Marin Software Announces Partnership with TagCommander
Marin Software’s collaboration with TagCommander enables advertisers to better evaluate marketing ROI and Customer Lifetime Value, marking it possible to sharpen social and sponsored ad campaigns.
London – April 21st, 2016 – Marin Software Incorporated (NYSE : MRIN), provider of a leading cross-channel performance advertising cloud for advertisers and agencies, today announced a partnership with TagCommander, the European leader in enterprise tag management and data management for marketing.
Thanks to this partnership, Marin Software is able to provide its customers with fully attributed and deduplicated conversion data from TagCommander to enable them to optimise their digital investments – in particular sponsored links and social campaigns. Advertisers thus benefit from the power of Marin Software’s comprehensive search, social and display campaign management tool combined with a single source of multichannel data from TagCommander. Bid strategies can be executed on the basis of reliable and unified data from a single web analytics tool that the advertiser controls.
Fragmentation of the customer journey is an ongoing challenge for marketers in search of a 360° view of the customer – not only to improve the customer experience but to enhance audience segments for improved customer acquisition and retention. Through this partnership, TagCommander and Marin offer their shared customers a more immediate and accurate view of campaign performance. Marketers thus obtain a single view of media spend combined with conversion data. This integration also enables shared customers of these two independent technology solutions to obtain deduplicated data fused from diverse data sources (site-centric, off line, ad-centric).
These two performance measurement tools are designed to improve understanding of Customer Lifetime Value to in turn optimise campaign performance. They also provide the functional depth to sharpen campaign targeting and to enhance personalisation for improved customer engagement. By exploiting strong signals from their digital properties and CRM systems (add-to-cart, download, newsletter sign-up, in-store purchase), brands can automate their bid strategies according to the impact on search behaviour and on projected revenue via Customer Lifetime Modeling.
By creating a line of sight between marketing tactics and resulting performance, advertisers and agencies are empowered to make better decisions to optimise their social and sponsored link campaigns. They also gain the possibility to leverage TagCommander attribution models directly in Marin in order to act on this insight and allocate their investments where ROI is highest.
“Advertisers have an unprecedented amount of data at their disposal whether it be digital, offline, or ad-centric. Without simple and effective tools, this data can quickly become unwieldy and counterproductive,” underlines John McNulty, VP Global Marketing, Marin Software. “Thanks to this partnership with TagCommander, advertisers gain the ability to precisely measure campaign ROI and to optimise their conversion funnels more effectively, in particular taking into account Customer Lifetime Value.”
“Integrating our technology with Marin Software gives advertisers new possibilities to derive greater value from marketing attribution further and to move seamlessly from analysis to optimisation. Advertisers are even able to enrich audience segments with offline and CRM data,” says Michael Froment, CEO and Co-founder, TagCommander. “We are proud of this partnership with Marin Software, which offers a comprehensive, simple and smart solution for marketers in search of performance and productivity.”
TagCommander is the European leader in enterprise tag management and data management for marketing. TagCommander’s real-time marketing hub allows marketers to manage the deployment lifecycle and data of over 800 marketing solutions with point-and-click simplicity.
Leveraging the insight they gain exploring audience data captured across all touch points, marketers may transmit contextual data back to their marketing solutions in real time, so their engagement with customers becomes ever more relevant and personalised. The company’s cross-channel attribution capabilities in turn help marketers measure the contribution of each marketing channel to their marketing goals and thus optimise spend.
In 17 countries, over 300 customers including AXA, Cdiscount, Air France-KLM, PMU, Europcar, Groupalia, Intimissimi, and Yellow Pages Canada rely on TagCommander to manage their digital tags; and enable their marketing solutions to perform more effectively — both individually and collectively.
About Marin Software:
Marin Software Incorporated (NYSE:MRIN) provides a leading cross-channel performance advertising cloud for advertisers and agencies to measure, manage, and optimise more than $7.8 billion in annualised ad spend across the web and mobile devices. Offering an integrated SaaS ad management platform for search, social, and display advertising, Marin helps digital marketers improve financial performance, save time, and make better decisions. Advertisers use Marin to create, target, and convert precise audiences based on recent buying signals from users’ search, social, and display interactions. Headquartered in San Francisco with offices in eight countries, Marin’s technology powers marketing campaigns around the globe. For more information about Marin’s products, please visit: www.marinsoftware.com.
TagCommander press contact:
Marin Media contacts:
Hatty Webster / Dan Bird: 0207 924 5656