I just wanted to point you towards the e-consultancy Q&A interview with Paul Cook the TagMan CEO.
It makes interesting reading and covers topics surrounding the de-duplication of marketing payments and how TagMan can assist with our container tag solution that can track all channels, including display and affiliates as well as both paid and natural search. Definitely worth a read…..
The TagMan de-duplication survey results have been announced with very interesting results. Our industry-wide duplication survey showed that 40% of companies said between 11% and 20% of commissions were duplicate payments. Almost 20% said that between 21% and 30% were duplicated.
40% of respondents stated that responsibility for de-duplicating commission payments should lie with the marketing/media agency, with 34% indicating the technology provider.
Full results will be available next week through the TagMan website and also available now is an interesting overview on the e-consultancy website.
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
Is comprehensive one of those words like epic that are always overused? It seems that lots of companies have the most comprehensive tag management solution on the market that can deliver any market tracking tag. When it comes down to the crunch, however, a lot of solutions have real problems incorporating some tracking solutions such as Google Analytics.
TagMan can claim to be fully comprehensive because it can deploy other piggy-back solutions, whereas you can’t use them to deploy TagMan!
Mix this with the fact it can deploy javascript based tag solutions, de-dupe based on post impression click or view activity and set conditional first/last click rules for completed actions and comprehensive is very much the word.
I would guess that most clients are paying far too much in commission payments to multiple marketing partners and vendors for a single lead or sale and that this is the norm rather than the exception.
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.
As we get this blog up and running I just wanted to introduce you to the concept of TagMan. TagMan is a universal tagging system that enables Web site administrators, advertising and marketing teams and media agencies to manage, track and control all of their tagging needs with the use of one single tag.
A single TagMan tag can house multiple tagging solutions to de-duplicate all online performance marketing and make the tagging process much simpler. You can track all your marketing channels, natural search included, and compare them side-by-side for response attribution modelling.
Our aim is to make sure TagMan works with all tag based online marketing solutions, including content optimisation and web analytics. Currently we support major vendors like Atlas, DoubleClick and Google Analytics but support can be added easily for all of the tag-based solutions we’ve seen so far.
TagMan fills the gap between Ad Serving, Content Management and Web Analytics. Take control of your online marketing performance…
