Virgin Atlantic is working with tag management system TagMan to help it manage and track the online campaigns it has running across all its websites, which cover 25 markets around the world.
The company has appointed TagMan as its global ‘container tag’, a single page tag that houses all the tags used to track Virgin Atlantic’s online campaigns, including display, paid and natural search, affiliates and email.
Veronica Brown, e-commerce commercial manager at Virgin Atlantic, said: “We are pleased to be working with Tagman as this system will enable Virgin Atlantic to add, edit and remove tracking tags more efficiently and, in so doing, save huge amounts of time and energy in the implementation and management of campaigns.”
The system will also allow Virgin Atlantic and its partners to see the entire path to conversion that any user takes to buying from one of its sites. Brown said this will enable them to be smarter about how they apportion future spend and ‘deduplicate’ between channels that claim commission from the same sale. The company will gain instant savings in this way.
Brown commented: “Being able to quickly amend our tracking tags is key for us, as globally we continue to deliver a high number of marketing campaigns. We are very excited about the flexibility and control that TagMan will give us to ensure we are able to track and attribute accordingly.”
Virgin Atlantic is the latest e-commerce giant to sign up to TagMan to get on top of the huge number of tracking tags now sitting on e-commerce sites. Thomas Cook, Alliance & Leicester and many others also use the system to manage the way they implement and track online campaigns.
Jon Baron, general manager of TagMan, said: “Just on a practical level Virgin Atlantic will save time and money in the way it implements and tracks its campaigns. But, the company is also keen on the strategic edge it will gain by having a central, ‘ultimate tag’ that is independent of tag providers and which puts control of the data that tags provide back in its hands.”
About Virgin Atlantic
Virgin Atlantic celebrated its 25th birthday this year and since it was founded the airline has become Britain’s second largest carrier serving the world’s major cities. Now based at both London’s Gatwick and Heathrow airports, it operates long haul services to thirty destinations world-wide as far apart as Las Vegas and Shanghai.
Virgin Atlantic has enjoyed huge popularity, winning top business, consumer and trade awards from around the world. The airline has pioneered a range of innovations setting new standards of service, which its competitors have subsequently sought to follow. Despite Virgin Atlantic’s growth the service still remains customer driven with an emphasis on value for money, quality, fun and innovation.
About TagMan
TagMan is an independent tag management solution that enables agencies and advertisers to manage online marketing tags – and the data they provide – much more effectively.
By acting as a single system through which tags can be deployed to an advertiser’s web site, online marketers can regain control of their marketing data, track users throughout their path to conversion and make immediate savings in the way they add, edit and remove online tracking tags on their websites.
Clients include online advertisers and agencies in the UK, US and Germany, including Thomas Cook, Alliance & Leicester, Christy Towels, Media Contacts, TBG London, Blue Barracuda and Didit.
Find out more at http://www.tagman.com
