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Retail Technology, Retail technology News

MoneySupermarket.com taps into tag management

Wednesday September 26 2012

  Price comparison streamlines deployment of digital marketing services and accelerates site performance to improve digital marketing

 

Price comparison streamlines deployment of digital marketing services and accelerates site performance to improve digital marketing

 

UK price comparison website MoneySupermarket.com has selected Ensighten as the tag management system for its major domains, moneysupermarket.com and travelsupermarket.com, ,which combined receive approximately 70 million page views per month. 

 

Facilitating development flexibility

 

MoneySupermarket reportedly selected Ensighten after concluding that it was the only vendor offering a platform capable of selectively deploying tags directly onto the browser by page, session or visitor, rather than the alternate 'container tag'' approach, which supports only simple customisations and can slow page load as websites become more complex and dynamic.

 

Ben Sidebottom, head of media systems at MoneySupermarket, the the new tag management system is also helping to significantly reduce the time required to deploy or edit digital marketing tags: “Ensighten enables us to deploy tags straight to our site, gives us a platform to deliver content and advert-based tags, and allows us to quickly try different things on the website." 

 

He added: "We can now deploy marketing tags across any part of our sites in a matter of days rather than weeks, which has made a real difference to the business.”

 

Optimising marketing and conversions

 

By replacing hundreds of lines of JavaScript on each web page with a single line of code, the tag management system reduces overall website complexity and enables MoneySupermarket.com’s digital marketing team to manage all their tag-based digital marketing and analytics services without the need to deploy new versions of the website, which can be time consuming and potentially lead to bugs or problems. This gives MoneySupermarket.com the flexibility and agility to swiftly optimise marketing campaigns and improve conversions.

 

“Getting tags onto the site can take months,” added Sidebottom. “With Ensighten, the time has been cut to days. So this has freed up valuable time to focus on other crucial areas.”

 

The vendor also reported that MoneySupermarket.com is looking at other areas where its technology offerings can help, such as Ensighten Privacy for worldwide visitor privacy compliance and Ensighten Mobile for mobile app analytics tracking.