A couple of weeks ago an Adobe Launch workshop was organized by Humix and IDA Mediafoundry in Kontich. The first part of this workshop has been given by industry experts Corey Spencer and Jeff Chasin from the Launch product team who gave a detailed presentation of the features of Adobe Launch.
During the second part of the workshop our own Pieter Vanderoost and Jente De Ridder – both Senior Analytics consultants at Humix – shared the learnings they gathered during the last 6 months of working with Adobe Launch. They used the example of AG Insurance to show the benefits of migrating from DTM to Launch or even GTM to launch.
First of all, Pieter and Jente from Humix presented us the digital data challenges of today:
- A website does not consist of static pages anymore: the rise of modular development frameworks and use of Single Page Applications
- Multitude of user experiences: personalization requires dynamic content
- Uncertainty about what content is visible: the increasing number of devices used to visit a website creates uncertainty about what content is visible during the visit
- Multitude of digital platforms: gathering data in the same way across all digital platforms
- How to guarantee data quality: tracking the right way with dynamic behaviour
During their work for different clients, Jente and Pieter triggered a shift in mindset within the organization: they went from page-based tracking to event-based tracking. On a page, events happen all the time. When we look at AG Insurance, we can distinguish 4 typical types of events on this page, impressions, clicks, form field focus and form submit.
Switching from page-based tracking to event-based tracking is the answer to these challenges. This is used by some of our clients like AG Insurance.
The advantages of event-based tracking are:
- Clean data: the gathered information is about specific actions because the unrelated page visits are filtered out
- Availability of historical data: it is possible to review last month’s campaign clicks even when you have changed this campaign
- Exportable data: you can export the data for event tracking to Excel or other tools for further analysis
- No additional setup in your analytics tools: you just have to add the instruction in the event code where to send it or upload a plug-in that does the coding for you (applies to WordPress websites)
Adobe Launch is the command center for analysts which makes the data do the hard work and makes the data actionable. It makes it possible to collect only the relevant data based on selected pages or all pages. Furthermore, selected data can be sent to the right co-workers, so they are able to offer better customer experiences.
Launch already offers a wide range of web apps which can be viewed and implemented to activate the right marketing tools.
During their last 6 months of working with Adobe Launch, Pieter and Jente have tested it thoroughly and share their tips & tricks with you:
+ Extension of the features and capabilities of Adobe Launch
+ Enhancement and simplification of tool specific data collection
+ Open extension building
– Limited extension offer and advertising tool extensions
– Currently not possible to tag or categorize data elements
We are happy to share a few takeaways of the Adobe Launch bootcamp in this blogpost:
- Launch is a promising tag manager for big and complex environments
- Adobe has a clear roadmap with a constant release cycle of features for Launch
- Adobe offers well-documented and good support
- The Launch development team is open for feedback and new ideas
- Governance remains crucial!