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Ensighten Drives Real-Time Digital Marketing Tag Management for The RAC

The UK's most progressive motoring organisation streamlines deployment of digital marketing services and accelerates site performance with Ensighten's tag management system.

LONDON, Jan. 23, 2013 /PRNewswire-iReach/ -- Ensighten, innovator of enterprise tag management systems and visitor privacy solutions that optimise web analytics and digital marketing performance, announced that the RAC, the UK's oldest motoring organisation with more than seven million members, has selected Ensighten to power real-time tag management for and other RAC websites. Collectively, these websites receive several million page-visits each month, requiring advanced, mission-critical tag management technology.


"The RAC is a household name in the UK and we are really pleased they chose Ensighten to support their online marketing efforts," said Adrian James, managing director of Ensighten EMEA. "We are proud to serve such a prestigious European brand that is famous for customer responsiveness. We are confident that the digital marketing efficiencies Ensighten Manage affords the RAC will further its commitment to online customer service excellence."

Following its demerger from Aviva, the RAC wanted to create an engaging online experience for its members and potential customers. To help achieve this goal, the RAC chose the Ensighten Manage enterprise tag management system for rapid deployment of digital marketing tags, which enable crucial website functionality. The RAC also needed a technology platform that would support Web analytics, multi-variant testing capabilities, and behavioural and campaign analysis. Ensighten's technology offered the best solution for all these needs.

According to Jason Bennett, digital sales optimisation manager at the RAC, Ensighten has enabled him to concentrate on maximising revenue and usage generated from the RAC website, rather than spending time managing digital marketing tags: "My aim is to create the best online journey possible for our members, so I was looking for a technology that would speed up tag deployment and support other web analysis technology. Ensighten provided us with exactly that, and I can now focus on key digital marketing priorities that will help the business grow."

Ensighten's tag management system has enabled the RAC to replace hundreds of lines of JavaScript on each Web page with a single line of code. This has made the site much easier to manage since all its tag-based digital marketing and analytics services can be centrally managed — saving time and reducing coding bugs. The net result: the RAC now has the flexibility and agility to swiftly optimise marketing campaigns and improve conversions.

Ensighten has also drastically reduced the time to deploy digital marketing tags onto the site and the coding needed to achieve this, which is a major advantage for the RAC.

"Ensighten's experience of working with leading online global brands has been a huge benefit to us," added Bennett. "Their responsiveness in dealing with technical requests has been great with most tag management queries turned around in a day or two."

The RAC is looking at other areas where Ensighten can help, including Ensighten Mobile for mobile app analytics tracking.


Founded in 1897, the RAC has over seven million members and is one of the UK's most progressive motoring organisations. It assists both private and business motorists and boasts the world's most advanced computer systems to deal with roadside assistance calls.


Ensighten boosts marketing agility and eases privacy compliance with the industry's first Real-Time™ Tag Management System, built for the needs of sophisticated enterprise websites. With Ensighten, businesses can decouple digital marketing processes from Web development cycles, enabling digital marketers to easily add, remove, or modify any third-party digital marketing tag or pixel — and see instant results. Ensighten tag management technology gives marketers and website analysts precise tag control by visitor, session, and page; and harmonizes tag data collection from websites, mobile apps, tablets, smartphones, e-readers, kiosks, game consoles, and more. Ensighten's cloud-based tag delivery accelerates page-load times and processes billions of tag requests from 25,000 Web domains across 150 countries, representing more than $25 billion in ecommerce for top brands that include A&E Networks, Microsoft Stores, MoneySupermarket,, RAC, Sony Electronics, Staples, Subaru, Symantec, TUI Travel, T-Mobile, and United Airlines. Visit us on the Web at, and follow Ensighten on and Twitter @ensighten.

Media Contact:

Tim Cox, ZingPR, 650-369-7784, [email protected]

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