In today’s data driven world, businesses rely on multiple pieces of technology to deliver, optimize and manage their online advertising and website analytics. Virgin Atlantic is a great example. They have an open stack approach to technology, deploying best-in-class tag management, site analytics and media optimization technologies.
While this way of doing things is terrific for selecting the best technologies, it can also present some challenges. Each technology relies on unique tracking paramenters being appended to keyword URLs. Manually bidding URLs containing multiple tracking parameters is highly complex, time consuming and open to human error.
Virgin Atlantic works with agency Manning Gotlieb OMD (MG OMD), and together they turned to our platform for a solution.
Marin integrated seamlessly with existing Tagman and CoreMetrics tracking, which meant there was no need for Virgin Atlantic to re-engineer their advertising technology architecture. MG OMD’s search team quickly and simply deployed Marin’s tracking pixel within the TagMan container tag. Using this method, there is no need to wait for a development window, and data discrepancies are minimized because historical data is preserved and bids can be calculated from day 1 with no “learning period.”
As more companies invest in open stack architecture, we’re ready to support them with the partnerships and technology for a best-in-class solution. Thanks to Virgin Atlantic and MG OMD for allowing us to share their story! You can learn more details here.