Event Driven Data Layer Implementation using ACDL/GTM - Create Own EDDL Strategy

Data Layer is a known concept for most in digital analytics. As the name suggests it is all about data residing in the layer of the pages. Data can be about useful information of your properties when the user interacts using which analytics and marketing folks understand the likes and wants of users to create an enriching experience for the users. Capturing the data useful for your properties is the foundation to begin knowing anything about your users preferences to provide compelling user experiences that flourish your business. Designing a robust data layer should the number one priority to take the right path to success. Most of us have heard about Customer Experience Digital Data Layer layer by W3C and would have worked on designing data layer to collect data footprints of the users.  One of the main challenges in tracking in SPA / regular pages is users moving to next page or bouncing off the pages. Tracking Interactions happening on a page without the need to refresh the page ne

Which testing practice is usually considered advanced or sophisticated?

Currently, some of the most complex tests to run are segmentation, personalization, and dynamic content tests. These tests require a deep understanding of who your audience is, where and how your traffic is arriving, and what your viewers require.

Unsure what the other test techniques are? Here’s an explanation:

A/A, A/B, or A/B/N tests are just a fancy name for the plain, old split test. 

•    An A/A test splits traffic 50/50 and tests the exact same thing against itself. A/A tests are usually implemented before A/B testing to make sure test results will be valid.

•    A/B, or traditional split testing, occurs when you split traffic 50/50 and compare version A to version B to see which converts better.

•    A/B/N testing occurs when you compare any number (N) of versions against each other to determine which converts best.

Sequential testing is different than split testing. It occurs when you test one element, then another, and compare results. Sequential testing is sometimes used for low traffic sites. However, sequential tests can be problematic because time itself is a variable that impacts results. Testers shouldn’t be running sequential tests for months at a time just to get statistically significant results.

Navigation and landing page tests are studies that look at how viewers navigate your site or interact with your landing page. Sometimes these tests are very complex. But in general, navigation and landing page studies aren’t as sophisticated as segmentation, personalization, or dynamic content tests.

So what are segmentation, personalization, and dynamic content tests? Go to the next question to find out.

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