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BizReport : Advertising archives : July 27, 2012

Forrester: TagMan platform pushing 128% ROI increases

A new study out from Forrester shows how the TagMan platform is helping to push campaign ROI higher. TagMan's Tag Management System allows website owners to 'house' the tags used to deploy, manage and track marketing tags. The study found proper management of these tags can push campaign ROI more than 100% higher.

by Kristina Knight

For one brand, an international airline, the TagMan system resulted in 'benefits of over $640,000' over a three year period. In addition, the tag manager helped make marketing efforts more efficient, improved productivity for IT and eCommerce teams and improved ad optimization.

"We can now separate marketing code from functional code from the website which is nice, clean, and always a good idea," said the Head of eCommerce at the airline carrier.

Other benefits included:

• Improved campaign targeting
• Improved campaign measurement consistency
• Improved privacy, regulation compliance
• Improved site performance/faster loading pages

The airline employed TagMan to address the complexity of their website, making it more user friendly, informative and easy to use. Once deployed the brand saw better efficiencies between the eCommerce and IT teams because eCommerce did not have to wait for the IT team to make adjustments. In one example, they noted pre-deployment, the eCommerce team might wait up to three months to make changes to tracking codes on-site. After deploying TagMan the new codes could be up and running within minutes.

"Over the years, we have heard from many eCommerce customers about the high levels of ROI they have been able to achieve by implementing TagMan," said Nancy Marzouk, CRO of TagMan. "We are happy to have these metrics quantified and documented by Forrester Consulting, and hope that they help e-businesses make well-informed decisions when choosing the right tag management system for their business."

Tags: ad keywords, ad tools, Forrester Research, online advertising, TagMan, website tags

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