Magento customers can customise their platform in numerous ways
In this case study, Steve Murphy, director of strategic partnerships at TagMan, explains how his product integrates with the Magento platform and how it can benefit ecommerce retailers.
With more than 200,000 businesses now choosing to manage their web content through Magento’s eCommerce platform, the challenge has been to simplify the service, making it a user-friendly environment for everyone from marketers at big name brands down to small independent online retailers.
How does TagMan’s integration with Magento work?
The partnership provides users with a 3 step tag management and data insight process:
1) The Magento-TagMan integration makes adding tags to a website simple, with a user-friendly interface for marketers to get to grips with.
2) Next, TagMan collects data on how users arrived at a website – called the “path to purchase”.
3) Magento users can then use this data to create a set of reports within the Visual Insights Suite to attribute value to each paid and non-paid marketing channel and assess ROI of marketing spend.
What does a tag management integration offer to users?
Magento’s Connect marketplace acts as an online store where users can come to customise their platform to make sure it’s one that works efficiently for their website’s business model.
Third party solution providers are able to develop systems in accordance with Magento’s integration guidelines; which are tested and certified by Magento, offering assurance to their customers that all partner services have been vetted and can provide value.
With a few clicks, Magento users are able to easily download and implement extensions from the Connect Marketplace to extend the functionality of their site without developing custom software.
Ecommerce Content Management Systems (CMS) such as Magento provide user-friendly interfaces to easily add content to a site. TagMan delivers a tag management, marketing data and attribution platform that allows users to easily manage the third party tags that power their online advertising channels across the entire marketing mix.
The TagMan-Magento extension allows joint customers to implement TagMan’s light and powerful container tag, Intellitag, across their entire website to collect, unify and distribute a clean layer data to marketing technology vendors in real-time, at the click of a button.
Tag management also gives marketers independence from IT release cycles and labour-intensive manual tag implementations, saving considerable time and money.
How does it work?
When an end-user interacts with an advertiser’s website, Intellitag uses the rules and parameters set by the marketer to optimally fire only the tags required on each web page, ensuring better data quality and an improved customer experience.
For example, you can choose to fire a tag from a partner such as Criteo, which will then retarget a user with an ad based on their previous browsing history. Firing only the necessary tags on a given web page also minimises page load time which is directly correlated to sales.
For ease-of-use and time-saving, TagMan’s tag library contains over 350 pre-configured certified tag templates with all the relevant information needed to fire a vendor tag baked in, such as Criteo’s Account ID. The drag-and-tag functionality makes it easy for anyone to add, edit, pause or remove any tag on the website with the click of a button.
What can users learn about their customers using tags?
Every customer’s online buying journey is unique – a user might be exposed to several different marketing campaigns over a prolonged period before finally purchasing a product.
With the ability to track all marketing touch points including both paid and non-paid channels, TagMan allows marketers to understand how a customer interacts with their marketing campaigns throughout the entire journey to purchase.
For example, a user looking to buy a product might conduct a search on Google, visit a website, be exposed to a retargeting ad and click on a Google AdWords link before finally going back to the website and purchasing. TagMan pinpoints the marketing channels (and combinations of those channels) that are doing the best job of increasing online traffic and conversions.
Over time, marketers using Magento and TagMan are able to build a set of data visualisation reports using TagMan’s Visual Insight Suite (VIS). These reports provide insight into which paid and non-paid channels perform best at the start, middle and end of the customer buying journey, whether it be display advertising, paid search advertising, social media, organic search and others.
Understanding the full mix of channels driving a sale, not just the last touch point or ‘last click’, helps marketers give credit to the appropriate channels, compare attribution models and see which approach produces the best results.
What’s next for data modelling?
The next area of growth for TagMan is the introduction of data aggregation & distribution to marketers. Currently, tag management works by collecting data from a website and distributing it down the tags to the marketing vendors.
But if the data can be enriched with additional information about the site visitors interests, by employing first party CRM data from the advertiser for example, TagMan will be able to give vendors more information to work with, making advertising even more targeted, more personalised and more effective.
For more, visit: www.tagman.com
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