Virgin Atlantic achieves over 40:1 ROI from tag management and deduplication

Overview
Virgin Atlantic decided to use a global container tag at the end of 2009. Global container tags replace the dozens of tags on webpages that track users' actions. Using multiple tags on a site can be expensive, time-consuming, inaccurate and can slow sites down.

A single global container tag replaces all these with one tag - Virgin chose TagMan to house all tags inside the TagMan container which can then be managed directly through a browser-based interface, saving Virgin time and money and allowing it to see how all of its online channels are working together.

Global container tags allowed:

• Virgin Atlantic to add, edit and remove tracking tags more efficiently and, in so doing, save huge amounts of time and energy in the implementation and management of campaigns
• Virgin Atlantic and its partners to see the entire path to conversion that any user takes to buying from one of its sites and so 'deduplicate' between channels that claim commission from the same sale.