This is my first attempt to write an opinion article. I had it in my mind for some time, but the sparkle was a question during my talk at the London Analytics Labs. One attendee asked me about the future of on-line advertising if 3rd party cookies and/or ads were blocked from all browsers. So, this is my point of view.
I will be presenting at the Analytics Labs in London next Tuesday 26th January.
We are all aware of the importance of creating secure products. In a previous post, I explained how to set up a workflow for a DTM implementation. One of the consequences of using this workflow is that only a reduced number of users can cause damage to the website via DTM. This is also good from the security perspective, as it reduces the risks of a successful attack. This is probably enough for most companies.
Before getting into the details of the post… Happy New Year to all of you! I hope that 2016 is full of DMPs, DTMs and Analytics 🙂 Now, going back to today’s topic, I want to talk about how to create the products string in DTM using the W3C data layer. One of the reasons why we prefer a tag management solution (TMS) over hard-coded snippets is to write less code. All modern TMSs include features to set analytics variables using a point and click interface, usually through Web. In the case of DTM, you can create a data element that reads a data layer variable; you can then assign it to an eVar or a prop, without writing a single line of code.
In my experience as an Adobe Audience Manager consultant, I have noticed that many clients need a lot of hand-holding at the beginning when working with this DMP. Coming from the Web analytics world, this was a bit of a surprise to me at the beginning. I remember when I started an Adobe Analytics project I worked on 6 months ago, one of the client teams had a spreadsheet with 138 requirements… and that was only one of the teams involved. They knew exactly what they needed from the tool, which made my life easier. However, this is rarely the case in an AAM project.
If you have been in an Adobe Analytics implementation, it is highly probable that, at one point or another, you have heard the expression “VISTA rules”. However, many of you might still wonder what those little beasts are. First of all, let’s start with the name. Unless you dig in Google or in the help section, you will never have guessed that VISTA stands for “Visitor Identification, Segmentation & Transformation Architecture”. Do not get too impressed with this name, it was just an imaginative way of getting a fancy name.
As all digital marketers know, surveys provide invaluable information from visitors. They allow you to know various types of information from the visitors: the website itself, likelihood of buying, preferred products… The outcome of these surveys can be used to modify certain aspects of the experience or target the visitors with specific messages. All marketers would like every single customer to perform a survey and use that information to create a perfect experience for each visitor, but the reality is far from this ideal. Only very few visitors end up accepting the invitation and this usually happens when there is a potential reward.
Now, looking into the standard, we will get into the different sections that conforms recommended data layer. Let’s review each of them in the following posts.
The classical problem of how to make sure that, in hybrid apps, the journey is not broken when transitioning from the native app to the embedded browser, is well known and it has been solved a long time ago. My colleague Carl Sandquist wrote a great post in the official Adobe blog some time ago about how to stitch visitors in hybrid apps. Two years later I still reference it to my customers. I recommend that, before you proceed with the rest of this post, you read it.
This is the first post of a series of posts, in which I am going to describe the W3C data layer. A few months ago, I explained why it was a good idea to have a data layer. In this series, I am going to dive into the details of one particular data layer implementation: the W3C standard. For those of you who do not know what the W3C does, it is the international body that creates the standards that we use everyday on the web: HTML, CSS, Ajax… Although there are other options for data layers, like JSON-LD, I personally prefer the W3C standard; after all, this body has created some of the most important standards in the Internet.
In my last post, I described a simple solution to track out-of-stock products using Adobe Analytics. As its name implies, this is a rather simple approach: you just get a count of the number of times an out-of-stock product is shown. For many, that might be enough, but there are many different requirements for a one-size-fits-all solution.
The wealthiest man in Spain (my home country) is the owner of Zara. There are Zara shops everywhere in the world. Just as an example, I was in Bangkok two months ago and I found a Zara store in one of the most popular shopping centres. The success of this company has been widely studied. One of the key success factors of this company is stock management. If you are interested in a detailed explanation, here you have a video that I found very interesting:
Back in the old days, when we used the traditional division between an s_code and on-page code, the concept of a data layer made little sense. The developers had to add some code server-side to generate the on-page code. Gathering the information to be captured was a server-side issue: the CMS would have to collect the information from one or various sources (CMS DB, CRM…) and present it on-page, so that, when calling s.t(), the s object would have all needed information.
The concept of a DMP (Data Management Platform) is not new in the digital marketing arena. However, there are still many marketers who do not know of this type of platform and what it can do for them. I will explain what is a DMP and what is Adobe Audience Manager.