Analytics and optimisation consultancy Logan Tod has developed an approach that incorporates attribution modelling within its own optimisation framework so its clients can decide where to invest their ad spend.
The framework classifies individual marketing activity, from high-level channels down to low-level keywords, with specific recommendations associated with each. One visualization of Logan Tod’s process looks a little like this:
Rob Silsbury, marketing director of online glasses retailer Glasses Direct is under no illusions as to the state of the retail environment in 2012.
Speaking at TagMan’s most recent client get together TagMeet 2, Silsbury said: “It’s going to be a pig of a year.” And none of the other retailers in the room looked ready to disagree.
So what does Glasses Direct plan to do about it? Given its focus is online, then drive its online channels hard. Efficiency is the overriding mission. But, that doesn’t mean the company isn’t prepared to invest to get as lean as possible. Silsbury has a couple of things in mind: Continue reading
The word “guru” is an overused one, but when it comes to web analytics, Stéphane Hamel is undisguisedly worthy of the title. An all-round online analytics advocate, Stéphane is also director of strategic services at Cardinal Path, an educator and a prolific speaker.
We caught up with him to discuss tag management in the context of web analytics, organizational change, and implementation best practices. Continue reading
For better or for worse, JavaScript-based web measurement is here to stay.
JavaScript tags have become a cornerstone of code for Web analytics, online testing, behavioral targeting, affiliate marketing, ad serving, search marketing, and more. Without an efficient, flexible and adaptive tag management system, managing what can easily become dozens and dozens of individual pieces of code can become, according to a recent report on tag management from Forrester Research: Continue reading
When Forrester Research took a look at tag management in a recent report, they identified five benefits to implementing a tag management system, particularly for organizations with complex web sites. Following, the benefits of tag management to site owner, as identified by Forrester:
Accuracy. A tag management system deploys consistent analytics tags on all pages. Across the board, analytics become more consistent, relevant and accurate. Continue reading
Shanti Shunn, Director of Online Marketing at Harry and David
Shanti Shunn, director of online marketing at Harry and David, discusses why e-commerce sites need tag management, how tag management has evolved, and how to select a tag management vendor.
When and why did you decide you needed tag management?
At Harry and David we’re in all the multichannel markets, we have a lot of third-party tags on our site that relate to tracking and/or CPA payouts. Continue reading
A SEO brand search features in half of all top-converting user journeys
Attribution matters. Take search, for example. In e-commerce, SEO is the most powerful converter to a sale outside of direct-to-site navigation. Yet marketers direct the bulk of their search efforts – not to mention search spend – into PPC.
“Search is great, but you probably don’t understand what the real story is,” Continue reading
In a recent article, Paul Pellman makes the compelling argument that there’s no such thing as ad campaign optimization without sorting out the often murky issue of attribution.
“The right way to handle attribution is by measuring the influence each and every display impression, click, social interaction, and e-mail campaign has on a campaign,” he writes – and we couldn’t agree more. Continue reading
Bryan Eisenberg
Speaker, best-selling author, columnist, digital marketing pioneer and more, Bryan Eisenberg has become something of a legend as a digital marketing pioneer, web metrics guru, and all around advocate of digital marketing best practices.
He’s also is the newest member of TagMan’s advisory board (see seperate press release). We sat down with him to discuss why he feels the tag management issue is an important one now, and what role he’ll play in moving the company forward. Continue reading
With her team, Greenlight director of PPC Hannah Kimuyu has been integrating TagMan path-to-conversion data to understand the true role of paid and organic search in user journeys. Here she outlines some of the amazing insight they are becoming to able to feed into client strategies and tactics.
Continue reading
