Tui’s Specialist Holiday brands have joined forces with TagMan to manage and track online campaigns across its websites.
TagMan individually tags each website page to be able to track it across display, paid and natural search, affiliate marketing, social media and email.
Five websites will be managed by TagMan including Crystal Ski, Crystal Summer, First Choice Ski, Thomson Ski and Thomson Lakes with other brands from within SHG to follow.
The service enables SHG to improve how it budgets online marketing spend as it can track the user’s journey from online campaign to booking a holiday. It will also save the company money in terms of deduplication when channels claim commission for the same sale.
According to Specialist Holiday Group head of online marketing Tess Bedard, the company is already seeing the benefits of using the technology.
SHG joins a number of other high profile travel companies including Thomas Cook and Virgin Atlantic who have employed technology to improve monitoring of their online campaigns.