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About The Event-Driven Data Layer & Adobe Analytics

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By Kevin Haag from Bounteous. Held at MeasureCamp Berlin 2019.

Published in: Data & Analytics
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About The Event-Driven Data Layer & Adobe Analytics

  1. 1. ABOUT THE EVENT-DRIVEN DATA LAYER & ADOBE ANALYTICS Measurecamp Berlin September 28, 2019
  2. 2. 2 Kevin Haag @kevalytics ● Adobe Analytics Tech Lead at Bounteous ● Adobe Certified Expert (ACE) ● Adobe & Google Consulting
  3. 3. Application Layer >>> Data Layer <<< Experience Layer
  4. 4. bnteo.us/measureCampBer
  5. 5. 5Proprietary & Confidential Google [...] a JavaScript object that is used to pass information from your website to your Tag Manager container.
  6. 6. 6Proprietary & Confidential Tealium [...] the behind-the-scenes structure that web sites and mobile apps tap into for timely and consistent visitor data.
  7. 7. 7Proprietary & Confidential W3C [...] a JavaScript Object which can be used for communicating [...] data to digital analytics and reporting servers.
  8. 8. 8Proprietary & Confidential [...] a JavaScript object that is used to pass information from your website to your Tag Manager container. They are all data layers. [...] the behind-the-scenes structure that web sites and mobile apps tap into for timely and consistent visitor data. [...] a JavaScript Object which can be used for communicating [...] data to digital analytics and reporting servers. dataLayer utag_data digitalData
  9. 9. 9Proprietary & Confidential dataLayer = [{ “pageName” : “Home Page” }]; They are all able to store contextual information. utag_data = { “pageName” : “Home Page” }; digitalData = { “pageName” : “Home Page” }; dataLayer utag_data digitalData
  10. 10. 10Proprietary & Confidential You can look at all of them in your browser’s console.
  11. 11. EDDL vs. CEDDL
  12. 12. 12Proprietary & Confidential ● EDDL ● Event-Driven-Data Layer ● Array-based ● Populated by the TMS ● Retrieve DLVs and e.g. store them in Custom Dimensions ● Use events as triggers ● Good for asynchronous TMSs ● Good for SPAs ● CEDDL ● Customer Experience Digital Data Layer ● Object-based ● Populated by the dev team ● Retrieve DLVs and e.g. store them in Custom Conversion Variables (eVars) ● No events ● Not good for asynchronous TMSs ● Good for static data EDDL vs. CEDDL
  13. 13. Use Case: Form Submit
  14. 14. 14Proprietary & Confidential Whenever a visitor successfully submits a form Let the data layer know Store relevant (non-pii) context data as data layer variables Use Case: Form Submit Last NameFirst Name Job TitleEmail Submit
  15. 15. 15Proprietary & Confidential dataLayer.push({ “event”: “formSubmit”, “jobTitle”: “Analyst” }); Setup in GTM Action Context
  16. 16. Adobe’s TMSs (DTM & Launch) don’t have a built-in Data Layer Model.
  17. 17. Up until recently, there was no standardized way of leveraging data layer events for AA.
  18. 18. 18Proprietary & Confidential
  19. 19. How did Adobe folks track non-standard events?
  20. 20. 20Proprietary & Confidential digitalData { formData:{ jobTitle: “Analyst” } }; Context 1 Populate the data layer 2 Send a trigger to DTM/Launch 1. Direct Call Rule (DCR) _satellite.track(“formSubmit”); OR 2. Custom JS Event var event = new CustomEvent(“formSubmit”); Action So … how did Adobe folks track non-standard events? Then
  21. 21. But now, there is a better way.
  22. 22. 22Proprietary & Confidential ● Public Launch Extension ● Dispatches custom DL events ● Provides computed state for DLVs Data Layer Manager Extension
  23. 23. 23Proprietary & Confidential var measureCamp = window.measureCamp = || [ ]; measureCamp.push({ ‘event’: ‘formSubmit’, ‘jobTitle’: ‘Analyst’ }) Data Layer Manager Extension - Prerequisites ● Build an array-based data layer ● Name it whatever you want ● Push events to the data layer
  24. 24. 24Proprietary & Confidential var measureCamp = window.measureCamp = || [ ]; Best Practices for Instantiating a Data Layer Set the value of the variable measureCamp... … to whatever is already globally named measureCamp. If measureCamp doesn’t exist, set it to an empty array.
  25. 25. 25Proprietary & Confidential PreventsOverwriting var measureCamp = window.measureCamp = || [ ]; Prevents Destruction
  26. 26. 26Proprietary & Confidential ● Specify your data layer’s root object Data Layer Manager Extension - Extension Configuration ● Specify your data layer events
  27. 27. 27Proprietary & Confidential ● Easily access computed state of the data layer variables (DLVs) Data Layer Manager Extension - Data Elements I
  28. 28. 28Proprietary & Confidential ● Use the Data Elements to populate custom analytics variables (eVars & sProps) in rules Data Layer Manager Extension - Data Elements II
  29. 29. 29Proprietary & Confidential ● Use the Data Layer Events as events to trigger your rules Data Layer Manager Extension - Events
  30. 30. 30Proprietary & Confidential In Summary 1. The EDDL is great for - asynchronous deployments - modern, event-heavy analytics implementations - site performance - SPAs 2. GA folks always liked the EDDL 3. AA folks also like the EDDL
  31. 31. 31Proprietary & Confidential Data Layer Articles ● https://bnteo.us/data-layer-for-developers ● https://bnteo.us/data-layer-for-non-developers ● https://developers.google.com/tag-manager/devguide ● https://www.simoahava.com/analytics/data-layer/ ● https://tealium.com/resource/fundamentals/what-is-a -data-layer/ ● https://www.w3.org/2013/12/ceddl-201312.pdf EDDL & Data Layer Manager Extension ● https://jimalytics.com/tag-management/the-event-dri ven-data-layer/ ● https://techdocs.searchdiscovery.com/adobe-solution s/adobe-launch/launch-extensions/data-layer-manag er Resources
  32. 32. 32Proprietary & Confidential General (Adobe-) Analytics Knowledge ● https://www.measure.chat/ ● https://forums.adobe.com/thread/2543670 ● https://docs.adobe.com/content/help/en/analytics/lan ding/home.html ● https://www.youtube.com/channel/UC8I6bqCk7gO6 YdoMz6W5fvw General (Google-) Analytics Podcasts ● https://www.analyticshour.io/ ● https://die-sendung-mit-der-metrik.de/ ● https://www.termfrequenz.de/podcast/beyon d-pageviews-podcast/ ● https://analyticsfreak.com/podcast Resources
  33. 33. We are hiring like crazy!
  34. 34. 34Proprietary & Confidential bnteo.us/analytics-career ● Adobe Analytics Consultant ● Adobe Analytics Engineer ● Google Analytics Consultant Current Analytics Openings (All Locations)
  35. 35. At Measurecamp, you can meet incredibly smart people!
  36. 36. 36Proprietary & Confidential Maik So...make sure to meet with them! Markus B. Markus V. Helen GA - GADS Webinars Podcast: Die Sendung mit der Metrik Audio Book: Dein Weg zum Webanalysten Podcast: Beyond Pageviews ITP & ETP Book: Google Analytics - Das umfassende Handbuch GMP Con
  37. 37. Thank You! Adobe Analytics Technical Lead Kevin Haag Email: kevin.haag@bounteous.com @kevalytics

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