:
Veronica Brown, e-commerce commercial manager, appointed TagMan as the
airline’s global container tag to help it manage and track the online campaigns
it has running across all its websites, which cover 25 markets around the
world.
Brown’s objectives:
1.Enable Virgin Atlantic to add, edit and remove tracking tags more efficiently
and, in so doing, save huge amounts of time and energy in the implementation
and management of campaigns
2. To allow Virgin Atlantic and its partners to see the entire path to
conversion that any user takes to buying from one of its sites and so
‘de-duplicate’ between channels that claim awarding or commission from the same
sale.
RESULTS
The use of TagMan delivered instantaneous benefits to Virgin Atlantic:
Tag deployment
Since it was implemented, TagMan has enabled Virgin Atlantic to deploy complex
tags to its sites - no need for IT.
The first, for web analytics provider Coremetrics, allowed Virgin Atlantic to
simply switch analytics solution (a process that ordinarily would take months).
The second, for the company’s Live Person online customer service chat system.
This enables Virgin Atlantic customer service staff to launch an online chat
with a user at critical points in the buying process to help them through to
conversion and so reduce basket abandonment rates. This would have been more
challenging without TagMan.
De-duplication:
Over a two-month period, TagMan tracked 8 separate channels for Virgin Atlantic
in the US and UK and identified 21.1% of CPA payments that were duplicates (that
is where more than one partner claimed the ‘last click’ in that period)
This amounted to a six-figure saving in just two months, achieving an ROI –
purely on deduplication - of 41:1.
Brown says: “We made the investment in TagMan for its benefits in pure tag
management and to free us from the bonds of incumbent technology providers such
as ad servers. But, to be able to say that this investment delivers a return of
more than 40 times on CPA duplication alone is fantastic.”
TagMan: The pioneering Tag Management System with real-time attribution
reporting. Advertisers, agencies, vendors & publishers all benefit; through
new and smarter tagging/reporting.
Link to Your Creative Materials:
Simple
explanation http://www.youtube.com/watch?v=bVtOSqfZwVk
Visualization of tech and (basic) data example:
http://a.yfrog.com/img522/42/kep.png
Sample list of tags/pixels that currently run, seamlessly through TagMan
http://bit.ly/countless_tags
