Car insurance comparison site Confused.com, is working with TagMan to manage all the tracking tags from its online campaigns more effectively. The site is the first major comparison engine to sign up to the tag management system, which is already being used by major travel, finance and retail e-commerce business to unify tags and the data they provide in one system.
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.
Confused.com is one of the UK’s biggest and most popular price comparison services, generating over two million quotes per month. Launched in 2002, it was the first insurance price comparison website, specialising in car insurance. Confused.com has now expanded its coverage in this product area and can provide quotes for car insurance for women, classic car insurance, and car insurance for young drivers, amongst others.
Confused.com is not a supplier, insurance company or broker. It provides a free, objective and unbiased comparison service. By using cutting-edge technology, it has developed a series of intelligent web-based solutions that evaluate a number of risk factors to help customers with their decision-making, subsequently finding great deals for them on a wide-range of insurance products, financial services, utilities and more. Confused.com’s service is based on the most up-to-date information provided by UK suppliers and industry regulators.
TagMan is the smart container tag for enterprise e-commerce. By acting as a single, independent, universal tag and interface through which tracking tags and pixels can be deployed to an advertiser’s web site, online marketers can save time and money in the way they track campaigns and capture the complete path to conversion. TagMan was founded in November 2007 and has offices in New York and London. Clients include Virgin Atlantic, Subaru, Boden, Laura Ashley, Thomas Cook and Air New Zealand.