The document provides an overview of Adobe Experience Manager (AEM) Data Layer, highlighting its role in separating analytics from development to enhance data integration. It outlines the steps for setting up the AEM Data Layer, including identifying data capture opportunities, exposing data, and mapping it to digital marketing tools. The guide aims to streamline the tracking process and improve user segmentation and personalization in web experiences.

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AEM DataLayer
Dan Klco | Perficient Digital - Adobe Digital Marketing Solution Lead

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AEM DataLayer
What is a Data
Layer?
Bringing it Together
Analytics the Old
Way

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Analytics the Old Way
Developer Hard-Coded
 Analytics Hard-Coded Inline
 Mappings Contained in Code
 Tightly Couples Tracking to Website Markup
 Issues Difficult to Detect and Diagnose
Why Not?Why Not?
 Tightly Couples Analytics and Development
Work
 All Tracking Changes Require Code Updates
 Tracking Extracted from Page via CSS
Selectors
 Managed in Tag Manager
CSS Selector Ninjas

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What is the Solution?
Data Layer
 JavaScript Object for Data Integration
 Provides Separation of Concerns
 Decouples Development and
Analytics

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What is a DataLayer?
Adobe
Experience Manager
Data Layer Adobe
Analytics / Marketing
Cloud
5
• Authored Content
• Digital Assets
• Dynamic Web
Experiences
• Expose User and
Marketing Data
• Neutral Data Container
• Share Data Between Tools
• User Tracking
• Segmentation and
Personalization
• Testing and Optimization

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Setting Up AEM DataLayer

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To setup AEM DataLayer:
 Download / Install the AEM DataLayer Package
 https://github.com/PerficientDigital/AEM-DataLayer/releases
 Setup an AEM DataLayer Cloud Configuration
 Add the Cloud Configuration to a Site
 Validate and Customize
Setting Up AEM DataLayer
7

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DEMO TIME!

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Using AEM DataLayer on Your Project

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Step 1: Identify Data Capture Opportunities
 Analyze Components, Pages and
Interactions to Identify Data Points
 Identify What May Want to be Captured
 Identify both On-Page and After-Load
Data

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Step 2: Expose Data
 Document all Datapoints, their Source
and their Use
 Expose Data via a DataLayer
 Implement Custom
ComponentDataElements

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Let’s see an example
Component Data Element!

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Step 3: Map to Digital Marketing Tools
 Expose DataLayer Properties to DTM
Data Elements
 Leverage the Data Across Digital
Marketing Tools

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Get Started with AEM DataLayer
 Download the Library from GitHub:
 https://github.com/PerficientDigital/AEM-DataLayer
 Explore the WeRetail Reference Project
 Create Your Data Layer with
ComponentDataElements

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Q&A
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Dan Klco
dan.klco@perficient.com
Twitter: @klcodanr
LinkedIn: lnked.in/dklco

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