TagMan Study Finds That Problems With Ad Pixel/Tag Implementation and Management Plague Nearly All Sites Causing Loss of Traffic and Sales.
Other Negative Consequences Include: Loss of Campaign Performance Data; Delays in Launch of New Campaigns; Delays in Use of a New Marketing Technology.
NEW YORK, NY – TagMan, the marketing tag management system that solves the problems associated with site tagging and tracking of online marketing campaigns through a single universal tag, today released the results of a survey of client and agency advertising executives around the globe that shows that almost all (99%) faced problems with ad pixel/tag implementation and management that are costing websites traffic and sales. Nearly 9 in ten (86%) of respondents have had tags implemented incorrectly on the sites they manage and three quarters (75%) had seen delays in the implementation of tags due to website development cycles. The implications of tag management issues among respondents included loss of campaign performance data (65%), delays in launch of a new campaign (63%), delays in use of a new marketing technology (58%), loss of website traffic (31%), loss of website sales (28%). Only 1% said they never faced tag management issues.
Almost a quarter (23%) of client and agency respondents spend more than $10 million per year on marketing technologies and services that rely on site tags but over a quarter did not know how much they spent on IT resource to implement tags.
“Unless you are in the IT department, there is a tendency to gloss over the problems of ad tag implementation and management, taking for granted that somehow ad tags are easily added or taken away without cost or consequence, but as our study shows, there are huge costs and potentially significant loss of revenue from poorly managed ad tags,” says Paul Cook, CEO of TagMan.
Nearly a third (30%) of respondents said it took a week to implement a new tag on the websites they managed. Nearly a quarter (24%) said the person responsible for tag implementation spent 1 to 2 days per month on the task. In more than half of cases (52%), tagging sits outside the control of marketers.
Other findings:
– More than a third (37%) of client advertiser and agency respondents have implemented more than 20 tags on the websites they manage in the last year.
– Almost half (46%) of client and agency respondents said internal IT at the client advertiser was most responsible for the implementation of tags
– Universal tags reduce tag implementation times to a month for those that ordinarily take 1-3 months and to 1-3 months for those previously taking 3-6 months. Direct IT costs for tag implementation are more than halved where universal tags are used.
The survey was completed by more than 100 online advertising executives in a variety of roles, businesses and territories during July 2010.
For the full report, contact www.TagMan.com and ask for full report
TagMan (www.TagMan.com) is the single-tag Tag Management System solution to the problems of online campaign tracking and slow pages loads due to excess tags. By acting as a single, universal tag management system and interface through which tracking tags and pixels can be deployed to a retailer, e commerce or advertiser’s web site, online marketers can save time and money in the way they track campaigns and see how all online channels are working together. Clients include Virgin Atlantic, Subaru, Boden, Laura Ashley, Ted Baker and Air New Zealand. TagMan was founded in November 2007 and has offices in New York and London.
