Implementing Adobe Analytics without a clear strategy results in a costly, delayed project that fails to deliver actionable insights. Technical professionals responsible for CRM and customer experience should use this framework to successfully plan, implement and validate an Adobe Analytics project.
The Gartner Approach
The Guidance Framework
- Guidance Framework Prework
- Business Requirements and KPI Definition
- Guidance Framework
- Step 1: Requirements, Data Collection and Variable Solution Design
- Step 2: Execution, Tag Management System and Data Layer
- Step 3: Validation (Manual and Automated), Deployment
Risks and Pitfalls
- Beware of the "Just Tag Everything" Approach
- Implementation Based on Assumed Customer Journey
- Tag Management and Security
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