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
Google Premium, which has been presented to the industry over the last month is the latest system to profess to offer reporting on marketing attribution in some guise – some are better than others, but most all fall into the trap of being a tool for reporting rather than action.
Much of the gap between translating one into the other should obviously be filled by the client and their agencies, but that is only one part of the issue. 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
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
Adexchanger.com kindly asked TagMan for our predictions on what 2011 will bring. So, we are drawing a line in the sand and also putting them here so we can review them next year. It is well worth you all downloading the full compendium from John’s great site. The link is below.
Continue reading
The TagMan platform – a pioneering Tag Management System with real-time attribution took home the DPAC Award 2010 for Best Advertising Analytics and Measurement Innovation. Continue reading
We appreciate you are busy so if you can spare us a few minutes of your time to complete our survey on CPA payments then we will donate £5 to Shelter*. CPA Duplication and attribution are going to be a big issues this year and we would appreciate your time to tell us what you think. As an incentive we’re donating £5 to shelter for the first 50 completed surveys so you’d be helping a great cause at the same time
