Takeaways from our #IMW13 Hangout: Measurement, analytics and attribution

Last week we wrapped the second of our Integrated Marketing Week (#IMW13) video expert series via a Google+ Hangout.

The hangout featured  Tom Cunniff from ANA Digital Marketing Committee, Jim Sterne of eMetrics Marketing Optimization Summit, and Jon Baron of Tagman.

The guys had a lively debate curated by our VP of research in the States, Stefan Tornquist, with audience interaction and questions via Twitter and YouTube.

Here’s a breakdown of what was discussed:

How Air New Zealand used tag management for attribution

Most ecommerce businesses invest in a range of digital marketing channels, so working out the exact attribution and ROI can be incredibly complex.

For example, the importance of search can often be overstated, as that tends to be the last step on the path to conversion.

To try to develop a better understanding of its marketing attribution, Air New Zealand began using a tag management system two years ago.

The ecommerce team found that the assumptions and investments that it made based on a last-click model were hugely inaccurate, particularly when it came to display.

To find out more about how tag management impacted Air New Zealand’s attribution model, I spoke to UK and continental Europe online channel manager Chris Allison…

Q&A: TagMan’s Darren Quigg on digital internships

Econsultancy recently launched a new Graduate Bootcamp in association with Inspiring Interns, offering people the chance to gain valuable experience in e-commerce and digital marketing.

The week-long programme, which is supported by former Home Secretary Jacqui Smith, aims to deliver core digital skills and practical application alongside employability training and career coaching.

Programme graduates will be offered the opportunity to take a three-month internship in a digitally focused role to put their newly acquired digital knowledge into practice.

Tag management provider TagMan has offered internships to a number graduates through Inspiring Interns, so I spoke to CFO Darren Quigg to find out how the company benefits from the scheme.

Vodafone implements TagMan’s technology to create “unstoppable digital”

Vodafone UK has implemented real-time attribution and tag management technology from TagMan in what the mobile operator is calling its strategy for “unstoppable digital”.

It says this will transform the company’s understanding of the digital marketing campaigns it runs, radically altering its approach to that investment as it expands activity in this area.

House of Fraser improves campaign measurement with TagMan

High street retailer House of Fraser has starting working with real-time attribution and tag management company TagMan to help it plan, implement and track online campaigns.

The company, which operates 63 stores as well as Houseoffraser.co.uk, says it plans to use TagMan’s system to improve its marketing effectiveness.

Taking action on data privacy: tag management looks mandatory

The question on privacy is now not about what the law will require (we know what legislators want), it is what technical fixes can be made to comply.

New rules to prevent the digital industry from tracking user behaviour on the web without their explicit consent are pending both in the US and Europe and, as yet, we see little activity by advertisers to make ready.

10 essentials of e-commerce optimization & attribution: Part one

Online shoppers are a fickle lot and the competition for their attention and their spend in utterly fierce. Consequently, optimizing every aspect of your e-commerce program, and the tags that manage them, is absolutely essential.

Since we’re working mainly with e-commerce businesses, we compiled a list of the key steps they can – and do – take to optimize online sales.

Q&A: Allison Wightman of Virgin Atlantic

Allison WightmanAllison Wightman is head of e-business for Virgin Atlantic, with responsibility
for the global flagship Virginatlantic.com, about a dozen associated sub-sites,
Commercial Insight and Database Marketing.

We talked about how the airline achieved a 40-to-1 ROI using attribution modelling to manage the online marketing campaigns and attribute
sales to the correct channel. The topic is one that will be addressed at the Econsultancy Peer Summit on June 2 in New York City.