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Smarter Travel Media liberates resources to tackle new high-value marketing tasks
Technology Category
- Application Infrastructure & Middleware - API Integration & Management
Services
- Software Design & Engineering Services
The Challenge
Smarter Travel Media, a portfolio of online travel brands, was facing challenges in managing and organizing remarketing tags. The task of adding new tags to the website was constant and was handled by the development team. The process was ad hoc and required significant resources, taking anywhere from several days to a few weeks to release. The company wanted to improve turnaround times, alleviate the burden on development staff, and manage tags without having to go through a scheduled release. They needed a faster and simpler way of adding tags to their portfolio.
About The Customer
Smarter Travel Media is a portfolio of distinctive online travel brands dedicated to helping travelers take trips that fit their budgets. The sites in the Smarter Travel Media portfolio include BookingBuddy (US/UK), OneTime, Airfarewatchdog, Smarter Travel, Tingo, and Jetsetter. The company is located in Boston, MA and provides a range of travel websites offering price comparison, private sales, travel deals, travel news, and expert advice. The company's marketing strategy includes remarketing with multiple vendors, which requires the constant addition of new tags to their websites.
The Solution
Smarter Travel Media implemented Google Tag Manager, which provided an easy, free, and reliable solution. The tool was easy to set up and required no significant changes to the site. All existing tags were successfully deployed with ease in less than a day. With Google Tag Manager, the development team was able to implement remarketing tags more quickly and easily. Changes could be published without waiting for a release cycle, typically satisfying requests within a single day. Google Tag Manager also provided a central library for organizing the logic for firing different tags, which reduced site load times and improved user experience.
Operational Impact
Quantitative Benefit
