Thanks to Marin Software, Criteo, MediaMath and eXelate for being part of the video.

For a recap on many of the tags that are running easily through TagMan, visit this post “what tags & pixels does TagMan work with?”

Head of client sales Bertie Stevenson is taking the stage to reveal precisely how one of our clients has used TagMan to initiate a deduplication programme that has its affiliate partners on board and that makes sense for all parties.

It’s all taking place at Excel on the second day of the conference – 13 October, 2010. Details are:

17:15–18:00 Room 17 The implications of universal tagging and de-duplication for the affiliate industry. Bertie Stevenson, TagMan & Fiona Robertson, bigmouthmedia

Solutions such as TagMan are being used by advertisers to reveal the complete and precise path to conversion their customers take to a sale. This is enabling more accurate deduplication and long overdue insight into the role all channels play in contributing to a sale throughout a user’s online journey.

Bertie Stevenson, head of client sales at TagMan, will explain precisely how its clients are using the tool to drive greater effectiveness in their online spend and the major implications for the affiliate industry.

Hope to see you there and in the meantime you can see existing case studies of how advertisers are using TagMan in our Business Case section.

The work – which saw Thomas Cook save 25% on affiliate commissions by identifying precisely who delivered the last click – has been shortlisted in the annual Affiliates A4U Awards, in the Innovation Award for Advertisers category, which take place on June 9 at the Grosvenor House Hotel.

Thanks lots to the judges and we hope to see lots of friendly folk on the night.

We believe that the rate of duplication is on average between 20%-25%, but we’ve heard of clients who could be over-paying to acquire as much as a 1/3 of all their traffic and online sales.

That’s why we’re offering* to de-duplicate all CPA activity (including natural search, banners and affiliate de-duplication), and identify which channel is actually responsible for each lead or sale, up until Christmas; in return for a share of the savings made on commission payments.

This could potentially save a lot of time, effort, and money. Best of all this is a risk-free offer that means you don’t have to pay us anything unless we help you to save money with our tagging solution.

* Terms & Conditions apply. Go to www.tagman.com/pf_de-dupe_free_offer for further information.

The campaign setup can also include natural search tracked as an impression and paid search tracked as a click to ensure priority campaigns have a greater level of traction.  Different campaigns can be allocated different lengths of window for a user to arrive at the site (if tracking views) or to return and convert depending on the rules set in the interface.

TagMan uses cookie data that is created when a user views or clicks on TagMan tracked media, to decide which tagset to deliver into the container tag, and therefore only delivering the relevant tag for the action that has occurred. This allows you control the online marketing campaigns and the valuable data associated with those conversions.

I was in a meeting today with a large media agency (modesty forbids etc.) talking about de-duplication, and they were outraged that affiliates could tag both links on an affiliate network and redirect through these to claim double commissions. They also conservatively (small “c”) estimated that they were overpaying affiliates by 30%. As digital marketing budgets rise even in the current economic climate, that means more and more revenue is being wasted.

Whether the norm or not, for those clients that are, saving money by reducing over-payments on duplicate solution commissions is critical, and an easy win for increasing ROI of marketing spend.  That can only be a good thing.

So what’s the answer? Well I reckon one way is to serve conditional tags onto a page based on who the referrer or owner of the “lead” is. This means that only relevant tags are served when and where needed, reducing the over-delivery of marketing tags that aren’t. So – only the correct referrer gets counted for the lead. And it’s only them that get’s paid! And there you go: de-duplication and the elimination of duplicate affiliate comissions in one nice, neat, easy solution. BTW – a nice by-product of this is that you also get extra data protection, because only the referrer gets to track and count the tag.

De-duplication of media and the delivery of any market tracking tag are key features of TagMan. They can directly save clients money and make the whole online marketing ecosystem more accountable.