Internet and land-based gaming and sportsbetting giant Ladbrokes has hired virtual marketing tag management firm TagMan to help it measure and optimise its online marketing campaigns more effectively.

Harrow-based Ladbrokes stated that it has become the first operator in the gaming sector to sign up for this service and will use TagMan’s system to ‘become more agile in the way it adds, edits and removes on-site tracking tags’ in order to better manage the digital marketing technologies implemented on its Ladbrokes.com domain including site analytics, display ad serving, search, e-mail, affiliates and social media.

“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,” said Stephen Vowles, Customer Experience Director for Ladbrokes.

“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.”

TagMan, which has offices in New York and London, declared that a recent survey it conducted found that 99 percent of digital marketers had experienced issues with site tags including site failure in more than a third of cases.

“Tag management has become a major pain for digital marketers,” said Alex Rodriguez, UK Managing Director for TagMan.

“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.”

Source: iGamingBusiness.com