Gatwick Airport is working with tag management system TagMan to manage and track its online campaigns for the main website gatwickairport.com.
LONDON: TagMan has been appointed as Gatwick Airport’s global ‘container tag’, a single page tag that holds all the tags used to track online campaigns, including display, paid and natural search, affiliates and email.
NickTsimbidaros, Gatwick Airport’s e-commerce manager, said:
”A great deal of time is spent implementing and managing campaigns, which is extremely onerous as well as costly. TagMan will enable us to add, edit and remove tracking tags more efficiently, which will save us time and keep costs to a minimum.”
The system will also allow Gatwick Airport to see the entire path to conversion that any user takes to booking any of the many offers available from its site. This will enable the marketing department to pinpoint exactly how it apportions future spend and ‘deduplicate’ between channels that claim commission from the same sale. This will enable the company to reduce its affiliate campaign costs.
Jon Baron, general manager of TagMan, said: “Gatwick Airport is the latest travel and tourism brand to implement TagMan.Virgin Atlantic and Thomas Cook have been using the system for the last year and the results have been outstanding, with Thomas Cook reporting cuts of 25% on commission fees alone. Gatwick Airport provides a huge range of offers online, from flights to car parking. Its campaigns are expanding and TagMan will help them track and manage them easily and effectively.”
About TagMan
TagMan is the single-tag solution to the problems of online campaign tracking. By acting as a single, universal tag and interface through which tracking tags and pixels can be deployed to an advertiser’s web site, online marketers can save time and money in the way they track campaigns and see how all online channels are working together.
A single TagMan container tag replaces all the tracking pixels on an advertiser web page used to track, for example, natural search, paid search, affiliates, display, email or site analytics. These tags are housed inside the TagMan container and can be managed directly through a browser-based interface.
This allows them to be added, edited or removed direct from the web page in question in seconds, without troubling IT resource, which also means complete freedom to switch between tag providers such as ad servers, CPA networks and analytics companies.
Then, since the tags from all channels sit in the same system, advertisers and their agencies can track the full customer journey and tell which channel delivered a particular user much more effectively. This allows complete deduplication between CPA commission payments and marketing attribution of credit/commission across all online channels.
TagMan won the Econsultancy Innovation Award for web analytics where the judges said: “The creation of a single system and interface through which tags can be deployed is a significant innovation that can help remove the burden caused by the proliferation of tags as well as enabling complete campaign tracking.”
Clients include online advertisers and agencies in the UK, US and Germany, including Virgin Atlantic, Subaru, Boden, Laura Ashley, Thomas Cook and Alliance & Leicester.