“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 at British Gas Business
Following a technology review, in collaboration with the client, the Adobe Experience Platform, Launch, was determined as the right futureproof platform.
Adobe Launch is an extensible tag management system developed to support and unify the ever-evolving marketing technology ecosystem.
We created and implemented a robust migration strategy which allowed the BGB team to shadow implementation activities as we progressed.
We delivered the migration to Adobe’s Launch tag management system with meticulous testing and quality control to ensure that the data British Gas Business rely on remains meaningful and precise, enabling them to make key business decisions.
Migrate British Gas Business to a futureproof tag management solution, achieving cost efficiencies and improving data quality.
- Migrate to a future proof tag management solution
- Improve data quality
- Achieve cost efficiencies
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.
Staggered Roll Out
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.
0% LOSS OF DATA
The project was a huge success. Implementing the migration in the way we did allowed us to ensure there was no loss of data.
100% RISK MITIGATION
A solution mitigating the risk of reduced data quality and an extensible future proof platform enabling the client to make key business decisions to deliver on their data roadmap.
100S OF EXTENSIONS AND INNOVATIONS
Providing British Gas Business with a next-generation tag management system and access to a catalogue of extensions & innovations to support on the delivery of their data roadmap.
1 CLEAN ADOBE ANALYTICS IMPLEMENTATION
A new, clean analytics implementation that is easier for the British Gas Business team to manage in the future.
Want to know more?
Ross Foley, Business Development – Data Services