Debenhams hires TagMan

Smart container tag and tag management system will be used to deploy and track all online campaigns

Debenhams, the UK’s leading department stores group, is working with super container tag and tag management system TagMan to help it implement and track all its online activity.
The company, which operates online at www.debenhams.com, will use TagMan to track the entire path to conversion users take to buying from its online store, taking in exposure and interaction with display, paid and natural search, email and affiliate campaigns.

TagMan will become its global universal tag enabling the company to implement new tracking tags instantly, without using IT resources and plugging the tags from all campaigns into a single system for joined up reporting and analysis.

Simon Forster, trading director, at Debenhams, said: “We have made some fundamental changes to the way we measure the traffic to our site and TagMan is the natural step forward to help us to manage our online marketing campaigns. The system will give us complete control over our tracking tags and eliminate the cost of using a third party to do it for us.”

TagMan’s single page tag will house all the tags used to track Debenhams’ online campaigns, including display, paid and natural search, affiliates and email, giving Debenhams’ marketing team a single view of the effectiveness of its online marketing activity. It will use this insight to plan future campaigns more effectively, since it will be able to see which channel played what role in delivering a customer.

It will also eliminate duplicate commissions paid to affiliates by accurately identifying which partner delivered a sale.

Jon Baron, general manager at TagMan, said: “Debenhams is now free to use new marketing technologies that will improve their online results. TagMan will give the marketing department full control over its future campaigns and significantly reduce costs. ”

About TagMan
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.

About Debenhams
Debenhams is a leading department stores group with a strong presence in lingerie retail, stocking brands like Wonderbra, Calvin Klein and Sloggi. Debenhams is also renowned in a number of other key product categories including women’s wear with dresses, bikinis, petite clothing, make-up, health and beauty, perfume, lingerie, jeans, mens fashion, home ware, accessories and children’s wear.

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