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Don’t Let The Sun Set on Your Insights

2nd July 2020 by Rona Leslie | Data, Innovation

Adobe’s sunset plan for retiring DTM (Dynamic Tag Management) has been pushed back 3 months, but on 13th April 2021 the DTM servers will be switched off. 

It’s not all bad news though because Adobe’s replacement technology Launch is a mature solution which offers a wealth of features to enhance existing tagging implementations and support more demanding requirements. 

At Yard we have extensive experience of scoping, designing, managing and delivering successful migrations from DTM to Launch and I’d like to take you through some of the main considerations to help you with your planning – whether you’ve already started your migration or you’ve been putting off thinking about it for months. 

Loss aversion 

In cognitive psychology loss aversion refers to people’s tendency to prefer avoiding losses to acquiring equivalent gains. We can use this to help drive new behaviours and habits and make sure they stick 

For example, on a weight loss program, rather than rewarding yourself with an almond croissant for reaching goal targeted weight, you’d pledge to give £100 to a charity if you failed. Preferably you’d choose a charity or cause which conflicts with your values so there is no emotional upside to failure. There’s even a website to help you stick to your promises. 

With DTM it’s Adobe who’ve been making the promises for you. They’ve been well publicised but it’s always worth reiterating the potential impact: 

July 2019 – Option to create new DTM properties removed 

  • This deadline is long gone and means DTM is no longer an option to use as your tag management solution for new sites. 

October 14th 2020 – All DTM properties become read only 

  • After this date your existing properties cannot be changed. No new tags, technology, data and crucially no potential for new insights and they value they could potentially generate.  

April 13th 2021 – DTM retired 

  • The DTM servers go to sleep.  

Those are the promises that have already been made and the ones you cannot control.  But if you haven’t started planning your migration yet all is not lost. There is still time and if you need any further motivation then just consider the potential benefits of moving to natural successor to DTM, Adobe Launch. 

Incentive theory 

Whilst loss aversion is one human instinct we are subject many more conflicting motivations including what we can potentially gain from our decisions and actions, which is precisely why I’ve just spent £2.50 on my entry for this evening’s Euromillions draw (a collosal £55m rollover!). 

There are a number of psychological theories relating to gainOne is Incentive theory, which proposes that people are pulled toward behaviours that lead to rewards and pushed away from actions that might lead to negative consequences. Getting a chunky annual bonus, recognition as employee of the month and school rewards visits to Alton Towers are all examples of such rewards and how they are used to influence. 

In the case are making the move to Adobe Launch there are a plethora of incentives which far outweigh the potential shortterm pain of a migration project. Key amongst these are: 

Performance Focus

  • Features such as asynchronous and modular loading are designed to improve page load speeds and overall performance to ensure your end users are not adversely impacted by the technology you want to implement. 

Easy Extensiblity

  • Introduce new technology from 3rd parties quickly and easily through the interface and 3rd party marketplace and avoid the need for complex, time-consuming and maintenance heavy custom code. 

Powerful Library Management

  • Unlimited development libraries and enterprise-grade publishing allows users precise control of what is deployed, where and when. 

Flexible Workflow

  • Robust approval workflows, rule based deployments and instant rollback allows custom processes to your enterprise requirements, promoting safe and flexible implementation. 

Granular Rights Management

  • Administrators will not only designate which extensions are available to each user—as well as those that aren’t — but also determine which areas within Launch are accessible to certain users. 

So even if the thought of losing support, features, functionality, control and ultimately data and insights as DTM marches toward retirement wasn’t enough to get you to take action, then the positive benefits of making the move should be an additional catalyst. 

Execution excellence 

There are numerous approaches to migrating from DTM to Launch. Some are quick and simple and others more time consuming and involved.  

The simplest approach is to use the “Upgrade to Launch” feature of DTM which is designed to make migration as simple as clicking a button. Like many “Lift and Shift” promises though it only delivers in the most basic of scenarios.  

At the other of the spectrum the opportunity to migrate a complex and aged DTM implementation which has grown organically over the years might actually be more of an opportunity to make a fresh start to build a native Launch solution from scratch using the DTM implementation as a guide to initial requirements. 

In practice many organisations have something which sits somewhere in between and would benefit from a hybrid approach. 

At Yard we take a collaborative approach to all our work and migration projects are no different. We recognise that success will be a function of : our expertise in the technology and delivering similar solutions; our clients’ domain expertise and specifically knowledge of their own customers. goals and value offer and a shared enthusiasm to deliver a solution which is expertly crafted and sustainable to meet the challenges of the future. 

Every migration project involves some key steps: 

  • Evaluating the current implementation 
  • Agreeing a strategy and approach which maximises the importance of data quality 
  • Defining a flexible plan 
  • Working up a backlog of requirements based on existing features and new ideas based on the capabilities of Launch. 
  • Sprint based delivery with quality assurance at the heart the process. 

but we like to tailor our approach for each client to make sure that we are taking account of their specific needs. In some cases this can just be consulting on the initial assessment phase to propose the most suitable approach to be executed by the client inhouse teams or even just to provide an assessment of an existing project which may have stalled or hit issues. 

You can read more about how we collaborated with British Gas on their migration here.  

Get in touch 

The Sun is undoubtedly setting on Adobe DTM. But there is still time to make sure that the Sunrise on Launch can be a spectacular event heralding a new dawn for your tag management and data collection initiatives. 

At Yard we can help wherever you are on the transition so don’t hesitate to get in touch and book in an initial chat with our Adobe specialists. 

By Rhys Hogsden

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