First Financing for Tag Commander
Fourth Investment through the XAnge Capital 2 Fund
Online marketing maturity has led to the expansion of many specific tools, including web analytics, retargeting, affiliation, tracking, AB testing and social media. To function properly, each of these digital tools requires a few lines of computer code, called tags.
Marketing on websites, in particular on e-commerce and media sites, is increasingly sophisticated and can quickly become very complex, costly and time-consuming. Marketing managers who test and develop their marketing solutions lack agility because they have to go through the company's technical department to change each tag on every page of the website.
Managing this profusion of tags has therefore become a real challenge. Tag Commander aims to give IT directors and marketing managers greater freedom by enabling them to better control the data collected by each solution, to improve tag-related quality standards and to optimize page loading time. Tag Commander also offers a centralized dashboard that lets marketing teams manipulate tags with complete independence and without needing specific technical knowledge.
The Tag Commander solution in SaaS mode allows for complete tag management through a single interface. It enables online marketing managers to handle their various tag-dependent marketing tools with ease. Marketing teams can therefore totally control their tools. Tag Commander makes tag installation easy and provides a dashboard for tracking the effectiveness of the marketing tools on a website.
The introduction of Tag Commander on the market creates new opportunities for solution providers to demonstrate, quickly and at no cost, the value of their solutions. With Tag Commander, marketing teams can also more effectively build their optimum portfolio of partners. In addition, Tag Commander makes it easy for agencies that manage tags on behalf of their clients to complete the tracking work of several hours or days in only a few minutes.
Tag Commander goes even further, offering:
- an attribution management model to accurately monitor how different marketing campaigns are contributing to website performance, so that each partner can be fairly remunerated and the marketing team can optimize its campaign mix;
- a privacy management module to meet the legal requirements introduced by the European Union's "Telecommunications Package" directives.
Founded in October 2010, Tag Commander already has more than 80 clients, of which 25% international, in many different industries. Tag Commander was recognized by Scientipôle in 2011 for the quality of its R & D and the extensive experience of its founders in the area of online tracking.
The entry of XAnge Private Equity, through its XAnge Capital 2 venture capital fund, will enable Tag Commander to accelerate its R & D in new product development and to open new offices in Europe.
Rodolphe Menegaux, Investment Director at XAnge Private Equity commented: "Online marketing is a targeted sector for investment through our multicorporate venture fund. Owing to increased competition for audiences, proficiency in managing digital marketing tools has become a must for companies with a web presence. In an environment in which marketing strategies are becoming ever more complex, Tag Commander meets the needs of marketing managers by giving them the required agility, the needs of technical managers by enabling them to optimize the performance of tag loading and the needs of online organizations by increasing the ROI of their digital investments."
According to Michael Froment, CEO of Tag Commander: "To increase their performance, e-commerce sites will have to use more solutions based on tags. To boost their profitability, they will have to optimize the use of such solutions. To become more competitive, they will have to further enhance the visiting experience on their websites. By simplifying tag management, Tag Commander contributes to handling "big data" more effectively and enables online organizations to gain immediate value from their CRM data. The quick adoption of Tag Commander by the leading players in the market demonstrates the great expectations of marketing teams. We are delighted to welcome XAnge Private Equity as more than a financial partner in our first round of financing. Its stake in our capital will give us additional means to tap into new markets more quickly and to develop our services geared at European online organizations. The Franco-German dimension of the fund and its network of partners are also decisive strengths for us."
Three business-angels have participated in this capital increase, including Thierry Petit from Showroomprivé and Patrick Robin from 24h00.fr.
Who is involved ?
XAnge Private Equity : Rodolphe Menegaux, Investment Director and Nicolas Debock, Senior Investment Manager
Advisers to Tag Commander
Legal: Valluet-Achache (law firm)
Adviser to XAnge Private Equity
Legal: Saam Golshani and Benjamin Cichostepski at Orrick
About Tag Commander
Tag Commander is a SaaS tag management solution developed by François Langrand, Samuel Font and Michael Froment and launched in October 2010. The Tag Commander team’s extensive expertise in tag management has made it a recognized expert in the market. The solution covers three key areas: tag management, attribution management and privacy management. After two years of activity, the company boasts 80 clients including Auchan, Boulanger, CDiscount, Fnac.com, La Redoute, Bouygues Telecom, Air France/KLM, Europcar, Match.Com, Groupalia (ESP) and Décathlon. Some 25% of its clients are international companies. Tag Commander can be used for mobile websites and applications and it includes more than 250 pre-loaded digital solutions.
Recognized by Forrester Research, the company has offices in Paris and Amsterdam.
XAnge Private Equity
XAnge Private Equity, a subsidiary of La Banque Postale, is a private equity management company licensed by the French financial markets authority AMF.
It manages or advises:
- since its inception end of 2011, XAnge Capital 2 Fund (FCPR) has taken over from XAnge Capital as an active investor, together building an original multi-corporate sector-based division that invests in innovation in the area of digital innovations with the venture capital firm XAnge Capital and the XAnge Capital 2 venture capital fund (FCPR). With total assets under management of more than EUR110 million, the main investor base consists of corporates who joined La Poste group (through La Poste SA and La Banque Postale being the sponsors), with Alten, technology partner, Deloitte and Neopost, accompanied by various institutional investors, including in particular Allianz France, CDC and CNP Assurances.
- a growth capital division through the XPansion fund (EUR50 million), and
- eleven innovation funds and a general purpose investment fund representing assets under management totalling EUR160 million and the Actys 2 fund of funds entrusted to it by La Banque Postale Asset Management.
XAnge also has a direct innovation investment activity in Germany, based in Munich and Berlin, and advises DVC (Deutsche Bank group) for the management of a technology portfolio.
XAnge builds local relations with regional companies in the South-East of France through its dedicated office in Lyon.
Assets under management or advised by XAnge Private Equity totalled EUR375 million at the end of 2011.