Gartner Research

Three Steps to Implement Adobe Analytics With Tag Management

Published: 10 October 2017

ID: G00334276

Analyst(s): Bill Delrieu


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.

Table Of Contents

Problem Statement

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
  • Follow-Up

Risks and Pitfalls

  • Beware of the "Just Tag Everything" Approach
  • Implementation Based on Assumed Customer Journey
  • Tag Management and Security

Gartner Recommended Reading

©2021 Gartner, Inc. and/or its affiliates. All rights reserved. Gartner is a registered trademark of Gartner, Inc. and its affiliates. This publication may not be reproduced or distributed in any form without Gartner’s prior written permission. It consists of the opinions of Gartner’s research organization, which should not be construed as statements of fact. While the information contained in this publication has been obtained from sources believed to be reliable, Gartner disclaims all warranties as to the accuracy, completeness or adequacy of such information. Although Gartner research may address legal and financial issues, Gartner does not provide legal or investment advice and its research should not be construed or used as such. Your access and use of this publication are governed by Gartner’s Usage Policy. Gartner prides itself on its reputation for independence and objectivity. Its research is produced independently by its research organization without input or influence from any third party. For further information, see Guiding Principles on Independence and Objectivity.

Already have a Gartner Account?

Become a client

Learn how to access this content as a Gartner client.