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.

“Wendy is a proven strategic-thinking, results-oriented professional with years of sales and marketing experience with technology companies and Aaron is experienced in web content management, social computing and measurement, web analytics, document management, personalization/content delivery, and other aspects of enterprise content management,” says Jon Baron, General Manager of TagMan. “They will both be invaluable new members of the TagMan team as we continue to ramp up in the US market.”

Before coming to TagMan, Ms Zenchyshyn had been with Enquisite Search Analytics (San Francisco) as Director of Strategic Partnerships since May 2008 and where she developed strategy including SaaS pricing models and marketing programs to effectively recruit large advertising agencies and direct advertisers focused on search engine marketing. From August 2007 to May 2008, Ms Zenchyshyn was Director, Business Development for Lyris, Inc. managing technology partners whose products were integrated into Lyris’ solutions. Before that, she was for four years Director, Worldwide Channel Sales for ClickTracks Analytics (which was acquired by Lyris, Inc.).

Earlier in her career Ms Zenchyshyn was a Regional Account Manager for WebTrends Corporation; a Channel Sales Manager – International for VPNet Technologies (Avaya); the Director, Global Channel Sales for Mobile Automation, Inc,;  Channel Sales Program Manager for Cisco Systems and spent ten years with Merisel, Inc  in positions of increasing responsibility and authority, the last being Director Worldwide Sales Services, Product and Marketing. She is graduate of Waterloo, Canada’s Wilfrid Laurier University.

Mr. Gragg comes to TagMan from WebTrends (Portland) where he has been a Strategic Account Executive since May 2008 responsible for $4.2 million in software and on demand sales for enterprise web analytics in Southeastern US. Prior to that, he was a Regional Sales Manager for RedDot Solutions/Hummingbird/Open Text from 2004 to 2008 and before that, a Financial Services Practice Manager at Verian Technologies. Earlier in his career, Mr. Gragg was an Account Executive with FileNet Corporation and served in sales and sales management positions with eGrail, Interwoven, Parametric Technology Corporation and the Mars Mission Research Center. He holds Bachelor of Science in Aerospace Engineering from N.C. State University.

TagMan (www.TagMan.com), the first independent tag and pixel management system, was built and developed by web analytics pioneer Paul Cook as a solution to the problems of implementing new tracking tags on advertiser websites. TagMan has revealed that up to 25% of a typical e-commerce advertiser’s commissions are duplicates.  TagMan’s universal tag solution  instantly deduplicates sales and attribute credit in real time across ALL online channels so that for every $1 spent with TagMan, clients see up to a $41 return on their investments.  Existing platforms do not offer this conversion report. The negative impact of too many pixels on a client’s website (contributing to shopping basket abandonment) drove TagMan’s focus on latency and pixel reduction as a core part of the platform used by clients globally. Clients include online advertisers and agencies in the UK, US and Germany, including Virgin Atlantic, Subaru, Boden, Laura Ashley, Thomas Cook and Alliance & Leicester.

Founded in 2007, TagMan is privately owned and funded and has offices in New York and London. It has received funding from Cambridge Angels and the London Business School E100.

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.

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 25^th 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

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…..

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

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.

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…