February 27, 2013
By Judith Aquino,

TagMan Introduces Leap Platform

TagMan, a company that helps marketers track online campaigns, yesterday launched its Leap platform, which enables marketers to track their customers' activities on various channels and devices and review that data to further personalize the site experience.

Founded in 2007, TagMan provides users with marketing tags or pieces of JavaScript code that are embedded on a company's page that will track a customer's entire path to conversion in real time. The tags provide information about the links customers clicked on, which pages they visited, etc., and can be viewed and managed by the marketer or agency through TagMan's Web-based interface. The data helps brands determine which channels are generating the most revenue and attribute commission payments to vendors.

With the Leap platform, advertisers can now track users across their mobile apps and Web sites. A brand, for example, would be able to see that a customer looked at its ad on their corporate Web site, read reviews about the product on an iPad, and compared prices on a smartphone before purchasing the product.

Leap's Visual Insights Suite enables marketers to then visualize and analyze the customer's journey through charts and sync the marketing experience data with their CRM, bid-management, and order fulfillment systems.

Vodafone is one of the companies that have been using Leap. Gareth Davies, head of channel demand at Vodafone, said, "Making access to marketing data so efficient and operational was the next logical evolution for TagMan. Since we began working with TagMan's Marketing Data Platform, we have been able to analyze the efficiency of all the channels within our digital marketing mix and reallocate investment to those areas previously undervalued by traditional last-click models. The power of data-driven marketing means that we actively reallocate budgets to drive better results through the channels that work best on an ongoing basis."

TagMan's other clients include Travelocity, Virgin Atlantic, Kellogg's, The Body Shop, and Air New Zealand.