The landscape of advertising and targeting is changing rapidly. Targeting and personalization are becoming more and more critical to how we target audiences online.
Our VP of Product Marketing, Maggie Neuwald recently participated in a webinar “The Future of Data and Media in 2012″ with Chango, the leader in search retargeting, and m6d (Media6Degrees), a marketing technology company that 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
I will be speaking at ad:tech London on 21 September, presenting the full case study of how TUI Specialist Travel transformed its digital marketing strategy using full path-to-conversion reporting.
As discussion around marketing attribution begins to question its practical application and logistical viability, our seminar session aims to describe precisely how seeing the true and complete path that customers take to a sale is being acted upon by real clients. 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
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
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