Leveraging TagMans Technology Ensighten Launches Attribution

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As marketers track their customer's journey across channels, a key factor is creating tags that follow the footsteps.

Ensighten today released a new product called Attribution that is designed to make that easier while reducing spending when integrated with Ensighten's Manage and Agile Marketing Platform.

“Ensighten’s closed loop approach is unique in the marketplace,” Josh Manion, Ensighten's founder and CEO said in a statement. 

Enhancing  Customer Experience

“By seamlessly integrating attribution and tag management, marketers can more easily optimize advertising spend and customer experience," he added. "For example, Ensighten Attribution automatically feeds standardized attribution data to Ensighten Manage as well as any third-party marketing solution."

In turn, the data from Manage, along with data from offline and offsite sources, can be integrated into Attribution, which Manion said enables robust analysis and modeling for complex datasets.

The new product is based on technology that San Jose, Calif.-based Ensighten acquired along with TagMan in March. Company spokeswoman Michelle Kincaid said Attribution is based largely on TagMan, but is bolstered additional technology developed by Ensighten.

Earlier this month, Ensighten acquired Anametrix, a multichannel analytics vendor. The statement said both recent acquisitions have enhanced Ensighten's open marketing platform. 

Manion claims that Manage is the only tag management system providing an integrated, unbiased view of omnichannel attribution data.  

Ensighten's client list includes Virgin Atlantic, Air New Zealand, London Heathrow Airport, Thomas Cook Group, Laura Ashley and Clarks, according to the company.

Title image by Juli Scalzi / ShutterStock.