Premium department store group hires tag management system for online marketing attribution

Premium UK department store group House of Fraser recently recruited independent tag management system TagMan to help it plan, implement and track online campaigns more effectively.

The company, which operates 63 stores and a significant online business at www.houseoffraser.co.uk, plans to use the system to improve its marketing effectiveness.

TagMan will replace all the tags on Houseoffraser.co.uk used to implement, manage and track its online campaigns with universal container tags and re-house them in its independent tag management system.

Streamlining conversion process 

The system enables tags to be implemented much faster and for all their data to be reported together to produce combined path to conversion reports.

The move is expected to give House of Fraser a much clearer view of the contribution of non-paid media channels such as its website and search engine optimisation (SEO), the role of which will be tracked alongside its traditional paid activity.

Andy Harding, director of e-commerce at House of Fraser, said: “Using TagMan for marketing attribution means we can be much more effective in the way we track, reward and motivate the contributions of our online partners and providers. We can focus our efforts on all the things that need to work together to attract and convert customers and not just the activity that seals the customer’s final visit to a website.”