House of Fraser is to use tag management to manage its online campaigns more effectively.
The company has signed up independent tag management system TagMan to help it plan, implement and track campaigns and believes that as a result it will have a much clearer view of the contribution of media channels such as its website and search engine optimisation to sales, which will be tracked alongside paid activity.
Andy Harding, director of e-commerce at House of Fraser, said: “Using TagMan for marketing attribution means we can be much more effective in the way we track, reward and motivate the contributions of our online partners and providers. We can focus our efforts on all the things that need to work together to attract and convert customers and not just the activity that seals the customer’s final visit to a website.”
Alex Rodriguez, UK managing director of TagMan, said: “Helping to shift the digital advertising market away from the last-click view is fundamental to TagMan’s mission.
"Online marketers have been hostages to the last-click model since the tags on their site could not be united to track everything in one place, particularly non-paid channels like SEO. With their systems only able to report what drove clicks, the entire industry has been built to deliver them and that has meant crucial activity like brand building has been left to fight its corner with only common sense to back it up. House of Fraser has joined many of our clients in gaining a view of all the activity that contributes to conversion and will immediately have real figures to support their case for investment in channels that play role further upstream of the last click.”
TagMan will replace all the tags on Houseoffraser.co.uk used to implement, manage and track its online campaigns with universal container tags and re-house them in its independent tag management system. The system enables tags to be implemented much faster and for all their data to be reported together to produce combined path to conversion reports.