This document summarizes Kevin Haag's presentation about event-driven data layers and Adobe Analytics. It discusses different types of data layers including the event-driven data layer (EDDL) and customer experience digital data layer (CEDDL). It also describes how Adobe products like Launch and DTM previously did not have a built-in data layer model, but now the Data Layer Manager extension allows populating custom variables and triggering rules based on data layer events. Resources for learning more about data layers and analytics are also provided.

1. ABOUT THE EVENT-DRIVEN DATA
LAYER & ADOBE ANALYTICS
Measurecamp Berlin
September 28, 2019

2. 2
Kevin Haag
@kevalytics
● Adobe Analytics Tech Lead at Bounteous
● Adobe Certified Expert (ACE)
● Adobe & Google Consulting

3. Application Layer
>>> Data Layer <<<
Experience Layer

4. bnteo.us/measureCampBer

5. 5Proprietary & Confidential
Google
[...] a JavaScript object that is used to pass information from
your website to your Tag Manager container.

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Tealium
[...] the behind-the-scenes structure that web sites and
mobile apps tap into for timely and consistent visitor data.

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W3C
[...] a JavaScript Object which can be used for communicating
[...] data to digital analytics and reporting servers.

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[...] a JavaScript object that is
used to pass information
from your website to your
Tag Manager container.
They are all data layers.
[...] the behind-the-scenes
structure that web sites and
mobile apps tap into for
timely and consistent visitor
data.
[...] a JavaScript Object which
can be used for
communicating [...] data to
digital analytics and
reporting servers.
dataLayer utag_data digitalData

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dataLayer = [{
“pageName” : “Home Page”
}];
They are all able to store contextual information.
utag_data = {
“pageName” : “Home Page”
};
digitalData = {
“pageName” : “Home Page”
};
dataLayer utag_data digitalData

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You can look at all of them in your browser’s console.

11. EDDL vs. CEDDL

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● EDDL
● Event-Driven-Data Layer
● Array-based
● Populated by the TMS
● Retrieve DLVs and e.g. store them in
Custom Dimensions
● Use events as triggers
● Good for asynchronous TMSs
● Good for SPAs
● CEDDL
● Customer Experience Digital Data Layer
● Object-based
● Populated by the dev team
● Retrieve DLVs and e.g. store them in
Custom Conversion Variables (eVars)
● No events
● Not good for asynchronous TMSs
● Good for static data
EDDL vs. CEDDL

13. Use Case: Form Submit

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Whenever
a visitor successfully submits a form
Let
the data layer know
Store
relevant (non-pii) context data as data
layer variables
Use Case: Form Submit
Last NameFirst Name
Job TitleEmail
Submit

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dataLayer.push({
“event”: “formSubmit”,
“jobTitle”: “Analyst”
});
Setup in GTM Action
Context

16. Adobe’s TMSs (DTM & Launch) don’t have a
built-in Data Layer Model.

17. Up until recently, there was no standardized
way of leveraging data layer events for AA.

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19. How did Adobe folks track non-standard
events?

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digitalData {
formData:{
jobTitle: “Analyst”
}
};
Context
1 Populate the data layer 2 Send a trigger to DTM/Launch
1. Direct Call Rule (DCR)
_satellite.track(“formSubmit”);
OR
2. Custom JS Event
var event = new
CustomEvent(“formSubmit”);
Action
So … how did Adobe folks track non-standard events?
Then

21. But now, there is a better way.

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● Public Launch Extension
● Dispatches custom DL events
● Provides computed state for DLVs
Data Layer Manager Extension

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var measureCamp = window.measureCamp = || [ ];
measureCamp.push({
‘event’: ‘formSubmit’,
‘jobTitle’: ‘Analyst’
})
Data Layer Manager Extension - Prerequisites
● Build an array-based data layer
● Name it whatever you want
● Push events to the data layer

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var measureCamp = window.measureCamp = || [ ];
Best Practices for Instantiating a Data Layer
Set the value of the variable
measureCamp...
… to whatever is already
globally named measureCamp.
If measureCamp doesn’t exist,
set it to an empty array.

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PreventsOverwriting
var measureCamp = window.measureCamp = || [ ];
Prevents
Destruction

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● Specify your data layer’s root object
Data Layer Manager Extension - Extension Configuration
● Specify your data layer events

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● Easily access computed state of the
data layer variables (DLVs)
Data Layer Manager Extension - Data Elements I

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● Use the Data Elements to populate custom analytics variables (eVars & sProps) in rules
Data Layer Manager Extension - Data Elements II

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● Use the Data Layer Events as events to trigger your rules
Data Layer Manager Extension - Events

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In Summary
1. The EDDL is great for
- asynchronous deployments
- modern, event-heavy analytics
implementations
- site performance
- SPAs
2. GA folks always liked the EDDL
3. AA folks also like the EDDL

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Data Layer Articles
● https://bnteo.us/data-layer-for-developers
● https://bnteo.us/data-layer-for-non-developers
● https://developers.google.com/tag-manager/devguide
● https://www.simoahava.com/analytics/data-layer/
● https://tealium.com/resource/fundamentals/what-is-a
-data-layer/
● https://www.w3.org/2013/12/ceddl-201312.pdf
EDDL & Data Layer Manager Extension
● https://jimalytics.com/tag-management/the-event-dri
ven-data-layer/
● https://techdocs.searchdiscovery.com/adobe-solution
s/adobe-launch/launch-extensions/data-layer-manag
er
Resources

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General (Adobe-) Analytics Knowledge
● https://www.measure.chat/
● https://forums.adobe.com/thread/2543670
● https://docs.adobe.com/content/help/en/analytics/lan
ding/home.html
● https://www.youtube.com/channel/UC8I6bqCk7gO6
YdoMz6W5fvw
General (Google-) Analytics Podcasts
● https://www.analyticshour.io/
● https://die-sendung-mit-der-metrik.de/
● https://www.termfrequenz.de/podcast/beyon
d-pageviews-podcast/
● https://analyticsfreak.com/podcast
Resources

33. We are hiring like crazy!

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bnteo.us/analytics-career
● Adobe Analytics Consultant
● Adobe Analytics Engineer
● Google Analytics Consultant
Current Analytics Openings (All Locations)

35. At Measurecamp, you can meet incredibly
smart people!

36. 36Proprietary & Confidential
Maik
So...make sure to meet with them!
Markus B. Markus V. Helen
GA - GADS
Webinars
Podcast: Die
Sendung mit der
Metrik
Audio Book:
Dein Weg zum
Webanalysten
Podcast: Beyond
Pageviews
ITP & ETP
Book: Google
Analytics - Das
umfassende
Handbuch
GMP Con

37. Thank You!
Adobe Analytics Technical Lead
Kevin Haag
Email: kevin.haag@bounteous.com
@kevalytics