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

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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

Adobe Experience Platform Architecture

Experience Platform is built on open APIs and supports the easy integration of enterprise solutions using familiar tools. Experience Platform also supports partners to build and integrate their own products and technologies as needed. 

Experience Platform is designed and built using the following core principles of API-first development: 

  • • The API is the primary interface into Experience Platform. 
  • • All Experience Platform functions, including administrative functions, are available through the API. 
  • • Platform services, Adobe solutions, and third-party integrations use the same API.

By taking an API-first approach, Experience Platform opens integration opportunities such as:

  • Enabling partners to build their own data ingestion and egress capabilities, including 24-hour automated processes, by using Catalog and Data Access services for full integration capabilities with the data store in Experience Platform. 
  • • Enabling developersto build custom UIsto support specific task-driven use cases.

 Experience Platform consists of: 

  • • Data Foundation: Data Foundation enables developersto manage standard schemas, ingest data, interact with datasets, apply Data Usage labeling and Enforcement (DULE) metadata, and access data. 
  • • Machine Learning (ML): ML offers predefined models and the capability to develop custom ML models for specific needs. 
  • • Audience Activation: Audience Activation includes Unified Profile, Identity, and Edge Services. These services work together to enable you to build and activate audiences based on customer profiles containing individual attributes and behaviors.
With Experience Platform, businesses can do the following: 
  • • Centralize and standardize all data captured in Adobe Experience Cloud products or configure API connectors to stream or batch data in from any system.
  • • Create dynamic real-time customer profiles by stitching together data,such as CRM, behavioral, transactional, and attribute.
  • • Enrich the understanding of a customer with SQL or AI/ML intelligence capabilities, while ensuring proper governance. 
  • • Apply decisioning and orchestration to activate the enriched real-time customer profiles across any channel (one or many)
The following diagram depicts the Experience Platform workflow:



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