UK motoring organisation streamlines real-time digital marketing tag management to accelerate site performance

UK motoring organisation streamlines real-time digital marketing tag management to accelerate site performance

The RAC, the UK's oldest motoring organisation with more than seven million members, has selected Ensighten to power real-time tag management for www.rac.co.uk and other RAC websites.

Collectively, these websites receive several million page-visits each month, requiring advanced, mission-critical tag management technology. Ensighten provides enterprise tag management systems and visitor privacy solutions designed to optimise web analytics and digital marketing performance.

Asserting independent excellence

Following its demerger from Aviva, the RAC wanted to create an engaging online experience for its members and potential customers. To help achieve this goal, the RAC chose the Ensighten Manage enterprise tag management system for rapid deployment of digital marketing tags, which enable crucial website functionality. The RAC also needed a technology platform that would support web analytics, and multi-variant testing capabilities, as well as behavioural and campaign analysis.

Jason Bennett, digital sales optimisation manager at the RAC, reported that Ensighten has enabled him to concentrate on maximising revenue and usage generated from the RAC website, rather than spending time managing digital marketing tags.

"My aim is to create the best online journey possible for our members, so I was looking for a technology that would speed up tag deployment and support other web analysis technology,” he said. “Ensighten provided us with exactly that and I can now focus on key digital marketing priorities that will help the business grow.”

Simplifying website management

Ensighten's tag management system has enabled the RAC to replace hundreds of lines of JavaScript on each webpage with a single line of code. This has made the site much easier to manage since all its tag-based digital marketing and analytics services can be centrally managed — saving time and reducing coding bugs. The net result: the RAC now has the flexibility and agility to swiftly optimise marketing campaigns and improve conversions.

Ensighten has also drastically reduced the time to deploy digital marketing tags onto the site and the coding needed to achieve this, which is a major advantage for the RAC.

"Ensighten's experience of working with leading online global brands has been a huge benefit to us," added Bennett. "Their responsiveness in dealing with technical requests has been great with most tag management queries turned around in a day or two."

The RAC is now evaluating the deployment of the technology in other online areas, including Ensighten Mobile for mobile app analytics tracking.