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Boden appoints TagMan to track the full customer journey on its websites

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Boden , the international online and catalogue clothes retailer, has hired TagMan to help it understand the full journey its customers take on their way to buying from its websites.

TagMan's system enables a single tag to be installed on any page that needs tracking and all other tags that need to sit on that page — whether to track natural search, paid search, affiliates, display or site analytics — can then be run through the system.

Boden will use TagMan to manage the tracking tags from search, display and affiliate campaigns on all its websites, enabling it to follow the complete path to conversion that any of its customers take.

"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," says Oliver Elliott, online acquisition manager at Boden. "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," he added.
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