Analytics Migration
With sunset of Adobe DTM and evolution of the new tag management solution by Adobe, it has become mandatory for all organizations to migrate to Adobe Launch.
Migrating from one TMS to other such as DTM to Launch or Google Tag Manager to Launch or Launch to Tealium or from one analytical platform to another becomes easier if it focuses on the 3 critical areas of migration: Consistency, Cleanliness, Robustness and a Backup plan.
Consistency:
Maintaining consistency is one of the most important part of the entire migration. We ensure that migration does not impact the way we used to track and collect data before migration.
Cleanliness:
Unwanted, inactive and unpublished codes should not be a part of migration. A thorough audit is performed over the existing tags in DTM and scan for any inactive, unpublished and unwanted rules. An Audit Report document is maintained to find out the purpose of the tag and existing pages effected, and whether that should be a part of migration.
Robustness:
A robust environment workflow will help the tool to cope with errors during execution. It is developed by identifying critical environments for tagging, example: identification of Development, Staging & Production environments based on the different staging and production websites used by clients, and ensuring that data flows to their corresponding report suites.
An important point to note here is that Launch has brought something called Development environment. This is a new capability for Adobe Launch, which was missing in DTM.
Rollback Plan:
A rollback plan is an operation which returns the tagging to some previous state. The rollback will result in rolling back to the existing DTM tagging from Launch. Rollbacks are important for integrity, because they mean that the tagging can be restored to a clean copy even after erroneous operations are performed.
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Highlights​
Migration expert with experience in migration of Tag Management Solution(TMS) for example - DTM to Launch, Google Tag Manager to Launch, Google Tag Manager to Ensighten etc., and migration of analytical platforms for example - Adobe Analytics to Google Analytics 360 and vice-versa.
Responsible for defining the migration strategy and created Migration Audit Report Documents post analyzing the existing analytics set up. Performed migration of DTM implementation to Launch, created environments, adapters and libraries for testing the migrated tags, debugging and fixing the errors found post migration. Responsible for migrating and fresh deployment of tracking rules and wide variety of 3rd party marketing pixels using extensions. Maintenance and up-gradation of analytics library versions.
Also responsible for engaging with stakeholders to gather requirements and define approach to resolve business problems and enhancements. Performing quarterly audits on analytics performance such as data collection, tracking performance and cleanup of the old marketing pixels, etc. Suggested ways to improve the page load time. Preparing case studies and suggesting measures to improve current implementation.
