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Radically Better Results

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Yard has shown a great level of technical expertise and competence while building the new tagging solution. Their support and collaboration with our internal team was essential.

— Nissange Da Silva, Digital Analytics Manager

Challenge

Migrate British Gas Business to a futureproof tag management solution, achieving cost efficiencies and improving data quality.

Action

We conducted a detailed review of the existing tag management system set-up and determined the specific requirements of the client.

This enabled us to work collaboratively to create a strategy and prioritised project plan, which included a detailed yet easy to understand naming convention that would ensure a smooth migration.

We prioritised the different stages of the migration, working from the more basic elements to those with greater complexity.

Systematically, we placed tags on the development environment, so both ourselves and the client could test them. Once happy we replicated the process on the live site, disabling tags in the old tag management system to avoid data duplication.

A broad range of stakeholders were involved in the testing and approval of each deployment stage. This ensured consistency in data quality.

When we got to the Adobe Analytics tagging, we replicated the approach used earlier to ensure quality control; we first deployed the tags on the development environment and ran the data side by side with the old setup, so that we could compare values.

We published the data into a new Adobe report suite, to ensure there was no pollution of either the new or old data. Once all parties were happy with the data, we published it in batches (for example variables based on navigation trigger). This ensured that if there were any issues and the triggers for them could be easily identified and resolved.

Change

  • 100% risk mitigation
  • 0% loss of data
  • 100s of extensions and innovations
  • 1 clean Adobe Analytics implementation