Car insurance comparison site Confused.com is working with TagMan to manage all the tracking tags from its online campaigns more effectively.
Confused.com will use TagMan to remove all the tags placed on its site to implement, manage and track paid search, display advertising, affiliates, site analytics, and email marketing.They will be replaced by just one tag and rehoused in the TagMan system to enable the company's marketing teams to add, edit and remove tags much more easily.
This will save time and money in the way Confused.com runs its online campaigns since the tags on which they rely can be managed through a single online interface rather than through back-end code changes to the site.
Tom Beverley, digital and customer marketing director at Confused.com, said: "With TagMan on our site we can remove a large portion of the time, money and energy we currently spend on tag management and redirect that focus on marketing the business. TagMan will allow us to make changes to campaigns much more effectively and look to use new technologies and suppliers without the significant barrier of tag implementation."
Tag management has become a major headache for online advertisers, slowing down pages and prompting major problems with implementing and tracking campaigns. A recent study by TagMan into tag implementation issues found they have caused a loss of website sales for more than a quarter of marketers and a loss of site traffic for almost a third. More than half have lost campaign performance data, delayed the launch of a new campaign and delayed the use of a new technology.
More than a third have decided not to use a new marketing technology thanks to the pain of tag implementation and nearly one in five have decided not to launch a new campaign. Meanwhile, more than 40% spend more than a day a month implementing tags; more than half of businesses incur direct IT costs to implement tags on their sites and almost a quarter (24%) spend more than $1,000 for every tag implementation.
Confused.com is the first price comparison engine to sign up to the system, which is already in use by the likes of Asda Finance, Boden, Subaru and Virgin Atlantic.
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