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1 August 2018
Analytics & Optimisation
A couple of weeks ago an Adobe Launch workshop was organized by Humix and IDA Mediafoundry in Kontich. The first part of this workshop has been given by industry experts Corey Spencer and Jeff Chasin from the Launch product team who gave a detailed presentation of the features of Adobe Launch.
During the second part of the workshop our own Pieter Vanderoost and Jente De Ridder – both Senior Analytics consultants at Humix – shared the learnings they gathered during the last 6 months of working with Adobe Launch. They used the example of AG Insurance to show the benefits of migrating from DTM to Launch or even GTM to launch.
First of all, Pieter and Jente from Humix presented us the digital data challenges of today:
A website does not consist of static pages anymore: the rise of modular development frameworks and use of Single Page Applications
Multitude of user experiences: personalization requires dynamic content
Uncertainty about what content is visible: the increasing number of devices used to visit a website creates uncertainty about what content is visible during the visit Multitude of digital platforms: gathering data in the same way across all digital platforms
How to guarantee data quality: tracking the right way with dynamic behaviour
During their work for different clients, Jente and Pieter triggered a shift in mindset within the organization: they went from page-based tracking to event-based tracking. On a page, events happen all the time. When we look at AG Insurance, we can distinguish 4 typical types of events on this page, impressions, clicks, form field focus and form submit.