Boden, the international online clothes retailer, has hired independent universal tag management system TagMan for tag management and to help the company understand the full journey its customers take on their way to buying from its websites.
The company, which employs 800+ staff and operates in the US, UK, Germany and Austria, will use TagMan to manage the tracking tags from search, display and affiliate campaigns on all its websites.
By plugging the third-party tracking tags from all its marketing channels into a single TagMan container tag on its pages, Boden will be able to follow the complete path to conversion that any of its customers take, including whether they come direct to the site or click or view on natural or paid search results, affiliate links or display campaigns.
It will use this insight to plan future campaigns more effectively, since it will be able to see which channel played what role in delivering a customer.
Oliver Elliott, online acquisition manager at Boden, said: “TagMan will give Boden’s marketing teams the power and flexibility to add and edit tracking tags as well as the rules governing their deployment. This can be carried out in minutes, whenever we or our partners require, without the need for scheduled updates to the website.
“Beyond tag management, TagMan will provide us with a rich source of touch-point data to better understand attribution and interaction across all online marketing channels. After a lengthy search, we’re confident that TagMan is the technology best placed to deliver this for Boden and are delighted to be one of the innovative businesses working with them.”
Jon Baron, general manager at TagMan, said: “Boden instantly and completely understood the potential benefits of using TagMan, especially where they have many sites to manage and campaigns from which to derive insight.”
About Boden
Boden is Britain’s best loved mail order clothing brand – selling womenswear, menswear, children’s and babywear through our catalogue, website and our two shops. We make well-made, colourful, flattering and fashionable clothes and accessories with a sense of fun and style at a fair price, delivered directly to your door.
Set up by Johnnie Boden in 1991, who was inspired by the high standards set by US mail order companies, Boden filled a gap in the UK market. Boden is now a £168 million turnover (2008) business employing approximately 800 staff.
The website was launched in 1999 (www.boden.co.uk) and is continually modernised: today 67% of UK sales and 75% of USA sales are taken over the internet. On average we’ll see around 330,000 visitors to the website every week in the UK and 190,000 in the US.
About TagMan
TagMan is a tag management system that solves the problems associated with site tagging and tracking of online marketing campaigns – including deduplication and marketing attribution – by acting as a single system and interface through which tags can be deployed to an advertiser’s web site.
Clients include advertisers Virgin Atlantic, Thomas Cook, and Alliance & Leicester and agencies Media Contacts, TBG London, Blue Barracuda and Didit.
It won the 2008 Econsultancy Innovation Award in the web analytics category where the judges said: “The creation of a single system and interface through which tags can be deployed is a significant innovation that can help remove the burden caused by the proliferation of tags as well as enabling complete campaign tracking.”
Find out more at http://www.tagman.com
TagMan’s appointment by Boden was covered in this news story by New Media Age
