Good Health Media, Inc. Appoints TagMan

To Accelerate Client Online Advertising Campaigns

NEW YORK (August 30, 2010) Good Health Media, one of the fastest growing health ad networks, today announced that it has picked TagMan as its global “container tag,” enabling the company to accelerate its client online marketing campaigns while reducing costs by implementing third-party tags/pixels without IT resources.

TagMan’s single page tag will house all of the tags/pixels used to track Good Health Media (GHM) online ad campaigns, including display, paid and natural search, affiliates and email. Using the TagMan interface, GHM will have a single view of the effectiveness and interaction of its online advertising campaigns and will be able to see the interaction between the consumer and all online marketing channels, enabling it to enhance its optimization of online campaigns and media budget allocation.

“We chose to work with TagMan because it has an established track record in tag management and will help us drive better results for our advertisers and publishing partners. We can now instantly add or amend our tracking tags, which means we no longer have to send requests to different IT teams to change tags. This will save money as well as time,” says Bill Jennings, CEO of Good Health Media.

“Good Health Media can not only switch existing tags in and out in a matter of minutes, adding new tags instantly, it can now see the entire path a customer takes to conversion. This will enable them to make informed marketing optimisation decisions,” says Paul Cook, CEO, of TagMan. “We are pleased to have then as a partner.”

Good Health Media (www.ghmedia.com) delivers specific health condition audiences to pharma and consumer brands. The company’s “ConditionMatch” technology tracks and targets the most frequent visitors to niche health content, often at half the CPM of the major health portals. Advertisers include: Merck, J&J, Wyeth, Shire, Takeda, Walmart Pharmacy, and Amgen. Good Health Media was recently ranked as the fastest growing health ad network with 93% user growth in the past 12 months (Comscore).

GHM is backed by Metamorphic Ventures and several individual investors including Mike Perlis (Softbank), Rick Thompson/Larry Braitman (Founders Adify, Flycast), Joe Apprendi (Founder Collective), Richard Forman (Health Venture Group), Geoff Judge (co-founder 24/7), Bill Benedict (Alpine Meridian), Chris Young (Founder Digital Broadcasting Group). ConditionMatch and ConditionSearch are trademarks of Good Health Media.

TagMan (www.TagMan.com) is the single-tag solution to the problems of online campaign tracking and slow pages loads due to excess tags. By acting as a single, universal tag and interface through which tracking tags and pixels can be deployed to a retailer, e commerce or advertiser’s web site, online marketers can save time and money in the way they track campaigns and they can see how all online channels are working together. Clients include Virgin Atlantic, Subaru, Boden, Laura Ashley, Thomas Cook and Air New Zealand. TagMan was founded in November 2007 and has offices in New York and London.

The new BrightTag take on tag management has got us excited at TagMan Inc, USA, where we live and breathe tags, page speed and passing data between all systems. Their new angle/positioning on tag management; data and privacy control is interesting for everyone.

It’s been great being the only agnostic tag platform for marketers and agencies for 3 years; but this new entrance from The BrightTag is good news for TagMan – and the industry.

Why?   Because it proves there is a market ready for vendor agnostic “Tag Management” now in the USA.    It means that Terence Kawaja’s chart  (no matter how hard to pigeon hole a tech) – may have to (more…)

Chatting with a TagMan client (who I can’t name) about the attribution data we provide them, I was really impressed with the approach they have taken in assessing the quality (and ROI) of campaigns and how they use this data in their media planning.

The digital currency of awarding credit is still on the last click that generated the sale, and this is what they use for awarding their affiliates and other CPA channels commission for the business they generate. However, they use the attribution analysis of the campaigns to work out if a CPA channel is producing a positive ROI – and therefore if they should continue to invest in it.

Non-brand SEO vs. Affiliates

I’d like to illustrate this by looking at two of the campaigns we are tracking for them: non branded SEO and the affiliate sales through a well known and respected network.

On a last-click win analysis (how commission is awarded), non-brand terms in natural search results generated 600 conversions with revenue of £18,000 and the affiliate generated 4,300 conversions with revenue of £170,000.

On the face of it, it doesn’t look like SEO non brand really does much for them, and that the affiliate is doing a far better job.

The catch comes when marketers have a hunch that due to cash-back and voucher-code sites, the affiliate is cannibalising the sales of the other campaigns – shall we call it goal-hanging – and make a decision to stop working with the affiliate on this hunch.

Applied attribution

However, if you look at the sales and revenue each campaign generated not by last click, but by an attribution model it tells a very different story and with the data you can make a much better decision.

Using a flat attribution model where the credit and revenue of each sale is split evenly between all the campaigns that show up in the path to conversion, we see that, over the same date range, the non-brand SEO attributed sales (that is the sales where non-brand natural results show in the conversion path) were 4,050 with revenue of £145,000 and the affiliate generated 1,900 attributed sales with £73,000 revenue.

This shows the marketers hunch was partly right, but the key number is the attributed revenue by both campaigns.  For ease of numbers, let’s say this client had a profit margin of 10%.  Therefore the profit on the SEO work was £14,500 while the profit of the affiliate was £7,300.

Change in budget spend

As it happened, this client didn’t spent nearly £14,500 on SEO marketing and as a result of this data now spend incredibly more and are looking forward to seeing this channel push up last click conversions to other channels.

Moreover, while the affiliate wasn’t generating as much value as reported by last click, the profit was still higher than the commission paid out – i.e. the affiliate is still a channel with positive ROI even with the cash-back and voucher-code sites, and so the client also continues to invest heavily in this area.

I purposefully haven’t provided the length of time this analysis was over as the idea can work for smaller companies just as much for larger companies.  Whether this data spans a single day or three months, it still ensures that as a marketer, you are basing decisions on data and not hunches.

NEW YORK (June 30, 2010) TagMan, the ad tag management system that solves the problems associated with site tagging and tracking of online marketing campaigns through universal- or server side- tag solutions, today announced the further expansion of its US-based team by naming Wendy L. Zenchyshyn Vice President  of Business Development and Aaron K. Gragg as Vice President of Sales, two newly created positions.

“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.

Big thanks to the NMA awards judges and award sponsor DoubleClick for some great news for TagMan – the Special Award for Technical Innovation.

NMA summed up the evening’s events, stating that: ‘This year’s Special Award for Technical Innovation went to TagMan, the platform that provides a single-tag solution to the problems of online campaign tracking. Tagman, which works with brands including Virgin Atlantic, Boden and Thomas Cook, was deemed an “innovative solution for an increasingly challenging problem” by the judges.’

It was a great night and fantastic recognition of how we’re helping the online industry move forward. Congrats to all the shortlisted companies, ‘highly commended’s and winners on the night.

NEW YORK (June 16, 2010) TagMan, the tag management system that solves the problems associated with site tagging and tracking of online marketing campaigns, expanded its technical division by appointing Ave Wrigley, as its Chief Technical Officer and Tim Jones,  as Technical Operations Director. Both are newly created positions that will focus on the company’s system research and development.

“As the industry moves forward, with new and emerging platforms, Ave and Tim have the technical skills and expertise we need to develop the TagMan system for our users.  I am delighted to welcome them both as pivotal members of the team,” says Jon Baron, General Manager of TagMan.

Mr. Wrigley is the former head of technology at ITN ON, and was instrumental in developing the online division of broadcaster ITN, into a market leader in video content for web and mobile, supplying all media platforms. Prior to ITN, Mr. Wrigley worked in Speech and Natural Language research for Canon Research Europe, ETL in Japan, and Surrey and Bristol Universities. He has a PhD from Bristol (UK) University.

Prior to TagMan, Mr. Jones, an experienced and skilled manager for IT infrastructure and strategy, was a founding member of digital agency Profero and developed one of the fastest 3rd party ad server solutions within Europe. He was also a member of the New Media Advisory Board for Comic Relief, developing campaigns for Comic Relief and Live8.

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 $9.50 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 2004, 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.

Below is the list so far of all the tags that TagMan clients currently have plugged into their websites through TagMan. It’s a long list and helps to demonstrate just how many systems rely on tags to work and why tag management has become a crucial issue for website owners. Remember, every tag you have on a page slows it down and each one reports data that could be even more useful if it was reported in the same place (and using the same rules) as all the rest.

Web Analytics
AT Internet
Coremetrics
Google Analytics
IndexTools
Microsoft
Omniture
Unica
Webtrends

Display advertising/ad servers
Adconian
Advertising.com
Atlas
Blue Lithium
Doubleclick
Eyeblaster
Facilitate
Flashtalking
Mediaplex
Trip Advisor
Unanimis
ValueClick

Retargeting
Criteo
Infectious Media
Invite Media
Mediaplex
Right Media
Specific Media
Struq

PPC
Bing
Click Equations
Double Click
Google AdWords
iCrossing
Kenshoo
Marin
MSN
Yahoo

Affiliate
Adcell
Adconion
Adscale
AdTiger
Affiliate Future
Affiliate Window
Affilinet
Buyat
Commission Junction
Hotels Combined
iProspect
Linkshare
Mediastay
Metanetwork
Peak Point
Quown
Rupiz
TradeDoubler
Webgains
Xtendmedia
Zanox

Email
Cheetahmail
Email reaction
SilverPop

Other
Channel Advisor
Coomunicate
Do-Hop
edigital
eFrontier
Kelkoo
Lynku
Lyris/Clickstream
Nextag
Peerius
PriceGrabber
Qype
Returnity
Shopzilla
Z Mags
TravelSupermarket

New tags are being added all the time but it shows just how complex the world of tagging has become.

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 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

We are finding TagMan has been gaining a number of different nick names recently so I thought it was worth clarifying that as well as being a universal container tag, we could also be described as a tag bucket or pixel server. Pixel serving seems to be particularly topical at the moment as agencies and networks look for ways to identify users across multiple ad exchanges. In pixel serving mode TagMan allows users to be identified across multiple exchanges, helping agencies understand how to reach particular users more cheaply. Clients can create user cookie dictionaries to identify users accross multiple points by populating third party tags with the TagMan Global User Id. Whilst they cannot tell who these users are, our smart tags do allow companies to identify that a user is the same, which enables them to optimise their marketing attribution as a result.