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A vision for sustainable analytics implementations - Superweek 2020


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Marketing automation, machine learning models, customer data platforms; at least one of these is included in your company’s ambitions for 2020. But is you analytics implementation prepared for it? Many companies struggle to implement ambitious data projects because of a lack of data standards and ownership, specialy in the digital analytics sphere.

We introduce the GDDL, a digital data layer framework developed by Stitchd but available as open source solution for everyone that is looking for a sustainable approach to a data layer implementation.

Presentation held at Superweek conference, Hungary, January 2020.

Published in: Data & Analytics
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A vision for sustainable analytics implementations - Superweek 2020

  1. 1. Sustainable Analytics Implementations
  2. 2. Jente De Ridder • Data Geek • Belgian • Father of 2 sons • Outdoor fan @Nihiel Let me introduce myself…
  3. 3. Your company’s ambitions “We will deliver relevant one-to-one marketing experiences, fueled by A.I. „ Your CEO, January 2020
  4. 4. Bad news: you’re not ready “Data quality is earned, not acquired. „ Simo Ahava, Superweek 2019
  5. 5. Feras Alhlou (E-nor)
  6. 6. Adam Greco (Search Discovery)
  7. 7. A website does not consist of static pages Modular development frameworks are on the rise Single page applications are used more often
  8. 8. There’s no such thing as a default device Content visibility differs between devices and browsers
  9. 9. Multitude of user experiences Personalization entails dynamic content
  10. 10. Entire digital ecosystem B2C Customer portal SME B2B Recruitment Corporate
  11. 11. IT and Marketing lost in translation IT/DEVELOPMENT TEAM Owns the code and strives for standardization and reliability. Follows procedures to maintain stability. MARKETING/ANALYTICS TEAM Manages advertising efforts and needs flexibility to apply optimizations and additional tools quickly.
  12. 12. High employee turnover Continuous implementation cycles Continuous implementation cycles
  13. 13. New project: migrate s-code towards a TMS • Analysts did not trust the data • Legacy implementation • Everyone involved left the organisation • Business asked for a cross-brand view • Much ETL work involved • IT was investigating a new CMS • Angular front-end • Parent company was talking to Google • Switch from Adobe to 360 in the near future? 3 years ago
  14. 14. Key attributes put forward by Jim Gordon: • Flexible • Accept data in any format • Semantic • Intiuitive naming conventions • Efficient • Minimal amount of code • Consistent • Minimal design patterns to implement. • Resilient • Vendor agnostic and comply to browser standards A quest for the perfect data layer
  15. 15. The Generic Digital Data Layer, an event-driven, asynchronous data layer. Introducing: GDDL
  16. 16. Abstract tool from implementation TMS Page Impression Event
  17. 17. Abstract tool from implementation TMS Form Submit Event
  18. 18. • Impressions • Take screen view into consideration! • Clicks • Submit • Errors • Focus / Complete • Product specific • Add to cart, detail impression, checkout, purchase • Video specific • Play, Pause, Complete, % viewed Relevant events Think of events on an abstract level.
  19. 19. Map those events to the different components within your CMS. • Page • Impression • Button • Impression • Click • Contentblock • Impression • Sitesearch • Impression • Click • … CMS components
  20. 20. List per component-event all variables that are required for analysis. Provide context • Button-impression • Name • Placement • Button-click • Name • Placement • Form-impression • Name • Step • Stepname • Form-submit • Name • Step • Stepname • ResultYour tagging plan
  21. 21. The implementation is kept as simple as possible, relying on web standards that are supported in every browser and programming languages that are understood by any front- end developer. • Vanilla JavaScript & HTML data attributes • Event + info How does this translate into code? data-tracking-event=‘button-impression’ data-tracking-info=‘{ “placement”:“top”, ”name”:”subscribe now”}’
  22. 22. The queue of generic events is translated into the data layer format expected by the TMS in use. Generating the data layer Web Pages Event handler(s)• Event-tag • Info-tag Event translator TMS SPECIFIC ANALYTICS SPECIFIC PLATFORM SPECIFIC 1 2 3 4
  23. 23. By using an event-driven framework, we overcome the problems with traditional page-based tracking and content visibility. How does this solve our challenges?
  24. 24. By applying standards and unification we steer away from person & vendor dependent implementations. How does this solve our challenges?
  25. 25. • Tool independent • Prevent vendor lock-in • Reduced implementation & maintenance costs • No specific briefings required • Data quality assurance and trust • Enables automated testing • Implementation tailored to the business needs • No predefined syntax that you must adapt you • Flexibel for other data integrations • Event queue can be used for all kind of applications Tested & Proven framework
  26. 26. Try it yourself! The GDDL is an open source framework. We welcome feedback and suggestions for improvements.
  27. 27. Questions? Contact us. | @We_Are_Stitchd