Betting and gaming giant Ladbrokes has hired tag management system TagMan in order to measure and optimize online marketing campaigns more effectively.
Ladbrokes, the first in the gaming sector to sign up for the service, wants to use the system to become more agile in the way it adds, edits and removes on-site tracking tags and so better manage the digital marketing technologies implemented on Ladbrokes.com; including site analytics, display ad serving, search, email, affiliates and social media.
Stephen Vowles, Customer Experience Director at Ladbrokes, commented: “The tracking on our site is critical to the measurement and success of our digital marketing campaigns but – since they were embedded on our site pages, they acted as a barrier to effectiveness and innovation. TagMan now removes that barrier and we are able to add, edit and remove tags in minutes through a single interface, rather than by manipulating evermore complex rafts of code on the site.”
Alex Rodriguez, UK MD at TagMan, said: “Tag management has become a major pain for digital marketers. What started as a hack to help the industry track the delivery of campaigns has become the default standard for implementing and managing a raft of increasingly sophisticated technologies. Site failures, page download time, incorrectly implemented tags and ongoing delays prevent digital marketers from choosing and using new technologies freely. Our independent tag management system solves all that and will help Ladbrokes get on with its online business much more effectively.”
A survey conducted by TagMan found that 99% of digital marketers had experienced issues with site tags, including a site failure in more than a third of cases.
www.TagMan.com