The challenge lies both in the choice of a universal tag and its implementation. In fact, there are three main issues at stake in the Fnac Spectacles / France Billet case:

• A technical challenge specific to this advertiser: the container tag must be implemented on the 600 white-label affiliated sites (groupon.fnacspectacles. com) and co-branded affiliates (citivox.francebillet.com) managed by the distributor. The tag must cover the entire range of affiliates while taking into account the specifics of each managed site's partners.

• The challenge of maintaining a tracking historical record. From the very start of implementing a universal tag, Keyade must take into account the tracking already in place in order to ensure that no existing information is lost or corrupted.

• Lastly, a strategic challenge—that of laying the groundwork now for a large number of future partnerships in light of the continued accelerated growth of the company's digital channel.

SEVERAL HUNDRED PARTNER SITES TO TRACK

CHALLENGE

Julien SchneiderE-Commerce Manager

"The work by the Keyade teams allowed us to benefit, in record time, from the powerful advantages provided by the Google

container before the Christmas season—which was of strategic importance for us. The resulting substantial gains have been reinvested

in consulting and media in order to take us even farther and faster."

Fnac Spectacles / France Billet is the number one online ticket seller in France. It sells reservations to a host of events including music concerts, exhibitions, plays, sporting events, etc.

The company seeks to strengthen its online presence. To this end, it has adopted the Madmetrics Analytics technology, created by Keyade, to measure and optimize its online media purchases. In implementing this system, Keyade is faced with a substantial challenge: this advertiser works with many different partners and employs a variety of technologies to measure its traffic and optimize its online media purchases. Tag management has therefore become an extremely complex affair as partnership agreements are entered into or terminated.

To boost productivity and results, it is imperative to find a permanent solution to managing the advertiser's partner tags.

RETHINKING PARTNER TAGMANAGEMENT

MISSION

FNAC SPECTACLES ADOPTS UNIVERSAL TAGS AND BOOSTSITS ONLINE ACQUISITIONS

Keyade is an independent company specializing in performance-based online media acquisition (Keyade Agency), and its conversion using dedicated technologies and services (Madmetrics). Launched in 2006, Keyade now operates in over 80 countries from its offices in Paris, France, and Dubai, UAE. Its client portfolio includes OLX, Meetic/Match.com, Air France, Europcar, Jumeirah, Redoute and Voyages-SNCF.

Headquarters: Keyade, 8 rue du Sentier, 75002 Paris, France / +33 (0) 1.44.79.38.13 / www.keyade.comSimplified joint-stock company (SAS) with a capital of 49,481 Euros, registered with the Trade and Commerce Register of Paris under number B 490 339 207—CNIL (National Commission for Information Technology and Privacy) no. 1244457

www.madmetrics.com / contact@madmetrics.com / +33 (0) 1.44.79.38.13

The number one distributor of event tickets in France, Fnac offers the broadest selection of tickets in all areas of culture and leisure, including concerts, theatre, dance, opera, festivals, exhibitions, sports, amusement parks, museums, circuses, cabarets, and trade shows. Over 20,000 events are available for reservation every day, with over 60,000 shows each year held in 11,000 listed event venues, including over 3,000 numbered rooms. Fnac Spectacles operates a network of 1,000 points of sale throughout France, Belgium and Switzerland.

+1% TRANSFORMATIONRATE

RESULTSA 1% INCREASE OF THE CONVERSION RATE

The choice of Google Tag Manager resulted in significant productivity gains for Fnac Spectacles / France Billet, estimated at 15 man-days per year, in addition to making it possible for the marketing team to implement the tags completely on their own. Another indirect but significant gain is that the number of errors coming from non-triggered tags was greatly reduced, resulting in higher quality media performance evaluations and optimizations. Lastly, replacing previously hard-coded tags with a single container has reduced page loading times, contributing to a significant increase in the conversion rate.

SOLUTIONGOOGLE TAG MANAGER: FREE AND POWERFUL

To meet these challenges, Keyade selected the Google Tag Manager universal tag due to its power, flexibility, and intuitive management interface, not to mention being free of charge.

• To handle the complexity of managing over a hundred sites, Keyade exploited the flexibility of this Google product by creating only two containers (Fnac Spectacles and France Billet) to be deployed on each main site and its affiliates. The tags within the Google Tag Manager are managed at the level of each domain, subdomain and URL, making it possible to meet the specific needs of each site using a single dashboard.

• In order to preserve the media tracking already in place, Keyade first performed a full audit of the existing tracking and then formulated a comprehensive and exhaustive tagging action plan. The variables were then configured in Google Tag Manager. Following this, Keyade carefully monitored progress to ensure that the tag migration proceeded as planned. Each tag was implemented gradually while the old tags were simultaneously deactivated.

• Fnac Spectacles / France Billet and Keyade anticipated future tracking needs by defining in advance the types of vendors who the ticket operator might be likely to collaborate with in the future. The container tag was then pre-configured to facilitate the implementation of future partner tags.

FNAC SPECTACLES ADOPTSUNIVERSAL TAGS AND BOOSTSITS ONLINE ACQUISITIONS