Due to the shifting digital marketing landscape, brands and agencies are constantly being challenged to adjust, and the next 12-18 months promise to be especially disruptive given the changes to audience targeting that are on the horizon. At KORTX, one of our primary goals is to help clients ensure their First-Party data strategy is positioned for success. However, there is one critical area that often lacks the resources or attention needed to drive this success: site tagging and implementation.
In the context of the many processes that support First-Party data, site tagging can make or break a successful audience strategy and also have a significant impact on a brand’s ability to track site events and measure campaign success. An airtight tag implementation structure also enables personalized messaging for potential and existing customers.
Moving to the next level of sophistication is where site tagging comes into play, which entails tracking custom events beyond the base code that are aligned with a brand’s business model and website functionality. Within Axon, KORTX has built twelve custom event trackers that span a wide spectrum of business objectives across the industry verticals our clients represent.
One hurdle many brands face is the coordination of multiple teams that contribute to site tagging. Once the gatekeepers are identified, there is the additional challenge of ensuring that tracking and measurement is aligned with marketing strategy and objectives. All of these variables require a high level of cross-team collaboration, along with consistent maintenance and upkeep of site tags, which is where many brands have a shortcoming.
Let’s look at a real-life example. Suppose KORTX is partnering with a luxury retail brand that is focused on eCommerce. Prices range from $300 to $6,000 across multiple categories, and all products are available to purchase directly from the site. It’s critical that the brand and its agency both have product-level data on every purchase event; after-all, a customer that completes a $300 sale should be treated differently than a $6,000 sale.
In this scenario, custom Axon purchase event tags are implemented at the product-level which provides insight into every online sale. This opens many strategy options for the brand including upselling, cross-product coordination and customer-specific creative strategies. Additionally, this allows KORTX to execute audience modeling with a high degree of accuracy, and then activate those models to prospect for new high-value customers.
In response to the needs of our clients, KORTX offers a suite of technical services designed to include website audits, event capture plans and site tagging implementation. Our solutions team collaborates directly with clients to assess their unique needs, website functionality and the ideal approach to structuring Axon’s custom event tags to support the flow of online business.
This team is spearheaded by our Director of Partner Solutions who has extensive experience as an implementation manager, and prior to KORTX worked with web development teams to build the website tagging infrastructures of major online retailers including The Home Depot, BestBuy, Walmart, Costco and Target.
Looking ahead in 2021, we’ll continue to help drive the advancement of our clients’ website and technical objectives with the service, support and expertise that makes KORTX unique.