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
Over the past few weeks quite a few brands that don’t spend very much on their digital marketing have been in touch to ask about our campaign tracking and attribution reporting. Continue reading
At the dawn of the Web, tracking and data wasn’t regarded as powerful as it is today (anyone remember server log analysis, or the 30 page Webtrends reports?). Today, analysis is at the heart of a successful e-commerce strategy, although there has been a grave oversight which has only now been remedied.
As marketers run more and more advertising channels in driving users to the website, they’ve rightly relied on tracking to identify what worked and what didn’t. The problem is they have been looking at the wrong thing and basing media decisions from the wrong perspective.
The last-click model has been the demise of many marketing channels which perhaps played a valuable part in the brand discovery or product selection process of the consumer. Once the consumer has decided what they wanted to buy, they’d typically go directly to the site (via a branded search term) and convert in that visit. As the last click, that branded search term would have been credited with the sale and all the valuable media they consumed in getting to that decision was ignored and not credited. This leads to money being directed away from valuable media and fed into the direct channels and very much away from profitability.
With our clients now basing media decisions on attributed data (where the credit of the sale is shared between all campaigns in the path to conversion), very different media decisions are being made and happily they are reporting a great increase in overall performance of their activity. Check out our new Boden attribution case study to see this in action.
Why it’s taken so long for the industry to grasp this with both hands I don’t know, but now the tide has changed this is excellent for marketers for a number of reasons:It makes marketing much more fun as you can try out lots of smaller channels using attributed data to show their true value