AEM DataLayer IMMERSE 2017 Presentation by Dan Klco

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Presentation at IMMERSE 2017 about AEM DataLayer, an Open-Source library, based on the Apache Sling framework, which makes it easy to create DataLayers using Adobe Experience Manager.

Tecnología

© 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
AEM DataLayer
Dan Klco | Perficient Digital - Adobe Digital Marketing Solution Lead

© 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 3
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

© 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
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

© 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Q&A
© 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 15
Dan Klco
dan.klco@perficient.com
Twitter: @klcodanr
LinkedIn: lnked.in/dklco

© 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

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AEM DataLayer IMMERSE 2017 Presentation by Dan Klco

1. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. AEM DataLayer Dan Klco | Perficient Digital - Adobe Digital Marketing Solution Lead

2. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 2 AEM DataLayer What is a Data Layer? Bringing it Together Analytics the Old Way

3. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 3 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

4. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 4 What is the Solution? Data Layer  JavaScript Object for Data Integration  Provides Separation of Concerns  Decouples Development and Analytics

5. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 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

7. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 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

10. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 10 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

11. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 11 Step 2: Expose Data  Document all Datapoints, their Source and their Use  Expose Data via a DataLayer  Implement Custom ComponentDataElements

12. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 12 Let’s see an example Component Data Element!

13. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 13 Step 3: Map to Digital Marketing Tools  Expose DataLayer Properties to DTM Data Elements  Leverage the Data Across Digital Marketing Tools

14. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 14 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

15. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Q&A © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 15 Dan Klco dan.klco@perficient.com Twitter: @klcodanr LinkedIn: lnked.in/dklco

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